Half of Britons concerned about quality of meat from supermarkets

New research suggests that half of all Brits are concerned about the quality of the meat they are purchasing from UK supermarkets. 

A team of researchers at sports nutrition brand www.GoNutrition.com polled a total of 2,394 UK meat-eating adults aged between 18 and over to see how the 2013 horsemeat scandal, as well as negative media coverage, has affected their trust in meat.

Survey participants were asked where they were most likely to purchase their meat. Supermarkets were revealed as the most popular answer, with 61% of the vote. Nineteen per cent said they bought their meat at the local butcher’s or deli while 9% did their shopping online. Meanwhile, 4% said they sourced their meat from local farms.

Of those who registered supermarkets as their answer, 73% admitted that they would like to do their meat shopping elsewhere, but time and cost restraints prevented them from doing so at present.

When asked whether or not they questioned the quality of meat purchased, more than half (52%) of the participants said that they had done so. Of this percentage, nearly all (96%) had previously told researchers that they were most likely to purchase meat from supermarkets over any other location.

Seventy-two per cent said the horsemeat scandal had made them question the quality of meat they were buying. Sixty-seven per cent said regular news and media coverage had placed the authenticity of meat in doubt, while 41% said that disturbing documentaries made them distrust the quality of meat.

Furthermore, almost a quarter (23%) said that they had been put off by the bad quality of meat that they had bought, with 11% saying that they heard bad stories from family and friends that had put them off.

When participants were asked if the combination of the expense of meat coupled with the lack of trust in its quality made them question whether or not they wanted to eat meat at all, almost one in 10 (9%) said it did make them consider turning vegetarian. A further 14% admitted that they would only eat meat if they knew where it came from.

“In terms of the news stories that have been circulated during recent years, it is hardly surprising that such a big percentage of people polled in our study are concerned about the meat they are buying,” said Oliver Cookson, founder and chief executive of www.GoNutrition.com, which sources all of its lean meat from a local Lancashire farm.

“I do feel, however, that people wrongly label the fresh meat that is available to buy online as being the same quality that is found in supermarkets and much more expensive, which is not true at all.

“We pride ourselves on total transparency from farm to fork and providing customers with 100% lean meat sourced from British high-welfare farms that have been hand-trimmed by a skilled team of butchers that is sent to us fresh within 24 hours of an order being placed. We aim to put some of our biggest-selling products on offer at discounted prices, and can guarantee bigger and better quality than any UK supermarket.”

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