UK consumer perceptions of meat

Those avoiding red meat represent up to 16% of the UK population whilst the proportion of the UK claiming to be ‘eating less meat’ ranges from 32.5 to 48% (Woodward, 1988; Food Research Association, 1989; The Realeat Survey Office, 1990; Vegetarian Society, 1991). In contrast, total meat production has not varied dramatically over recent years. Production figures reveal that although there has been a decline in the consumption of lamb and beef, pork and poultry have increased in popularity resulting in a relatively constant figure for total meat intake in the UK (Meat and Livestock Commission, 1988-1992). The stability in meat consumption estimated from production figures and the decline in meat popularity apparent from recent studies could be attributed to a change in the types of meats consumed. Changes in diet calculated from current and retrospective data show that people are increasing their consumption of fish, chicken, lamb and shellfish but decreasing consumption of beef, meat products, offal and pork (Richardson et al. 1993). The present paper will provide evidence that consumer perceptions of meat are shifting in a complex pattern leading to the current changes in meat-eating. Predictions of future changes in the food market and the impact that these developments might have on meat consumption will be discussed.