Brits eating less meat in the last decade - and package sizes are suffering shrinkflation

The meat on our plates is shrinking, with the average size for a UK adult down by almost 10g.

A new study has found overall meat consumption in the country has fallen by 15% in a decade. Data from a national dietary survey conducted between 2008 and 2019 by the London School of Hygiene & Tropical Medicine and the has shown a reduction in total meat portion size of 9.7g.

The data revealed 52% of the decline in meat intake was down to people eating smaller servings. But the researchers said the trend fell far short of the UK Committee's recommendation of a 20% reduction in meat consumption by 2030 to reach net zero.

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They found men and people from poorer backgrounds, who typically eat more meat, were more likely to cut their consumption by switching to smaller portions. Meanwhile women and wealthier people were more likely to stop eating meat completely.

The consumption of white meat has risen, with chicken and pork considered healthier than red meat. Published in the journal Nature Food, the study said the Government should "continue to develop strategies focused on promoting smaller portions".

Lead author Alexander Vonderschmidt said: "This research offers critical insights into how the UK's dietary landscape is shifting and could guide future interventions aimed at encouraging healthier and more sustainable eating habits. By understanding the factors driving these changes, such as portion size reduction and demographic influences, policy makers and health professionals can design targeted strategies that resonate with different consumer groups."

Food industry bosses have agreed to produce a transition plan to slash consumption of red meat and dairy by 20%, after admitting that without this the sector will not hit its commitments to net zero. The move is among plans published in a major report by the IGD and Wrap, following talks with industry bosses from across different parts of the supply chain. The report, titled A Net Zero Transition Plan for the UK Food System, concluded that without “urgent action on diets”, targets for greenhouse gas emission reductions for 2030 and 2050 will be unachievable.

However, consumer groups have pointed that firms could use this strategy to enable 'shrinkflation', as popular meats have seen their products rise or stay the same in price but are now smaller in size. Earlier this year, watchdog Which? said Finest sausages had reduced from 97% pork to 90%. Meanwhile separate research found a 16-pack of Birds Eye Original Beef Burgers with Onion cost just £3.98 in 10 years ago, but now a 10-pack of the same burgers is £6.