Shrinking portions encourage fall in meat consumption

UK meat consumption is falling in the UK, having dropped by more than 15% between 2008 and 2019 and research has found the key driver to be reduced portions sizes.

A team of researchers from the University of Edinburgh and the London School of Hygiene and Tropical Medicine found that smaller portions accounted for more than half (52%) of the overall reduction.

What’s more, the team identified that this approach has had more success in meat reduction that other strategies such as meat-free days and meat alternatives.

The UK Climate Change Committee (CCC) has recommended a 20% reduction in meat consumption by 2030, rising to a 35% reduction by 2050 to reach net zero. However, making the swap to plant-based isn’t always popular, with the researchers contending that low-meat meals may present fewer barriers. This is due to reduced reliance on taste preferences, perceived social norms and cooking skills

The researchers used data from a national dietary survey in the decade leading up to 2019 to draw their conclusions. Overall, they observed a reduction in total meat portion size by 9.7 g over the decade, approximately 2% per annum.

They also found that men and people from lower socio-economic backgrounds who typically consume more meat were more likely to lower their meat intake via smaller portions. On the other hand, women and people from higher socio-economic backgrounds were found to be more likely to completely cut out meat.

The researchers say these findings suggest that government should ‘continue to develop strategies focused on promoting smaller portions’.

The study, published in Nature Food, also found that white meat consumption has risen. Researchers say this is likely due to its lower cost and perceived health benefits compared with red meat.

“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, policymakers and health professionals can design targeted strategies that resonate with different consumer groups,” ​said lead author Alexander Vonderschmidt from the University of Edinburgh’s Global Academy of Agriculture and Food Systems.

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