Smaller portions drive fall in meat consumption

Reduced serving sizes account for over half of the decline in UK meat consumption, outpacing other behaviours such as meat-free days, study finds.

Reduced portion sizes of meat is the main driver of declining meat consumption in the UK, a recent analysis of UK dietary habits has shown. 

As meat consumption in the UK continues to fall – having dropped by more than 15 percent on average from 2008 to 2019 – the research shows smaller portions accounted for more than half, or 52 percent, of the overall reduction in meat consumption.

This approach significantly surpasses the impact of other strategies such as meat-free days and meat-free meals, the findings show.

This study, conducted by a research team from the Global Academy of Agriculture and Food Systems using data from a national dietary survey in the decade leading up to 2019, highlights the importance of understanding different behaviours that contribute to meat reduction. 

A plate with meat and vegies

Policy implications

Encouraging smaller portions may be more manageable, particularly for those resistant to cutting out meat completely, the lead researcher explains.

By focusing on this approach, policymakers may be able to accelerate efforts toward reducing meat consumption, while also improving health outcomes related to the overconsumption of red and processed meats.

The study also notes that white meat consumption has risen, likely due to its lower cost and perceived health benefits compared with red and processed meats. 

This research was published in Nature Food in collaboration with colleagues from the University of Edinburgh’s School of Geoscience, the London School of Hygiene and Tropical Medicine and the University of Glasgow.

“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.”

Alexander Vonderschmidt, Global Academy of Agriculture and Food Systems

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