AHDB poll reveals UK’s lack of appetite for treated meat imports

By Ashley Williams

- Last updated on GMT

UK consumers against treated meat
Over half of the UK public have admitted that they would buy less meat from supermarkets if hormone- and chlorine-treated products were introduced in a post-Brexit deal, according to an Agriculture & Horticulture Development Board (AHDB) survey.

The survey, which quizzed 1,000 people, revealed that more than half would buy less chicken and meat from supermarkets, while 83% of participants would pay more attention to labelling.

Additionally, 81% said they would be concerned about quality and more than three-quarters admitted they would look more closely at production methods.

However, it seems that some people are not put off by imported treated meats, with 28% claiming there would be no change in the amount of chicken they buy, and 29% saying they would not alter their buying habits for beef.

AHDB’s head of strategic insight David Swales said its research showed there was a “distant gap​” between what consumers said was important to them and what influenced their purchases.

More than half of shoppers are unclear what current assurance marks actually mean. There is a danger that, rather than try to fathom the labels, shoppers may lose confidence in the whole category​,” said Swales.

Also, there’s the added complication that if we did import these products, domestically-produced meat would likely be at a disadvantage on price. As a key driver of shopper behaviour, there may be calls for these practices to be introduced in the UK to allow farmers to compete on a level playing field​.”

Earlier this year, the British Meat Processors Association’s chief executive Nick Allen told GlobalMeatNews​ importing hormone beef would cause “consumer concern​” and that the UK Government should understand the “full consequences​”.

Related topics: Market Trends

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