With consumers becoming more aware of the health, animal welfare and environmental implications of producing and consuming meat, people in the UK are taking a more conscious approach to their meat-eating.

Among those seeking to reduce their intake is the relatively new category who call themselves ‘flexitarians’. They eat meat infrequently but don’t reject it entirely.

New research by YouGov surveyed UK consumers to find out their attitudes towards meat-eating, and to explore the growth of flexitarianism. Among its findings are:

Nearly everyone eats at least some meat

While it might be a newly coined name, flexitarianism has become established quickly.

More people say they are flexitarian (14%) than pescatarian (3%), vegetarian (3%) and vegan (1%) combined. Adding this to the 73% of the UK population who call themselves meat-eaters, it means almost nine out of 10 people eat some meat.

Less than half of people (42%) believe that a meat-free diet is the healthier option.

Even meat-eaters are reducing their meat intake

More than a quarter (26%) of those who call themselves meat-eaters agree they are actively trying to reduce their meat consumption.

While that’s well below the 69% of flexitarians who say the…