- 88% of those surveyed said they have bought fresh meat with the intention of freezing at home.
- But 46% said they worry about the effect this has, demonstrating supermarket labelling is not detailed enough for consumer confidence.
- Over three quarters of consumers buy the same cuts of meat every time they shop (76%).
- This is despite 72% saying they would like to try new meats and explore different meat cut options.
- Nearly half of Brits said there is a lack of valuable advice and information available when buying meat (43%), with the majority of consumers who buy meat from their local supermarket sceptical of the quality.
- Two thirds (67%) said they would benefit from expert advice when choosing meats.
Rob McFarlane, deputy managing director of Donald Russell, said with consumers concerned with food waste, education on freezing and defrosting is crucial, while encouraging people to opt for already-frozen meat options will help aid confidence in the kitchen.
He also said that shoppers are “looking for the same quality from an online service” when their local butcher closes.