Price is the most important factor for consumers when choosing which meat to buy and eat, with 61 percent of consumers saying cost has the biggest impact on their decision. Appearance is an important factor for a third of consumers (33 percent), followed closely by taste (31 percent), according to the British Poultry Council (BPC).

Consumers in the Southwest and aged 18-24 (both 70 percent) are the most price conscious, whereas those who are 65 years old and over are the least likely to prioritize cost (45 percent).

Poultry is meat of choice in Great Britain

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Following the horsemeat crisis in January 2013, the poultry industry has continued to flourish with one in five respondents (19 percent) saying they now eat more poultry than beef, pork or other meats.

The survey conducted by Populus on behalf of the BPC shows that buying British is a priority for many consumers with 60 percent reporting that they always or mostly make sure that the meat they buy is British. Twenty-nine percent of Scots say they always buy British meat, compared to only 14 percent of those in Yorkshire and Humber.

Commenting on the figures, Andrew Large, chief executive of the British Poultry Council, said: “The UK poultry industry continues to feed the nation. British provenance remains important for the majority of consumers and so we will strive to provide them with high quality, healthy and affordable products.”