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"Horsemeat Fine To Eat," Say A Third Of Brits PDF Print E-mail
Written by Ipsos MORI   
27 Feb 2013
A new study commissioned by Ipsos MORI has indicated, that in the wake of illegal horsemeat scandal effecting the food supply chain in the UK, consumer behaviour has changed despite the fact that a large proportion of Brits would be happy to eat correctly labelled and regulated horsemeat.

One in three (33%) of British people aged 16 - 75 indicated that in the future they planned to buy less supermarket ready meals, with 18% polling that they would purchase fewer Findus products in particular.

Linked to this finding is the belief of 43% of respondents that the response by Findus to the horsemeat crisis was 'poor.' Other brands linked to the crisis faired slightly better in public perception of how they dealt with it with 35% rating Tesco's response as poor and 34% rating Aldi's as poor.  More than one in ten (12%) indicated that they would reduce their spending at Tesco.

More than half (59%) of UK consumers believe that the British government should do more do regulate the food industry.  Interestingly, older respondents, those aged above 55, were more likely to hold this view (65%) compared to those of a younger age, with only 50% of those aged 25 - 34 holding this.

All of these findings however are despite the fact that around a third of consumers would be happy to eat properly regulated horsemeat, with men (35%) more likely than women (28%) to believe this.  Throughout the different age groups polled, those aged 45 - 54 were most likely to be happy to be horsemeat consumers (38%) while those aged 16-24 were least likely (21%).

Last Updated ( 03 Sep 2013 )
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