Social, temporal and situational influences on meat consumption in the UK population.

The amount of meat consumed is having a negative impact on both health and the environment. This study investigated the probability of eating meat and the amount eaten at a meal within different social, temporal and situational contexts. Dietary intake data from 4-day diet diaries of adults (19 years and above) taken from the UK National Diet and Nutrition Survey (2008/9-2013/14) were used for the analysis. Individual eating occasions were identified and the effects of where the food was eaten, with whom, day of the week, age and gender on the probability of eating meat and amount of meat eaten were modelled using general linear mixed models. Each factor showed distinctive effects on the probability of eating meat and the amount consumed. The amount of meat eaten was greater when eating with family members compared to when alone or with other companions. Both the probability and amount of meat eaten in a single eating occasion were higher on Sundays compared to the rest of the week. Eating out (e.g. restaurants/cafes) increased the probability of consuming meat and the amount compared to other situations (e.g. home, work). When considering the factors influencing meat consumption, attention must be paid to the effects of social, temporal, and situational factors as they all work to shape consumption behaviour. This information should be used in the design of interventions and development of policies for the most effective way to reduce meat consumption.