Health experts have issued a public warning over nutrition after a survey revealed one in four consumers have reduced meat intake to save money.
The revelation was made in a wide-ranging consumer survey carried out by market analysts and pollsters Public First. Among the questions, people were quizzed about changes in shopping habits due to the cost of living crisis.
Responses showed that on average 28% of those polled had reduced their meat intake because of the cost. In some areas, including the South East and North East of England, the figure was even higher, at 34% and 37% respectively.
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The findings have coincided with an AHDB survey that showed 33% of consumers felt the cost of living crisis had made their diet less healthy.
AHDB marketing director Liam Byrne said that the cost of living crisis had forced shoppers to become reliant on lower cost foods which were calorie dense and nutrient poor.
“We aim to shine a spotlight on some positive food choices that consumers can make. Milk is an affordable and nutrient-dense food, while beef, lamb and pork contain up to nine vitamins, including vitamin B12,” he said.
The AHDB results were released to coincide with World Iron Awareness Week (22-28 August) and prompted health experts to back AHDB’s We Eat Balanced campaign.
The campaign returns to the public eye on 7 September. It will highlight the importance of a balanced diet, including red meat and dairy, among the most nutrient-dense foods available.
Iron deficiency
Data released for the campaign shows 35% of women have been diagnosed with an iron deficiency, with a further 7% suspecting they are deficient. The research also reveals that 95% of parents are concerned about the effect of iron deficiency on their young daughters’ health.
Of those, 27% knew or suspected their daughters may already be iron deficient. Dietician Priya Tew, food security expert Prof Nigel Scollan and NHS doctor and author Emily MacDonagh have lent their support to the campaign.
“Along with dairy products, meat is a natural source of vitamin B12. This is an essential nutrient that helps reduce tiredness and fatigue and protects our immune systems,” said Ms Tew.
“B12 cannot naturally be found in foods of plant origin which could become more challenging for those facing increased pressure on their household food budgets.”
Prof Scollan, an Institute for Global Food Security director and an animal science professor, added: “Meat contains up to nine micronutrients and milk contains seven. Some of these can be difficult to obtain from other food sources and particular parts of the population may be exposed to deficiencies.”
Low intakes
He warned that younger females could face iron deficiencies while the elderly could be short of vitamin B12 and protein. According to National Diet and Nutrition Survey data, almost half of females aged 11 to 18 suffer from low iron intakes with one in 10 having a low iron status.
Among those aged 19 and 25, one in 20 had a low iron status, the survey showed. Dr MacDonagh, who is married to singer and television personality Peter Andre, will be highlighting the issue of low iron.
She will appear in a series of portraits covered in iron-effect body paint.
“The fact that so many women and girls are already affected by low iron levels or suspect they may be iron deficient is worrying,” Dr MacDonagh said. “Eating a balanced diet is key to helping us get the wide range of nutrients that our bodies need.”
