The meat on our plates is shrinking, with the average portion size for an adult down almost 10g.
A study found that the overall consumption of meat in Britain has fallen by 15% in a decade.
More than half of the decline was down to people eating smaller servings, researchers said.
A dietary survey between 2008 and 2019 shows a reduction in portion size of 9.7g. But the London School of Hygiene & Tropical Medicine and the University of Edinburgh said it fell short of a UK Climate Change Committee’s recommendation of a 20% cut in consumption by 2030 to hit net zero.
The study said the Government should “continue to develop strategies focused on promoting smaller portions”.
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Lead author Alexander Vonderschmidt added: “This research could guide future interventions aimed at encouraging healthier and more sustainable eating habits.”
But consumer campaigners point out that meat products, such as sausages and burgers, have been hit by “shrinkflation”, where the price stays the same but the size is reduced.