Exploring Men’s Red and Processed Meat Consumption in the UK to Produce a Behavioural Portrait and Propose Interventions to Reduce Consumption

To limit global greenhouse gas emissions and keep global warming below 1.5 degrees Celsius, the target for UK meat reduction has been set at 35% by 2030. To maximise co-benefits to human health, this reduction should focus on red and processed meat (RPM), which is associated with an increased risk of multiple poor health outcomes. In the UK, men eat more RPM than women and have higher prevalence rates of many food-related chronic illnesses. This thesis aims to develop a clear behavioural picture of RPM consumption for men living in the UK and identify potential interventions to reduce this consumption.

Narrative reviews were conducted to establish the rationale and background to the thesis (Chapter 1). Then, starting with a broad lens, a systematic review was undertaken to capture global evidence on factors influencing men’s RPM consumption (Chapter 2). Findings were used to steer a secondary analysis of nationally representative UK data (Chapter 3) which aimed to explore unprocessed red meat (URM) and processed meat (PM) consumption patterns, identify distinct clusters, and analyse sociodemographic characteristics and healthy dietary behaviours within and between each cluster. Study 3 aimed to expand understanding by using qualitative methodology, semi-structured interviews and a reflexive thematic analysis (Chapter 4) the context and lived experience of RPM consumption among UK men. Finally, all findings were integrated (Chapter 5) and mapped through the Behaviour Change Wheel (BCW) to identify potential intervention functions and policy categories to be used for intervention design.

Findings demonstrated men consume RPM for complex and context-dependent reasons and that unprocessed red meat (URM) and processed meat (PM) consumption link to distinctly different patterns, influencing factors, and sociodemographic characteristics. RPM is consumed for reasons of enjoyment, emotion, connection with identity, reward, and a desire to have value for money, but the underlying contexts and rationales are different for URM and PM. Beliefs about health consequences vary, are inconsistent, and are attributed separately to URM and PM. The influence of health beliefs on URM and PM consumption largely depends on the value placed on the ‘naturalness’ of food and trust in external experts, which may be linked to SES characteristics. Providing trustworthy information through communication and marketing, modelling behaviours from influential in-group figures, providing alternative meal options that men enjoy eating, and introducing fiscal measures are all potential interventions that may reduce RPM consumption for men living in the UK.

Results represent the first full behavioural picture of RPM consumption among men in the UK, including the first qualitative data specific to this dietary behaviour. Findings can be used to shape research aimed at expanding the understanding of men’s RPM consumption and to develop interventions targeting men’s dietary behaviour.