Majority of UK adults think it is possible they have eaten horse meat

As the horsemeat scandal continues to worsen, Usurv asked 1,000 people in the UK about their attitudes to packaged meat, fast food restaurants and whether they may have inadvertently eaten horse meat already.

A massive 63% believe it is possible that they have eaten horse meat. “In a country where many people think this is abhorrent this is clearly going to impact peoples’ behaviour” said Guy Potter Director of Usurv. “Trust has been eroded in so many aspects of life; MP’s, Journalists and Bankers, now it seems even food can’t be trusted”.

The survey revealed that Burgers are likely to suffer the greatest impact, with 35% of people claiming they will eat less of them. The Great British sausage is likely also to suffer with one in five in the UK likely to shun them in their fry up.

Those under 30 are the least likely to have their shopping habits changed. Two thirds (66%) claim their “purchasing habits will not change”, this compared to 54% of the over 40’s.

Though there has not been any suggestion that horse meat has got into the fast food chain, it looks like they will not be immune to the fallout either. Over four out of ten claim they will visit fast food restaurants less. “The impact of this scandal is far reaching and it looks like even those who have always served 100% beef are not going to escape the impact”. Potter went on to say.

This scandal is dissimilar to other recent scandals in that it affects a huge proportion of UK consumers who are likely to vote with their wallets. There will be winners and losers, but it is safe to say anyone who sells or uses processed meat will now be considering their PR options.

1,000 UK adults aged 18+ were interviewed on 13th February 2013 by online polling firm Usurv.