AHDB is exploring the needs of flexitarians in meat and dairy markets after diets shifted during the pandemic.

A shift in diets during the pandemic has seen the number of people adopting a flexitarian lifestyle fall to its lowest levels in four years – down 16% on last year.

According to the latest data from Kantar, the number of people not following any sort of conscious meat avoidance diet has risen to 81%, representing a staggering 52.4 million people in the UK.

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