As the number one reason (54 per cent) for Brits choosing to avoid meat the ethical treatment of animals clearly still plays an important role in the way we think about food.
The poor farming conditions and mistreatment of animals across the world has been well-documented by popular films such as Cowspiracy and Forks Over Knives.
Whilst traditionally vegetarians might have been motivated by an interest in animal welfare many of the avocado-obsessed Brits of today are reducing their meat intake purely out of health concerns with 49 per cent acknowledging that too much meat might be bad for their health.
Endless studies have shown that meat-eaters are more susceptible to heart disease.
Not to mention the new controversial Netflix documentary – What The Health – which claims that eating eggs is as bad for us as smoking cigarettes.