UK Supermarkets Push Meat Sales Through Multibuy Deals Despite Health Warnings, Study Reveals

A recent study by the Food Foundation shows that UK supermarkets are heavily promoting meat and processed meat through multi-buy deals, raising concerns about health and environmental impact.

The study reveals that around 18% of these promotional offers feature meat and dairy products, while 11% focus on processed meats like ham, bacon, and sausages.

This is significant as the World Health Organization has warned that red meat “probably causes cancer” and processed meats “definitely” increase cancer risk, particularly bowel cancer.

Food Foundation’s senior business and investor engagement manager, Rebecca Tobi, highlighted the concern, stating, “The fact that many of these deals are on foods that are harming our health and our planet is alarming.”

Tobi added that the promotions often encourage shoppers to purchase more than they typically would, amplifying the problem.

The study, which reviewed deals across UK retailers such as Aldi, Asda, Iceland, Morrison’s, Sainsbury’s, and Tesco, found Iceland leading in processed meat promotions, with these items making up 15% of their multibuy deals.

Conversely, promotions on fruit and vegetables were relatively low, representing just 5% of multibuy deals overall and only 2% in Iceland.

Experts like Dr. Panagiota Mitrou, director of research at the World Cancer Research Fund, expressed disappointment, explaining that multi-buy deals on processed meats make these items financially attractive, potentially increasing their consumption despite health risks.

Dr. Mitrou recommended limiting red meat to three servings per week and avoiding processed meat to reduce cancer risk.

Comparatively, other nations, such as the Netherlands, are working toward a 60% shift in protein sales to plant-based products by 2030 to lower greenhouse gas emissions.

In the UK, only a few brands, including Lidl and Compass Group, have introduced sales targets to promote non-meat dishes, though meat-heavy meals remain prominent across major restaurant chains.

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