Although poultry wins for practicality in the consumer's eye, there is one notable point where it falls down. Only 35 per cent of respondents considered poultry as being 'full of flavour', while beef and lamb scored higher with 52 per cent and 46 per cent respectively.

Results also indicate that beef, lamb and pork fall behind poultry in versatility. As consumers’ busy lives leave them searching for quick and easy meal inspiration, poultry’s easy and versatile image has kept it popular.

Other meat industries are working on more versatile and easy-to-cook cuts to encourage more consumers to eat beef, lamb and pork. A 4-5 per cent increase was recorded in the amount of people who think pork is easy to cook and suitable for any day of the week, and a 5-6 per cent increase for lamb, compared to the last survey.

But the consumers are much less likely to agree that beef, lamb, or pork is 'good for you' compared to fish and poultry. AHDB said this perception is mainly driven by negative media coverage of red meat, for example the World Health Organisation conclusion that red meat can cause cancer and the horsemeat scandal.