Meat eaters saved £6.7 BILLION last year - by cutting down on meat.

Researchers estimate more than 12 million carnivores ate less pork, beef, lamb and chicken in 2019 compared to previous years - and they saved around £550 each by doing so.

And this year, more than a fifth intend to reduce their intake even further or for the first time – if not eliminate meat from their diet completely.

For 28 per cent, saving money is one of the biggest motivations for doing so – indeed, 51 per cent think meat is too expensive. But health concerns can be in play to a lesser extent, as massive research mounts around the positive correlation between the amount of heme iron in red meat and darker meat from chicken and the onset of diabetes. Those in the highest quartile intake of red meat and poultry among the 63,000 participants had a 23 per cent and 15 per cent increase in risk of diabetes, respectively, while the intake of fish/shellfish was not associated with risk of diabetes.

The Linda McCartney Vegetarian Influence

The research of 2,000 UK adults commissioned by Linda McCartney's, the well-loved vegetarian brand founded by Linda McCartney discovered that 44 per cent believe a meat-free lifestyle is more affordable now than ever before.

Miguel Barclay, author of ‘One Pound Meals’, who has teamed up with Linda McCartney’s to share his advice for going meat-free affordably, said: “There can be a real misconception around the cost of eating meat-free.

"However, this research proves that there is actually a lot of money that could be saved by making a veggie or vegan commitment. I believe in showing people how to make delicious, affordable food, and meat-free options are just the same; it doesn’t need to be expensive or fancy, to be satisfying and tasty,” says Barclay.

The study found those who eat meat do so four times a week on average – with one in six eating meat every day of the week. A quarter of those surveyed admit they eat ‘too much’ meat, with six in 10 saying they have been contemplating cutting back for ‘some time’.

Just under half revealed they are more open now to a completely meat free diet than ever before. The evolution of tastier and more textured meatless options is also driving improved consumer response to meat free alternatives.

Two thirds of carnivores have tried meat-free alternative products – and more than three quarters liked what they ate. A significant 14 per cent admit they simply don’t enjoy meat as much as they used to.

The Linda McCartney’s study carried out through OnePoll also found 56 per cent think 2020 will see more people than ever before go vegetarian, with about four in 10 imagine themselves to eat significantly less meat or none at all in 2020, to help save the planet.

Forty-four per cent hope this change to their diet will improve their health, while 11 per cent see it as a personal challenge.

Miguel Barclay added: “The New Year is the perfect time to shake up your routine and try new things, so I’ll be sharing some of my favorite meat-free recipes.

“All of these come in under £1, to encourage more people to get behind the meat-free movement this January, whatever your budget.”