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Perceived increase in vegetarianism is inaccurate

Meat consumption is said to be rising

The perception that growing numbers of people are moving towards a vegetarian diet is untrue, the editor of industry publication has claimed.

Peter Grove of Mood Food Magazine stated the opposite seems to be the case, as meat consumption is said to be on the rise.

"The perception one sees from the media in general is that we are endeavouring to move towards more healthier eating … but the reality is that is not the case," he remarked.

Mr Grove noted that there are "a lot of benefits to meat eating that aren't always highlighted" and said the arguments for and against consuming chicken, pork or beef recipes are "often presented in too much of a black and white attitude".

However, he added that the quality of vegetarian cuisine has "definitely" improved in recent years, stating he is trying to find a balance between eating vegetarian and meat dishes.

The food expert was commenting following research by the University of British Columbia, which revealed men who do not eat meat are seen as less masculine than those who do.

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