Considering the media outrage over the scandal of processed foods contaminated with horse meat, it may come as a surprise that 46% of people would be unconcerned or not very concerned if they were to find out that they had unknowingly eaten horse meat. Just a quarter say they would be very concerned.
What is more, about half of the population (48%) have tried, or would try Horse meat – As a marketer might put it, half the population are “non rejecters” of horse meat.
Horses, like dogs are said to have a special place in the British psyche - we are unable to tolerate using them for anything other than sport or companionship. But our research suggests that canny marketers might have a lot more success trying to convince us to give horse a try than to chow down on a grilled pooch.
“Non-rejecters” of dog meat make up just 11% of the population. Even fewer than are prepared to consider eating insects!
In fact, with 48% of people being non rejecters of horse meat, this puts horses closer to unusual meats like Veal (68%) and Venison (72%) than Dog.
So in spite widespread outrage, it seems that when people know what they are eating, a reasonable proportion of people would be willing to give horse meat a go.
After all, in our research 87% of people who have knowingly eaten Horse say that they liked it.
Opinium Research carried out an online survey of 2012 UK adults aged 18+ from 22nd to 24th January 2013. Results have been weighted to nationally representative criteria.