Nutrition researchers at the University of Aberdeen’s Rowett Institute are seeking volunteers across Scotland to challenge themselves to reduce their meat intake.

A world-leading nutrition research centre, the Rowett Institute, is inviting Scots who eat meat at least six times a week to try and reduce this to four times a week for two months.

The University of Aberdeen researchers are looking to better understand the barriers people face when reducing their meat consumption, and what support people need to increase the amount of healthy, sustainable foods in their diet.

Participants in the LESS (Lived Experience of Sustainability in Scotland) Meat study will be asked to keep a food diary, and use an online portal to share what they eat on days they’ve gone meat free.

They’ll also be interviewed about their eating habits throughout the trial, and asked to share their experiences at the end.

One participant already involved in the LESS Meat study said:

“Before, I didn’t really think I could do it, but having to record it made me realise how much I was eating. It’s not as hard as I thought.”

Another shared: “I used to think meat was just normal, every meal. But I’m seeing now that I don’t need it all the time.”

Rather than telling participants what to eat, this study will ask people to make their own swaps and share with researchers the challenges they found in daily life trying to cut back on meat.

The Scottish government-backed study will not only help participants find out what less meat looks like for them but could also help inform future healthy eating policy.

Study lead, the Rowett Institute’s Dr David McBey, told healthandcare.scot:

“Cutting down on meat isn’t just good for the planet, it can also be a real boost for your health.

“I eat meat myself, and I know that there can be things that come up that make eating less meat more difficult. The perceived cost of healthy, sustainable diets is one thing people think about a lot – but also the inconvenience.

“I don't think that it's realistic to ask every single person to go vegetarian or vegan. But to just reduce meat for a few days a week feels achievable.

“You can see that as a personal challenge and test yourself: can you do it? And if you fail, you're still part of the study and we’re interested to find out what happened.

“Our study wants to find out what makes it tricky for people, so we can help them make changes more easily.”

Dr McBey said that the researchers will report directly back to the Scottish government on their findings around challenges and what can help people make that shift.

Barriers to reducing meat consumption

This call for volunteers follows the Rowett Institute team’s recent report on attitudes and awareness around sustainable diets across a 10-year period.

While they found people had a greater willingness to reduce meat consumption in 2023-24 than a decade earlier, many struggle to stick with eating less meat for a sustained time.

Dr McBey said an early participant in the LESS meat trial told the research team it “takes extra effort” when the rest of their family is eating meat.

Another shared they sometimes struggled to know what to cook, and more ideas for “quick meals that don’t feel like a big change” could help them continue the shift towards less meat every week.

Meanwhile, other participant already in the study shared what they will carry forward:

“I’ve cut down a lot, even if I don’t go completely veggie. I’ll keep doing that, it’s manageable. I don’t miss it as much as I thought I would. I think I’ll keep some of the new things I’ve tried.”

Another said:

“It’s made me think more about my health; I used to just eat meat every day without thinking, but now I’ve actually tried new things and feel better for it.”

Dr McBey said ultimately, he hopes taking part in the trial will give people space to reflect on their habits, try something different and “see how small changes can make a big difference”.

He added:

“We’re not telling anyone what to eat, we’re just interested in what happens when people start thinking about meat a bit more consciously.

“By taking part, we hope people feel more informed and confident in making food choices that are good for them and for the environment.

“On a bigger scale, the findings will help shape policies that support healthy, lower-carbon eating: things like making meat-free options more appealing, easier to access, and better understood.”

To learn more and see if the study is right for you, take the initial short survey here.

This article is written as part of a promotional agreement between the Rowett Institute and Healthcare News Scotland.

Read more: Regulation key to reducing obesity; Health leaders push for action on diet and exercise; A question of action; Regulation key to reducing obesity; Study shows diet can hold diabetes at bay for years; A team sport: caring from the community up; Can Scotland make health fairer?; Libraries offer light lift for low winter mood; Analysis: Why people are left behind

Sign up to our bulletin for key health & social care updates straight to your inbox.