Appearance is an important factor for a third of consumers (33 per cent), followed closely by taste (31 per cent). Consumers in the South West and aged 18-24 (both 70 per cent) are the most price conscious, whereas those aged 65 and over are the least likely to prioritise cost (only 45 per cent).

Following the horse-meat crisis in January 2013, the poultry industry has continued to flourish with one in five respondents (19 per cent) saying they now eat more poultry than beef, pork or other meat.

The survey conducted by Populus on behalf of the BPC shows that buying British is a priority for many consumers with 60 per cent reporting that they always (22 per cent) or mostly (38 per cent) make sure that the meat they buy is British. 29 per cent of Scots say they always buy British meat, compared to only 14 per cent of those in Yorkshire and Humber.

Commenting on the figures, Andrew Large, Chief Executive of the British Poultry Council, said: "The UK poultry industry continues to feed the nation. British provenance remains important for the majority of consumers and so we will strive to provide them with high quality, healthy and affordable products."