Key findingsIn the UK, out of the people who have a perception, 67% think that American beef is full of hormones. Only 1% of the UK population thinks American beef is sustainable. 45% say a preference for British beef acts as a barrier to eating American beef. Almost 1/3 of the UK population think American beef is lower quality compared to UK beef which acts as a barrier to UK consumers eating American beef. Almost one-third of the UK population thinks American beef is lower quality compared to British beef, with a quarter of respondents considering American beef unhealthy.