So-called "flexitarians" are exaggerating the extent to which they are reducing their meat consumption, a National Farmers Union boss has suggested.

According to Guy Smith, deputy president at the NFU, despite a "huge noise" coming from consumers claiming to be reducing their meat consumption to save the planet, meat sales have not significantly reduced.

It comes after numerous studies have found consumers are eating less meat, with nine in 10 Britons questioned by Mintel claiming they are now adopting a flexitarian diet in a bid to improve their health and help the environment.

Mr Smith said: "I'm often bemused by word flexitarianism. It's as if there used to be a group of people who only ate meat, but its nonsense!