T-bone or rib-eye? Why millions feel bamboozled at their local butcher's

Many shoppers don't know a sirloin steak from a fillet and cannot pick out a cod or plaice from a line-up of fish.

Too embarrassed to ask at traditional counters, they buy packaged meat at supermarkets instead.

Scroll down for more...

According to a survey, 55 per cent of adults steer clear of butchers and fishmongers because they fear they will not know what to ask for.

Older generations grew up able to tell a Dover sole from a lemon sole and knowing the difference between a rack of lamb and a lamb chop.

But now 63 per cent of those aged 25-35 say they have never been taught to recognise different meat cuts or varieties of fish.

As a result they are embarrassed and feel foolish when faced with the

array on display by traditional fishmongers and butchers.

More than 1,000 adults were surveyed by marketing agency Branded Moments of Truth.

They found 69 per cent of single adults preferred to buy packaged and labelled meat, fish, fruit and vegetables rather than visit a specialist shop or counter.

Just under half of those with partners preferred buying packaged produce from the frozen or chilled food aisles of supermarkets.

Recent figures from the Competition Commission showed 12,000 independent food stores have been lost in the past six years.

The closures include 2,830 butchers, bakers, greengrocers and fishmongers. If the trend continues the entire sector could be all but wiped out within 15 years.

Despite renewed interest in home cooking inspired by celebrity chefs, the research also found that although many aspiring cooks had good intensourcetions, these stopped at buying a cookbook.

Although 45 per cent of those surveyed owned a cookbook by Jamie Oliver, Nigella Lawson or Rick Stein, 20 per cent have never used a recipe from the book and another 25 per cent have "hardly ever" done so.

Chris Godfrey, who has been a butcher in London for 30 years, said: "About 90 per cent can't tell what different cuts of meat are. They come in with a recipe from a cookbook asking for things although they don't know what it is.

"Others describe what they want to do with it, like make a stew or barbecue it, and we give them the right type of meat.

"Some people don't come in because they don't want to look stupid, but we don't frown on the fact they don't know what to ask for."

Mark Joy, managing director of Branded Moments of Truth, said supermarkets should help educate customers by encouraging them to go to the meat or fish counters.

He said: "There needs to be a push towards re-educating the consumer by re-engaging them on cuts of meat and varieties of fish, which could also lead to a reduction in packaging waste.

"There should be good live interaction, where the customer-facing staff make the consumer feel welcome, show them the most succulent cut of meat, ask what they are planning on cooking, for how many, and afterwards give them some information relating to other produce.

"The main point here is to make the consumer feel brave and confident enough to return."