Meat producers have hit back at the World Cancer Research Fund for "misleading" consumers with allegations that processed and red meat cause bowel cancer.
National headlines this week have suggested that products such as bacon and sausages could increase the risk of cancer and that consumers should cut out all processed meats from diets.
The reports followed the re-release of WCRF research claiming that eating 50g of processed meat a day increased the risk of bowel cancer by 20%.
"Once again, the WCRF has come out with statements without putting them in context for the consumer," said Bpex spokesman Guy Attenborough.
The average consumption in the UK is less than three sausages and two rashers of bacon a week, he said, so people were already eating less than the supposed danger level.
"It is unhelpful to have these glaring headlines as a result of WCRF putting out things that consumers can't put into context. Cancers are complex and are rarely down to a single factor."
However, Attenborough did not expect the report to have a significant impact on sales of fresh and processed meat. "The British consumer is very resilient to scare messages - they will make a judgement on what is a reasonable amount and what isn't," he said.
When the WRCF report was initially released in November, there was anecdotal evidence of a sales drop the following weekend, but sales soon returned to normal, said John Howard of the Danish Bacon & Meat Council. "The media have reported this in such an alarmist way this time," he said.
The PTF described the reports as "incredibly misleading".
A spokeswoman for charity Bowel Cancer UK urged those eating a diet high in processed meats to cut down, and eat more fresh produce. "It is also important to remember to not focus on this alone. There are many more diet and lifestyle factors that may contribute to increased bowel cancer risk, such as obesity and smoking, which should not be ignored," she said.
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