Sales of frozen burgers have plunged by 43% amid a consumer confidence crisis brought on by the on-going horse meat scandal.
Market data shows sales of frozen burgers has been slashed by almost half in recent months, as many consumers reject processed meat products on supermarket shelves.
The data from Kantar Worldpanel is the first UK retail sales data since the horsemeat scandal erupted, and shows that in the four weeks ending February 17, frozen burger sales dropped by 43% while frozen ready meals fell by 13%.
Meanwhile, a Nielsen consumer survey showed that 96% of UK adults were aware of the horsemeat scandal and 74% were concerned about it.
According to Kantar, the latest research indicates a significant change in shopping habits as a result of the contamination.