[Kirkwood]

You better read that again, because that isn't what it says. It looks like you're confusing incidence with likelihood.

[Charles H. (The_r0nin)]

People who eat too much red and processed meat increase their risk of bowel cancer by up to a third

You're wrong. That is exactly what this is saying (I've seen too many press releases just like it). An increase in risk of 33% means that your risk is 1.33 times normal. If your normal risk is 3 in 10 (30%), it becomes 4 in ten (40%). If it was originally 3 in 10,000 (.03%), it becomes 4 in 10,000 (.04%). That's how risk factors work.