"... and much of the time, conditions might be better than at home. For the British there was meat every day - a rare luxury back home - cigarettes, tea and rum, part of a daily diet of over 4,000 calories. Absentee rates due to sickness, an important barometer of a unit's morale were, remarkably, hardly above peacetime rates. Many young men enjoyed the guaranteed pay, the intense comradeship, the responsibility and a much greater sexual freedom than in peacetime Britain."
#10 ("Everyone hated it") from a list at BBC.com of myths about WWI.