Red meat thrives: ‘They want good quality, and grass-fed’
Young urban Australians are eating more red meat as vegetarianism hits its lowest level in a decade, new MLA report reveals.
Young city-based Aussies are eating more red meat while vegetarianism is at its lowest in a decade, according to Meat and Livestock Australia’s latest community research.
The research showed consumers were increasing their red meat intake due to health and nutrition choices.
It also showed growing public trust, with the main drivers including perceptions of environmental action, ethical practices, transparency and regulatory standards.
It’s the first time the annual research, which started in 2010, found more Australians consumers were increasing their red meat intake.
MLA surveyed 1500 city-based Australians aged 18-64 and found 87 per cent of people ate red meat for health-related reasons and 46 per cent for the taste and enjoyment.
Almost a quarter of city-based consumers said they ate more red meat than 12 months ago, while rates of vegetarianism continued to fall. About four per cent of surveyed people said they were vegetarian, the lowest in one decade.
Recnet MLA figures also show global consumer habits have changed with poultry leading the charge with a 2.8 per cent annual growth rate, sheepmeat followed at 1.6 per cent, pork at 1.2 per cent and beef and veal with .7 per cent.
Goldie Bespoke Butchery’s Graeme Bruce at Lancefield said there was a “whole movement” around carnivores, or people who ate more red meat.
“They know about the health benefits of red meat and there’s been a rise in this movement especially over the past 18 months to two years,” Mr Bruce said.
“These are people who will put orders with us and buy a whole steer or lamb and they want good quality, and grass-fed.”
Australia was the second largest beef exporter in 2024 behind Brazil, and the world’s largest sheepmeat and goatmeat exporter.
Australian Meat Processors Corporation chief executive Edwina Toohey said they had similar findings to the MLA.
“The research is indicating we’ve achieved direct revenue sales of about $25bn last year,” she said.
“The processing sector has hit a record level since we began tracking it in 2022.”
MLA managing director Michael Crowley said it showed the industry’s commitment for transparency and improvement.
“When we show Australians what modern farming really looks like and how producers care for their animals and the land, it changes perceptions,” he said.
“Australians are telling us loud and clear that red meat is not just something they enjoy, it’s something they rely on for their health.”
