Conducted annually since 2010 by strategic consultancy firm Pollinate on behalf of MLA, the research measures and tracks consumer sentiment in the community towards the Australian red meat industry.
For the first time since tracking began, more Australians are claiming to be increasing their red meat intake than reducing it.
Nearly a quarter (24 per cent) of metropolitan Australians claimed to be eating more red meat than they did 12 months ago, while only 22 per cent said they were eating less, marking the lowest level of reduction in the study’s history.
This trend is particularly pronounced among younger Australians, with those aged 18 to 34 making up nearly 49 per cent of the group indicating that they were increasing their consumption.
Rates of vegetarianism continue to decline, with only four per cent of Australians identifying as vegetarian and just two per cent adhering strictly to a meat-free diet. The proportion of vegetarians is the lowest it has been in the past 10 years.
Interestingly, one in five meat eaters have previously tried vegetarianism. However, many return to eating meat due to cravings, health issues, or the cost of maintaining a vegetarian lifestyle.
Trust in the red meat industry has reached its highest recorded level, with 67 per cent of Australians expressing confidence that the industry will “do what is right”.
The top drivers of trust include perceptions of environmental action, ethical practices, transparency and strong regulatory standards.
These factors have all improved since last year, with the most notable gains seen in environmental action, the most influential trust driver.
Importantly, those who feel knowledgeable about the industry are significantly more likely to trust it, feel good about red meat production and consider increasing their consumption.
MLA managing director Michael Crowley said the findings reflected the industry’s commitment to transparency, education and continuous improvement.
“Australians are increasingly recognising the value of red meat, not just for nutrition, but for the integrity of the people who produce it,” Mr Crowley said.
“This research shows that when we share our story, particularly around sustainability and animal welfare, trust grows and people are more likely to enjoy red meat.”
MLA’s Australian Good Meat content continues to play a key role in shaping public sentiment, with 66 per cent of viewers saying the content made them feel more positive about the industry.
“When we show Australians what modern farming really looks like and how producers care for their animals and the land, it changes perceptions,” Mr Crowley said.
“The Australian Good Meat content is helping bridge the gap between producers and consumers, especially younger Australians who are hungry for authenticity and real-world stories.”
