On the rise: consumer trust in the red meat industry 

For the first time since Meat & Livestock Australia (MLA) has been tracking community sentiment, the 2025 findings have revealed that more Australians are claiming to be increasing their red meat intake than reducing it. An uplift in public trust in the red meat industry was also reported this year.

Conducted annually since 2010 by consultancy firm Pollinate on behalf of Meat & Livestock Australia (MLA), the Community Sentiment Research measures and tracks consumer sentiment in the community towards the Australian red meat industry.

The 2025 findings revealed that nearly a quarter (24%) of metropolitan Australians claimed to be eating more red meat than they did 12 months ago, while only 22% 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 18–34 making up nearly 49% of the group indicating that they were increasing their consumption.

Health and nutrition continue to be the most powerful motivators for Australians increasing their red meat consumption.

Among those indicating they had increased their red meat intake, 87% cited health-related reasons, including its value as a source of iron (51%) and protein (58%). Nearly half (46%) said they were eating more red meat to improve their health, while 46% simply said they “just like meat”.

The rate of vegetarianism continues to decline, with only 4% of Australians identifying as vegetarian and just 2% 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% 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.

Managing Director for MLA Michael Crowley said the findings reflect 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,” Crowley said.

 Image credit: iStock.com/grandriver 

Originally published here.