The Australian red meat industry has seen a significant uplift in public trust and a notable increase in consumers claiming to eat more red meat, according to Meat & Livestock Australia (MLA).

These findings come from the organisation’s 2025 Community Sentiment research. 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 surveyed Australians are claiming to be increasing their red meat intake than reducing it.
 
Nearly a quarter (24%) of surveyed metropolitan Australians claim 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.
 
Rates of vegetarianism continues to decline, with only 4% of surveyed 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. 
 
One in five surveyed 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 industry

Trust in the red meat industry has reached its highest recorded level, with 67% of surveyed 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 says 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,” he says.

“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% of surveyed viewers saying the content made them feel more positive about the industry. 

Health and nutrition

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

Among those indicating to increase 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’.

“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,” says Mr Crowley.

“Australian beef, sheepmeat and goatmeat is packed with essential nutrients like iron and protein, and it’s a staple in our diet for good reason.”

The research also finds that 74% of respondents believe red meat is important for their family’s nutrition, and 70% agree that beef and lamb are part of a healthy, balanced diet.