Aussies loving their red meat as supply booms
16 November 2023
By Jason Strong, Managing Director, MLA
Australia’s per capita beef and lamb consumption continues to be one of the largest in the world.
Australian consumption of lamb was about 6.8kg in 2022, with the global average being 1.8kg, while the per capita consumption of beef was about 23.7kg in 2022, with the global average being 6.3kg.
This is all according to MLA’s State of the Industry Report 2023, our annual report analysing the broader market conditions and economic contribution of the Australian red meat industry.
Throughout this year we have seen both saleyard and retail prices fall as supply increases. This is leading to a production boom as we approach the end of this year.
This year saw the cattle herd and sheep flock reach record highs following years of stellar seasonal conditions and a massive rebuild of stock numbers. As we hit spring and with a looming El Niño, turn-off has intensified which is resulting in significant numbers of livestock being processed.
The increased numbers of stock moving through processors comes with more product availability, which has driven significant demand for red meat at the shops. In fact, Australia is on track to produce 540,000 tonnes of lamb this year, which is up slightly on the record set in 2022.
According to NielsenIQ Homescan, in the 12 weeks to 10 September 2023, the volume of lamb purchased at the shops was up 14.8%, while beef was up 8.3%.
This corresponds with falling retail prices for both proteins, lamb lower by 9.5% and beef 5.6%, which is contributing in part the rise in popularity.
As the price continues to fall, retailers are looking to bring in customers with competitive pricing through catalogue promotions, and increased stock on the shelf.
MLA is also encouraging shoppers to choose lamb through our spring lamb advertising campaign, while Australian beef continues activities such as our successful partnership with the Brisbane Broncos and regular advertising and promotion all around the country.
However, even before this recent fall in price and rise in popularity, Australians were already loving their red meat.
MLA’s annual Consumer Sentiment research noted that red meat consumption patterns have remained relatively stable over the past 12 months, with 72% of metropolitan Australians eating the same amount or having increased their consumption of red meat over the past year.
With so much red meat hitting the shelves this spring and into the summer, we would love to see even more Australians buying more red meat. Not only is it nutritious, versatile and delicious, but it goes a long way to support Australian beef and lamb producers who work rain, hail or shine to raise the best quality meat in the world.
