Red meat consumption increases in South-East Asia

Tradeshows, marketing and education activities are being utilised in the South-East Asian market to maintain Australian red meat’s positive position in the region.  

South-East Asia (SEA) is experiencing the fastest growth in red meat consumption globally, with a projected growth rate of 7.9% from 2024 to 2028. The surge is being driven by rising affluence, a large population and strong economic growth. Additionally, local production is unable to meet the growing demand, creating a strong need for imported product. Australian red meat is well-established and trusted, particularly in the chilled and premium segments. However, there is growing competition from other countries including the United States, Brazil and India.

To maintain positive positioning and preference, SEA activities in 2024–25 are focused on trade marketing, education and commercial facilitation to enhance both the physical availability and market awareness of Australian red meat.

Aussie Red Meat Ambassador showcase held in Hanoi, Vietnam earlier this year.

Priority programs include:

1. Enhancing knowledge through the Aussie Meat Academy (AMA) initiative, with tailored offline and online programs, and growing the network of South-East Asia’s educated ‘ambassadors’.
   
   -Aussie Beef Mates & Lambassador showcases and AMA red meat conferences around South-East Asia.
   
   
2. A focus on targeted business development, to help promote Australian red meat in retail and premium foodservice channels. The business development will include providing technical support to existing and new key customers to encourage increased profitability and competitiveness. For tradeshows, a key highlight is having approximately 14 red meat exporters exhibit in the regional Food & Hotel Asia 2025, with Australia as the nation partner. There will be a scaling up of foodservice promotions across South-East Asia. This will include collaborating with hotels and restaurant outlets which featuring Australian beef and lamb in a diverse array of cuisines – from heritage traditional cuisines to Japanese shabu-shabu and yakiniku to modern international fine dining.
3. A continual growth of branding to ensure a recognisable and trustworthy brand. Through Country-of-Origin branding, it is hoped that branding efforts increase by at least 10% across modern retail outlets. Additionally, to support these efforts, various communication platforms will be utilised to amplify activities undertaken.
4. By providing data and insights to tackle non-tariff barriers and supporting livestock export programs, particularly in Indonesia and Vietnam, up-to-date market access support will continue to be given.

Upcoming expos in SEA

The Livestock Export Program Expo returns on 14–15 May 2025 in Indonesia with a two-day conference and over 20 exhibitors.