A changing population: creating new red meat opportunities

New consumers, new opportunities

Australia’s evolving population is creating fresh opportunities for red meat. NielsenIQ (NIQ) household spend data showed that Northeast and Southeast Asian-background households spend up to 19% more than the average Australian household on fresh meat1, but spend less than average in red meat purchases.

Source: NIQ Homescan, data for 52 weeks to 30 June 2024

To increase red meat purchases for these population groups, Meat & Livestock Australia (MLA) has undertaken research into Chinese Australian consumers – working across butchers, foodservice operators and households. Findings have been used to shape targeted activities, including culturally relevant recipe content, promotions and collaborations with Chinese social media influencers and restaurants.

“We saw a clear opportunity through NIQ data. Chinese households were among the highest spenders in the fresh meat category, but this wasn’t translating into red meat volume or value,” said MLA Brand Manager – Lamb Derek Lau.

“By partnering with Chinese foodservice operators and butchers, we ran targeted test activations promoting Australian beef and lamb.

“The results showed measurable lifts in dish orders and product sold, along with valuable insights that are now informing our broader culturally and linguistically diverse (CALD) consumer strategy.”

These initiatives aim to increase familiarity, relevance and occasion-based use of red meat among CALD consumers, ensuring red meat remains a meaningful part of Australia’s evolving food culture.

Demographics shifting fast

Migration is a key driver of population growth, with India, China and Nepal among the fastest-growing source countries. As of June 2024, 31.5% of Australians were born overseas and almost half have at least one parent born overseas². By 2030, people of Asian³ ethnicities are projected to represent 20% of the Australian population².

First generation migrants often consume less red meat, reflecting traditional diets from their country of origin. Over time, food habits shift, but core preferences and cultural connections around meals remain strong⁴. Understanding these nuances is essential to increasing demand among new Australians.

Source: ABS population by country of birth as of June 2021, * 2033 total projection based on ABS low population growth forecast and country of birth split estimate by MLA based on trend from 2001

Urban, younger and eating differences

In addition to cultural shifts, lifestyle and generational trends are influencing how Australians consume red meat. These shifts include:

• younger Australians (under 45 years) are heavier consumers of chicken and pork - shaped by price, convenience and global food trends. Many also have less confidence cooking red meat, preferring faster, easier meals.
• older Australians (55+ years) remain loyal red meat consumers but are gradually reducing their volume and frequency because of evolving health priorities.

Urbanisation is accelerating these changes in household structures and daily routines. In 2024, 87% of Australians lived in urban areas⁵, where smaller households and fast-paced lifestyles drive more convenience-driven and health-conscious food choices.

Relevance through adapting

While meat consumption per capita overall is in gradual decline, Australia remains one of the world’s top-consuming nations. Growth will depend on connecting with a broader, more diverse and younger consumer base.

As Australian households continue to evolve, the red meat industry will need to adapt alongside them. From convenience-focused millennials to culturally rich migrant communities, ensuring red meat remains relevant means embracing flexibility, inclusivity and new food narratives.