Australian red meat industry earns highest-ever trust as red meat increasers surge: MLA 2025 Community Sentiment research

Meat & Livestock Australia (MLA) has released the findings of its 2025 Community Sentiment Research, revealing a significant uplift in public trust and a notable increase in consumers claiming to eat more red meat.
 
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 Australians are claiming to be increasing their red meat intake than reducing it.
 
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.
 
Rates 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,” Mr Crowley said.
 
“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 viewers said the content made them feel more positive about the industry. 
 
“When we show Australians what modern farming really looks like and how producers care for their animals and the land, it changes perceptions,” Mr Crowley said.
 
“The Australian Good Meat content is helping bridge the gap between producers and consumers, especially younger Australians who are hungry for authenticity and real-world stories.”
 
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,” Mr Crowley said.
 
“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 found that 74% of Australians believe red meat is important for their family’s nutrition, and 70% agree that beef and lamb are part of a healthy, balanced diet.
 
For more information on the consumer sentiment research, visit Community Sentiment Research and Infographic report.
  
For an overview of how we use the research for MLA’s community programs, visit Community Programs.