Australian red meat is a trusted choice in Southeast Asia

Australian red meat enjoys a strong positive reputation globally, but how do consumers in Southeast Asia perceive our products, and what role does traceability play in their purchasing decisions?

To answer these questions, Meat & Livestock Australia (MLA) recently undertook an extensive consumer research project across the region – made possible with a grant from the Department of Agriculture, Fisheries and Forestry (DAFF) under the National Agriculture Traceability Grants Program.

The research focused on gaining a deeper understanding of consumer behaviours and attitudes towards red meat, with particular emphasis on traceability, food safety, provenance and sustainability.

MLA’s Southeast Asia Regional Manager, Valeska, said the outcome reinforces Australia’s reputation as a trusted red meat supplier – highlighting the industry’s world-class systems and standards that ensure food safety, quality, and consistency. 

“What sets this project apart is its scale,” she said.

“The research covered seven key Southeast Asian markets: Singapore, Malaysia, the Philippines, Indonesia, Vietnam, Thailand and Cambodia.

“In each country, online focus groups were conducted to gather consumer feedback from primary grocery buyers who regularly purchase imported red meat.

“With such broad coverage, the study revealed both common themes and notable differences across markets.”

Common grounds across borders

According to Valeska, quality emerged as the most important factor influencing red meat purchases.

“Consumers consistently identified product quality as their top consideration,” she said.

“Closely tied to this was trust in the country of origin.

“For many, the origin of the meat serves as a proxy for quality, safety and reliability.

“This is where Australia’s traceability system plays a crucial role,” Valeska said.

“While general awareness of the system is generally low among participants, once explained, it was widely appreciated.

“Consumers saw traceability as a strong reassurance of product authenticity and a signal of Australia’s commitment to maintaining high standards throughout the supply chain.

“Traceability also helps support premium pricing, with consumers indicating they are willing to pay more for meat they feel confident in.

“Encouragingly, Australia already ranks highly in terms of country preference, with a consistently positive reputation for delivering high-quality, safe and hygienic red meat.

“In Muslim-majority countries like Indonesia and Malaysia, Australia is further recognised for its trusted halal certification system.”

Diversity within the region

While there are clear commonalities, Southeast Asia is a diverse region and the research uncovered meaningful differences between countries.

When it came to perceptions of Australia’s red meat integrity systems, Valeska said the results varied.

“In markets such as Cambodia, Vietnam, and Indonesia, where trust in local food safety systems tends to be lower, Australia’s integrity and traceability systems resonated more strongly,” she said.

“Consumers in these countries were more likely to view traceability as essential and were willing to pay a premium for meat from trusted sources.

“In contrast, consumers in Singapore showed less interest in Australia’s traceability credentials.

“With already high trust in their own regulatory systems, they saw traceability as something that is ‘nice to have’ rather than a key purchase driver.”

All these outcomes were shared with key stakeholders through various workshops held across different countries, as well as at the FHA tradeshow in Singapore, by the MLA International Marketing Team.

Exploring the reports

This research provides valuable insights for Australian red meat exporters looking to strengthen their market positioning in Southeast Asian markets.

It highlights the importance of tailoring messaging to individual markets, while reinforcing Australia’s reputation as a trusted source of high-quality red meat.

Summaries of the findings are publicly available in the ‘Global Insights’ section of the Aussie Meat Trade Hub.

Registered users can also access the full set of country-specific reports and a regional overview, which includes detailed insights and actionable recommendations.