MLA’s 2026 global market snapshots
Key points
- 2025 was another record-breaking year for Australian red meat exports, despite mounting global economic uncertainties, shifting trade policies, geopolitical tensions and regional conflicts.
- Global trends in health, premiumisation and convenience are fragmenting consumer needs, creating both opportunities and challenges for Australian red meat.
- Gen Z and Millennials are driving changes in channels, flavours and formats, and boosting sheepmeat consumption in traditionally low-consumption markets.
- Spending caution persists, increasing demand for red meat products that deliver a compelling value proposition – meeting consumer needs on different occasions, from quick take-away options to premium cuts for celebrations.
Up-to-date insights into global trade landscape
2025 was a year of uncertainties and fast evolving trade landscape. Import tariff and market access conditions of red meat affected both Australian exports and other suppliers.
The 2026 global market snapshots provide the latest summary of Australia’s and key suppliers’ market access conditions. It will be updated as new developments occur.
MLA Manager Global Market Insights Miho Kondo highlights the importance of market and consumer insights in providing the foundation for decision-making that leverages opportunities.
“For our producers, brand owners and exporters, understanding what drives red meat demand in different markets and consumer segments ensures that strategies, investment decisions and products align with real growth opportunities in global markets,” she said.
Backed by strategic trade agreements, trusted production systems and a reputation for safety, quality, enjoyment and a uniquely diverse product mix, Australian red meat continues to demonstrate its competitive edge in diverse markets across the globe.
Global exports – how did Australia perform in 2025?
In 2025, beef export volume totalled 1.5 million tonnes shipped weight (swt) (up 15% on 2024), with the United States (US) remaining the top destination, followed by Mainland China and Japan.
Export value* (for the 12 months ending November 2025) was also the highest on record − totalling A$18.2 (up 34% year-on-year (YoY)) with a global average unit value of A$11 per kg.
Australian total lamb export volume was down slightly (-4% YoY) but with record-high value surpassing A$4.2. Mutton exports also achieved a record value of A$1.7 billion.
The US was the largest export destination for lamb in 2025, though China surpassed the US for total sheepmeat exports.
High volume growth markets for beef in 2025 included the United Kingdom (UK), Canada, China and the US. For lamb it was markets in the UK, Saudi Arabia, Canada and China.
Global market trends shaping red meat demand
Across all regions – though for varying reasons – three trends stand out:
1. Healthification:
The rising global consumer focus on health is driving demand for quality, nutritious and natural red meat protein. This has different expressions in different markets.
In the US, 67% of shoppers prioritise ‘better for me/my family’ claims and there is rising demand for grassfed beef.
Across Asia, consumers seek safe, natural proteins that offer superior nutritional benefits over competitor proteins.
In Europe, ethical sourcing and low-carbon credentials are increasingly influencing purchase decisions.
2. Premiumisation:
Australian Wagyu, grainfed and marbled beef are gaining traction globally. In Japan, Wagyu remains the pinnacle of prestige, while Australian grainfed beef is positioned as a versatile, high-quality everyday affordable alternative.
Within the Middle East and across South-East Asia, highly marbled Australian beef is becoming a more sought-after product. Even in the UK, which is traditionally a lean beef market, one in five consumers has purchased highly marbled beef – signalling growing interest in indulgent experiences.
In China, foodservice operators are using Australian red meat across a range of price points to offer premium quality menu items for a competitive advantage to entice diners.
3. Younger generation influence:
Millennials and Gen Z are having a major influence in shaping foodservice and retail trends in most markets, particularly in emerging markets where the generation gap in food preferences tends to be larger.
Younger diners are driving demand for variety and novelty in proteins, cuisines and flavours. They have fuelled the rise of Japanese and Korean cuisine restaurants across emerging markets such as Greater China, MENA and South-East Asia – increasing higher-end and marbled beef consumption and import demand.
Similarly, younger consumers are key to the global spread of Chinese hot pot, Japanese Genghis Khan barbecue sheepmeat chains and Middle Eastern-style kebabs. All are shifting the dial on sheepmeat consumption.
Younger consumers are also key users of online retail and food delivery services − all opportunity areas for Australia.
Foodservice and retail sector trends
According to Miho, each snapshot highlights insights into key foodservice and retail sector dynamics for the market and what they mean for Australia.
Foodservice remains a major channel for Australian red meat globally, with our wide product portfolio meeting operator needs across all price points.
The growth and spread of Michelin Guides, luxury hotels and high-end restaurants – particularly across Asia and the Middle East – highlight strong growth opportunities for Australian beef and lamb in the fine dining segment.
In casual to mid-end restaurants within Japan and Korea, foodservice accounts for roughly half of beef consumption, with yakiniku, shabu-shabu and hotpot formats driving demand for secondary cuts. Tourism is often a key growth driver of red meat consumption in this sector across numerous markets.
In modern retail, Australian red meat’s presence has continued to expand.
Online grocery is a key growth channel, particularly in some Asian markets. For example, online grocery sales are growing at a compound annual growth rate (CAGR) of 18.3% in the Philippines, while in the US 51% of meat shoppers purchasing online regularly.
Convenience formats such as ready-to-cook packs, meal kits and premium chilled beef are expanding – particularly rapidly across Asia, where time-poor and health-conscious affluent urban consumers value pre-prepared items that provide access to both quality and taste.
Selected market fast fact highlights
While cost-of-living pressures are influencing dining-out frequency, Australian consumers continue to prioritise red meat at home. Retail demand is increasing in both affordable everyday options and accessible premium cuts as consumers recreate restaurant-style meals at home. Special occasions and social gatherings remain key moments for premium beef and lamb consumption. This dynamic and increasing cultural diversity is creating opportunities for red meat usage across both retail and dining-out channels.
The US foodservice industry in 2026 is projected to reach US$978.8 billion in total sales. US consumers eat an average of 36 burgers per year, many of which are made with Australian beef. Grassfed beef retail sales have increased 50% compared to the previous five-year average – aligning with health and sustainability trends. Australia continues its leadership in the market by supplying 80% of US lamb import volume.
- Japan: Among the world’s top four beef importers, reduced beef spending due to cost-of-living pressures is being partly offset by a significant increase in inbound tourism.
- Korea: With a uniquely high proportion of single and two-person households driving growth in convenience meal solutions, Korea ranks third globally for online food sales after Mainland China and the US.
- Mainland China: The value of the premium chilled beef segment grew more than 20-fold over the past decade – surpassing A$1billion every year since 2023 – with Australia the top supplier. Some 90% of lamb is consumed out-of-home, particularly enjoyed in hotpot restaurants.
- South-East Asia: Grainfed beef to the region increased more than 18% in 2025, driven by foodservice and tourism demand for premium beef. Thailand and Indonesia are both among Australia’s top ten grainfed beef export markets, underpinned by their growing middle-class consumer population. Indonesia is also Australia’s largest bovine offal export market by volume, by a significant margin.
Australian beef exports to MENA command a 49% higher unit price than the global average – reflecting strong demand for premium grainfed cuts. Tourism growth is contributing to expansion of mid- to high-end dining which, in turn, is driving demand at modern retail. Red meat exports to Saudi Arabia have been strong across a wider range of cuts, continuing their upward momentum, particularly for frozen products.
The Australia-United Kingdom Free Trade Agreement (FTA) has already facilitated a doubling of Australian beef exports YoY, with Australia improving its ranking amongst beef suppliers from fifteenth to third. Meanwhile, Australian lamb exports are up 50% YoY, in part offsetting New Zealand’s supply decline.
Consolidating Australia’s strategic advantage
Australia has a strong global reputation for red meat that is trusted to be safe, of consistently high quality, delicious, natural and sustainable.
These are attributes that continue to be amongst our strongest assets while also aligning closely with global consumer trends toward health, provenance and ethical consumption.
Maintaining Australia’s global competitive advantage also requires continuous investment in brand storytelling, product innovation and market intelligence – all which can be optimised by consumer and market insight information.
According to Miho, this is particularly critical with around 80% of Australian beef and lamb being exported into increasingly diverse markets.
“Today's consumer expectations and market dynamics are shifting faster than ever, making access to these market and consumer insights key to enabling confident decision-making from our producers, brand owners and exporters and keeping the Australian red meat industry ahead of the curve.”
