V.RMH.2403 - Understanding Australian red Meats role in the future of Health & Wellness-
Red meat (beef, lamb and goat) is a nutrient rich food, providing high quality protein, at least 8 different vitamins and minerals, a variety of bioactive substances, choline and omega-3s making it a valuable food as part of a healthy diet.
| Project start date: | 10 June 2024 |
| Project end date: | 27 March 2025 |
| Publication date: | 14 March 2025 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | National |
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Summary
The Product and Packaging team are seeking new intelligence around the role of Australian red meat in the future areas of health, wellness and nutrition. This includes red meat's influence on the microbiome, mental health and the new emerging category of nootropics. The intent of this project is to deliver a white paper which will review existing literature and research. This white paper will be evidence-based and easy to understand and will help to inform both internal and external stakeholders of the further required research necessary in ensuring that the Australian red meat industry remains positioned to benefit from opportunities identified within this space.
Objectives
Local and global markets are facing nutritional challenges connected to the mega-trends of escalating rates of overweight and obesity, the double burden of malnutrition and chronic disease, and an ageing population. Concurrently, technology and nutrition science are advancing in a way that enables greater access to personalised nutrition, a deeper understanding of the components of food that confer health benefits and the ability to map genes that code for diet related illnesses and susceptibilities, along with identification of the nature of an individual’s microbiome and linking this to health, disease and cognitive functioning.
This paper explores the role that Australian red meat could play in addressing these emerging and growing consumer health challenges.
Key findings
Consumers are looking for foods that perform functions beyond simply meeting daily nutritional needs and are seeking ways to optimise health and wellbeing now and preserve this into the future.
Given the nutritional profile of red meat, its spectrum of bioactive components, versatility and accessibility, it can play a crucial role in helping address future health, wellness and nutritional challenges faced by individuals, populations and governments. It also provides a platform for industry innovation that meets the changing and evolving needs of consumers.
Benefits to industry
The report identifies opportunities for innovation, including possibilities for new product formats, marketing and communications. An understanding across these areas provides the red meat industry with the beginnings of a future ready health and wellness strategy that enables producers to take advantage of the $USD1.8 trillion global health and wellness market.
MLA action
This report will be made available on the MLA website and an industry webinar will be conducted during April 2025.
Future research
As a result of the research undertaken, three priority areas for innovation are recommended, along with three second tier opportunities. These priority areas include Immune Health, Weight Management and Cognitive health/dementia/older adults – healthy longevity.
Acting on these opportunities will assist the red meat industry take advantage of the growing interest in health and wellness globally and to be well positioned to benefit from this expanding $1.8 trillion market.
More information
| Project manager: | John Marten |
| Contact email: | Reports@mla.com.au |
| Primary researcher: | Food and Nutrition Australia Pty |
