L.MSA.2506 - MSA Butcher And Wholesaler Survey FY25
84% of wholesalers and 68% of butchers sell MSA‑graded meat, with MSA beef earning up to +$4.70/kg at wholesale. These annual insights help improve consistency, trust and profitability across the red meat supply chain.
| Project start date: | 10 June 2025 |
| Project end date: | 31 January 2026 |
| Publication date: | 02 April 2026 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep |
| Relevant regions: | National |
Summary
The Meat Standards Australia (MSA) Butcher and Wholesaler Survey FY25 engaged 150 independent butchers and 50 wholesalers to collect pricing data for MSA versus non MSA beef and lamb, and to assess satisfaction and engagement with the MSA program. The project provided critical information used in the MSA Annual Outcomes Report and for broader MLA program evaluation.
Objectives
The project aimed to:
• conduct one survey dip capturing end user insights on pricing, perceptions, brand usage and satisfaction
• survey 150 butchers and 50 wholesalers using an MSA approved questionnaire
• provide a standard results deck, full dataset, and a presentation to the MSA team.
Key findings
MSA adoption reached record highs in FY25, with 81% of butchers and 90% of wholesalers claiming to sell MSA beef and/or lamb, continuing the long‑term upward trend.
MSA product quality is a clear and growing differentiator versus non‑MSA product.
Butchers continue to charge a premium for MSA beef, with the price gap widening in FY25.
Wholesalers also charge more for MSA cuts, although the price differential narrowed slightly compared with FY24.
Benefits to industry
Supports producer returns by identifying factors that drive butcher and wholesaler demand, the program enhances pathways to improve farmgate value.
Enhances brand integrity understanding perceptions of brands underpinned by MSA ensures consistency, builds consumer trust, and protects value throughout the supply chain.
MLA action
Published online summary
Future research
The survey is undertaken annually to maintain up‑to‑date data, assess how butchers and wholesalers engage with MSA and respond to consumer demand, and to monitor industry trends and potential opportunities that can support the ongoing development of the MSA program.
More information
| Project manager: | Sarah Morelli |
| Contact email: | Reports@mla.com.au |
| Primary researcher: | Kantar Insight Australia Pty Ltd |
