Leaner cuts
Meat eating has been declining in recent years. Analysis by the Agriculture and Horticulture Development Board (AHDB) has forecast lower levels of beef and sheep meat production in Great Britain by 2030.
The work was carried out to understand how cattle and sheep supplies may change in the future, which is imperative for the strategic planning of businesses involved in the production of beef and sheep meat.
Those cutting their meat consumption are motivated by health, followed by animal welfare and the environment.
The AHDB wants farmers, the industry and government to do more to make the most of future opportunities, driven by promotion and marketing activity, insights for farming businesses and developing export markets.
Appealing to a different generation with health as a key differentiator going forward will be central to future sales. AHDB’s own report, Gen Z: a generation of health-conscious consumers, is very instructive and will help in the marketing and promotion of the industry and meat too.
The report has shown that for some Gen Z, health is very much a priority and something that they are prioritising when making food choices. These younger consumers are almost twice as likely to claim to always eat healthily and rarely eat unhealthy foods at 7% compared to just 4% for the adult population (IGD, 2023).
Gen Z are also more likely to be concerned about the protein content of their food when eating or choosing what to eat than the rest of the adult population (+6%), and are significantly less likely to be concerned about the salt (-11%), sugar (-9%) and fat content (-11%) (AHDB/YouGov, August 2024, 18–27-year-olds vs 28–65-year-olds).
Given their understanding of the nutritional benefits red meat and dairy can offer, it is unsurprising that 99% of shoppers under 28 purchase meat, fish and poultry for their household (Kantar, 52 w/e 29 September 2024) and 98% purchase cow’s dairy (NIQ Discover, 52 w/e 5 October 2024, shopper aged <34). In fact, of those who have followed a vegetarian or vegan diet in the past, almost a fifth of those aged 19–22 had subsequently stopped, with 45% saying that they didn’t think the diet was healthy for them (IGD, 2023).
There is certainly scope for beef and sheep meat to regain some lost ground. AHDB’s research shows that when it comes to influencing Gen Z, it’s important to highlight any health claims relating to naturally occurring protein, vitamin and mineral contents. With people living longer too, health will be a key battleground for all food and drink sectors.
To take full advantage of it, companies are going to need to be very granular in their understanding of what consumers really want and are willing to pay for, how to attract their attention and win their trust, and how best to reach them when and where they want to shop. To meet demand, producers will have to emphasise all-natural benefits with minimal processing techniques ticking boxes across the generations.
- Rodney Jack, editor, Food & Drink Technology.
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