Purchase intent for British red meat and dairy among Gen Z is rising sharply, with new data showing the AHDB’s Let’s Eat Balanced campaign is successfully shifting perceptions and strengthening confidence in home‑grown produce.

Between September 2025 and January 2026, red meat purchase intent among Gen Z increased by eight percentage points, while dairy rose three points, according to Sparkminds modelling.

The uplift marks a notable shift in attitudes among younger consumers, who AHDB says are increasingly open to conversations about nutrition, food production and the role of British farming.

Carrie McDermid, AHDB head of marketing, said the results reflect “several years of sustained investment and consistent communications,” adding that the campaign is helping to build a growing cohort of young consumer advocates.

“This positive momentum creates an opportunity to further engage future consumers,” she said. “Younger audiences are showing greater openness to being informed about where their food comes from and more connected to the farmers that produce it.”

Campaign reach and impact

Across 2025–26, Let’s Eat Balanced reached 91% of UK adults an average of nine times, generating 265 million social impressions and 41 million engagements. Retail partnerships amplified the message at the point of purchase, with 12.8 million on‑pack stickers and POS materials deployed across seven major supermarkets.

Sparkminds modelling indicated that, without the campaign, red meat purchase intent would have been four percentage points lower, underscoring the effectiveness of consistent, evidence‑based messaging. 

Where consumers are seeing it

Running throughout September, the campaign is visible across TV, on‑demand platforms, social media and supermarket aisles. More than 57 million impressions are planned across Facebook and Instagram, supported by in‑store and online activity from major retailers. New content strands include:

• Balanced Plates — simple, nutrient‑dense recipe videos using British beef, lamb and dairy.
• Farming for the Future — a series featuring three farmers showing how they work with nature and where further positive change is possible.

The results suggest a meaningful shift in how younger consumers view British meat and dairy: as nutrient‑dense, responsibly produced foods that fit into a balanced lifestyle. For an industry focused on long‑term trust and transparency, the growing engagement from Gen Z signals a promising future.