Changing population creating new red meat opportunities

New data has shown that Australia’s evolving population is creating fresh opportunities for red meat.

New data from NielsenIQ shows that households with Northeast and Southeast Asian backgrounds spend up to 19% more than the average Australian household on fresh meat—but they tend to buy less red meat overall.

In response, Meat & Livestock Australia has focused on Chinese Australian consumers to better understand how to increase red meat purchases. Targeted campaigns have included culturally relevant recipes, influencer partnerships, and promotions with Chinese restaurants and butchers.

“We saw a clear opportunity through NIQ data. Chinese households were among the highest spenders in the fresh meat category, but this wasn’t translating into red meat volume or value,” said MLA Brand Manager – Lamb Derek Lau.

“By partnering with Chinese foodservice operators and butchers, we ran targeted test activations promoting Australian beef and lamb.

“The results showed measurable lifts in dish orders and product sold, along with valuable insights that are now informing our broader culturally and linguistically diverse (CALD) consumer strategy.”

These initiatives aim to increase familiarity, relevance and occasion-based use of red meat among CALD consumers, ensuring red meat remains a meaningful part of Australia’s evolving food culture.

The push comes as Australia’s demographics are rapidly shifting. As of mid-2024, 31.5% of Australians were born overseas, and nearly half have at least one parent born overseas. By 2030, people of Asian ethnicity are expected to make up 20% of the population.

Data shows that first-generation migrants often eat less red meat due to traditional diets, although food habits evolve over time. At the same time, generational trends are reshaping consumption.

Australians aged under 45, tend to lean towards chicken and pork - driven by cost, convenience, and global food influences. Many also lack confidence cooking red meat, data reveals.

Meanwhile, older Australians remain loyal red meat eaters but are reducing intake due to health concerns.

With 87% of Australians now living in urban areas, demand is increasingly shaped by smaller households and busier lives. While red meat consumption is gradually declining, industry leaders say future growth lies in adapting to a younger, more diverse, and convenience-driven Australia.