Australia's meat consumption has fallen

According to the latest polls and studies, MEAT consumption in Australia is falling sharply. Between 2018 and 2019, Australians consumed 105.2 kg of meat per person, and in the following 12 months consumption fell to 99.5 kg.

According to the latest survey by consumer information platform Toluna, 20% of Australians eat meat every day today. The study, which polled 1,026 Australians between 27 and 30 July 2021, found that HEALTH concerns were a driving factor in a range of dietary decisions and changing the way consumers shop.

Of all respondents, a quarter (25%) have made efforts to reduce meat consumption, and another 19% plan to reduce meat consumption in the future.

Nearly half (42%) of the meat eaters surveyed aim to go meat-free 1-2 days a week, 24% go meat-free 3-4 days a week, and 7% choose not to eat meat 5-6 days a week. Only 20% of respondents eat meat every day, and 6% do not eat it at all.

Health concerns were the main driving force behind the reduction in meat consumption (65%), with the high cost of meat (40%) and environmental reasons (30%) cited as other decisive factors. Only 12% of those who have reduced or are planning to reduce their meat consumption made this decision on moral grounds.

The majority of buyers (66%) buy meat in large supermarkets, and 20% - in butcher shops. A small number (8%) buy meat from small independent retailers and only 2% buy meat products from farmers' markets.

A quarter (25%) of respondents said they have tried plant-based meat alternatives, with the majority (66%) saying they will continue to buy them in the future and believe that plant-based meat is a healthy alternative to natural meat products ( 70%). 

Another reason respondents like plant-based meat alternatives is that they believe they are more environmentally friendly (54%), more ethical (44%), while 20% see no difference between meat alternatives and real meat.

“Our research shows that health issues are a major concern for Australians, with health being the number one driving factor for most of our dietary decisions, which ultimately determine our food purchasing decisions. While a very small number of Australians currently follow a vegan diet, a surprisingly large number of people are actively reducing their meat intake and are instead looking to eat plant-based meat alternatives.

Australian consumers want to improve their eating habits and are actively looking for healthy food and beverages across a variety of categories. Retailers and brands can capitalize on this trend by making sure they clearly communicate the health benefits of their products to consumers,” commented Sej Patel, DIRECTOR of Toluna's Australia and New Zealand regions, in an interview with Bandt magazine.