Trust in Australia’s red meat industry has reached an all-time high, with 67 per cent of Australians confident the sector will “do what is right,” according to Meat & Livestock Australia’s (MLA) 2025 Community Sentiment Research.
The annual study, conducted by strategic consultancy Pollinate since 2010, also revealed that more Australians are eating red meat than ever before, with younger consumers leading the surge. Nearly half (49 per cent) of Australians aged 18–34 reported increasing their red meat consumption over the past year, making this the first time since the survey began that more people are eating more red meat than less.
Health and nutrition remain the top drivers for this trend. Among those increasing their intake, 87 per cent cited benefits such as iron, protein, and overall wellbeing. Nearly half said they were eating more red meat to improve their health, while 46 per cent said they “just like meat.”
Vegetarianism continues to decline, with only four per cent of Australians identifying as vegetarian and just two per cent following a strict meat-free diet — the lowest levels in a decade. Interestingly, one in five meat eaters has previously tried vegetarianism but returned to meat due to cravings, health concerns, or cost.
MLA Managing Director Michael Crowley said the findings reflect the industry’s commitment to transparency, education, and sustainability. “Australians are increasingly recognising the value of red meat, not just for nutrition, but for the integrity of the people who produce it,” he said.
The survey highlighted that trust in the industry is strongly linked to perceptions of environmental action, ethical practices, transparency, and robust regulatory standards. Those who feel knowledgeable about red meat production are more likely to trust the industry and enjoy
red meat.
MLA’s Australian Good Meat content continues to shape public sentiment, with 66 per cent of viewers saying it made them feel more positive about the industry. “When we show Australians what modern farming really looks like and how producers care for their animals and the land, it changes perceptions,” Mr Crowley said.
Red meat remains an important part of family nutrition, with 74 per cent of Australians recognising its role in a healthy diet, and 70 per cent agreeing that beef and lamb contribute to a balanced diet.
For East Gippsland families, this research reinforces the nutritional value and trustworthiness of locally produced beef, lamb, and other red meats, supporting both health and the regional agricultural economy.
