Big opportunities in 'wellness' for red meat

Crown research institute AgResearch has partnered with Meat & Livestock Australia (MLA) to survey attitudes among red meat eaters in Australia and the United States towards physical and mental wellness related to consumption of meat.

The United States and Australia both play crucial roles in the domestic and global red meat market, serving as major producers and exporters of red meat, and having substantial red meat consumption per capita.

When asked, more than 90% of survey participants across both countries indicated interest in purchasing red meat to improve their wellness, while approximately 85% indicated a willingness to pay more for red meat for potential wellness benefits.

AgResearch senior scientist Carolina Realini says that while survey participants from both countries shared a common view on improving physical energy as a key wellness aspect, their specific interests differed.

“American respondents showed greater interest in improving cognitive function and mood through the consumption of red meat, whereas Australians emphasized joint and gut health,” Realini says.

She says the nutritional benefit of red meat, such as beef and lamb is already well-documented in previous research.

“We still have some way to go to be able to provide compelling and specific evidence of physical and mental wellness benefits from red meat consumption,” she says.

“We know that red meat producers in New Zealand are currently facing significant challenges and are actively looking for opportunities for better prospects in the future,” Realini says.

She says the survey results suggest a promising opportunity for producers to develop tailored products to align with consumers’ wellness preferences, individual needs, and various life stages; and clearly communicating the benefits of these tailored offerings to consumers.

“As researchers, the onus is on us to provide the trusted, robust scientific evidence that supports the recommended levels of red meat consumption as beneficial for wellness,” Realini says. “Such evidence is crucial to enable the red meat industry to make health claims about their products with confidence, while policymakers are encouraged to promote healthier food choices.”