Knowledge drives red meat consumption upward
A new study by Meat & Livestock Australia (MLA) has found that metropolitan Australians who are well-informed about the red meat industry tend to consume more red meat.
The annual Community Sentiment Research surveyed 1,501 people aged 18 to 64 across Australia’s major cities, aiming to guide MLA’s communication and marketing efforts.
The survey revealed that 63% of respondents have a positive view of the beef industry, and 60% feel similarly about lamb. Trust in the industry is closely tied to knowledge, with 72% of informed individuals believing cattle are raised humanely, compared to 55% of those less informed. The study also highlighted strong community interest in learning more about topics like animal welfare, nutrition, and sustainability.
MLA's initiatives, including educational programs and collaborations with social media influencers, are seen as crucial in improving public perceptions and understanding of the industry.
The full report is available on the Community Sentiment Research 2024 page.
Photo by Jason Leung on Unsplash
