Conducted annually since 2010, the research measures and tracks consumer sentiment in the community towards the Australian red meat industry.
MLA managing director Jason Strong said consumers wanted to learn more about how beef and lamb was produced, in particular how farmers were looking after the environment and their animals.
“This represents a significant opportunity for the sector as our research indicates that higher levels of industry knowledge are linked to better perceptions,” he said.
“A greater understanding of our industry also has benefits for producers through increased demand.
“Consumers with higher levels of industry knowledge are more likely to have increased their red meat consumption overall.
“This is because they understand the care and efforts undertaken by Australian cattle and sheep producers in raising their livestock and looking after the environment.”
Of those surveyed, consumers were most interested in learning about how producers ensure the humane treatment of their livestock (46 per cent), and how they looked after the environment (44 per cent).
Knowledge of the industry also impacts on trust, with 61 per cent of metropolitan Australians having a strong level of trust in the Australian beef industry, and 60 per cent having trust in the Australian sheep industry.
During the past 12 months, red meat consumption patterns have remained relatively stable, with 71 per cent of metropolitan Australians eating the same amount or having increased their consumption of red meat over the past year.
The main reasons cited for maintaining or increasing red meat consumption come down to nutrition, taste and ease of cooking.
Cost was named as the main reason as to why 29 per cent of consumers reduced red meat consumption in the past year.
For more information on the research, visit the MLA website.
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