The UK red meat market continues to exhibit complex dynamics, with growth in value coexisting with a progressive decline in volumes purchased. This is according to new research on the consumer purchasing journey conducted in conjunction with research agency Sparkminds and published by AHDB, which highlights a significant gap between what consumers say they do and their actual behavior at the shelf.
By 2025, retail sales of beef, pork, and lamb were expected to reach a combined value of £13,2 billion, confirming the category's importance within the food sector. However, despite its high value, the quantity of meat purchased continues to decline, reflecting changes in consumption habits and the impact of cost-of-living pressures.
According to the study, more and more consumers are carefully planning their meals and tend to shop at multiple retailers throughout the month to find the best deals. This context makes it even more important for the supply chain to help customers feel informed, confident, and inspired when choosing meat.
A key finding highlighted by the research concerns the gap between stated priorities and actual behavior. Before entering the store, many consumers cite price as a determining factor in choosing meat. Once in front of the shelf, however, the product's appearance often becomes more important than price, because the visual appearance of meat is perceived as a guarantee of quality and an indicator of taste.
Approximately 65% of consumers say they plan their meals weekly, with taste (67%) and quality (64%) among the main criteria guiding their purchasing decisions. During the week, the focus is more on saving money and using ingredients already available at home, with a preference for versatile cuts and practical solutions.
On weekends, however, consumers are more inclined to experiment. Interest in premium products, international cuisines, and more elaborate dishes is growing, often perceived as a form of gratification or convivial consumption.
Another significant finding concerns loyalty to purchasing plans. Only 4% of shoppers change their initial purchase once in-store. Of those who change their minds, over half (51%) do so in response to promotions or better prices, demonstrating the importance of effectively communicating value directly on the shelf.
The research also highlights a significant growth in interest in national provenance. The share of consumers deciding to buy British meat directly from the shelf has risen from 9% in 2018 to 21% in 2025. Visual elements such as the UK flag and clear quality labels help strengthen customer trust in animal welfare, traceability, and production standards.
“This new research into the meat purchasing journey provides the clearest evidence yet of the gap between what consumers say and what they actually do,” explains Vanessa Adamson, Retail and Consumer Insight Manager.
According to Adamson, the industry faces a significant opportunity to improve the shopping experience: "Retailers and suppliers can work on more effective merchandising, simplify assortments, and enhance the freshness and versatility of red meat. Inspiration also plays a key role."
“The research clearly shows that consumers are looking for support in planning quick meals during the week, greater confidence in cooking techniques, and new ideas for treating themselves to something special at the weekend,” concludes Adamson, highlighting how better support before and during purchase could help boost demand for British beef, lamb, and pork in the long term.
