AHDB's new 'Meat Shopper Journey' study, conducted with market research agency Sparkminds, reveals a clear gap between what shoppers say they do and how they actually behave in-store.

Retail sales of beef, pork and lamb were worth £13.2bn in 2025 (Worldpanel by Numerator, 52 w/e 28 December 2025), yet the volume of meat bought continues to decline. With cost-of-living pressures driving shoppers to plan meals more carefully and visit multiple retailers per month, the report presents a timely opportunity for the industry to help consumers feel more confident, informed and inspired when choosing red meat.

Findings show that before visiting a store, shoppers claimed price was the key driver when buying meat. However, once they were in the meat aisle, how the meat looked mattered more than the price, as many shoppers closely check the appearance of meat as it reassures them of good quality and is a proxy for great taste.

65% of consumers plan their weekly meals, with taste (67%) and quality (64%) the top factors guiding decisions. During the week, shoppers are increasingly looking to use ingredients they already have at home in a bid to save money, focussing on value, convenience and versatile cuts. Whereas at weekends they are more open to premium items, new cuisines and treats.

When shopping, only 4% of shoppers switched from their planned purchases, and among those who did, 51% were influenced by promotions or better prices, demonstrating the power of well‑executed value communication.

Shoppers' desire to buy British has risen sharply at fixture, from 9% in 2018 to 21% in 2025. Union flags and clear quality cues give reassurance on welfare, provenance and production standards, all of which matter much more in-store than during pre‑shop planning.

Vanessa Adamson, Retail and Consumer Insight Manager at AHDB, said: "This new Meat Shopper Journey research provides the strongest evidence yet of the difference between what shoppers say and what they do.

"This presents a significant opportunity for retailers and suppliers to improve merchandising, simplify ranges and showcase the freshness and versatility of red meat. There's also a clear role for inspiration. Shoppers want help planning quick weekday meals, guidance on cooking confidence and ideas for treating themselves at the weekend. By better supporting consumers before and during the shop, the industry can re-engage meat buyers and help secure long‑term demand for British beef, lamb and pork."

The full Meat Shopper Journey analysis, including shopper behaviours, drivers of choice and recommendations for retailers and suppliers, is available at: https://ahdb.org.uk/knowledge-library/consumer-insights-meat-shopper-journey