AHDB reports rising red meat and dairy interest among Gen Z

The Agriculture and Horticulture Development Board (AHDB) reports an increase in purchase intent for red meat and dairy among Gen Z consumers. Data collected between September 2025 and January 2026 shows an 8% rise in red meat purchase intent and a 3% increase for dairy within this demographic.

This trend coincides with the AHDB’s ‘Let’s Eat Balanced’ campaign, which promotes British beef, lamb, and dairy as nutrient-dense proteins. The campaign has achieved significant reach, with 2025 data indicating it reached 91% of adults and generated 265 million social media impressions. AHDB modeling suggests that without this campaign activity, red meat purchase intent would have been 4% lower.

Complementary research from Bord Bia indicates that younger shoppers are over-indexing for beef consideration compared to the general UK population. However, the data also highlights that younger consumers, specifically those aged 18–34, report greater challenges in making nutritious food choices compared to older generations. AHDB noted that while younger audiences may perceive less trust in farmers due to a sense of distance, there is a growing openness to learning more about food production and origins.