Sainsburys NZ beef kebabs

Source: The Grocer 

Sainsbury’s listed a seasonal NZ wagyu beef line last May, while the country’s government says retail sales in the UK are ‘gaining momentum’

New Zealand is now the second largest non-EU exporter of beef to the UK after Australia, following a surge in imports.

Shipments of frozen New Zealand primary beef products jumped by 436% year on year in the 11 months to November 2025 to 9,060 tonnes, found analysis published by AHDB, using HMRC data compiled by Trade Data Monitor. 

Import values rose by 442.9% to £49.4m, the data showed. 

Fresh NZ beef imports have also grown by 82.8% to 3,890 tonnes. That takes combined fresh and frozen imports for the period to 12,950 tonnes – a rise of 239.3% year on year. The total value of primary New Zealand beef imports stood at £79.7m, up 239.1% year on year.

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It means New Zealand – long a key supplier of lamb to the UK – is now a major player in beef too. It is behind only Ireland, Poland and Australia among Britain’s biggest beef-supplying nations.

Imports of beef from both New Zealand and Australia have rocketed on the back of more favourable trading conditions driven by new free trade agreements with the two countries, which came into force in May 2023.

The increase comes on the back of a contraction in UK and Irish beef production over the past year, with an accompanying surge in farmgate prices.

AHDB’s benchmark GB R4L deadweight steer price hit a record 713.3p/kg last May. Although it has since fallen back – to 648p/kg last week – production was down 4% year on year in 2025.

What’s more, further falls are predicted for 2026. “Strength in the UK market, a limited domestic supply outlook and anticipation of steadying demand may continue to pull imports,” said AHDB lead analyst for red meat Hannah Clarke.

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Foodservice channels have been “driving demand for NZ beef”, found a report published last month by its ministry for foreign affairs and trade. However, it also reported retail sales were also “gaining momentum, with growth across major UK supermarkets, including Sainsbury’s”, which listed a seasonal wagyu beef kebab line last May.

As of 31 July 2025, some 53% of the 2025 NZ-UK FTA beef quota had been used, it said, pointing to further growth potential for exports to the UK.

The NZ beef quota will continue to expand incrementally until full liberalisation in 2033, ten years after the trade deal came into force.