Shifting supply dynamics and falling UK beef production are opening the door to new players in Britain’s red meat market. With a focus on quality, sustainability and supply chain resilience, Australian exporters are quietly becoming a more prominent presence in the UK’s premium meat sector.
Britain’s appetite for quality meat is driving changes in supermarket aisles across the country.
While the UK produces around 900,000 tonnes of beef annually, around 30% of the UK’s red meat consumption is still reliant on imports [AHDB]. The increased pressures across Europe’s supply base and domestic production are creating unprecedented opportunities for Australian exporters to fill premium gaps that domestic producers can’t meet.
The numbers show a clear trend. With UK beef production expected to fall 5% this year and import requirements set to surge 12% in 2025, according to the Agriculture and Horticulture Development Board, Australian red meat is no longer just filling seasonal gaps, it’s becoming essential to Britain’s food security [AHDB].
Will Downey, senior business development manager for agrifood at the Australian Trade and Investment Commission (Austrade), has watched this transformation unfold. “Australian beef represents around 1% of total UK consumption, but that small percentage is having an outsized impact on quality and choice [AHDB],” he explains.
The free trade effect
Since the UK-Australia Free Trade Agreement came into effect, Australia has begun to export in larger proportions to the UK, with the aim of complementing domestic production, as well as support supply for lower levels of seasonal production. Despite some concerns about an influx of Australian meat at the outset of the Free Trade Agreement, the reality has been measured and steady, with a focus on premium products.
Today, Australia accounts for just 1% of the UK’s total red meat import market, but the quality of that offering has retailers taking notice [AHDB]. Where countries like Ireland, Spain, and Argentina have traditionally dominated Britain’s import landscape, Australia is carving out a premium niche. The strategy isn’t about volume, it’s about value, sustainability and filling specific market gaps that other suppliers can’t match. “We’re seeing phased quotas and long-term tariff reductions creating a steady integration,” Downey notes. “This offers British businesses more choice while reducing over-reliance on single suppliers,” he adds.
Sustainability and innovation
Australia’s red meat industry isn’t just competing on quality, it’s racing toward net zero emissions [AHDB]. The commitment is tangible, from regenerative farming techniques to low-carbon shipping methods that naturally age meat during the sea journey to British ports.
Animal welfare standards also remain central, through the Livestock Production Assurance scheme, aligning closely with UK frameworks. All Australian beef entering Britain is EUCAS-certified, guaranteeing it’s free from hormone growth promotants (HGPs) and fully traceable. But perhaps most impressively, there’s a push to elevate alternative cuts to ensure whole carcass use in both retail and foodservice, something Australia does particularly well. Innovative Australian products coming to the UK showcase shoulder, neck and leg in ways that challenge expectations and deliver added value.
Innovation like this is propelling Australia ahead of other countries as a leading supply source. From the experimental use of Asparagopsis in cattle feed to reduce methane, to meat-grading systems that assess marbling, tenderness and eating quality with precision – Australian producers are committed to embedding the latest innovation and technologies through their supply chains.
Did you know?
● Australia is also key supplier of premium goat meat, with companies like Western Meat Exporters servicing a growing Caribbean food sector in the UK.
● Major Australian lamb exporters, such as Fletcher International Exports and JBS Global, continue to strengthen UK partnerships, ensuring product consistency and quality year-round.
Recent market developments
Early in 2025, Ocado became the first major UK retailer to stock Australian Wagyu from Jack’s Creek, a producer that has claimed the title of World’s Best Steak for three consecutive years.
“We’ve seen a 120% surge in searches for ‘wagyu beef’ over the past year,” reveals Tom Bryan, trading manager for Meat, Fish, Poultry and Eggs at Ocado Retail. The timing couldn’t be better for Australian exporters.
Talking of the new listing, Kaine Allan from Jack’s Creek explains: “We’re delighted to be working in partnership with Ocado Retail to extend our reach within the UK and bring some of our finest products to its customers. This is the first time our Wagyu X beef will be available in retail, and we’re thrilled to be taking it nationwide, exclusively with Ocado.”
The success extends beyond beef. Mount Schanck Prestige Lamb by Thomas Foods International, nicknamed the ‘Wagyu of the lamb world’ demonstrates the Australian reach within the category. This grain-fed, highly marbled lamb delivers a guaranteed 6% intramuscular fat minimum and rich omega-3 content, targeting health-conscious consumers looking for premium meat.
Connecting with us to explore sourcing in Australia
With Irish herd sizes declining and domestic UK production increasingly constrained, Australian suppliers are establishing themselves as a reliable premium alternative. The focus isn’t on replacing British meat but complementing it, especially in high-value segments where consistency and quality rule premium prices.
For UK retailers looking to diversify their supply chains while meeting growing consumer demand for premium, sustainable products, Australia offers a compelling proposition: guaranteed traceability, ethical production, competitive pricing and innovations that are reshaping what consumers expect from their meat.
The Australian Trade and Investment Commission (Austrade) works directly with Australian meat suppliers to identify where there is a demand for their products in the UK market.
It is currently working in partnership with Meat & Livestock Australia (MLA) through its Aussie Beef & Lamb brand, to highlight the increasing appeal of Australian lamb as a menu-elevating, health-conscious and ethically produced protein.
If you’re looking to source from Australia, Austrade can provide the necessary information and commercial connections to support you. Contact Will Downey, senior business development manager for Agrifood at Austrade UK for more information: will.downey@austrade.gov.au.
