Andrew Howie, marketing manager of consumer programs for Meat and Livestock Australia Photo Christine McKee / The Morning Bulletin
Andrew Howie, marketing manager of consumer programs for Meat and Livestock Australia Photo Christine McKee / The Morning Bulletin Christine Mckee

Dining out on changing tastes in the Aussie palate

FROM the humble meat pie to the Sunday roast and the great Aussie barbecue, beef is integral to the Australian national cuisine.

The industry has been essential to the fibre of Australia since five cows were sent out from England on the First Fleet in 1770.

Nearly 250 years later, Australians are still in love with beef and eat it two to three times a week.

Andrew Howie, marketing manager for consumer programs for Meat and Livestock Australia, said there had been a change in consumer attitudes in recent times with health now a major focus for families.

"Previously marketing focused on loyal beef consumers, but now the family unit is becoming more focused on quick, healthy meals, without sacrificing taste," Mr Howie said at Beef Australia 2015.

"Mums around Australia are time poor and don't want to toil away after a hard day preparing a meal the family won't eat," Mr Howie said.

"We've recognised that for the industry to continue to grow, we need to resonate with a wider audience, and that's families."

There are 1.2 million households in Australia and the current domestic spend on beef represents $420million.

If each family ate one more beef meal a year, it would represent an incremental growth around $36million.

Mr Howie said the potential growth in the domestic market was untapped.

"It's versatile.

"Demand for different cuts is a growing trend, and some of that relates to the number of men becoming more interested in cooking."



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