The Enduring Carnivorous Majority
Despite widespread media attention on plant-based diets, meat consumption remains a deeply entrenched part of Australian culture and identity. Surveys conducted by YouGov consistently show that a significant majority of the population considers themselves meat eaters. This sentiment is supported by industry data showing high household penetration for popular meat types.
- YouGov Survey (October 2023): A national survey found 66% of Australian consumers identify as meat eaters.
- Meat & Livestock Australia (MLA) Insights: Data shows that over 90% of Australian households regularly eat beef, and over 70% regularly consume lamb.
Generational Divides
Interestingly, the preference for meat is not uniform across all demographics. Older generations, such as Baby Boomers, are significantly more likely to be regular meat consumers, with three-quarters reporting regular intake. Conversely, younger consumers, including Millennials and Gen Z, show a higher propensity to adopt plant-based lifestyles, though many still consume meat regularly. This suggests a slow but steady generational shift that could impact future statistics.
The Rise of Flexitarianism
Perhaps the most significant dietary evolution in Australia is the growing number of 'flexitarians'—people who follow a primarily plant-based diet but still occasionally eat meat and fish. This group is not captured in a simple meat-eater vs. non-meat-eater binary and represents a significant portion of the population.
- Food Frontier Survey (September 2024): Found that 'meat reducer' is now the most popular dietary choice among Australians, adopted by 21% of the population.
- YouGov Survey (October 2023): Identified almost a fifth (19%) of Australians as flexitarians.
This trend suggests that while many Australians still enjoy meat, they are actively looking to decrease their overall intake for various reasons, including health and environmental benefits.
Vegetarian and Vegan Demographics
While flexitarianism is on the rise, the percentages for strict vegetarian and vegan diets remain relatively small, though growing. Data from different sources can vary, but generally indicates a low single-digit percentage for strict plant-based diets.
- Australian Bureau of Statistics (ABS) (September 2025): Reported that 5.3% of Australians aged 15 and over were vegetarian or vegan in 2023.
- YouGov Survey (October 2023): Found 6% of Australian consumers follow a fully plant-based diet.
- Meat & Livestock Australia (MLA) (October 2025): A recent survey showed that only 4% of Australians identified as vegetarian and just 2% as vegan, noting a decline in vegetarianism rates over the past decade.
Influences on Plant-Based Diets
Research highlights that health concerns and environmental impact are often key drivers for those reducing or eliminating meat. However, as revealed by a La Trobe University study, many Australians perceive reducing meat as one of the least effective environmental actions, and taste preference remains a powerful barrier to change.
Shifting Meat Preferences
Among those who eat meat, consumption patterns are also in flux, with some types gaining popularity while others wane. The Australian Bureau of Statistics provides detailed consumption data that reveals these internal shifts.
- Increased Poultry Consumption: ABS data for 2023-24 showed Australians consuming 13% more poultry per person compared to six years prior. Per capita consumption of poultry and poultry-based mixed dishes saw significant increases between 2022-23 and 2023-24.
- Steady Red Meat Consumption: Beef, lamb, and pork consumption saw a smaller per capita rise of 1.8% over the six years to 2023-24. MLA also reports high household uptake of these meats.
- Declining Processed Meat Consumption: In contrast, processed meats, such as sausages and frankfurts, have seen a steady decline in consumption since 2018-19.
Dietary Trends Comparison
| Feature | Majority Meat Eater | Flexitarian ('Meat Reducer') | Vegetarian/Vegan |
|---|---|---|---|
| Population Percentage | 66% (YouGov 2023) | 19-21% (YouGov/Food Frontier) | 4-6% (MLA/YouGov/ABS) |
| Primary Motivation | Taste and Price | Health and Environmental Benefits | Ethical, Environmental, Health |
| Key Dietary Behaviour | Regular meat/poultry consumption | Primarily plant-based, occasional meat/fish | Strict plant-based, no animal products |
| Generational Trends | Highest among older generations (Baby Boomers) | Common among Gen X and Millennials | Higher among younger generations (Gen Z, Millennials) |
Factors Influencing Food Choices
Australian dietary habits are shaped by more than just preference. A mix of factors determines what ends up on the plate.
- Taste: Consistently ranked as the top factor for meat eaters, according to YouGov.
- Price/Cost of Living: The second most significant consideration for most dietary groups. With cost-of-living pressures, budget has become an increasingly important motivator for some, especially flexitarians.
- Health Concerns: A significant driver for those reducing meat intake. Flexitarians, in particular, rank health as a top consideration.
- Environmental Awareness: While recognized by some, studies show it is not a primary motivator for a large-scale shift away from meat for the majority of Australians.
The Australian Dietary Guidelines and Consumption Reality
Australia has dietary guidelines that recommend specific intake levels for food groups, including red meat. The average Australian consumption of red meat aligns with these guidelines, consuming less than the recommended maximum of 65g per day. This suggests that for many, moderation rather than elimination is the current approach.
Conclusion
While Australia remains a country predominantly of meat eaters, the dietary landscape is far from static. The key finding from recent data is not a simple percentage, but a more complex picture of evolving habits. The rise of flexitarianism, shifts towards certain meats like poultry, and a stable but small vegetarian/vegan demographic all contribute to a dynamic food culture. While taste and cost remain primary drivers, health and environmental awareness are also playing an increasing role in how Australians choose to eat. This indicates a move towards more conscious consumption, even if traditional meat-eating remains the norm. For the most detailed and up-to-date data on Australian dietary consumption, official sources like the Australian Bureau of Statistics should be consulted. https://www.abs.gov.au/statistics/health/food-and-nutrition/apparent-consumption-selected-foodstuffs-australia/latest-release
