Shifting food and diet trends have long shaped the direction of the food industry. Over the years, preferences have evolved; from the rise of "low fat" and "light" products to more recent focuses on "low carb," "paleo," and whole-food eating. Today, the spotlight is firmly on protein.
The growing interest in high-protein, nutrient-dense diets is creating new momentum for quality animal protein, opening up valuable opportunities for the red meat sector to innovate and add value. MEQ CEO, Remo Carbone, says the rise of protein-first diets offer an opportunity for the red-meat industry.
Premium protein is king: a consumer shift
Growing interest in functional foods and nutrient-rich diets is changing how consumers view meat, not just as a source of protein, but as a carrier of essential micronutrients such iron, zinc and collagen. Beef in particular is prized as a "great source of protein", above chicken, pork and meat alternatives.
But health-driven consumers are also seeking more transparency about the nutrient profile, quality and source of the meat they buy. In research by the Food Industry Association, 76 per cent of surveyed grocery shoppers said transparency about ingredients and how food is made is important.
This desire for transparency isn’t only seen in the food sector – it also affects goods ranging from clothing to technology, where shoppers are increasingly concerned about ethical practices and sustainability. But it’s a particular priority for food producers because their products directly impact the end consumer in terms of health considerations.
Meat producers expanding the value chain
Forward-looking producers and processors are rethinking traditional supply chains to meet this new demand. It’s creating opportunities for new products as well as getting more value out of existing products.
Kilcoy Global Foods recently introduced a new nutrient-rich beef liver powder, tapping into the wellness trend and growing dietary supplements market by repurposing what would traditionally be a lower-value byproduct.
In the US, brands such as Force of Nature Meats are marketing "Ancestral Blends" (beef mixed with heart, liver and kidney) for consumers focused on holistic nutrition. Collagen-rich but low-value byproducts such as beef liver and hides are also being added to beauty products for topical benefits.
Driving growth with data
Meanwhile, advances across genetics, feeding systems, processing automation, supply chain tracking and product innovation are enabling better insight and decision-making in the red meat industry.
Data-driven insights are supporting smarter decisions at every stage. By combining information from multiple sources, including on-farm management practices, livestock performance, carcase grading and market feedback, beef producers can get for more precise sortation, fabrication and distribution.
This same data also strengthens marketing and sales strategies by helping the supply chain better understand customer demand, differentiate their product, and communicate value more effectively.
Specific carcase attributes can be better matched to targeted market opportunities, whether for premium cuts, functional foods or wellness-driven products. By thinking differently about the animal and leveraging technology across the chain, the industry can build more resilient, profitable and sustainable models for growth.
The future: literal cash cows
The future of red meat lies in reimagining every part of the animal as a source of value: nutritional, functional and commercial. Some of the innovation opportunities include:
- Data-driven genetics and livestock optimisation – using genomics and AI to improve meat yield, consistency and animal health
- Nutrient-focused, value-added products, such as collagen-infused cuts, mineral-enhanced mince
- Nutraceuticals and supplements – using meat-derived compounds (peptides, amino acids) in health products or functional foods
- Circular economy initiatives, where bone, fat, and organs are repurposed into wellness, pet food, pharmaceutical and cosmetic products
- Export-ready, value-added products – pre-marinated, portioned or ready-to-cook red meat products tailored to global consumer trends
Producers who treat the carcase not just as meat, but as a platform for wellness, sustainability and traceability, will unlock new revenue streams and global markets. The opportunity is not just to meet demand but to redefine what premium means among evolving consumer trends, and leverage meat and its by-products to meet those trends.
