Gen Z consumers in Britain are showing stronger interest in buying domestically produced red meat and dairy. New research indicates that AHDB’s Let’s Eat Balanced campaign is improving perceptions of these categories while increasing confidence in British farming and home-grown food.
According to Sparkminds modelling, purchase intent for red meat among Gen Z climbed by eight percentage points between September 2025 and January 2026. Dairy purchase intent also increased, gaining three percentage points during the same period.
The findings point to a significant change in younger consumers’ attitudes. AHDB reports that Gen Z is becoming more receptive to discussions about nutrition, farming practices and food production. This growing interest aligns with wider food and drink consumer trends, particularly the demand for clear information about provenance, nutritional value and sustainability.
Carrie McDermid, AHDB head of marketing, attributed the progress to “several years of sustained investment and consistent communications,” explaining that the campaign is creating an expanding group of young advocates for British food.
“This positive momentum creates an opportunity to further engage future consumers,” she said. “Younger audiences are showing greater openness to being informed about where their food comes from and more connected to the farmers that produce it.”
Campaign performance and audience reach
During 2025–26, Let’s Eat Balanced connected with 91% of UK adults, reaching each person an average of nine times. The campaign generated 265 million social media impressions and 41 million engagements. Retail activity extended the initiative into shopping environments, with 12.8 million on-pack stickers and point-of-sale materials distributed through seven leading supermarket groups.
Sparkminds’ analysis also found that red meat purchase intent would have been four percentage points lower without the campaign. The result highlights the commercial value of sustained, evidence-led communication and reflects broader food and drink marketing strategies that combine national media with retailer activation.
Channels and campaign content
The campaign runs throughout September across television, on-demand services, social platforms and supermarket stores. More than 57 million impressions are scheduled across Facebook and Instagram, alongside online and in-store support from major retail partners.
Two new content themes strengthen the campaign’s focus on practical nutrition and responsible production. Balanced Plates presents straightforward recipe videos featuring British beef, lamb and dairy, with an emphasis on nutrient-rich meals. Farming for the Future follows three farmers as they explain how they work alongside nature and identify areas where further progress can be made.
The results indicate that younger audiences increasingly regard British meat and dairy as nutritious, responsibly produced foods that can form part of a balanced diet. This perception is particularly relevant as food and beverage industry trends continue to focus on trust, transparency and provenance. It also demonstrates how food and drink sustainability messaging, supported by credible farming stories, can influence consumer confidence.
For producers, processors and retailers monitoring food manufacturing trends, food processing technology, food distribution trends and evolving food and drink regulations, the campaign offers a clear lesson: consistent, accessible communication can strengthen category demand. As food and drink packaging, retail engagement and digital storytelling continue to develop, Gen Z’s rising interest provides a positive foundation for the future of British red meat and dairy.
