Purchase intent for red meat among Gen Z consumers rose significantly over a four-month period, according to new research from the Agriculture and Horticulture Development Board (AHDB).
Research carried out by independent agency Sparkminds found that 76% of Gen Z consumers said they intended to buy red meat the next time they went food or grocery shopping, up from 68% in September 2025.
The 8% increase was found to be statistically significant.
The research also recorded a rise in purchase intent for dairy, increasing from 81% in September 2025 to 84% in January 2026. However, AHDB said this increase was not statistically significant.
The survey questioned 431 consumers aged 18 to 25 between January 21-30, with the sample nationally representative for location, gender and social class.
AHDB said the findings highlight an opportunity to engage younger consumers in conversations around nutrition, food production and British farming.
The research comes as AHDB's Let's Eat Balanced campaign returns throughout September, promoting British beef, lamb and dairy and highlighting their nutritional value as part of a healthy, balanced diet.
The campaign will feature television, social media and supermarket activity, alongside new content showcasing British farmers and their approach to producing food alongside nature.
AHDB said its wider consumer insight also points to growing interest in farming among younger people. Figures presented at its consumer conference showed 58% of 18 to 24-year-olds claimed to have an interest in or knowledge of farming, compared with 48% of consumers overall.
The board said the figures indicated an opportunity to build stronger connections between younger consumers and British farmers.
The latest findings are part of AHDB's ongoing work to support positive consumer attitudes towards British beef, lamb and dairy.
However, the research does not provide a Scotland-specific breakdown. Six per cent of the Gen Z sample were from Scotland, but AHDB said this was too small a sample to analyse separately.
AHDB's Let's Eat Balanced campaign runs throughout September, with activity across television, streaming platforms, social media and major supermarkets.
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