Have we lost our appetite for meat and dairy alternatives?

Have we lost our appetite for meat and dairy alternatives?

Have we lost our appetite for meat – Australia’s food landscape has seen a notable shift in recent years, with traditional meat and dairy products still dominating supermarket aisles. From cheese to milk to minced beef, these staples remain widely available, yet growing interest in plant-based diets has begun to wane, raising questions about the sustainability of this trend.

Changing Consumer Trends

The average Australian consumes over 22 kilograms of meat and 90 kilograms of dairy annually, according to recent data. However, the past five years have witnessed a surge in alternative protein options, with 60% of people expressing openness to plant-based products. This interest was driven by claims that such diets offer health and environmental advantages.

Market Dynamics and Industry Shifts

As demand for plant-based foods grew, the market for vegetarian and vegan eateries expanded alongside it. In 2022, the CSIRO unveiled its “protein roadmap,” forecasting the alternative protein sector to reach A$13 billion by 2030. Yet, current developments suggest a reversal. Notably, Sydney has experienced the closure of over ten upscale plant-based restaurants in three years, including the city’s first vegan pub, The Green Lion, which now operates exclusively as a takeaway and catering service. Even major hotel chains like Ovolo have scaled back their commitment, as seen with the shutdown of Sydney Alibi in 2024.

Supermarket shelves are also reflecting this decline. Brands such as Birds Eye have seen their plant-based lines disappear from Woolworths’ shelves, prompting community backlash through petitions and letters from groups like Vegan Australia and Doctors For Nutrition. In a statement, Woolworths attributed the decision to “poor and declining” sales of these products.

Three Reasons for the Decline

Experts highlight three potential factors contributing to the waning popularity of plant-based alternatives:

First, cultural perceptions may be influencing consumer choices. Trends like “protein-maxxing”—a focus on maximizing protein intake for weight loss or muscle gain—have shifted priorities back toward animal-based foods. Research suggests this could be tied to societal views on meat as a symbol of masculinity. Additionally, the rise of GLP-1 weight-loss medications has further fueled demand for high-protein animal products.

Second, health skepticism is emerging. Studies indicate that not all plant-based options are nutritionally equivalent, with some containing excessive sodium and artificial additives. This has led to doubts about their overall benefits, dampening public enthusiasm.

Third, the meat and dairy industries are actively rebranding their products. By emphasizing the role of livestock in food security and downplaying their environmental impact, these sectors are shaping perceptions. This strategy is affecting both consumer behavior and policy decisions, posing challenges for climate action.

“Poor and declining” sales of plant-based products have prompted Woolworths to remove them from shelves, signaling a shift in market confidence.

The CSIRO’s recent budget cuts further underscore this trend. By reducing investments in precision fermentation and alternative protein research, the agency appears to be sidelining these innovations. Despite Australia’s livestock industries already grappling with climate change, the lack of sustained support for plant-based solutions risks compromising long-term environmental goals.