Meat producers may have a new opportunity to connect with Gen Z. According to the Agriculture and Horticulture Development Board (AHDB), between September 2025 and January 2026, purchase intent for red meat among British Gen Z increased +8pts, while dairy saw a +3pt increase. Bord Bia (the Irish Food Board) is seeing a similar pattern, with younger shoppers over-indexing when it comes to beef: 49% of 18-44-year-olds considered beef during their last main-meal shop, compared to 43% of shoppers in the U.K. overall. Experts say the shift could point to Gen Z being more open to conversations about where their food comes from and more interested in connecting with the farmers behind it. (The Grocer, FarmingUK)
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