The Agriculture and Horticulture Development Board (AHDB) has found that diners are seeking meals that feel “worth the cost” as overall menu share of red meat has declined.
AHDB found that with 57% of consumers whose finances have worsened over recent months planning to cut back on eating out, and overall foodservice spend slightly down (AHDB/YouGov, February 2026), diners have become more selective, seeking meals that feel “worth the cost”.
In the red meat category, overall menu share declined slightly and volumes have reportedly come under pressure as red meat “continues to play an important role in driving spend”. The research found that beef and lamb dishes commanded higher average prices as they acted as “key quality cues” on menus.
Operators are having to adapt their approach across proteins, found AHDB. It said that pork is gaining momentum as a value-led option, as the only protein to have “significantly grown” its menu share over the past five years, and lamb is being used to deliver premium comfort and global flavours.
According to the research, beef’s role on menus is changing. There’s growth in Asian (+5.9%) and Indian (+4%) cuisines for beef, as these dishes typically use less meat per serving than traditional centre-of-plate options like steaks (-10.3%), ribs (-9.3%) and mixed grills (-25.1%) (AHDB estimated volumes based on Worldpanel by Numerator UK OOH data, 52 w/e 22nd March 2026).
“Aligning with changing consumer priorities around health, balance and perceived value will be key to staying relevant in a competitive market.”
Charlotte Forkes-Rees, AHDB
The language used on menus has also changed, with texture-led descriptors such as crispy and smoked helping to “elevate appeal”. Provenance and storytelling are used to build trust and signal quality.
Across both dairy and red meat, AHDB found a common trend is the shift towards more considered eating habits. Diners are placing greater emphasis on ingredients, health cues and balance, with demand growing for high-protein options, smaller portions and dishes that feel both satisfying and functional.
Charlotte Forkes-Rees, retail and consumer insight analyst at AHDB, commented: “Despite ongoing pressure on consumer spending, people still want to eat out, but they are more discerning about the choices they make. Meals need to deliver on value, quality and overall experience.
“Across both red meat and dairy categories, aligning with changing consumer priorities around health, balance and perceived value will be key to staying relevant in a competitive market.”
