The Livestock and Meat Commission for Northern Ireland (LMC) has found that consumers remain committed to beef and lamb on their dinner plates despite “ongoing inflationary pressures”.
LMC analysis of the latest Office for National Statistics (ONS) Consumer Price Index (CPI) showed that overall food inflation eased to 1.2% in July 2026. While household budgets remain under pressure, shoppers have largely maintained the value of their spending on both beef and lamb, said LMC.
Jacqueline Liddicoat, LMC head of market intelligence and data management, stated: “Northern Ireland’s beef and lamb sectors continue to face challenging market conditions despite a slowdown in food inflation, as household budgets remain under pressure. The rate of meat price inflation has been falling in recent months, from 3.6% in April, to 2.3% in May, 2% in June, and 0.7% in July. While easing inflation has slowed the rate of food price increases, consumer purchasing habits continue to reflect wider economic pressures.”
Beef remains the highest value meat category in NI, with consumer preferences within this meat category evolving.
Liddicoat added: “LMC consumer data indicates that higher living costs are reducing overall spending on food and encouraging shoppers to seek better value options. Encouragingly, we have seen that despite buying less product overall, shoppers have largely maintained the value of their spending on both beef and lamb. This suggests consumers are compensating for higher prices by purchasing smaller quantities and more budget-friendly cuts while continuing to keep beef and lamb as staples on their dinner plates.”
Independent research carried out during the first half of 2026 also demonstrated that shoppers are seeking quality beef and lamb products, and showed that 83% of consumers in the region are aware of the Northern Ireland Farm Quality Assured (NIFQA) logo with awareness growing since the launch of the Commission’s Good Honest Food campaign in 2020. This awareness is translating into action, said LMC, with consumers actively seeking to purchase NIFQA beef and lamb.
LMC said its analysis was further supported by independent research it commissioned in the first half of 2026 following a burst of its ’Good Honest Food’ campaign.
Lauren Patterson, LMC head of marketing and communications, commented: “Over nine in ten consumers eat beef, with consumers who saw our latest advertising campaign demonstrating a strong desire to purchase both NIFQA beef and lamb. Where beef is concerned 80% of consumers who are aware of the campaign reported to always try and buy beef with the NIFQA logo.
“Similarly for lamb, over seven in ten consumers who are aware of the campaign make a committed effort to always try and buy lamb with the NIFQA logo. In the current economic environment consumers are increasingly looking for quality beef and lamb. We are delighted to see sustained trust in the NIFQA logo translate into commitment from consumers to source locally produced beef and lamb.”
