A poll from marketing company SPQR has highlighted “ongoing concerns” from UK consumers about American beef production standards.
The survey, which gathered opinions from 1,016 consumers across the United Kingdom, found that almost half of respondents (49%) are not open at all to purchasing American-sourced beef, with an additional 11% expressing hesitation about buying beef products from the United States.
Health and safety concerns emerged as a primary barrier, with 43% of UK respondents specifically citing worries about hormone and antibiotic use in American beef production. SPQR said that this finding reflected “ongoing consumer anxiety” about differing agricultural standards between the two nations, particularly following post-Brexit trade negotiations that have kept food standards at the forefront of public discourse.
The research also revealed the strength of British brand loyalty in the meat sector, with 45% of respondents stating their preference for British beef as a specific reason for avoiding American alternatives. This consumer patriotism represents a “significant challenge” for American exporters hoping to gain market share in the competitive UK meat landscape, SPQR found.
“UK consumers continue to prioritise what they perceive as higher welfare and production standards, alongside a strong loyalty to British farming.”
Mike Coppen-Gardener, SPQR
Mike Coppen-Gardner, chief executive of SPQR, commented: “These findings demonstrate the ongoing challenges facing American beef imports in the UK market.
“UK consumers continue to prioritise what they perceive as higher welfare and production standards, alongside a strong loyalty to British farming.”
This comes as the UK negotiated a deal with the US, which will allow up to 13,000 metric tonnes of beef imports from the US tariff-free.
Following the announcement of the deal, Government stated that American hormone-treated meat would not enter the UK market.
SPQR’s Mike Coppen-Gardner said: “American beef exporters hoping to increase their UK market presence will need to address these perceptions directly through transparent communication about production standards and potentially adapting practices for export markets.”
