Abstract
From a steady, if somewhat dull market, red meat is now enjoying a renaissance. Renewed consumer interest in cooking and good rates of product innovation have transformed the red meats into one of the more dynamic food markets.
The market faces a number of challenges, most notably around the supply of organic red meat and high quality, domestically produced meat. These challenges are causing significant changes in the way that the industry operates and especially in the development of a closer relationship between multiple retailers and their suppliers right back to farm level.
This report examines the hypothesis that: "Premiumisation offers the best route to market growth in the red meat market, especially in the face of declining UK supplies".
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