26 May 2025

3 minute read

By: SPQR

Europe

A new UK nationwide poll has revealed resistance among UK consumers to American beef imports, highlighting ongoing concerns about production standards and a strong preference for domestic meat products.

The results come at a crucial time for the meat industry with the UK last week signing a deal which will allow up to 13,000 metric tonnes of beef imports from the US tariff-free -- the equivalent of one medium-sized steak per adult per year.

The results of the survey reflect widespread fears from consumers that the deal could open the door to beef from cattle raised using hormones to boost their growth. However, the government has insisted that American hormone-treated meat will not start to seep into the UK market.

Key findings

• In the UK, out of the people who have a perception, 67% think that American beef is full of hormones.
• Only 1% of the UK population thinks American beef is sustainable.
• Almost half (49%) of the UK is not open at all to buying American sourced beef and 11% are hesitant. 
• 43% of the UK population sees health and safety concerns, specifically the use of hormones and antibiotics as a barrier to eating American beef.
• 45% say a preference for British beef acts as a barrier to eating American beef.
• Almost 1/3 of the UK population think American beef is lower quality compared to UK beef which acts as a barrier to UK consumers eating American beef.
• ¼ of the UK thinks American beef is unhealthy.

The comprehensive 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. This finding reflects 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.

The poll uncovered multiple negative perceptions about American beef. Among respondents with an existing perception of American beef, 67% believe it is "full of hormones." Almost one-third of the UK population thinks American beef is lower quality compared to British beef, with a quarter of respondents considering American beef unhealthy.

Sustainability concerns were also evident, with only 1% of the UK population viewing American beef as sustainable.

"These findings demonstrate the ongoing challenges facing American beef imports in the UK market," said Mike Coppen-Gardner, Chief Executive of SPQR. "UK consumers continue to prioritise what they perceive as higher welfare and production standards, alongside a strong loyalty to British farming."

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."

The SPQR poll was conducted on 15^th May 2025 and surveyed 1,016 consumers across the United Kingdom to assess attitudes towards domestic and imported meat products. The report indicates it was a nationally representative sample by gender, age and UK region.