Meat and Livestock Australia’s 2017 cattle industry projections, released this week, forecast the 25.77 kilograms per capita consumed in 2016 to rise to 25.9kg.

In line with similar Western society trends towards less protein consumption, the amount of beef Australians eat has been slowly decreasing since the mid 1970s.

Six years ago we were eating 32.8kg per capita, ten years ago it was 38.1kg  and in the late 1970s, it peaked at a whopping 70.3kg.

The projected slight increase this year will come on the back of a shift in retail prices, rather than an actual turning around of that trend.

MLA market manager Ben Thomas explained in 2016, even though there was a rise in the price of beef on shelves and in butcher’s cabinets, the volume of beef consumed remained steady.

Consumers effectively spent the same amount per shop on beef.

“In the past, when there have been significant rises in retail prices over a short period, they then stabilise for five to eight years,” he said.

“So what we’ve seen is a typical pattern and as the average price moderates this year, people will get more for the same dollar and consumption will lift slightly.”

According to MLA’s 2016 Global Consumer Survey, Australians see beef as the most superior of proteins due to its several unique strengths – being an essential part of a healthy diet for growing children, its versatility, its consistent quality standards, delicious taste and for being easy and convenient to prepare.

It is likely those perceptions have underpinned the steady spend on beef through a period of price pressure.

On the challenges side, however, MLA analysts point out changing demography,  including increased migrations from Asian countries where pork is the dominant protein and an aging population who are avoiding red meat for health/functional/price reasons.