Research finds meat consumers prefer local The country of origin is the number one characteristic consumers use when choosing meat, and they mostly prefer their own local products, a new Lincoln University study shows14 July 2025 14 July 2025 1 minute read 1 minute read By: By: Lincoln University OceaniaThis emphasis on locally grown meat was identified in new research* by Dr Nic Lees and Joshua Aboah. Dr Lees said the results had significant implications for New Zealand meat exporters, as in many markets New Zealand is competing with local products. “In these countries we need to provide consumers with a reason to choose our products rather than their locally produced beef or lamb," said Dr. Lees. For example, Dr Lees said, the fourth most important factor for consumers was the type of production system. There were some exceptions to the “local products first” finding in countries where their consumers do not having confidence in their own food safety standards, such as China and Brazil.