Trend analysis of sustainability claims in meat and dairy product launches (2004–2023): a case study of the UK, the USA, and China

Abstract The sustainability of pastoral farming must rapidly improve to protect land, water, and climate. However, producers of meat and dairy products also need economically viable pathways for this transition. One approach is accessing markets that prioritise sustainability attributes. This study investigated trends in new meat and dairy products launched with sustainability claims in the USA, China, and the UK from 2004 to 2023. Using data from the Mintel Global New Product Database and trend regression analysis, the number, share, and location quotient (LQ) of such product launches were determined. Results showed significant growth in sustainability claims across all markets, with the UK experiencing faster growth for meat products, while the USA and China showed faster growth for dairy products. In both categories, the strongest growth was observed for claims related to Environmentally Friendly Packaging and Recyclable materials. For dairy products, Sustainable (Habitat/Resources) claims followed, while meat products showed growth in Animal Welfare claims. Differences across markets suggest producers should adopt a targeted, market-specific approach to capitalise on trends in sustainability-focused meat and dairy products.