A new poll from marketing company SPQR reveals resistance among UK consumers to American beef imports.

The comprehensive nationwide 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 UK 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 represents a significant challenge for American exporters hoping to gain market share in the 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 uncovered, with 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. 

The results come at a crucial time for the meat industry, with the UK recently signing a deal which will allow new beef imports from the US tariff-free.

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 May 15, 2025.

Source: SPQR