Executive Summary:

Introduction and context

The demand for wild venison in the UK has experienced significant growth in recent years, reflecting broader consumer shifts towards healthier, sustainable, and ethically sourced food choices. Once considered a niche product, venison is increasingly viewed as a mainstream option, appealing to a wide range of consumers—from affluent buyers seeking premium luxury experiences to health-conscious individuals looking for lean protein alternatives. This report explores the factors driving venison's growing popularity, the demographics of its consumers, and the opportunities for businesses, restaurants, and chefs to capitalize on this rising trend.

Key Drivers of Venison's Popularity

Health and Nutrition Benefits

Wild venison is a lean, high-protein meat that appeals to health-conscious consumers.

• 24g of protein and 7g of fat per 100g serving (compared to beef: 26g of protein, 13g of fat) (Martin Taylor, 2024).

• Rich in iron, B vitamins, and omega-3 fatty acids, supporting muscle, immune function, and cardiovascular health.

• 24% of UK consumers purchase venison for its health benefits (Scottish Venison, 2022).

• 77% of consumers are seeking more protein from lean, natural sources like venison (The Grocer, 2023).

Sustainability and Environmental Impact

Wild venison offers significant environmental benefits due to its low carbon footprint and minimal resource use.

• 27% of the carbon emissions of beef, with only 22.3kg of CO2 emitted per kg (Scottish Venison, 2024).

• A 20% reduction in deer populations could offset 137,500 tonnes of CO2 annually (Taste Imperial, 2022).

• Wild venison uses less water and land compared to farmed meats like beef and lamb, contributing to sustainable land management.

Ethical Sourcing and Animal Welfare

Consumers are increasingly concerned with animal welfare and ethical sourcing, making wild venison an attractive option.

• 84% of consumers consider animal welfare a key factor when purchasing meat (IGD, 2024).

• 80% of consumers are willing to pay a premium for ethically sourced products (PwC, 2024).

• Wild venison is harvested from free-roaming deer, ensuring humane treatment and contributing to biodiversity.

Luxury and Premiumisation

Wild venison has become a sought-after luxury product, particularly among affluent consumers.

• 80% of UK venison is sold to the restaurant industry (The Guardian, 2021).

• 34% of consumers buy venison because they believe it is high quality (56 Degree Insight, 2020).

• 30% of consumers who have tried venison in restaurants are interested in purchasing it for home cooking (Vericast, 2024).

• The average price of venison (£15.10 per kg) is a third higher than lamb (£9.93) (The Knowledge Bank, 2023).

Who is Buying Venison in the UK?

The demographic profile of venison consumers has evolved significantly, with different segments contributing to its rising popularity:

• Affluent Consumers: Higher-income households are drawn to venison's luxury appeal, sustainable sourcing, and unique flavour profile. As a premium product, venison appeals to those seeking high-quality proteins that align with their ethical and environmental values.

• The average price of venison is £15.10 per kg, making it one of the most expensive meats in the UK. This premium pricing positions it as a luxury item for special occasions (The Knowledge Bank, 2023).

• Health-Conscious Consumers: Venison’s lean meat and nutrient-dense profile make it especially attractive to those seeking healthier food options. It is perceived as a superior alternative to traditional meats like beef or lamb, appealing to both fitness enthusiasts and those concerned with overall health.

• 24% of UK consumers purchase venison for its health benefits, particularly its high-protein and low-fat attributes (Scottish Venison, 2022).

• Ethical Consumers: Venison’s wild sourcing makes it an appealing choice for consumers concerned with animal welfare and sustainability. As awareness grows around factory farming’s impact on the environment and animal welfare, many consumers are turning to wild game as a more humane and eco-friendly alternative.

• 74% of consumers prioritise ethical sourcing when purchasing meat, and 19% of consumers choose venison for its local sourcing (Mintel, 2015; 56 Degree Insight, 2020).

• Younger Consumers: Millennials and Generation Z are increasingly interested in wild venison, particularly due to its sustainability, ethical sourcing, and health benefits. These younger consumers are more open to trying non-traditional proteins like venison and incorporate it into their flexible, health-conscious diets.

• 20.2% of young men eat venison, compared with 11.9% of those eating red meat overall (56 Degree Insight, 2020).

Regional Trends in Venison Consumption

While wild venison consumption is growing across the UK, there are notable regional variations:

• Scotland remains the largest market for venison, due to its strong hunting culture and natural landscapes.

• Urban Areas like London and the South East are seeing significant growth in venison sales, as more affluent consumers seek out ethical, sustainable, and luxury protein options.

• 35% of venison buyers in urban areas like London and Bristol are first-time buyers, attracted by the ethical sourcing and premium nature of wild venison (The Guardian, 2023).

Venison in the Restaurant Sector

 The growing role of venison in restaurants has helped raise its profile and broaden its consumer base. Many consumers first encounter venison in fine dining establishments, where it is positioned as a premium offering. The rising presence of venison on restaurant menus has contributed to its shift from a niche to a more mainstream food choice.

• 44% of venison consumption takes place in fine dining settings, while 21% is consumed in pubs or bars, and 18% in casual dining venues (56 Degree Insight, 2020).

Conclusion: Venison’s Promising Future in the UK Market

The rising demand for wild venison is driven by a complex blend of health, sustainability, and ethical considerations. As consumers become more aware of the environmental and ethical implications of their food choices, venison stands out as a healthier, more sustainable, and humane alternative to factory-farmed meat. With its growing popularity among affluent, health-conscious, and younger consumers, venison is poised for continued expansion across the UK market.

Key Takeaways for Businesses, Restaurants, and Chefs:

• Health-Conscious Demographic: Venison is increasingly sought after by health-conscious consumers for its low-fat, high-protein profile. Restaurants can position venison as a healthy and luxurious option on their menus.

• Sustainability Messaging: Wild venison is a low-carbon, environmentally sustainable meat, appealing to eco-conscious consumers. Restaurants can highlight this sustainability in their offerings, positioning venison as an ethical choice in line with growing environmental concerns.

• Ethical Sourcing Appeal: Ethical sourcing continues to be a critical consumer priority, with wild venison providing an animal-friendly alternative to factory-farmed meats. Restaurants can build a reputation for using responsibly sourced ingredients, meeting consumer demand for transparency and ethical practices.

• Affluent Consumers: Venison remains a premium product, with higher-income households driving demand. For businesses, targeting affluent consumers with luxury experiences can boost sales. However there is also the opportunity to make venison accessible to a new demographic by showcasing venison in a non-traditional way.

• Growing Popularity Among Younger Generations: Younger consumers, particularly millennials and Gen Z, are open to exploring new, ethical food options. Venison offers an opportunity to engage this demographic, especially with its sustainable and health-driven appeal.

• Health-Conscious Consumers: Wild venison offers a compelling proposition for health-focused consumers, providing a high-protein, low-fat alternative to beef and lamb. Businesses could capitalise on this by emphasising venison’s nutritional benefits in their marketing and menus.

• Luxury Dining Experience: With its growing reputation as a premium product, wild venison is an ideal choice for fine dining and upscale restaurant menus. Chefs can use venison to craft unique dishes that appeal to affluent diners seeking a high-quality, exclusive dining experience.

Key Questions for the Industry:

• Given the premium price of wild venison, will the cost of sourcing this meat remain viable for restaurants and businesses in the long term?

• How can businesses ensure consistent supply without compromising sustainability?

• How can restaurants and retailers educate consumers on the health, sustainability, and ethical benefits of wild venison to encourage more widespread adoption?

• What strategies can businesses use to expand the appeal of venison beyond niche markets and luxury dining to mainstream consumers?

• While venison is marketed as sustainable, how can businesses ensure that their sourcing practices truly align with environmental goals and address potential concerns about overhunting or ecosystem impact?

• As demand for venison grows, how can businesses balance its premium status with making it more accessible to a broader audience?