Mar 28, 2025
For decades, New Zealand venison has been a well-regarded export, primarily bound for Europe during the game season. But times are changing. American consumers are increasingly looking for leaner, healthier, and more sustainable protein options, creating a new opportunity for venison.
The DINZ SFF Futures – NARA programme (Sustainable Food and Fibre Futures – North America Retail Accelerator) is opening doors to this high-value market by positioning New Zealand venison as a premium, versatile red meat for U.S. consumers. Recent consumer insights from market intelligence agency Mintel reinforce that now is the time to push harder into the North American retail market.
What’s driving U.S. protein trends?
A few years ago, plant-based proteins were the big disruptor, but consumer preferences have now settled into a balance—where quality animal proteins remain dominant. Here’s what’s shaping the market:
1. High-quality, nutrient-rich proteins are in demand
- 93% of U.S. households still consume animal-based protein, with red meat remaining a staple.
- Consumers are actively looking for lean, high-protein, and naturally raised meats.
- Health-conscious eaters, especially Millennials and Gen Z, want low-fat, iron-rich proteins such as venison
2. Trust and sustainability drive purchasing decisions
- Quality and natural claims matter—with over 60% of consumers prioritizing these factors.
- Transparency in sourcing is crucial, and New Zealand’s pasture-raised, hormone-free deer farming methods provide a compelling selling point.
- 55% of American shoppers are concerned about the environmental impact of meat production, giving our sustainable farming practices a powerful marketing edge.
3. Venison’s premium positioning matches evolving buying habits
- The demand for specialty and alternative red meats is growing as U.S. consumers seek variety.
- Inflation has made shoppers more price-sensitive, but those with disposable income are willing to pay for premium, health-focused options.
- Red meat snacking is a growing category, opening doors for venison jerky and pre-prepared meal options.
How SFF Futures-NARA is helping to capture this market
The SFF Futures-NARA programme is directly responding to these trends by:
- Expanding venison distribution in key US states
- Promoting year-round demand among American consumers
- Running marketing campaigns and activations to educate American shoppers
- Developing new retail partnerships to increase sales volumes and enhance brand recognition.
What this means for venison farmers
The North American market is not just another export destination—it’s a chance to future-proof our industry by moving beyond traditional markets and into stable, high-value retail. The demand is there. The challenge now is meeting it.
The shift is clear: Venison is more than a seasonal game meat—it’s a premium, everyday protein for American consumers. As consumer habits continue to evolve, New Zealand’s farmed venison is well-positioned to meet the call.
The opportunity is here for the taking.
