Promoting kangaroo meat as a healthy gourmet alternative with great versatility is the key to making it more of a mainstream product.

That’s one of the findings of new research that shows consumers are generally aware of the health benefits of kangaroo and are not concerned about its status as a national symbol.

The results of the research, funded by the Rural Industries Research and Development Corporation (RIRDC), the University of NSW and the kangaroo industry, are published in a new book - Consumer Attitudes to Kangaroo Products.

It shows that kangaroo mince and the gourmet smallgoods market are the most likely drivers of further demand for kangaroo meat in Australia.

“The kangaroo industry is in a fairly good position overall, with high demand for prime cuts, but it is also subject to the vagaries of the export market,” said RIRDC’s General Manager of New Rural Industries, Dr Roslyn Prinsley.

“Increasing domestic demand will benefit the industry and the rural and remote communities where it is located.  We can do this by increasing demand for lesser cuts and getting people who have tried kangaroo meat once or twice to become more regular consumers.”

The research included interviews with retailers and manufacturers and consumer focus groups, the first such survey of consumer attitudes since 1997.  It found that:

• Consumption was marginally higher than 10 years ago, with 58 per cent of those surveyed having tried kangaroo at least once
• Only 14.5 per cent of people eat kangaroo more than four times per year
• Wider availability of kangaroo meat, particularly in supermarkets, meant that only 13 per cent could not find kangaroo meat when they looked for it
• Uncertainty about how to prepare kangaroo meat remains an issue for consumers

Researchers found consumer demand could be stimulated for mince if price competitiveness, store location and package size were further developed, while kangaroo deli meats had potential through further promotion and development of sample products.

“Manufacturers are understandably reluctant to use kangaroo in processed products until there is demand and this report gives clear direction to industry as to how it should proceed,” Dr Prinsley said.

The report is available at www.rirdc.gov.au or by calling (02) 6271 4160.

Media enquiries:
Danny O’Brien – RIRDC Communications Manager – 02 6271 4175 or 0438 130 445