We know that Swedish meat is appreciated – but despite that, Irish meat from grass-grazing animals is ranked highest by Swedish consumers in comparison to meat from Sweden, Germany and Brazil. This is according to a new independent, scientific study, in which Swedish consumers completed a blind test and tasted meat from different origins.
New surveys also show that taste and price are the two most important factors when Swedes decide which meat product they buy, especially beef.
Irish meat is known for its high quality and flavor and has long been popular among Swedes. Beef from Irish, grass-fed animals comes out on top when Swedish consumers have a choice. In addition, Ireland recently scooped a whopping 54 medals in the international World Steak Challenge, which is more than any other country has won before, and is further proof of the premium quality of the meat.
In a recent independent scientific blind test, Irish grass-fed beef won the taste test over beef originating from Sweden, Germany and Brazil. According to the Swedish tasters, the Irish grass-fed meat was:
- The meat that was most visually appealing , even before tasting and cooking had begun, in its raw texture.
- Which delivered by far the best beef flavor and intensity: 2/3 of all consumers said the beef flavor was JUST RIGHT.
- The one that delivered the best when it comes to attributes like tenderness and juiciness
- What performed best in terms of quality , almost 6 out of 10 of the Swedish consumers stated that the quality matched or exceeded their expectations..
- Was it the meat that the tasters were most likely to buy and pay more for : 6 out of 10 of the Swedish consumers stated that they would probably/definitely buy it..
- It was the meat they preferred the most compared to other meat of origin and twice as much as their biggest competitor, Sweden.
Sweden accounted for 63% of Ireland’s beef exports to the Nordics in 2021. According to a consumer survey conducted earlier this year, 65% of Swedes indicate that they buy more expensive premium meat to a greater extent than before.
With increased inflation and higher food prices, what you get for your money is also an increasingly important parameter for Swedish consumers. This is shown, among other things, by the fact that more Swedish consumers choose the meat counter in the supermarket over the smaller, more specialized meat shops, while at the same time they largely continue to choose high-quality grass-fed meat.
The surveys confirm that many choose premium grass-fed meat because they think it is affordable. For example, two-thirds state that they have bought premium products because of the price and specific offers, at one of the leading supermarkets in Sweden.
Irish cattle have a grass intake of 95%
The high quality and rich flavor of Irish beef can be attributed to the fact that Irish cattle are grass-fed. The beautiful green island has the longest grass growing season in Europe, and cattle from farms participating in the Bord Bia Sustainable Quality Assurance Scheme (SBLAS) spend at least 220 days a year outdoors grazing on the wide green hills and plains. Irish cattle therefore have an exceptionally high grass intake of 95%, most of which comes from being free range.