The SPQR poll surveyed 1,016 people during May 2025, with 49% not at all open to buying American beef imports and a further 11% expressing hesitation about US beef.
Health and safety concerns emerged as a primary barrier, with 43% of UK respondents citing worries about hormone and antibiotic use in American beef production.
Among respondents with an existing perception of American beef, 67% believe it is “full of hormones”, a third see it as lower quality compared to British beef, and a quarter consider it to be unhealthy. Finally, only 1% of respondents said that they view American beef as sustainable.
Meanwhile, 45% of respondents expressed their preference for British beef as a specific reason for avoiding American alternatives.
“These findings demonstrate the ongoing challenges facing American beef imports in the UK market,” said Mike Coppen-Gardner, chief executive of SPQR.
“UK consumers continue to prioritise what they perceive as higher welfare and production standards, alongside a strong loyalty to British farming.”
The results come shortly after the UK and US agreed to a new tariff deal, in which the UK was granted a tariff-free quota for 13,000 metric tonnes of exports to the US. In return the UK has scrapped a 20% tariff on US beef exports, but refused to weaken the food standards requirements on imports from the US.
“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,” added Coppen-Gardner.
Commenting on the deal when it was announced, National Farmers’ Union president Tom Bradshaw said: “We appreciate the government’s efforts in listening to our concerns, particularly around maintaining high standards, protecting sensitive agricultural sectors and securing reciprocal access for beef.
“For several years, we’ve campaigned with the UK’s agricultural attachés in Washington for market access for British beef, a product globally respected for its quality and strong environmental credentials. These efforts have contributed to enabling the UK government to secure ring-fenced access for British beef exports to the US.”
