Fresh Food

How Venison Meets the Demand for a Healthy, Delicious Protein

Venison offers consumers a high-protein, healthy option in the meat case.
New Zealand Venison

Consumers are as thoughtful as ever about their purchasing decisions when shopping the meat department: Taste, nutrition, uniqueness and sustainability are all among priorities driving consumers’ choices.

To establish themselves as consumer’s go-to source for quality meats that match different diet and lifestyle preferences, grocers need to offer the right selection. Venison appeals to shoppers bringing an array of priorities to the table—and offering it can be a great opportunity for retailers to compete for sales and retain loyal customers.

Health priorities driving purchase decisions

According to FMI’s 2022 Power of Meat report, most consumers look for meat and protein options that are “better for me/my family” when they shop. While health priorities vary between individuals, leaner options are a particularly popular choice, with 93% of consumers saying they opt for leaner cuts at least occasionally.

This is just one advantage of venison: According to New Zealand Venison, the meat is high in protein and low in fat—boasting 80% less fat than beef, and less fat and calories than skinless chicken. Venison provides 28 grams of protein per 100g cooked serving, compared to 25 grams in chicken, and only has 1.8 grams of fat in the same portion, compared to 5.2 grams in chicken and 13.2 grams in beef.

FMI’s Power of Meat report notes that venison is especially poised for growth among certain consumer demographics with certain health priorities. For example, Gen X and Baby Boomer generations have increased their focus on seeking proteins with a lower cholesterol content in recent years, and “flexitarian” consumers (who may not shop for meat as frequently) tend to opt for lean meats rich in omega-3s. Grass-fed venison offers an extra advantage in this respect: According to New Zealand Venison, grass-fed meats tend to have a better ratio of omega-3 to omega-6 fats.

Seeking sustainability, uniqueness

Alongside nutritional preferences, consumers’ environmental concerns drive purchasing decisions in the meat department, too. Sustainability and transparency often go hand in hand as shopper priorities: According to FMI’s Power of Meat report, 63% of consumers say they like to know where their meat comes from, and 51% say they try to do their part for the environment by choosing sustainable meat options. At

New Zealand Venison is a great option in this sense, too; the stock is grass-fed and humanely raised on clean, open free-range ranches by family farmers who take care to prevent damage to soil or water by cultivating nitrogen-fixing clovers in pastures, using small amounts of nitrogen fertilizers, controlling non-native weeds, ensuring good animal health and more.

What’s more, consumers love venison for the taste. FMI’s Power of Meat report found that 10% of consumers say they’ve changed their meat purchasing habits within the past few months because they wanted to try something new. In other words, uniqueness is a great way to convert new shoppers, and a quality product is a great way to keep them coming back for more. Grocers can offer different venison cuts for convenience (including filets, ground meat and more) and provide inspiration for easy prep methods for shoppers to try at home, making venison all the more approachable.

New Zealand Venison offers grocers an opportunity to establish themselves as shoppers’ go-to retailer for healthy, sustainable meats and to expand meat department sales overall. Visit to learn more.

This post is sponsored by New Zealand Venison