What is Luxury

Once perceived as a nutritional and occasional bonus, meat has now daily presence in the affluent West, serving human appetite for food. Although meat is not a product typically associated with luxury, its large ecological footprint poses the question whether it is time to challenge consumers' perception about animal-based proteins. The purpose of this chapter is to gain a perspective on how consumers respond to the idea of meat being a luxury product. A 2017 Sydney study investigated the concept of luxury meat and meat consumption amongst three generations – Xers, GenY and GenZ. It shows the emerging meaning of luxury goods related to meat that is sustainable, healthy and socially responsible, in response to climate change and feeding the world's population. The Sydney evidence also suggests meat is no longer essential for human health. A shift towards plant-based and new meat alternatives can create more compassionate and environmentally responsible choices.