You might have seen the prime spots on TV for Wagyu by Aldi in October, or seen the coverage in print. In fact, it has been a really busy period over the last couple of months with the relaunch of Wagyu packaging and cuts available nationally. It was a big moment for Aldi and, of course, for Warrendale.

But how has the Wagyu been performing?

Wagyu steaks are now available across the UK and sales are up by triple digits as a result. Even in the regions where the steaks were previously available, the enhanced packaging has pushed sales up.

But how has Wagyu been performing against more traditional, arguably, better-known breeds? Despite the higher price point, Wagyu mince has been outselling the Aberdeen Angus option. So even for meat that might be seen as a staple in the kitchen, the high-end Wagyu wins.

This was coupled with a Gold Award for Aldi for their Ribeye and Sirloin (provided by Warrendale) at the recent World Steak Challenge.

But perhaps it isn’t a surprise.

Global Demand Is Sizzling

The global Wagyu beef market is booming. Valued at USD 25.5 billion in 2024, it’s projected to grow at a compound annual growth rate (CAGR) of around 6.7% over the next decade.

This surge is being driven by rising demand for premium, traceable meats in upscale hospitality, luxury restaurants, and among discerning home cooks. Countries like Australia and the U.S. are scaling up Wagyu production — not just for local markets, but for export — helping feed this global appetite.

The UK Is Wagyu’s Fastest-Growing Home

In the UK, Wagyu’s popularity is accelerating fast. According to the British Cattle Movement Service (BCMS), the number of Wagyu-sired calves born in Great Britain more than doubled in 2023, reaching 35,550 — up from just over 17,000 the year before, according to the British Wagyu Association.

That rise underlines how Wagyu is shifting from being a boutique product to a serious part of the UK’s beef landscape.  Moreover, there are now over 1,000 farms in the UK rearing Wagyu cattle, and Wagyu is the 8th most popular breed in the British beef scene — all while still maintaining a high-end product reputation.

Why the growth?

• There’s a real “eat less, but eat best” movement. Consumers are trading quantity for quality, and Wagyu fits perfectly.

• Shoppers are more interested in cooking from scratch and choosing upscale supermarket options.

• In uncertain economic times, people are seeking genuine, traceable food that feels special — and Wagyu delivers.

• For producers, Wagyu is attractive: it’s a high-value product, the cattle are relatively easy to manage, and there’s growing supply chain support.

What This Means for Warrendale Wagyu

As demand grows both globally and locally, Warrendale Wagyu is well positioned to scale sustainably. Our integrated farmer network, strict marbling grading, and quality-first approach mean we can meet rising demand without compromising on what makes Wagyu exceptional. So, we can continue to bring Wagyu to consumers through key strategic partnerships, like Aldi.

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