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Science matters: do you know the value of wild venison?
Conversations around food sustainability are growing louder in many parts of the world, presenting an opportunity for wild British game, writes Sophie Stafford.
For the UK shooting community, increased consumer interest in provenance is a chance to highlight wild game as a traditional, ethical and highly nutritious food source.
Two recent studies shed light on both the nutritional value of venison and the way consumers view game. The first study examined the nutritional profile of venison from three common deer species, while the second investigated consumer attitudes towards game meat to see where field and fork can better connect.
Venison under the microscope
Unlike intensively farmed meat, venison from wild deer requires minimal intervention with no artificial feed or antibiotics. A study published in Acta Veterinaria-Beograd compared red deer (Cervus elaphus), roe deer (Capreolus capreolus) and fallow deer (Dama dama), all quarry species in the UK.
Key findings from the study included:
- High protein – all three species had protein levels around 22g per 100g of meat.
- Low fat – less than 2g per 100g, which is substantially leaner than beef or pork.
- Rich in essential amino acids – especially in fallow and red deer.
- Favourable fat composition – i.e. a good balance between saturated and polyunsaturated fats, and between omega-6 and omega-3 fatty acids
- Packed with minerals – this differs between species with phosphorus, sodium and magnesium being higher in roe deer, but calcium being lower than that in fallow and red deer. Fallow also had higher levels of iron and manganese but lower zinc content.
Roe deer came out on top nutritionally, with the highest nutrition value index and best balance of cholesterol-friendly fatty acids.
Who eats game?
Despite these benefits, game remains a niche food in many parts of Europe.
Research appearing in Sustainability looked at the views of more than 600 Croatian consumers. It found three broad groups: almost half were regular consumers, often with a link to hunting; around 40 per cent ate game occasionally but lacked familiarity or access; and just over 12 per cent were uninterested.
Positive attitudes were typically linked to perceptions of health, quality and sustainability. Barriers included limited availability, unfamiliarity with preparation, and concerns over food safety and ethics.
Although this study was conducted in Croatia, similar research in the UK could help identify whether consumers are open to game but under-informed. Similar work in the UK could show whether more people here would choose game if they understood its benefits and how to cook it.
Research appearing in Sustainability looked at the views of more than 600 Croatian consumers. It found three broad groups: almost half were regular consumers, often with a link to hunting; around 40 per cent ate game occasionally but lacked familiarity or access; and just over 12 per cent were uninterested.
Positive attitudes were typically linked to perceptions of health, quality and sustainability. Barriers included limited availability, unfamiliarity with preparation, and concerns over food safety and ethics.
Although this study was conducted in Croatia, similar research in the UK could help identify whether consumers are open to game but under-informed. Similar work in the UK could show whether more people here would choose game if they understood its benefits and how to cook it.
Closing the gap
Venison is more than a seasonal extra or a by-product of deer management. It is a high-quality meat that deserves wider recognition. Research from across Europe makes a strong case for wild deer meat as both healthy and appealing to eco-conscious consumers.
This is an opportunity for the UK shooting community to promote responsible harvesting, strengthen local supply chains and present venison as a modern, ethical choice.
Everyday conversations play a part too. Questions such as “People still hunt?” or “You can eat wild duck?” are reminders that what feels familiar to us is often new to others. Sharing knowledge, or a dish of game with a friend, can spark curiosity and open the door to fresh experiences.
References
1. Starčević, M., Glamočlija, N., Baltić, B., Glišić, M., Laudanović, M., Krstić, M., & Bošković Cabrol, M. (2025). Nutritional Value of Wild-Harvested Game Meat of Fallow Deer (Dama dama), Red Deer (Cervus elaphus), and Roe Deer (Capreolus capreolus). Acta Veterinaria, 75(1), 63–81. https://doi.org/10.2478/acve-2025-0006
2. Tomić Maksan, M., Gerini, F., & Šprem, N. (2025). Investigating Consumer Attitudes About Game Meat: A Market Segmentation Approach. Sustainability (Switzerland), 17(7). https://doi.org/10.3390/su17073147
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Sophie Stafford
Sophie is one of BASC's scientific advisors. She has a BSc in Zoology with Conservation from Bangor University and conducted experimental research in Finland following this. She has a broad range of research interests including ecosystem ecology, drivers of migration, and behavioural evolution.
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