The figures come from MLA's Australian Meat Purchasing Data collected by Roy Morgan and marks the first time butchers have finished the year as the market share leader in red meat sales since 2001.

MLA says this reflects continued improvements in consumer perceptions of the quality and service offered by butchers.

Overall, butchers finished the year with a 30.8pc market share of beef/veal and a 31.6pc share of lamb, according to the data.

Woolworths was just behind with 29.1pc and 29.8pc share of beef/veal and lamb respectively, followed by Coles group, Market/Deli/Other, IGA/Foodland and Aldi.

Retail butchers are the industry's front-line sales people according to Lachlan Bowtell, MLA trade marketing manager.

"Butchers are ambassadors for the red meat industry every day and therefore a vital interface with the customer," Mr Bowtell said.

"Given their crucial link in the domestic success of red meat, MLA developed the Red Meat Networking Club (RMNC) back in 2003 to encourage innovation and sharing of product, merchandising, and value adding ideas with each other."

This avenue for growing demand for red meat has focused on raising standards through product range, quality, labeling and growing professionalism in the butchery sector.

Membership of the RMNC has grown to 1525 nationally, representing about 38 percent of all Australian butchers.

Further driving the presentation of point of sale type material has been 'Counter Attack' – a program that comes under the RMNC umbrella.

Launched 18 months ago, Counter Attack aims to provide consumers with a greater choice at the butcher counter with quick cook and easy cook beef meals.

Last year, MLA ran 15 butcher workshops for 357 butchers representing 220 stores, with a core group of 50 participants reporting an increase of 15 to 20 percent on their beef sales.