The Australian cattle market is preparing for a Christmas pause, but the upcoming 2025 season is looking challenging due to a tightening global beef supply. This is largely due to declines in cattle herds in major exporting countries like Brazil, Australia, the United States, and Argentina. However, Australia's herd size has steadily increased, peaking in 2023 at 30.6 million. The expected reduction in herd sizes in these countries will result in lower beef production volumes, keeping cattle and beef prices high. To capitalize on this, Australian beef producers and exporters can expand their market share in Asia, India, and the Middle East, and invest in processing capabilities to offer value-added products. Sustainable farming practices can also appeal to environmentally conscious consumers in the UK, US, and EU markets.