Meat trends in Europe

Meat consumption is forecast to decrease in Europe. The German market has already declined significantly in the past 15 years. Only chicken meat consumption is growing across the continent, while the market shares of other meat types are shrinking.
Changes in consumer demand for meat are the cause. Motivated by animal welfare, environmental concerns, and their own personal health, more and more people are adopting diets that cut meat altogether. Moreover, many Europeans are reducing the amount of meat they consume.

Consumers have also taken a liking to plant-based meat substitutes, and the rise of these products is cutting ever deeper into the meat pie. Furthermore, a new competitor will likely add to the struggles of conventional meat products: Cultured meat (meat grown in industrial vats) seems poised for a successful market entry in the near future.