More meat is being eaten thanks to the growing world population and the rising available income. The recent global increase in meat consumption is even higher than that of fish.
This evolution can be attributed to on the one hand productivity gain and on the other affordability. As a result, meat has become more accessible for many people. Meat is also increasingly better positioned on the market; better quality, convenience and broader differentiation are driving consumption. On the other hand, meat is still perceived as being expensive and there is increasing social pressure to eat less meat. Negative publicity and increasing environmental, animal welfare and health issues play a major role in this. Vegetarianism and flexitarianism are on the rise. However in the longer term, the consumption of meat will continue to grow.
Europe: expectations for 2019
In Europe, the recovery in meat consumption has stabilised. Until 2018, the population increase, economic growth, growing supply and favourable price led to a recovery in the consumption of meat in Europe. From 2019 onwards, the consumption of red meat is expected to fall whilst the consumption of poultry is expected to continue to rise.