Meat Consumption

Research investigates meat reduction in New Zealand

Dr Joya Kemper. © University of Canterbury

Studies & Numbers

Research Investigates Meat Reduction in New Zealand After Country Reaches Peak Meat

Research from New Zealand’s University of Canterbury (Te Whare Wānanga o Waitaha) is investigating facilitators and barriers to meat reduction to determine what the future of food could look like in the country. It comes after previous research showed that New Zealand is one of a small number of countries worldwide to reach “peak meat”, with per capita meat consumption on the decline. The study found that while rising incomes have traditionally been associated with higher meat consumption, this relationship does not necessarily exist in higher-income countries, where many people are cutting down on meat due to environmental or health concerns. “There’s a lot of complexity within the protein transition, which is why a country’s collective vision and directive government funding are key,” said Dr. …

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Global meat industry and world beef production food concept

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Studies & Numbers

Scientists Challenge “The Dublin Declaration” Urging Meat Reduction in Wealthy Nations

Scientists from various European universities published a rebuttal to The Dublin Declaration of Scientists on the Societal Role of Livestock in the journal Nature Food today. Lead author Chris Bryant, honorary research associate at the University of Bath and director at Bryant Research, described the paper as a “clear and concise takedown” of the declaration’s central argument: reducing meat consumption is unnecessary. “Livestock is too precious” The Dublin Declaration was launched at the Irish government agricultural agency Teagasc in 2022, signed by over 1,000 scientists. It has received media coverage in outlets like the Telegraph and the New York Post. The paper emphasizes the benefits of meat consumption in terms of nutrition, environment, and social aspects, describing livestock as “too precious to society to become …

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Cattle in a farming land in the Netherlands

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Politics & Law

EU Approves €700M Dutch Scheme for Voluntary Closure of Livestock Farms

The European Commission has approved a €700 million Dutch State scheme to compensate farmers who voluntarily close livestock farming sites in some regions of the Netherlands. The Dutch government is looking to improve the quality of the environment and promote more sustainable and environmentally friendly production in the livestock sector with this initiative. The scheme will apply to priority areas, including peatlands, sandy soils, stream valleys, and areas in and adjacent to Natura 2000. It will be open to small and medium-sized livestock farmers operating in any eligible areas until the 1st of October, 2029. The aid provided under the scheme will consist of direct grants and subsidized advisory services. It will cover up to 100% of eligible expenses, including compensation for the loss of production …

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The European Parliamentary Research Service (EPRS) has released a study that highlights Europe's animal-based protein balance and argues for the growing interest in alternative proteins. 

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Studies & Numbers

Europe’s 60% Reliance on Animal Proteins Challenged in New EU Alt Protein Research

The European Parliamentary Research Service (EPRS) has released a new study evaluating the potential of algae, insects, microbial fermentation, and cultivated meat to improve food security and reduce the environmental impacts of food production within the EU.  However, to make the case for the growing interest in these alternative proteins, the report explains Europe’s current protein balance. According to the authors, plant-based protein intake in the wider world accounts for 57% of total protein consumption. However, in Europe, animal protein still makes up the majority, somewhere between 55 and 60% — exceeding plant-based protein consumption since the 1970s and the recommended daily intake by about a third. Moreover, with this impressive demand for meat, the region faces a deficit in local feed production, importing 61% of …

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Cem Özdemir Germany Vegetarian Minister

Cem Özdemir © Sedat Mehder

Politics & Law

Germany’s Federal Minister of Food and Agriculture Cem Özdemir Addresses Declining Meat Consumption

German meat consumption falls to an all-time low. Federal Minister Cem Özdemir suggests utilising new market opportunities. The long-term trend of declining meat consumption continued in 2023. According to preliminary figures from the Federal Information Centre for Agriculture (BZL), per capita meat consumption fell by 430 grams to 51.6 kilograms. This is the lowest figure since records began. Oat milk and veggie burgers offer market potential The famously vegetarian Federal Minister of Food and Agriculture, Cem Özdemir, comments: “Germans are paying more attention to their health, the impact on the environment or the welfare of animals when it comes to their diet. Many people are eating less meat today, but more consciously – and all the figures suggest that the trend is continuing. Agriculture, trade …

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Beyond Stack Burger hero shot

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Market & Trends

Continued Decline in US Meat Consumption is “Long-Term Industry Disruption” Creating Significant Opportunity

The United States has witnessed a steady decline in meat consumption for the second consecutive year. Retail sales data from IRI Worldwide reveals that 2023 marks the second consecutive year of declining meat purchase volumes. As of October 2023, overall meat sales by volume in US grocery have dipped 4% year-over-year and 6% over the past two years. This decline is evident across various meat categories, including a 10% year-over-year drop in pork sales volumes, a 10% year-over-year drop in seafood sales volumes, and a 13% drop in turkey sales volumes.  While plant-based meat alternatives have also experienced a decline in sales volumes amidst the current economic climate, the broader shift away from animal proteins has presented increased opportunities for other plant-based food categories. Nick …

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Lidl announces price parity of own brand Vemondo range

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Studies & Numbers

Just 6 Food Retailers Can Have Significant Impact on Climate & Planet by Shift to 50% Plant Proteins by 2030

A new report by Dutch research consultancy Profundo commissioned by US environmental group Madre Brava shows that the world’s leading supermarket chains have the power to reduce the impact of animal agriculture on the environment and achieve significant climate, land, and water benefits for humans, animals, and the planet.   According to the report, if food retailers Ahold Delhaize from the Netherlands, Carrefour from France, Thailand’s CP All, Lidl from Germany, Tesco from the UK, and the world’s second-largest foodservice company Sodexo (France), achieve 50% plant-based sales by 2030, they would reduce GHG by 31.6 million tonnes per year — equivalent to removing more than 25 million cars from EU roads.   Additionally, since global beef, pork, and poultry production negatively impacts land and water use, such an …

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Austrian supermarket chain BILLA opens plant-based area

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Studies & Numbers

Diet Shift Continues in Austria: Veganism Surges While Meat Consumption Declines

The latest Smart Protein survey on European consumers has revealed a continuing diet shift Austria, where the number of vegans has risen 2%, and over half of Austrians have reduced their meat consumption since 2021. The study carried out by food awareness NGO ProVeg International, in partnership with Innova Market Insights, the University of Copenhagen, and Ghent University, surveyed 7,500 people in ten countries to compare and analyze the eating habits of Europeans regarding plant-based foods. In Austria, 750 individuals (50% men and 50% women) making the purchasing decisions in their household provided information on their current shopping habits and attitudes towards plant-based foods. Following the analysis, the figures show that Austria is leading the way in veganism, with the vegan population rising from 3% …

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Young people talking/ Survey on Gen Z supporting veganism

Photo by Elevate on Unsplash
Studies & Numbers

EU-Funded Survey: 51% of Europeans and 48% of Brits Are Reducing Meat Consumption

A recent pan-European survey reveals positive findings around the transition to plant-based foods: 51% of meat eaters in Europe claim they are actively reducing their annual meat consumption, showing a notable rise from 46% in 2022; and in the UK, 48% of consumers are reducing their meat intake as a fifth of consumers purchase plant-based meat at least once a week. Carried out by the food awareness organisation ProVeg International in collaboration with the University of Copenhagen and Ghent University, and funded by the Smart Protein project; the survey questioned 7,500 individuals from ten European countries, including Austria, Denmark, France, Germany, Italy, Netherlands, Poland, Romania, Spain, and the UK, to gain insights into their plant-based food preferences, eating habits, and preferred purchases. According to the research, …

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Richmond sausages with mash and peas

© Richmond Sausages
Studies & Numbers

UK Meat Consumption Drops 14% in 10 Years, Reaching Lowest Level Since Records Began

Per capita meat consumption in the UK fell by 14% between 2012 and 2022, according to new government figures from the Department for the Environment and Rural Affairs (DEFRA). The trend takes total meat consumption to the lowest level since records began in the 1970s. This is true across all types of meat, with a huge 26% reduction in the consumption of carcass meats (such as pork, beef, and lamb) since 2012, and an 11% fall in the consumption of other meats such as poultry. The year to March 2022 saw a notable drop in average weekly meat intake, from 976g compared to 854g the previous year. Fish consumption also fell over this period, from 148g to 135g, as first reported by the Guardian yesterday. …

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BMEL Canteen plant-based

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Studies & Numbers

Germany’s 2023 Nutrition Report Reveals Only 20% of Germans Consume Meat Daily

Germany’s Federal Minister of Food and Agriculture, Cem Özdemir, presented the 2023 Nutrition Report today, shedding light on evolving dietary trends and consumer preferences in Germany. This annual report, published by the German Federal Ministry of Food and Agriculture (BMEL), offers a comprehensive analysis of the nation’s nutritional landscape. A prominent theme highlighted in the report is the growing concern for environmental sustainability in food choices. The study indicates a significant shift in dietary habits, with a decline in the daily consumption of meat. In 2015, 34% of respondents reported eating meat daily, whereas this year, only 20% of individuals reported daily meat consumption. This transformation is coupled with a notable uptick in the consumption of plant-based alternatives. Minister Özdemir emphasized the increasing importance of …

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A steak and bacon

© American Institute for Cancer Research
Politics & Law

Backlash From Animal Ag Groups Forces EPA Ireland to Remove Meat Reduction Tweet

The Irish Environmental Protection Agency (EPA) has deleted a tweet encouraging consumers to reduce meat consumption following the adverse reaction of animal agriculture groups. The tweet advised consumers to cut down on meat by exploring vegetarian recipes and participating in meat-free Mondays. It also highlighted that 10% of purchased meat goes to waste. Accompanying the message was a meme of Samantha Jones from the television show Sex and the City, depicted with a smile and the caption “the planet when you reduce your red meat intake.” According to reports, the Irish Farmers’ Association said the tweet caused anger among farmers and asked for its immediate removal, pressuring the EPA to discuss the rationale behind its tweet and how it aligns with the EPA’s responsibilities. Dermot Kelleher, the president of …

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Simpliigood unveils high quality chicken analog made with spirulina

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Studies & Numbers

43% of German Consumers Have Reduced Their Meat Consumption in the Past Year

A new Mintel consumer study, Global Outlook on Sustainability, has provided some encouraging insights into the habits and attitudes of German consumers regarding meat consumption. Just 22% of Germans said they ate meat at almost every meal, compared to 47% of French consumers and 51% of Brits. 43% said they had reduced their meat consumption in the past year, compared to an international average of 28%. Furthermore, 37% of Germans believed that eating less meat was the most effective personal measure they could take to reduce greenhouse gas emissions, the highest proportion worldwide to hold this viewpoint (the international average was 21%). However, the number of consumers avoiding meat altogether remains low, with 2% identifying as vegan, 4% as vegetarian, and 18% as flexitarian. This …

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German sausage

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Market & Trends

Germany: Meat Consumption Drops to Record Low, Plant-Based Sales at Record High

Data published this week by Germany’s Federal Information Centre for Agriculture reveals that, in 2022, per capita meat consumption fell by around 4.2 kg to 52 kilograms per person compared with 2021, lower than at any point since calculations began in 1989. The report states that Germans consumed about 2.8 kg less pork, 900 grams less beef and veal, and 400 grams less poultry last year. Encouragingly, this translates to net production of animal meat: 9.8% less pork and 8.2% less beef and veal were produced domestically compared to 2021, while net production of poultry meat was down 2.9%. Why Germany? Germany’s meat consumption has been steadily in decline over recent years, with the country’s interest in meat-free living further bolstered by Health Minister Karl …

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Cow in the Deck chair PlantBased Treaty

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Charity & Campaigns

Edinburgh Becomes First European Capital to Join the Plant Based Treaty in Response to the Climate Emergency

Edinburgh becomes the first Scottish city and the first European capital to join the Plant Based Treaty initiative in response to the climate emergency. Haywards Heath in the UK, Boynton Beach in Florida, Los Angeles, Rosario in Argentina, one city in Turkey, and fourteen cities in India have joined The Plant Based Treaty. Since its launch in August 2021, the initiative has received support from 70,000 individual endorsers, 5 Nobel laureates, IPCC scientists, more than 1000 NGOs, and 1000 businesses. Green Councillor Steve Burgess presented the Plant Based Treaty to The City Council of Edinburgh, which voted unanimously to produce an impact assessment on the implications of endorsing The Treaty. The finalized report shows that “meat and dairy consumption must reduce to achieve climate targets” because food-related emissions and …

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Beyond Meat FB

©Beyond Meat

Sustainability / Environment

Beyond Meat CEO Ethan Brown Responds to Idea of Pigouvian Taxes

In a conversation with the BBC yesterday, Beyond Meat founder Ethan Brown stated that consumers are already interested in alt meat: “If you look at shopper data that we have, 93% of the people that are putting the Beyond burger in their cart are also putting animal protein in.” When asked as to whether he agrees on the idea of taxation on meat consumption, Brown said to the BBC: “I think the whole notion of a pigovian tax, which is to tax negative things that are high in externalities, I think is an interesting one. I’m not an economist but overall intuitively that type of thing does appeal to me, not just for meat. I think taxing things we want more of such as income …

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Society

Germans Believe They Eat Less Meat

If you ask Germans how much meat they believe they consume, they estimate around 92 grams of sausage and meat a day end up on the plate, or 644 grams a week. This is the result of a survey by the Donato Foundation. In fact, however, it is considerably more. 160 grams, to be exact, which is about 72% more than what is believed. This means that the average German eats 1,120 grams of meat a week. The difference is shown in a comparison with the meat balance of the German Federal Ministry of Food and Agriculture (BMEL). Americans also eat more meat than they think and were 49% off their actual figure in the survey, consuming around 280 grams of meat a day – …

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