The knives are out
Image: Pixabay
It was noted earlier this year that meat consumption in Germany in 2023 fell to its lowest levels since records began in 1991, according to preliminary data from the Federal Information Centre for Agriculture (BZL).
Per capita meat consumption fell to 51.6 kilograms, 0.8 per cent lower than the previous year.
“One of the reasons for the decline in meat consumption is likely changing diets,” the Federal Office for Agriculture and Food (BLE) wrote in a press release. “A generally increased awareness of the impact of high meat consumption on our own health, the climate and the environment is also likely to play a role.”
The results of the latest Vion Consumer Monitor, a representative survey conducted by Consumer Panel Services GfK in March-April 2024, show that meat is and remains indispensable for nutrition.
Some 68% of those surveyed still want to eat meat regularly in three years’ time.
“After the image of the animal-based foodstuff had just come out of its slump in the previous year, things have been looking up since then,” Wilhelm Habres, director of National Sales at Vion Germany, said of the finding.
Overall, he believes, the perception of meat as an indispensable part of the diet has risen to 64%. This is the highest figure since 2018, says the meat supplier. In 2024, 55% of Germans surveyed by Vion Consumer Monitor agreed that eating meat is healthy.
It is clear for this audience, at least, that meat is good for them. In their eyes, there isn’t a credible, plausible health argument against eating meat of any kind (including red meat, seafood, and poultry).
The reason why this is the case can be attributed to the survey finding good quality as the most important purchasing criterion for all meat-buying German consumers. Additionally, they also want transparency, with 65% of all households preferring meat that has been produced sustainably. Meanwhile, for 60% of Germans, information on animal husbandry (eg more space, access to the outdoors) when buying meat is important. Freshness of the products, a good price-performance ratio and good selection from the region also rank high on consumers’ lists of purchasing criteria.
Potentially the most important reason as to why quality matters is the fact that products produced in accordance with higher quality regulations usually taste better.
When eating top quality meat, consumers want peace of mind that every bit of care has been taken involving the production of the meat. Traceability is one of the main priorities for consumers who want to know the livestock has come from a safe place. Additionally, they have good living conditions.
The implications of Vion’s Consumer Monitor extend further than consumers to policymakers, producers, and retailers in the food industry who are striving to meet evolving consumer demands for more sustainable products.
Food habits around the world are incredibly diverse, with each culture and country having its unique traditions and preferences. Meat is something of a staple in Germany, and while not going into the detail of the types of meat consumed, the German affinity for pork can be seen in the numerous variations and preparations of pork dishes found throughout the country.
Whether it’s a hearty and comforting meal or a snack at a beer garden, it is clear a cut of meat remains a central ingredient in many German dishes.
- Rodney Jack, editor, Food & Drink Technology.
Keep in touch via email: rodney@bellpublishing.com Twitter: @foodanddrinktec or LinkedIn: Food & Drink Technology magazine.
