Meat remains a favourite of Spanish consumers

98% of Spaniards eat meat, albeit to varying degrees, is the most important data from the “Opinion study on the importance of the meat sector in Spain” prepared by Sigma Dos for the Livestock-Meat Forum.

Presented in Madrid by Gregorio Rodríguez, director of the Livestock-Meat Forum, Rosa Díaz, general director of Sigma Dos, and José Luis Rojo, project director, according to the analysis carried out by the leading company in market research and opinion polls, more than half of the population (52.5%) eats some type of meat between two and three times a week, and 28.5% do so more frequently. 12.6% eat meat at least once a week and 4.4% eat it occasionally. Only 1.5% of Spaniards never eat meat. In addition, the average consumption is very similar between men (52.9%) and women (52.1%).

The study shows that stability in the frequency of meat consumption is the dominant pattern at all ages, except among those over 65 years of age. The majority of the population (53.7%) has maintained its consumption in recent years, and 6% have even increased it. Among those who indicate that they have reduced it, almost 10% say that they are eating higher quality meat.

For those who say they have reduced their consumption, the most frequent reasons that have led them to do so are, in this order, the perception that they consumed too much meat (26.3%) and the price (24%). Behind these are more ideological factors, beliefs or inaccurate information on aspects such as animal handling or the false belief that animals are treated with drugs and hormones.

78.3% of the Spanish population states that, when buying meat, they give a lot or quite a lot of importance to its national or local origin and that they value a lot or quite a lot information on the traceability, origin and production conditions of the meat.

Social and economic perception of the sector
86.6% of the Spanish population considers that the livestock-meat sector is essential for other sectors such as commerce, catering, hotels and tourism, according to the Sigma Dos study, which reveals little-known data on the perception that Spaniards have about the social and economic role of the sector.

Thus, 84.9% of the population thinks that this sector stimulates the rural economy and guarantees its future, and 83.1% indicates that it promotes the stability of the population, thereby helping to prevent the depopulation of rural areas.

On the other hand, 83% believe that it is important to promote the livestock-meat sector to reduce our dependence on other international markets and 82% believe that it is a sector that should be looked after by the administrations because it is vital for the economy and contributes to its strengthening. In addition, 82.1% consider that the livestock-meat sector is an important source of direct and indirect job creation, and more than 80% of the population highlights the importance of the livestock-meat sector in rural areas.

It is important to note that there is a generational gap, which is reflected in the fact that all economic, social, modern values ​​and perceptions of sustainability and animal welfare are less recognised among those under 30 years of age. However, this age group shows very favourable opinions regarding the importance of this sector for the economy and employment in general and in rural areas in particular.

Meat provides essential nutrients
The Sigma Dos study reveals that Spaniards have a very positive view of the role of meat in their diet, as 86.1% of the population thinks that meat consumption provides important proteins to prevent malnutrition in the elderly and to promote muscle and bone maintenance, 85% consider that meat provides minerals and vitamins that are important for our immune system, and more than 80% believe that a complete and balanced diet should include meat consumption.

In this regard, 78.3% of respondents believe that reducing protein from meat can affect the physical growth and intellectual development of children, and 71.6% believe that stopping eating meat can affect health.

In relation to products that are presented on the market as substitutes or alternatives to meat, less than 25% of the population thinks that products that simulate meat are healthier than meat, while the rest of the alternatives are seen as a healthier solution by less than 15% of Spaniards.

A very relevant fact is that more than 7 out of 10 Spaniards believe that plant-based products that have a name that is specific to a meat product without actually being one, can lead to confusion or deception for the consumer. This opinion is the majority opinion in all segments of the population and in all Autonomous Communities.

Environmental sustainability and ethics
Sigma Dos’ work reveals that there is a lack of information about the reality of production processes in the livestock sector. 56.3% of respondents feel little or not at all informed about this, a circumstance that is accentuated among the youngest, who tend to be the age group least aligned with this sector.

Starting from a population that claims to be poorly informed, it is positive that more than half consider the meat and livestock sector to be environmentally friendly. And it shows a scenario of growth in this positive opinion as the information they have access to improves.

91.4% of the population agrees that it is important to care for animal welfare in the production chain, although this is a concept that does not seem to be clearly defined by those surveyed. Ensuring animal welfare emerges as the most important concern for improving the sustainability of the sector (53.4%), ahead of other issues such as reducing emissions, water management, etc. Information on this aspect must be central to the management of the sector and its communication.

70.4% of the population knows that there are animal welfare seals or certifications, but this indicates that more than a quarter of the population is unaware of this or thinks that these certificates do not exist, which allow us to recognise that a meat product has been produced with the maximum guarantees in terms of animal welfare.

This opinion on the importance of animal welfare translates into a favourable attitude towards paying a little more for meat products that guarantee it, but only 51.8% say they are willing to pay up to one euro more per kilo if animal welfare is guaranteed.

The sector is the target of false information and hoaxes
72.8% of Spaniards believe that in recent years there have been false information or hoaxes to discredit the sector and meat consumption. Hoaxes about the sector have an ideological background for 85% of those who acknowledge their existence.

68.6% of the total population distrusts information that comes through social networks, and perhaps for this reason, 72.8% of those who obtain information through them say that they compare it with other media.

In any case, it is important to take into account the impact of “information” through networks, especially among the youngest, for whom they are, along with television, their main source of information.

Spanish society is calling for greater attention from public administrations to the Spanish livestock and meat sector.

The support of public administrations to protect the livestock-meat sector from the controversies and false information about its environmental impact or the negative aspects of meat consumption is demanded by the Spanish people, since 66.1% of the population believes that it is not doing so, according to the Sigma Dos study.

Similarly, the population considers meat to be an essential and indispensable food and, to facilitate its consumption, 88.2% are calling for a reduction in VAT on meat as a basic food, as has been done for other foods. In addition, 91.3% expect public administrations to adopt measures to promote innovation and competitiveness.

Finally, public administrations are expected to better communicate the importance of the sector, as well as the improvements and advances that it is making, since 66.9% of those surveyed believe that this communication is not adequate.