Clean Label Shaping Meat and Poultry Demand

Meat and Poultry

Meat and poultry producers are focusing on carrying out continuous developments in their products, processing methods, and branding to respond to the shifting preferences of consumers.

By Sonal Shekhar, consultant, Food & Beverages, Persistence Market Research.

This kind of market orientation in the meat and poultry sector has not only enhanced production functionality and efficiency but has also facilitated environmental sustenance with a drastic reduction in GHG emissions. Being largely driven by industry-specific dynamics, the sales and demand of meat and poultry products are also fueled by macroeconomic aspects including rising GDP per capita, purchasing power parity and economic growth of several developed nations particularly across the EU and the North America region, especially in the U.S.

Compared to other food commodities, meat and poultry are characterized by high production and output on the back of surging demand from consumers, despite an increasing reluctance from the vegan population. The market for meat and poultry is likely to witness an optimistic march going forward as consumers are rapidly changing dietary habits with increasing focus on high protein diets primarily sourced from animals.

What’s New in EU?

Being home to some of the largest meat and poultry producers in the world, EU’s meat and poultry market is set to record an all-time high with growing consumer inclination towards a high protein diet. France tops the list of meat producers in the EU while capturing a second spot in poultry production behind Poland. The meat and poultry market in the EU is dominated by giants such as Plukon Group, 2 Sisters Food Group, LDC Group, Group of Germany AIA, Danish Crown, and Terrena. Pork is presently the most popular choice in EU with respect to per capita consumption; Germany is likely to maintain its lead in pork production with Austria being the biggest consumer. Consumption of poultry has been increasing at a significant pace year-on-year. United Kingdom and France are set to maintain their attractiveness as lucrative markets for poultry with Portugal maintaining its status quo as the largest consumer of poultry in the EU.

Value-added products are on the rise on the back of a steady consumer inclination towards addressing health concerns. Against this backdrop, producers of meat and poultry are introducing products with enhanced value additions while maintaining a steady focus on quality, convenience, and variety.

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