Global meat consumption shifting

Global meat consumption reached 225 million tonnes in 2014, driven by growing demand in emerging markets, according to new research from Euromonitor International.

While meat consumption has grown in emerging markets, it has actually declined in developed markets. Greece’s recession led to a severe decline in meat consumption in 2014, with Germany and the Netherlands also experiencing a decrease.

Once a huge market for meat, the US registered negative growth of -1% in 2014. Increasing awareness of  health, ethical and sustainability issues around meat has led to many Western consumers adopting a reduced-meat diet. Interestingly, despite India’s huge vegetarian population, it was the top-growing meat market in the world in 2014.

“Increased prosperity and rising populations are key drivers for meat consumption in emerging markets,” said Anastasia Alieva, head of fresh food research at Euromonitor International.

“For example, since 2009, India’s annual disposable income has improved by 95% and meat consumption has increased by nearly 50% during the same time period.”

Demand for poultry continues to grow, increasing by 4% in volume terms to reach 85 billion tonnes consumed in 2014. Growing disposable incomes in China has seen demand for pork and veal grow stronger than demand for pork.

“In developed markets, poultry wins shares of consumer stomachs at the expense of red meat, which is gaining a bad reputation due to health concerns. Surprisingly, lamb and goat are also on the rise in these markets due to increasing interest in exotic and rare meats, as well as the growing popularity of Middle Eastern cuisine,” said Alieva.