Meat has been getting a bad reputation in recent years, but a new study shows that consumers’ perception of it is changing. More people are starting to see meat as an essential food, with sustainability and animal welfare being top priorities. According to a survey conducted by Vion Food Group, a majority of households (61%) believe that meat is an indispensable part of their diet. This is the first increase in this sentiment since 2019. The study also found that young families and couples without children are more likely to agree with this statement.
Surprisingly, almost half of those under 34 years old (46%), the generation associated with Fridays-for-Future, believe that meat is healthy. When all age groups are considered, more than half of Germans (53%) agree with this statement. The survey also revealed that most meat consumers prefer locally produced meat (75%) and believe that transparent sourcing is important (60%). Animal welfare (64%) and sustainability (65%) are the most important factors when it comes to purchasing meat.
Despite these preferences, the importance of labels is decreasing. Only about half of those surveyed (54%) believe that labels such as regional, GMO-free, and organic provide added value when purchasing meat. Freshness and quality are the top priorities for consumers when buying meat, followed by a balanced price-performance ratio. Most respondents (70%) are willing to pay more for high-quality meat. However, as prices and inflation rise, fewer people feel that meat in supermarkets (29%) or discount stores (38%) is too cheap.
In conclusion, the study shows that meat is still an important part of many people’s diets, but consumers are increasingly concerned about sustainability and animal welfare. While labels are becoming less important, transparency in sourcing and high-quality meat are still top priorities.
