March 23, 2015

Growth in emerging markets drove a 3% increase in volume in global meat markets in 2014 according to data compiled by Euromonitor. Growing wealth and shifts in consumption patterns have caused a global increase in demand for meat, with India being the top growth market posting growth of 10%, with a 50% increase in meat consumption, and an improvement in annual disposable income of 95% for 2014. Meat consumption in China also increased on improved disposable income levels with beef and veal consumption increasing 5%, and pork consumption increasing a more-than-expected 3% last year.

In contrast, meat demand in 2014 in developed countries declined, as Western consumers turn more toward vegetarian, vegan, or pescatarian diets. Of all Western markets, Greece experienced the most significant decline in meat consumption last year, followed by Germany and the Netherlands according to Euromonitor data.

Demand in the U.S. fell by 1% with consumers citing health, ethical, sustainability, and religious reasons behind the shift. For Western consumers that do eat meat, chicken is gaining the most market share as red meat is falling victim to a bad reputation regarding health issues. However, lamb and goat are gaining market share as well based on consumers’ interest in exotic, or rare meats and the growing popularity of Middle Eastern foods.

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