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In highly developed consumer markets, the drive towards meat reduction, rather than a switch to outright vegetarianism, is already in evidence. This trend, also popularly referred to as “flexitarianism”, is being driven by four key concerns – health and wellness, animal welfare, environmental issues and tight finances. Euromonitor fresh food data show that over 2008-2013 fresh meat volumes declined by 2% in North America and remained stagnant in Western Europe.
Download an extract from Fresh Meat, Eggs and Seafood presented at VIV Europe 2014 on 20th May by Anastasia Alieva, Head of Fresh Food Research at Euromonitor International.