Meat Reduction on the Rise in Developed Markets

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 20^th May by Anastasia Alieva, Head of Fresh Food Research at Euromonitor International.