Nutrition: Meat consumption stabilizes, vegan trend has after

Meat production in Germany has increased again for the first time since 2016. According to the preliminary figures from the Federal Statistical Office, the commercial slaughterhouses generated around 6.9 million tons of meat in 2024. That was 97,200 tons and 1.4 percent more than in the previous year.

The chief managing director of the Association of Meat Industry, Steffen Reiter, sees a trend reversal after the figures that have been declining for several years. “Consumers are increasingly using meat again.” The efforts and investments of agriculture and meat management in climate protection and animal welfare showed success.

How can the development be explained? YouGov trading expert Robert Kecskes observes changed consumer habits. “The big trend towards vegan and vegetarian has lost dynamics, even among younger people.” The meat consumption stabilizes. Many eats less, but are ready to spend more money on meat and buy higher quality products. “Meat is again considered something more valuable,” said the market researcher.

Kecskes does not want to speak of a real trend reversal. He expects quality demand to continue to grow in the future, but not the amounts of meat.

Every fourth eats meat or sausage every day

Almost 60 percent of people in Germany have eaten a lot of meat and sausage unchanged in the past 12 months as in the 12 months before. This emerges from a representative survey by YouGov on behalf of the German Press Agency. 1,763 adults in Germany took part in the survey on February 6. 26 percent therefore consumed less meat, only 4 percent more.

However, the data show that significantly more older people indicate that they have eaten less meat. In the case of younger ones, the proportion of those who have increased their consumption is above average.

The starting level is greater in older people, says Kecskes. They were more meat. Therefore, the proportion of those who wanted to reduce consumption is also higher. “The meat industry will still have problems when the older ones, the classic meat eaters, disappear from the market.” What remained that consumed lower quantities.

Almost every fourth in Germany eats meat or sausage every day. This emerges from the nutritional report published by the Federal Ministry of Agriculture last year. 39 percent buy vegetarian or vegan alternative products. Because they taste and are healthy or good for climate such as the environment – this is how buyers explain their motives. Animal welfare is also often mentioned.

Strong growth in poultry meat since 2000

According to the Federal Statistical Office, a total of 48.7 million pigs, cattle, sheep, goats and horses as well as 693.3 million chickens, turkeys and ducks were slaughtered last year. The quantities produced have increased in both pork, as well as beef and poultry meat. No information was given about import and export.

Despite the increase, meat production in Germany is far from its high. In 2016, 8.4 million tons of meat were generated.

Anyone who observes the development in Germany over a longer period of time sees: by far the largest growth lists poultry meat. The quantities produced have doubled since 2000. The meat is often perceived as healthier by consumers.