2023
9
Germany Processed Poultry and Red Meat Market Report 2023
2023-03-08T10:02:18+00:00
REP0BE72C32_1DF6_4B23_850E_5D4EE29024A4
2195
161204
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Report
en_GB
Short-term, boost meat's value perception as a versatile, savvy protein choice; long-term, prioritise quality over quantity with localism and higher animal welfare. Valentin Thies, Food & Drink Senior Research…

Germany Processed Poultry and Red Meat Market Report 2023

£ 2,195 (Excl.Tax)

Description

Discover the latest processed meat industry trends and how they are impacting the processed poultry and red meat market in Germany! Mintel’s red meat market analysis 2023 is packed with valuable insights on consumer attitudes, processed meat market size, meat in Germany market forecast, revenue in the meat segment, and red meat Germany market volume. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing!

Current Processed Meat Market Landscape

Whilst from 2019 to 2020 revenue in the meat segment jumped due to eating occasions shifting to the home during the COVID-19 pandemic, volumes began to drop in 2021-22. Amidst high inflation, many price-sensitive Germans are switching to private label products. Others are trading down to cheaper meat types, e.g. beef or poultry, to plant-based options, or are curbing usage. Consequently, the red meat Germany market volume is negatively impacted.

In the long-term, the supply of pork, the most-eaten meat in Germany, is likely to drop based on the current downward trend. High costs and regulatory bureaucracy, e.g. animal rearing and declaration of origin, provide challenging headwinds for the processed meat industry.

Meat Consumption in Germany: What Consumers Want and Why

The majority of Germans eat three or more types of meat. Meat is undeniably indispensable in a regular German diet. Yet, a complex web of societal, political and personal pressures, e.g. animal welfare, sustainability, and health, are catalysing the meat reduction trend. A growing focus on sustainable nutrition, more plant-based competition, and a rise in flexitarianism will be the biggest threats to the processed poultry and red meat market in Germany.

The meat reduction trend will continue amidst financial concerns and new animal welfare labelling rules are shifting the narrative towards quality over quantity, dampening the red meat Germany market volume.

  • Processed Poultry & Meat Trends: 68% of Germans who consume processed poultry and red meat agree that the quality of products is more important than the quantity.
  • Meat Consumption in Germany: Meat remains a staple of most German diets. 80 % of buyers claim they would never completely give up eating meat.
  • Processed Meat Market Opportunities: Hybrid meat/vegetable concepts have potential in Germany, considering 39 % of consumers agree that products that replace some meat with vegetables are more appealing than substituting meat altogether.

Processed Poultry & Meat Market Opportunities

Due to inflation-induced price rises, brands can appeal to price-sensitive Germans with better value, versatile meat types and formats, or plant-based options.

Mintel’s red meat market analysis shows that animal welfare standards will gain more attention, driven by the government and retailers. The processed meat market size of German sourced, quality, and premium meats is likely to increase, albeit prices will be higher and quantities lower. In this context, brands can appeal to conscious meat users with a value-over-volume ethos and by promoting localism and meats with high animal welfare.

To discover more about meat consumption in Germany, read our Germany Meat Substitutes Market Report 2023, or take a look at our extensive Meat, Fish, and Eggs Market Research.

Quickly Understand the Processed Poultry & Meat Market

  • Market drivers for the processed poultry and red meat market in Germany.
  • Consumption of meat and types of processed poultry/red meat used.
  • What are consumers’ key factors regarding poultry/red meat?
  • Consumer behaviours related to processed poultry/red meat.
  • Recent product launch activity and innovations in the processed meat market.
  • Processed meat market share and size.
  • Meat in Germany market forecast.

Covered in this Report

Products: Chilled, frozen and shelf-stable packaged processed meat and poultry, smoked and salted meat, steak, sausages, and many more.

Brands: Tulip, Bibigo, Seemore, LandPrimus, Lidl, Zur Mühlen ApS, Franz Wiltmann, Herta, Bofrost, Rügenwalder Mühle, Wolf Wurstspezialitäten, Westfälischen Fleischwarenfabrik Stockmeyer, The Family Butchers Holding, Ponnath Die Meistermetzger, EWG Eberswalder Wurst, Kupfer Holding, Tönnies, Vion, and more.

Expert Insights into the Processed Meat Market in Germany

This report, written by Valentin Thies, Associate Director, delivers in-depth commentary and analysis to highlight current processed meat industry trends in Germany, revenue in the meat segment, and adds expert context to the numbers.

In the short-term, the perception of meat as a versatile, savvy protein choice will boost its value, long-term however, brands will have to prioritise quality over quantity with localism and higher animal welfare to retain their process meat market share.

Valentin Thies, Associate Director
Valentin Thies
Associate Director – Food & Drink, Germany

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Graph 1: repertoire of types of processed poultry and red meat products eaten in the last three months, 2022
    • Graph 2: where consumers think they can reduce emissions, ranked up to three choices, 2022
    • Mintel predicts
    • Opportunities
    • Graph 3: top choice factors when purchasing processed poultry and red meat products, by age group, limited to three factors per respondent, 2022
    • The competitive landscape
    • Graph 4: company retail value and volume shares of processed meat, 2021
  2. MARKET DRIVERS

    • The German economy
    • Graph 5: key economic data, in real terms, 2019-24
    • Graph 6: benefits of eating less meat, 2022
    • Graph 7: frequency of limiting meat intake, 2022*
    • Graph 8: FAO meat price index, months averaged to annual, 2013-22
    • Graph 9: where consumers think they can reduce emissions, ranked up to three choices, 2022
    • Graph 10: important ethical and environmental factors when making food and drink choices, 2021*
    • Graph 11: meat, poultry and meat substitute product launches, 2018-22
    • Graph 12: frequency of eating meat substitutes, 2021
  3. WHAT CONSUMERS WANT AND WHY

    • Consumption of meat and types of processed poultry/red meat used
    • Graph 13: annual per capita consumption of selected meat and poultry, 1995-21
    • Graph 14: dietary preferences, 2022
    • Graph 15: types of processed poultry and red meat products eaten in the last three months, by age group, 2022
    • Graph 16: types of cooked/ready-to-eat processed poultry and red meat products eaten in the last three months, 2022
    • Graph 17: types of processed poultry and red meat products eaten in the last three months, cooked from raw, 2022
    • Graph 18: repertoire of types of processed poultry and red meat products eaten in the last three months, 2022
    • Graph 19: processed poultry and red meat products bought in the last three months, by storage type, 2022
    • Top choice factors for processed poultry and red meat
    • Graph 20: top choice factors when purchasing processed poultry and red meat products, by age group, limited to three factors per respondent, 2022
    • Behaviours related to processed poultry and red meat
    • Graph 21: behaviours related to processed poultry and red meat products, 2022
    • Attitudes towards processed poultry and red meat
    • Graph 22: attitudes towards processed poultry and red meat products, 2022
    • Graph 23: type of meal prepared most often for lunch and/or dinner in households, by age group, 2021
    • Concepts of interest in processed poultry and red meat
    • Graph 24: concepts/products of interest in processed poultry and red meat products, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 25: processed meat/poultry, fish, egg and meat substitute launches, by sub-category, 2018-22
    • Graph 26: poultry and red meat product launches, by ultimate company, 2021-22
    • Graph 27: meat and poultry product launches, by private label vs branded, 2018-22
    • Graph 28: meat and poultry product launches, by claim category, 2018-22
    • Graph 29: meat and poultry product launches, by top claims, 2018-22
    • Graph 30: % of food and poultry/meat products with Nutri-Score labelling, 2018-22
    • Graph 31: poultry and red meat product launches, by high/added protein claim, 2018-22
    • Graph 32: snack launches, by sub-category, 2018-22
    • Advertising and marketing activity
  5. MARKET SHARE

    • MARKET SIZE, SEgmentation AND FORECAST

      • APPENDIX

        • Appendix – products covered, abbreviations, consumer research methodology and language usage
        • Appendix – market size and central forecast methodology

      About the report

      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

      The consumer

      What They Want. Why They Want It.

      The Competitors

      Who’s Winning. How To Stay Ahead.

      The Market

      Size, Segments, Shares And Forecasts: How It All Adds Up.

      The Innovations

      New Ideas. New Products. New Potential.

      The Opportunities

      Where The White Space Is. How To Make It Yours.

      The Trends

      What’s Shaping Demand – Today And Tomorrow.

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      Germany Sample Report Cover

      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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