Despite their climactic impact, meat and poultry will benefit from protein prioritisation. Their recent politicisation will have long-term repercussions.

Alice Pilkington, Principal Analyst

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    • Where we are now
    • In the next two years
    • In five years and beyond

  2. IN THE NEXT TWO YEARS

    • Mintel's perspective

  3. UNPROCESS THE PROCESSED

    • Increased processing scrutiny offers both threats and opportunities
    • Convenient and easy ways to incorporate whole cuts into meals will chime
    • The share of European whole and bone-in cuts is increasing
    • Graph 1: share of poultry and meat launches, by select format types, 2021-25
    • Teach consumers how to do their own processing (and 'skill up') at home
    • Meat snacks will leverage health-focused processing methods to strengthen their credentials
    • Brands will double down on food safety as it remains in question

  4. SAVOURY SATIETY

    • Protein prioritisation will continue to bolster meat usage amongst younger consumers
    • Graph 2: agreement that it is important to start the day with a high-protein breakfast, 2024
    • Processed meat will offer savoury breakfast options to tap into growing interest in blood sugar control
    • Meat is well-placed to tap into the post-workout refuel meal
    • Smaller pack sizes will support satiety snacking and weight-loss drugs rollout

  5. FAST, BUT FANCY

    • Ongoing meat reduction offers potential to encourage trading up
    • Beyond its energy-saving capabilities, the air fryer makes it easier to achieve a 'fast but fancy' experience
    • Leverage air fryer buzz to offer premium poultry
    • Recent air fryer popularity epitomises the prioritisation of quick, convenient meals
    • Leverage processed meat's quick-cook perception in fancy whole-cut alternatives
    • Marinades, sauces and butters can further elevate quick-cook whole-cut alternatives

  6. FIVE YEARS AND BEYOND

    • Mintel's perspective
    • The politicisation of meat will have long-term repercussions for the industry
    • Climate and health taxes will make meat more expensive
    • Offal will gain renewed pertinence
    • Upcycled products will offer processed meat brands messaging inspiration
    • Cell-based meat will focus on aspirational ethical alternatives and diversify farmers' income stream

  7. KEY TAKEAWAYS

    • Key takeaways

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