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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Meat alternatives mainstream
  • Animal welfare becomes a hot topic
  • Meat and poultry step up the competition

What you need to know

The big stories


Plant-based meats continue to grow, with consumer awareness of and interest in meat-free foods like the Impossible Burger increasing in 2018. Meat companies are being challenged to retain consumers by promoting the positive attributes of their products, including new ways to consume meat and a focus on humane animal treatment.

In the next two years


As consumers become more engaged and search out meat with ethical considerations, producers will be challenged to expand what it means to raise animals humanely. Terms such as “”barn-free”” and “”slow growth”” will become more common.

In five years and beyond


Lab-grown meats created through cellular agriculture will give consumers more choice in how they get their protein. At the same time, governmental guidelines may encourage consumers to think less of meat and plants as separate categories and embrace both kinds of “”meat”” as possible protein sources to balance within their diets.

Expert analysis from a specialist in the field

Written by Melanie Zanoza Bartelme, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As plant-based eating and meat alternatives continue to mainstream, meat brands are getting creative in order to stay competitive. Gourmet burgers continue their rise, and burger mania has now hit countries like Brazil. At the same time, foodservice operators are playing up poultry’s versatility and giving consumers more ways to eat chicken.
Melanie Zanoza Bartelme
Global Food & Drink Analyst

Table of Contents

  1. The big stories

    • Meat alternatives mainstream
    • Meat and poultry step up the competition
    • Animal welfare becomes a hot topic
    • [Graph] US: protein consumption frequency, Sep 2018
    • [Graph] Global: meat, poultry, and fish introductions, select ethical claims, 2016-18
    • [Graph] Select European markets: users who consider “high animal welfare” an important quality when purchasing meat, seafood, or poultry, 2018

    • Desire for sustainability drives innovation
    • Upcycling moves into the meat industry
    • The definition of “humanely raised” will evolve

    • Lab-grown meat will become mainstream
    • “Meat” may mean something different
    • “Protein” foods may take precedence over “meat”
    • [Graph] Select European countries: lab/cultured/synthetic meat appeals to me, % agree, 2017

    • [Graph] Global: meat, poultry, fish, and meat substitutes, % product launches, by region, by subcategory, 2018
    • [Graph] Global: meat substitute product launches, top five countries, 2018
    • [Graph] Global: meat, poultry, fish, and meat substitutes, new product launches, key claims, by subcategory, 2018

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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