Meat Consumption Stabilizes in Germany as Vegan Trend Declines

In a notable shift in dietary trends, Germany has witnessed a resurgence in meat production for the first time since 2016. Preliminary data from the Federal Statistical Office indicates that commercial slaughterhouses produced approximately 6.9 million tons of meat in 2024, marking an increase of 97,200 tons or 1.4 percent compared to the previous year.

Steffen Reiter, the chief executive officer of the German Meat Industry Association, has identified this increase as a potential turning point after several years of declining figures. He noted that consumers are beginning to purchase more meat again, attributing this change to the successful efforts and investments by the agriculture and meat sectors in climate and animal welfare initiatives.

Market researcher Robert Kecskes highlights a shift in consumer habits, suggesting that the intense movement towards vegan and vegetarian diets has lost momentum, even among younger demographics. While many individuals are consuming less meat overall, they are willing to pay more for higher-quality products, which have gained a renewed perception of value. Kecskes does caution, however, that this does not indicate a complete turnaround in trends.

According to a recent representative survey conducted by YouGov, nearly 60 percent of Germans reported maintaining their meat and sausage consumption at the same levels over the past year. The survey, which included 1,763 adults, revealed that 26 percent have reduced their meat intake, while only 4 percent have increased it.

The data also shows a generational divide, with older individuals more likely to report lower meat consumption. In contrast, younger consumers have shown a higher tendency to increase their intake. Kecskes explains that older adults traditionally consume more meat, resulting in a greater proportion expressing a desire to cut back. He warns that the meat industry may face challenges as this demographic, often seen as the classic meat consumers, gradually exits the market, leaving behind a population that consumes less.

The Federal Ministry of Food and Agriculture's Nutrition Report indicates that almost one in four Germans eats meat or sausage daily. Interestingly, 39 percent of consumers are purchasing vegetarian or vegan alternatives, primarily for reasons related to taste, health, and environmental concerns, with animal welfare also cited as a significant factor.

In terms of production, last year's statistics revealed that approximately 48.7 million pigs, cattle, sheep, goats, and horses, along with 693.3 million chickens, turkeys, and ducks, were slaughtered in German facilities. The quantities of pork, beef, and poultry produced have all seen increases. However, despite this rise, Germany's overall meat production remains significantly below its peak of 8.4 million tons reached in 2016.

When analyzing trends over a longer period, poultry meat has experienced the most substantial growth, with production volumes doubling since the year 2000. This type of meat is often perceived by consumers as a healthier option.