Local supply shortages and elevated inflation put pressure on volume sales of red meat in 2025. Despite government efforts to bridge the gap and ensure stable supplies prices remained too high for many households. The key beneficiary of this was poultry with sales seeing strong growth as consumers looked for more affordable sources of protein.

Total volume sales for meat in France were flat in 2025 as higher prices, environmental concerns and animal welfare considerations continued to curb consumption, with beef becoming more occasional for many households. A growing flexitarian base, especially among millennials and Generation Z, reinforced the shift toward protein options perceived as better value and lower impact, helping poultry match pork in volume size. The category also faced structural pressures on the supply side, including f

Meat volume sales increased in Mexico in 2025 as wage gains, remittances and social transfers helped protect protein consumption, although higher beef prices constrained demand. Pork led growth on affordability and versatility, supported by imports of specific cuts that stabilised supply and fed demand for convenient processed formats. Price sensitivity continued shaping purchasing, reinforcing a shift towards lower-cost proteins and easier-to-prepare options as drought-related feed pressure add

Total volume sales of meat in Germany rose only slightly in 2025, with per capita intake still below historical averages as health, environmental and animal welfare concerns reinforced flexitarian eating patterns. Poultry remained more resilient than pork, with poultry recording the fastest growth, while pork showed an early recovery that is expected to prove short-lived. Easing food inflation from July 2025 did not fully reverse cost-of-living effects, and shoppers increasingly bought smaller p

Volume sales for meat in Italy rose in 2025, with poultry driving growth as lamb and beef declined under sustained price pressure. Chicken benefited from stable pricing, lighter health perceptions and convenience-led usage, supporting trading down among cost-conscious households. Red meat faced a tougher mix of high inflation, animal welfare and environmental concerns, with many consumers reducing frequency rather than switching fully away from meat. Over the forecast period, volume sales for me

Thai consumers are increasingly demanding higher quality meat, reflecting the increasingly strong influence of the health and wellness trend. Health-conscious consumers are looking for options such as organic and grass-fed meat, as well as displaying increasing concern about the provenance of meat and looking for greater transparency in the supply chain. Nonetheless, price sensitivity remains an important factor in consumer purchasing decisions.

Total volume sales of meat in Spain increased in 2025, but growth slowed markedly from 2024 as beef and veal remained constrained by high prices, health concerns and competition from easier-to-prepare alternatives. Poultry and pork underpinned category performance, benefiting from lower unit prices and stronger fit with everyday cooking, while producers continued shifting ranges towards value-added and processed formats to meet convenience-led demand. Wider reduction in meat intake also remained

Volume sales for meat in Poland rose slightly in 2025, although growth remained broadly flat as households prioritised affordable staples such as poultry and pork while treating beef as an occasional purchase. Beef and veal recorded the fastest volume growth, signalling some easing in consumer caution as inflation moderated and more at-home cooking encouraged experimentation, even though most domestic beef production is still exported. Rising production costs limited stronger gains and reinforce

Total volume sales of meat in the US continued to rise at a modest rate in 2025. Meat’s volume growth performance in 2025 reflected varied channel dynamics, with retail continuing to capture share from foodservice as households balanced dining preferences with budget considerations. Retail volume sales rose moderately while foodservice expanded at a slower pace and institutional volume sales were flat. The retail channel benefited from consumers seeking value through home meal preparation, altho

Mixed performances seen across meat in the UK in 2025. Price increases had a negative impact on demand for beef and lamb, which pushed some consumers to switch to processed alternatives. However, other consumers turned to poultry, which boosted sales in this category. Poultry also benefited from its healthy and convenient image. Moving forward the focus will be on securing supply chains and offering healthy, convenient and sustainable meat options.

Consistent demand for affordable and versatile protein has supported volume sales of meat, with consumers leaning heavily towards chicken and lower-cost cuts amid cost of living pressures. Hampered by price sensitivity and ingredient scrutiny, the future growth of meat alternatives depends on its deeper integration into mainstream consumption patterns.

2025 was a challenging year for meat in Japan with rising prices putting pressure on retail sales. Japan’s declining population also continued to weigh on retail demand, although this was partly compensated for by the increasing focus on protein-rich diets. Foodservice sales continued to recover, buoyed by an uptick in tourism, although operators were faced with rising costs which pushed them towards cheaper inputs.

Fresh meat remains a key part of the local diet and therefore sales continued to see robust growth in total volume terms in 2025 despite the financial pressures facing many households. The market saw a degree of polarisation during the year. On one hand, price-sensitive consumers traded down to cheaper cuts and private label options in order to make savings. Meanwhile, on the other hand, some families invested in higher quality fresh meat, especially products from trusted, ethical and traceable

Falling consumption of pork, the most widely consumed meat in China, is curbing overall retail volume sales in the meat category. Structural shifts towards dining out more and cooking less at home is also evident in meat consumption, with foodservice sales rising ahead of the retail channel. Purchasing behavior is not only shaped by price, but also health, quality and convenience factors.

Poultry is set to account for the highest total volume sales within meat in India in 2024. In particular, chicken is in strong demand in the country due to its low fat content, high protein, and affordability, making it a popular choice amongst the rising middle-classes with increasing disposable incomes. Despite a high vegetarian population (with over 50% of Indian respondents to Euromonitor’s Voice of the Consumer Survey, fielded January-February 2024 saying they are vegan or vegetarian), chic

Meat in Vietnam saw the continued impact of African swine fever (ASF) in 2024. Over 2023 and 2024, Vietnam’s pork sector has suffered considerable disruption due to the outbreak and widespread incidence of the virus. According to the Department of Animal Health (Ministry of Agriculture and Rural Development), since the beginning of 2024 ASF has been recorded in 44 provinces and cities. Local authorities have had to destroy over 39,000 pigs - a number three times higher than the same period in 20

The average unit price of meat in South Africa remains elevated despite experiencing considerably slower growth in 2024. In recent years, meat producers have suffered several debilitating challenges ranging from disease outbreaks to rolling blackouts, which have significantly impacted production and led to steep prices increases. Players have been heavily impacted by foot and mouth disease in cattle, swine flu affecting pork production and bird flu in poultry production. However, improved biosec

Brazil is a major global player in meat, particularly in beef production, thanks to its vast grasslands, which are ideal for cattle ranching. This contributes significantly to the country’s agricultural exports. However, the industry has faced numerous challenges in recent years, including economic volatility, climate change, and environmental concerns, which have affected both domestic consumption and international trade. During periods of economic downturn, consumers often reduce their spendin

This briefing examines how the chicken commodity performs globally and in the largest countries in terms of supply and consumption. The report also provides data and analysis on chicken price dynamics, key meat-consuming industries, and exports and imports for countries with the largest markets for meat and meat products consumption.