Consumer goods - "Image is recovering": meat industry more confident again
Following the decline in meat consumption in recent years, the meat industry in Germany sees itself on the upswing and is optimistic about the new year. "More than 90 percent of people value meat as a foodstuff," said Hubert Kelliger, Member of the Board of the German Meat Industry Association (VDF) this Thursday. Although there was a slight decline in some product groups, there were also higher sales thanks to higher prices.
The industry association VDF represents the interests of companies in the livestock and meat sector and speaks for slaughterhouse operators such as Tönnies, Westfleisch, Danish Crown and Vion. After a good autumn, the meat industry is expecting strong Christmas business and stabilization in the coming year. "The image of meat is slowly recovering. The reputation of animal-based foods is coming out of its slump," said VDF board member Gereon Schulze Althoff.
The industry representatives draw their optimism from a consumer survey conducted by the GfK Consumer Panel, which was published in summer 2023. The market research study was conducted on behalf of the German-Dutch Vion Food Group, one of the largest slaughtering companies in Germany.
According to the survey, meat is an indispensable part of the diet for 61% of people in Germany - four percentage points more than a year earlier. Schulze-Althoff also notes an increasing demand and a "return to the past" among younger people. There can no longer be any talk of a nutritional turnaround or of some age groups giving up meat completely in the medium term. "This is turning around."
According to figures from the Federal Statistical Office, meat production in Germany has recently fallen sharply. In the first half of 2023, the total volume fell by 5.9 percent compared to the same period in the previous year, and in 2022 it was already eight percent less than a year earlier.
Vion survey by the Federal Statistical Office on meat production in 2023 German Meat Industry Association
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- The meat industry in North Rhine-Westphalia, a region in Germany, is positioned in Bonn and is part of the larger German meat industry, which is currently experiencing a positive outlook due to an increasing demand for meat.
- Gereon Schulze Althoff, a member of the VDF board, mentioned that the image of meat is slowly improving, with consumers showing an increasing interest in animal-based foods again.
- The meat industry also benefits from higher prices for certain meat products, as indicated by Hubert Kelliger from the German Meat Industry Association (VDF).
- The meat industry expects strong sales during the Christmas season and a stabilization in the coming year, following an increase in meat consumption and a more positive consumer attitude towards meat.
- The meat industry in Germany has experienced a decrease in meat production recent years, according to statistics from the Federal Statistical Office, but the recent consumer survey suggests a potential reversal in this trend for 2023.
Source: www.stern.de
