The question of whether the years-long decline in meat consumption in Germany has come to an end requires a nuanced answer. After a continuous decline in meat consumption in recent years, the Federal Ministry of Food and Agriculture reports that a slightly larger increase was observed for the first time in 2024. The German population consumed an average of 53.2 kilograms of meat per capita, a moderate increase of 0.8 per cent compared to the previous year, which corresponds to about 300 grams more.
This increase is mainly driven by the poultry segment. At 13.6 kilograms per person, the consumption of chicken and turkey meat rose by around 500 grams per inhabitant. Poultry benefits from its reputation as a ‘light’ source of protein and its ease of preparation. Pork remains the most consumed type of meat at 28.4 kilograms, while beef and veal remain constant at 9.3 kilograms per capita.
Price development as a driver of consumption
A decisive factor for the unexpected increase is the easing of the consumer market. Following the inflation-driven price jumps of the previous year, consumer prices stabilised in 2024 at an inflation rate of 1.3 per cent. Poultry meat in particular became cheaper over the course of the year, making it attractive for many households to buy again.
The industry responded promptly: meat production rose again in 2024 for the first time since 2016, which stabilised the supply situation and further contributed to price moderation (BLE.de).
Social change and the flexitarian trend
Despite the current price-driven increase, the long-term socio-cultural trend towards reduced meat consumption remains. The German population is fundamentally changing its eating habits. According to the Federal Ministry of Food and Agriculture, four out of ten consumers already regularly choose plant-based alternatives (BMEL Nutrition Report 2024).
Social awareness of issues such as climate protection, the impact of agriculture and animal welfare is continuously increasing. Current political debates, such as the introduction of mandatory animal welfare labelling or a possible animal welfare levy, continue to shape purchasing behaviour. This means that although consumption responds to price promotions, fundamental scepticism towards conventional meat production remains.
Challenges and transformation concepts for the industry
The meat industry faces massive and complex challenges that make transformation inevitable. Rising energy and raw material prices, a shortage of skilled workers and stricter legislation on animal husbandry and slaughter are increasing cost pressure. In order to remain competitive and respond to social demands, the industry is increasingly focusing on future-oriented concepts: it is strengthening its focus on high quality through high-priced regional products with certified animal welfare standards, investing in new technologies, such as photovoltaic systems, to counter the energy crisis, and some companies are establishing themselves in the growing market for alternative protein sources such as meat substitutes.
The future development of meat consumption in Germany will depend on whether the industry successfully overcomes these structural challenges and whether price continues to be a more decisive factor than ethical and ecological convictions.
