Supermarkets experience a 16.4% drop in meat sales

Meat sales in Dutch supermarkets continue to decline sharply. Wakker Dier, citing data from market research firm Circana, reports a 16.4 percent decrease since 2020. This trend continued into 2023, with a further reduction of 2.3 percent compared to the previous year.

Dutch supermarkets have adjusted their strategies to influence consumer purchasing behavior. Traditionally, they promoted meat sales through low prices and strategic product placement. However, there is now an increasing shift towards plant-based products. A significant move in this direction is that major chains such as Jumbo have changed their pricing policies for fresh meat, which took effect in May.

Plant-based options cheaper

The shift from meat to plant-based alternatives is also driven by economic factors. The cost of livestock feed has risen due to the war in Ukraine, making meat relatively more expensive. This makes the choice of plant-based products more appealing, not only from an ethical and ecological standpoint but also for the wallet, states Collin Molenaar of Wakker Dier.

Circana figures

Sales data for fresh meat and processed meats in Dutch supermarkets have been meticulously recorded by Circana. These figures cover the period from 2020 to 2023, excluding chains such as Aldi, Boni, and Lidl. Ready-to-eat meals and tapas, which may also contain meat, were not included in this analysis, suggesting that some meat consumption may be shifting to these product categories.

Wakkerdier.nl