Vion: image of meat on the rise again

The latest Vion Consumer Monitor of 2023 shows that the image of meat is on the rise again, especially among young consumers up to 34 years of age. This survey, conducted by GfK for Vion Food Group in Germany, shows that 61% of respondents believe that meat is an essential part of a healthy diet, up 4% from 2022.

Key insights from the survey:

• Regionality and transparency remain core values. 75% of meat buyers opt for locally produced meat, while 60% prioritize transparency about provenance.
• Sustainability is high on the agenda, with 65% considering sustainable production important. But, only 39% show interest in the carbon footprint of meat.
• Quality and freshness are the most important purchasing criteria, followed by value for money. 70% of consumers are willing to pay more for quality meat.

The results also show a shift in perceptions of large versus small slaughterhouses. Only 8% of respondents believe larger slaughterhouses have higher quality standards than their smaller counterparts. In response, Wilhelm Habres, director of Sales Trade & Marketing Beef at Vion, said, "Large slaughterhouses undergo the most stringent controls and independent certifications. There is clearly a need for clarification on this issue."

The Vion Consumer Monitor plays a vital role in understanding consumer trends and needs in the meat industry. The insights from this research will help companies align their strategies with changing market demands.

Vionfoodgroup.com