Analysis Chicken & Poultry
German youth prefer chicken over red meat
While the German meat consumption has significantly decreased in recent years, the popularity of poultry meat is increasing. The German interest group of the poultry meat sector ZDG expects this trend to continue. Research by the organization shows that poultry meat is the most beloved type of meat among Gen Z.
The German consumer is eating less and less meat. In 2013, the average German consumed 61.1 kilograms of meat. By 2023, meat consumption had decreased to 51.6 kilograms. That is a decrease of 15.5%. However, there is still one type of meat whose consumption is growing, and that is poultry meat.
In practice, Germans are not only choosing to eat less meat, but they are also increasingly replacing their traditionally beloved red meat with chicken. The consumption of beef decreased by 10.1% from 9.9 kilograms to 8.9 kilograms per person since 2013, and the consumption of pork decreased by a whopping 26.1% from 37.2 kilograms to 27.5 kilograms. Meanwhile, poultry meat consumption increased from 11.6 kilograms to 13.1 kilograms. That is an increase of 12.9%.
Popular among young people
ZDG considers it very likely that this trend will continue. Among young people, the popularity of poultry meat is increasing, as shown in a survey conducted by the industry organization among consumers aged 16 to 29. Remarkably, the eating habits of young people in the survey differ significantly from the traditional German eating habits. About half of the participants indicated a preference for chicken. Beef follows at a distance in second place. 24% of the respondents stated that this type of meat is their favorite.
The main reason for the popularity of poultry meat is the taste. 62% stated that they prefer to eat poultry meat because they find this type of meat the most delicious. Additionally, 58% mentioned that they consider chicken a good source of protein. This is followed by a favorable perception of the nutritional value. 39% of the respondents stated that this is an important consideration for choosing chicken.
Conscious choice
According to the organization, the choice for chicken is related to a more conscious consumption pattern. 80% of young people indicated that health was a significant factor in their choice. For about half of the young people, price is an important consideration, and 25% mentioned that the environment is a crucial factor.
