Are people buying less meat? The surprising truth about global trends

December 16, 2025 •

4 min read

While public perception in many Western nations suggests a widespread decline, recent data indicates global meat consumption is actually on the rise. The question, “Are people buying less meat?” reveals a complex picture with significant regional variations and an array of driving factors, from income growth in emerging economies to evolving health priorities in developed countries.

Quick Summary

Despite growing movements toward reduced meat intake in high-income countries, global consumption continues to increase, propelled by rising prosperity in emerging economies. Health, environmental concerns, cost, and cultural norms are key drivers of shifting dietary patterns worldwide.

Key Points

Global Consumption is Rising: Despite perceptions in the West, overall global meat consumption is increasing, largely driven by population growth and rising incomes in developing economies.
Developed Nations are Reducing Intake: Many consumers in high-income countries are reducing their meat consumption, particularly red meat, and adopting flexitarian diets.
Key Drivers for Reduction: Health concerns (cardiovascular disease, cancer), environmental impacts (GHG emissions, land use), and economic factors (food inflation, cost of living) are primary motivators for eating less meat.
Plant-Based Market is Expanding: The market for plant-based alternatives is growing rapidly, with increased sales and consumer trial rates for products like meat and dairy substitutes.
Varying Regional Drivers: While climate and animal welfare motivate reduction in wealthier nations, economic growth is a strong driver for increased consumption in emerging economies, creating a mixed global picture.
Poultry Gaining Popularity: As overall meat consumption shifts, poultry is increasingly favored worldwide, often seen as a healthier or more affordable protein source than red meat.

The Global Picture: A Rise in Overall Consumption

Contrary to headlines focused on Western diet trends, the overall global consumption of meat continues to increase. This trend is primarily driven by rising populations and increasing affluence in many emerging economies across Asia and South America. As more people in these regions move into higher-income brackets, their diets shift to include more animal protein, a trend observed over the past few decades. For example, studies covering 2000–2019 noted substantial increases in per capita meat consumption in countries like Russia, Vietnam, and Peru. While total meat consumption rises, there's also a shift in preferences towards certain types of meat. Poultry consumption, often perceived as a healthier and more affordable option, has seen a particularly significant increase worldwide, outpacing beef and mutton. The FAO projects that global meat production will reach 406 million tons by 2034, with much of the growth fueled by Asia and Latin America.

The Shift in High-Income Countries: The Move to Flexitarianism

Within higher-income countries, the story is different. Here, the answer to "are people buying less meat?" is often 'yes', or at least 'less red meat'. The trend isn't necessarily a mass migration to veganism, but rather a move towards flexitarian diets, where consumers intentionally reduce their meat intake without eliminating it entirely. Surveys show a significant portion of consumers in countries like the UK and Germany are consciously eating less meat, with many actively replacing meat-based meals with plant-based alternatives at least once a week.

What's Driving the Change in Developed Nations?

Health Concerns: The link between high red meat consumption and certain health risks, such as cardiovascular disease and colorectal cancer, is a major motivator. Many consumers are actively seeking 'nutrition-packed' and 'health-conscious' food options, leading to a shift towards poultry or plant-based proteins.
Environmental Impact: Growing awareness of the environmental toll of livestock farming is a significant factor, particularly among younger, highly-educated demographics. Concerns include greenhouse gas emissions (especially methane from ruminants), land use, and water consumption.
Animal Welfare: Ethical considerations regarding the treatment of animals in large-scale agriculture also influence a portion of consumers to reduce or eliminate meat from their diets.
Economic Factors: Rising food costs and inflation have impacted purchasing habits, leading some consumers to reduce their intake of more expensive proteins like lamb and beef in favor of more affordable options or to save money.

Head-to-Head: Drivers for and Against Meat Consumption


Factor	Impact on Meat Consumption	Typical Consumer	Region	Key Takeaway
Income Growth	Increases	Emerging Middle Class	Emerging Economies (e.g., China, Brazil)	Propels overall global meat consumption upwards.
Health Concerns	Decreases (especially red meat)	Health-Conscious Consumers	High-Income Countries	Drives shift towards flexitarianism, poultry, or plant-based options.
Cost / Inflation	Decreases (higher-end meats)	Price-Sensitive Households	All Regions	Can lead to reduced consumption or substitution with cheaper proteins.
Environmental Impact	Decreases	Young, Educated Consumers	High-Income Countries	Motivates reduction, particularly in those prioritizing sustainability.
Cultural Norms	Mixed	Varies by Region	All Regions	Can either reinforce or challenge traditional meat-heavy diets.

The Rise of Plant-Based Alternatives

The burgeoning market for plant-based alternatives is a clear indicator of shifting consumer desires. Global retail sales of plant-based meat products reached $6.1 billion in 2022, and the market is projected to grow significantly. This growth is not just confined to niche markets. The accessibility of plant-based products has expanded rapidly, with many mainstream supermarkets now offering dedicated vegan ranges. This trend is fueled by innovation, with food tech companies creating convincing meat analogues to satisfy consumers who still desire meat-like textures and flavors but want to avoid animal products. However, as the McKinsey report 'Hungry and confused' indicates, while consumers are trying more plant-based products, taste preference for animal protein remains a hurdle for many.

The Ongoing Debate: Navigating Mixed Signals

The debate around meat consumption is not straightforward. While advocates for plant-based diets highlight environmental and health benefits, pointing to studies showing lower greenhouse gas emissions compared to meat production, the nuances are critical. Factors like how meat is farmed and processed, as well as the specific type of meat, cause significant variance in environmental impact. For instance, pasture-raised beef's footprint can differ greatly from feedlot-raised, and poultry generally has a lower impact than beef. Moreover, some experts caution against a one-size-fits-all approach, noting that in regions with low consumption, further cuts could worsen nutritional deficiencies. Understanding these complexities is essential for informed policy-making and individual dietary choices. For a deeper dive into the agricultural landscape, the OECD-FAO Agricultural Outlook provides comprehensive data and analysis on global production and consumption trends.

Conclusion: No Simple Answer

The question, "Are people buying less meat?" is not a simple yes or no. The answer is a complex mosaic of global, regional, and individual behaviors. Overall, global meat consumption is increasing, driven by rising prosperity in emerging economies. In contrast, many higher-income countries are experiencing a shift towards reduced consumption, particularly less red meat, and an embrace of flexitarianism. These changes are powered by a combination of personal health priorities, economic pressures, ethical considerations, and a growing awareness of environmental sustainability. As the plant-based industry continues to grow and consumer attitudes evolve, the global food landscape will continue to shift, reflecting a new era of conscious eating that is far from uniform.

Frequently Asked Questions

No, overall global meat consumption is not decreasing. It is on the rise, primarily due to increasing demand in emerging economies. However, per capita consumption trends show a more nuanced picture, with reductions in some high-income countries balanced by large increases elsewhere.

Consumers in developed nations are reducing their meat intake for a number of reasons, including concerns about personal health (especially risks linked to red and processed meats), the environmental impact of livestock farming, animal welfare considerations, and the rising cost of meat.

A flexitarian diet is primarily plant-based but includes occasional consumption of meat. It is gaining popularity in many countries, especially among younger generations, with many consumers considering themselves flexitarian rather than strictly vegetarian or vegan.

Environmental concerns, such as greenhouse gas emissions (especially methane), land use, and water consumption associated with animal agriculture, are a significant motivator for consumers to reduce their meat intake, particularly in high-income countries.

While the market for plant-based meat alternatives is experiencing significant growth, with billions in sales, it has not overtaken the market for traditional meat. However, plant-based sales are growing faster than total food sales in some regions.

Yes, rising food prices and inflation can impact meat purchasing habits. For some consumers, particularly in areas with high price increases, this leads to reduced consumption, a shift to cheaper cuts, or substitution with other protein sources.

In developed, high-income countries, there is a trend toward reduced or stagnant per capita meat consumption, often driven by health and environmental concerns. In many developing, emerging economies, rising incomes are leading to a significant increase in per capita meat consumption.