Meat consumption in Belgium: 11% of Belgians do not eat meat and 31% are flexitarians – vegconomist
Last week, the Belgian Research and Expertise Association for Consumer Organizations published a study on trends and habits in meat consumption in Belgium. The study reveals that 11% of Belgians do not eat meat.
In Belgium, meat is traditionally part of the daily diet. In 2020, Belgians ate an average of 82 kg of meat per year, twice the world average (OECD-FAO, 2021). 89% of this meat came from four sources: pork, beef, veal and poultry (Statbel, 2021).
“We asked whether Belgian consumers are ready to adapt their protein consumption to a more sustainable model, to consume less animal protein and to consume alternative proteins more often,” the study authors said.
The investigation revealed a double scenario. Above all, most consumers (56-65%) intend to maintain their meat consumption at the same level in the coming years, and a small fraction, around 5-15%, even wish to increase their consumption of animal meat. .
Second, although a majority want to stick with the status quo, a growing proportion of Belgians want to eat less meat and are increasingly turning to alternatives. Indeed, the survey revealed that 11% of the Belgian population is currently made up of people who do not eat meat (some eat fish) and 31% of flexitarians who occasionally consume meat, but are looking for alternatives.
Recent developments on the Belgian market
Likewise, a study carried out by the University of Bath in 2021in collaboration with Belgian animal welfare organization GAIA, found a “significant increase” in interest and support for plant-based products among Belgian consumers, also demonstrating that plant-based alternatives were more appealing to women, while that cultured meat was more attractive to men.
In July 2022, the Belgian multinational distribution giant Delhaize revealed plans to double its vegan product offering by 2025, citing an expected massive transition to vegan foods in the near future: “We expect a massive transition to vegan foods,” the spokesperson explained Roel Dekelver.
In the field of cultivated products, Mea Technow known as Steakholder Foods, announced last year the construction of a 2,000m2 pilot plant in Belgium to produce cultured chicken fat for industry collaboration, following the acquisition of Belgian cultured chicken fat producer Peace of Meat.
Different trends according to demographic groups
According to the recently published study, there is a general tendency, mainly among young people, women, higher social groups and residents of Brussels, to eat less meat. These groups are open to reducing their meat consumption and willing to replace meat with vegetables and plant alternatives in the future.
The survey revealed that 41% of Belgians are currently looking for meat substitutes when they go to school. However, the most common meat substitutes are other animal proteins like fish, eggs, and dairy, rather than plant substitutes.
“Vegetable proteins”, specifies the study, are already consumed by one in five people as an alternative to meat. A quarter of Belgians want to eat more vegetable protein in the future and are considering hybrid meats. Additionally, one-fifth of consumers surveyed looking for meat alternatives said they would consider consuming cultured meat or insect-based products instead of meat.
Price as a major obstacle
Belgian meat eaters agree that the cost price of meat substitutes is too high, with only 21% of them having a positive attitude towards the prices of soy products, against 34% for veal and 61% for poultry.
“Price is a major obstacle in consumer purchases. However, the price difference between plant-based and conventional meat substitutes is narrowing in Belgian and Dutch supermarkets,” the study concluded.