Vion Beef BV
Record inflation, exorbitant prices, sown uncertainty. It is even more surprising how stable German attitudes toward meat remain. Together with the market research institute GfK, Vion Food Group carried out its annual representative survey in March 2022. With the result: both the basic attitude towards meat and the megatrends have remained unchanged since 2020. For almost the For 60 percent of the population, meat is an indispensable part of their diet. The number of people for whom meat is explicitly part of a healthy diet remains just as stable (51 percent). And the number of flexitarians who reduce their meat consumption for healthy nutrition reasons hovers around 55 percent from three years ago, with slight fluctuations. “The Germans seem to have found their attitude towards meat consumption and the associated important megatrends of animal welfare, sustainability, regionality and transparency, despite the Corona crisis and inflation,” says Wilhelm Habres, director of sales, trade and beef marketing at Vion, who explained the company’s Consumer Monitor (VCM) for many years.
Regionality before transparency and animal welfare
The fact that meat from the region continues to enjoy a high level of attention from consumers is an ongoing megatrend. At 78%, it is ahead of sustainability (71%), animal welfare (70%) and transparent origin (66%). The four megatrends have hardly changed since 2020. 75 percent of those surveyed say in principle: “Good meat can sometimes be more expensive.” Specifically, when it comes to regionality as a purchase criterion, 67 percent of consumers are willing to pay more money, while 65 percent of them say they would accept higher prices for the certainty of better animal welfare.
The forms of the posture provide orientation.
Once again, food retail has progressively anchored its forms of attitude 1 – 4 with the consumer. In 2021, 50 percent of households said they know the ways of raising children in the trade, by 2022 it will be almost 66 percent. For more than half (52 percent), the identification of the type of breeding offers an important orientation when buying. Buyers of organic meat in particular are well informed: 78 percent are aware of the types of farming, 82 percent prefer programs with a higher level of animal welfare when buying. Especially in the case of butcher shops and full-range providers, consumers pay attention to animal welfare labels and use the breeding forms, among other things, for this purpose. It should be noted that the Federal Government had not yet released intended breeding labeling, which could provide more or less guidance or uncertainty for consumers, in the month of the Vion Consumer Monitor’s March survey.
As the Vion Consumer Monitor shows, a good half of those surveyed (51%) have already reduced their meat consumption. Only eight percent of them plan to further reduce their consumption in the future. “This means that meat will remain an essential part of a healthy and balanced diet for German consumers,” says Wilhelm Habres. “With our regional structure and our sustainability initiatives, we offer consumers who value high-quality regional meat a wide range and can therefore look positively into the future together.”
Vion Consumption Monitor
Since 2007, Vion has been surveying around 4,000 households every year in cooperation with the market research institute GfK and cross-referencing the results with actual purchase data to obtain the most accurate and representative information possible on current and relevant topics. The long-term survey also provides interesting data on current developments and trends. In 2022, the survey was conducted in March, so inflation and the tense international situation with the war in Ukraine had already “caught up” with the respondents.
Vion Holding NV is an international food company with production sites in the Netherlands, Germany and Belgium and representative and sales support offices in 16 countries. In 2021, Vion achieved sales of €4.6 billion with 12,000 employees. More than 100 million consumers enjoy Vion meat products every day.
In Germany, Vion has 16 locations with around 7,000 employees. Four business units – Beef, Pork, Food Service and Retail – supply fresh meat products, plant-based alternatives and by-products to the wholesale and retail, catering and meat processing industries. “Food that Matters” is Vion’s philosophy: They are healthy and tasty foods that are produced with respect for people, animals and the environment and are an important source of protein for human nutrition. As a pioneer, Vion drives industry transformation and connects supply and demand sustainably.
More information provided:
Polina Witte Corporate Communications Vion Germany
Telephone +49 8241 503 456 Email: [email protected]
Original content from: Vion Beef BV, broadcast by news aktuell