November 20, 2024 – Globally, consumers prefer meat products for their nutritional benefits, rich flavors, and ability to meet diverse dietary preferences. Innova’s 360 research into the global meat industry highlights product launches, innovations, flavors, top brands, and what may develop in the future.
Meat Product Launch and Sales Trends
Meat products display a 27% launch rate over the past year, reflecting strong consumer interest in their nutritional benefits and versatility. With 46% of global consumers proactively adopting a nutritious diet for better health. Products enriched with protein sources like soy, pea and bean appeal to those focusing on muscle health and overall wellness.
Globally, meat products are the second leading subcategory, after fish and seafood. Over the past two years, meat sales value has risen 4% as a percentage of global meat, fish and eggs sales value. Nearly 45% of consumers value packaging that preserves food quality, creating opportunities for innovative packaging solutions.
Notably, MAP and vacuum packaging can extend shelf life and preserve quality. Additionally, microwaveable packs aid in even cooking while ensuring product safety. These options cater to consumers’ interest in effective solutions to preserve food quality when choosing meat products.
Top Companies and Brands in the Meat Industry
Aldi is the leading company in meat product launches, with a strong focus on sustainability and animal welfare. Nearly 1 in 5 consumers globally prefer products supporting animal welfare. Aldi addresses this demand through launches featuring ethical and environmental claims. The company’s adherence to Red Tractor standards reinforces its commitment to humane practices and environmental protection.
Ethical standards and certifications such as the MSC blue fish label, RSPCA, and WBA assured practices further enhance Aldi’s appeal to conscious consumers prioritizing sustainability. This approach aligns with Innova’s annual top trend of 2024, ‘Nurturing Nature,’ which highlights that brands are increasingly focusing on sustainability and ethical practices in their operations that contribute positively toward nature.
Other notable key players include Lidl, JBS, HKScan, Morrisons, Albert Heijn, and Woolworths. These top 7 companies account for 11% of global launches over the past year.
Leading Meat Markets
Europe is the top region in meat product launches, with 46% featuring indulgent and premium claims over the past year. Catering to the 28% of consumers who value indulgence in their everyday treats, European brands offer a range of sophisticated options. Slow-cooked and triple-smoked meats, syrup-marinated selections, natural sheep/lamb casings filled with spices, and dry-aged thick cuts highlight this premium appeal.
Additionally, lean meat snacks and gourmet blends of sweet and spicy seasonings provide both indulgence and variety. These offerings reflect Europe’s focus on delivering high-quality, flavorful products that resonate with consumers seeking elevated everyday experiences.
Top Claims and Positionings Trends
The top 5 positionings in the global meat industry are gluten-free, no additives or preservatives, indulgent and premium, lactose-free, and traditional. No additives or preservatives claims lead in Asia Pacific, Middle East/Africa, and North America.
Apart from these top 5 positionings, sources of protein, organic, and GMO are gaining popularity in Europe, while consumers in the Middle East and Africa lean toward organic, halal, and source of protein claims. In Asia Pacific, low/no/reduced sodium, source of protein, and halal claims are on the rise. Halal, limited edition and low/no/reduced sodium claims are growing in Brazil. This indicates that brands are customizing their products according to the region to meet these consumer demands.
Meat Flavor Trends
The top 5 flavors are smoked, barbecue, cheese, chili, and spices. 60% of consumers globally prioritize taste and flavor when choosing meat products. To meet this demand, brands craft diverse flavor profiles using smoked notes from woods like beechwood, hardwood, and applewood. Seasonings such as barbecue blends, garlic, onion, and paprika, along with marinated options in vinegar, further enhance the appeal of these offerings. This focus on bold and varied flavors ensures meat products deliver a satisfying experience for flavor-focused consumers.
What’s Next in Global Meat Industry Trends?
Globally, 33% of consumers prioritize dietary inclusivity, driving demand for options addressing allergen concerns like gluten-free, lactose-free, and Halal-compliant products. Clean labels, including no additives or preservatives claims, also gain significance in the meat industry.
Additionally, nearly 1 in 3 consumers value handmade and home-style offerings, creating opportunities for brands. They can launch products featuring time-honored smokehouse techniques, chamber-roasted bone-in meats, and free-range reared selections. Ethnic recipes, such as Korean, Mexican, and Norwegian dishes, and meats from specific breeds like Wagyu, Aberdeen Angus, and Iberico pig can further appeal to diverse palates.
Smoked meats infused with sweet elements like honey or maple, tangy notes from tomato puree or vinegar, and spicy components like chili enhance flavor profiles and capture consumer interest. As dietary inclusivity and culinary innovation continue to expand, brands that align with these trends are likely to shape the lead in the global meat industry.
This article is based on Innova’s Overview of Meat Products – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
