Wageningen, The Netherlands
January 19, 2013

Wageningen UR is investigating trends in consumer behaviour and is looking at which factors influence that behaviour. Meat consumption is one subject of study. Recent empirical consumer research by Wageningen UR has revealed that many Dutch people are interested in reducing their consumption of meat.

More than three-quarters of the consumers questioned eat no meat at least one day per week. Over 40% eat no meat at least three days per week. For many people, reducing their consumption of meat is very normal. This trend is a specific component of the general interest in sustainable production and consumption of food within society.

The trend for reducing the consumption of meat exists not only in the Netherlands but also elsewhere in Europe. It can also be seen in Germany, the land of Bratwurst. The German population contains the highest percentage of vegetarians of the European member states and a large number of part-time vegetarians who eat no meat at least three days per week. It would be no surprise if further research were to reveal a large potential among German consumers for pushing the trend for reduced meat consumption even further.

In the Netherlands as in Germany, many people understand that eating meat has an impact on the environment, on animal welfare and on their health. Although most people don’t want to go without meat altogether, it is nevertheless becoming ever more normal for many people to eat no meat several days per week. The movement towards reduced meat consumption may still be at an early stage, but it is no less demonstrable for that. Research by Wageningen UR has identified this trend towards the future of food.

Website: http://www.wur.nl

Published: January 23, 2013