When: 18 March 2025 at 3 PM GMT
Where: Online
Register for The Future of Meat here.
This webinar is kindly sponsored by Munters and Tracegains.
At the end of last year, fresh meat and poultry sales were on the rise. Data from NIQ identified meat as the fastest-growing F&B category, with sales increasing by £43.5 million in the 12 months leading up to December 2024.
Beef and chicken saw particularly strong growth, with sales rising by £242.1 million and £212 million, respectively. Duck and lamb also performed well.
Whilst the value is up for meat, headwinds remain – particularly for the red meat category. Levercliff’s Tracker Study 14 from May 2024 highlighted that 21% of current meat eaters plan to reduce their red meat consumption, up from 18% in 2022.
However, those planning on reducing meat of any type has fallen from 16% to 13%. Meanwhile, the meat-free category continues to witness value decline, with sales dropping by £371.1 million.
In our upcoming session, we’ll explore the market dynamics of meat, poultry and alternatives looking at what’s driving growth, what’s hindering it and the opportunities ahead.
The session will kick off with hot off the press insights from Levercliff, as managing director Clodagh Sherrard outlines the demands of today’s UK consumers.
Clodagh boasts extensive experience in the FMCG sector, with expertise including producing strategic market research for Government agencies and client companies across the UK and Europe. At Levercliff, she leads on clients’ qualitative consumer insights projects including meat and meat alternatives.
Nick Allen, CEO of the British Meat Processors Association (BMPA) will then dive into the category of red meat, exploring volume sales, supply and demand, and environmental sustainability.
He has a deep understanding of the British meat and livestock industries having previously worked in market development roles for the Meat and Livestock Commission, AHDB and the English Beef and Lamb Executive, before taking up his role at the BMPA in 2017.
Jason Winstanley, who leads Pilgrim’s Europe’s efforts to understand market trends and consumer behaviours across a multitude of categories including poultry, will follow Allen’s presentation.
Winstanley’s career in the food industry spans over two decades, starting out as a graduate trainee, before going on to gain experience across the food sector in operations, business development, and research and insight.
He was previously head of research and insight at poultry producer Moy Park, which has now become part of the Pilgrim’s Europe portfolio.
The final deep dive presentation will be delivered by Carlotte Lucas, head of industry at the Good Food Institute (GFI).
The GFI is an NGO working with scientists, businesses and policymakers to advance plant-based and cultivated meat.
Here, Lucas leads GFI’s industry work, connecting with companies and investors across Europe to encourage investment and innovation into these alternative proteins.
Her background is in change management consultancy, having worked previously at Deloitte supporting companies and stakeholders through large-scale transformations,
Alongside her role at GFI, she is also a policy officer for The True Animal Protein Price Coalition (TAPP Coalitie) which aims to implement ‘true pricing’ of meat and dairy in Europe to make production and consumption ‘more sustainable’.
