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People in the Europe will consume less meat by 2030, according to a new agricultural report by the EU.

The report says that per capita meat consumption will fall from 69.3kg now to 68.6kg over the next 12 years. While overall consumption will fall, production of sheep, goat, and poultry is expected to increase in that time frame.

Various factors – including increasing consumer awareness around the environmental impact of meat – are cited for the change in people’s habits.

Conscious consumers

“Many drivers will influence the agricultural markets over the next decade in the EU and beyond,” says the report. “The report takes into account the impact of consumers’ behaviors on those markets.

“For instance, the consumer and citizen will become more conscious of their food, its sourcing, and its impact on the environment and climate change.

“For producers this will result in higher production costs but will also be an opportunity to differentiate their products, adding value while reducing negative climatic and environmental impact. This will be reflected in alternative production systems, such as local, organic or other certified products being increasingly in demand.”

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.