November 6, 2025 – Germany’s meat and poultry market has recently faced a difficult time. Production across the country has encountered challenges. Shifts are happening in consumption patterns, and regulation is tightening to demand more sustainably produced food. To understand this in greater detail, Innova Market Insights reports on what is happening in Germany’s meat and poultry market.
Current Climate of Germany’s Meat and Poultry Market
Currently, there are various ups and downs in the meat and poultry market as trends take hold and habits change. Pork production increased for the first time since 2016, and pork’s importance to new meat product introductions has expanded. Consumption of meat is largely among the male gender demographic also. Regulatory changes aim to develop a more sustainable market, and this is most notable among poultry products and the general push for recycled packaging.
Consumer preferences have changed, with many of them looking to locally produced meat products that address sustainable objectives. They are also more conscious of animal welfare. While both of those are important, it should come as no surprise that cost was and is the primary driver in purchasing decisions for more than half of those researched. Particularly as price remains a major barrier to consumers buying sustainable products, and if climate change or inflation raises meat prices continually, they may stop purchasing them altogether.
Issues and Opportunities
Growing uncertainty has hit the meat and poultry market in Germany. As the emergence of meal alternatives is partially the reason, many consumers are concerned about the rise in disease outbreaks among animals in recent times. Economic pressure on small farms and the impact of changes to the climate are considerably impacting issues. In fact, almost two in five Germans believe climate change will affect how meat and poultry are sourced and produced.
What About the Cost of Change with Competitive Pricing?
Heightened by two years of economic contraction, pricing has become a barrier for many, with 58% of German consumers citing price as the primary barrier to buying sustainable foods, which are typically more expensive. While nearly one-third say they would reduce or stop buying meat if prices rose further. Increasing costs, climate pressures, and consumer concerns may accelerate a decline in meat consumption in the foreseeable future. German consumers show a clear preference for locally produced meat products, and there is still an opportunity for producers to leverage this by balancing price with sustainable sourcing.
Can Germany’s Meat Market Value Grow Beyond Demand?
Projected growth of the German meat market is double the estimated volume sales growth expected until 2027. Largely based on incremental price increases, this estimation may be at risk due to the apprehension of consumers doing their weekly grocery shopping and the cost of it. Ideally, if there were no compromise on quality, brands should opt for cost reduction strategies and improved ethical conditions to stifle any further increase in prices. This is because consumers will want affordable and quality products. Innovation and marketing around protein and the nutritional benefits that come with it can be leveraged to maintain meat consumption levels. Poultry producers have increased the number of new launches, seeing a partial recovery from the decline of the past few years, but meat launches have continued to decline.
Are Meat and Poultry Products Facing Competition?
Meat products and poultry face significant competition from outside the meat, fish and eggs category in the form of meat substitutes. Hybrid products could help offset declines, as could brands guiding consumers on how to use products together, instead of simply seeing them as oppositional categories. Convenience is a clear driver as brands across categories find ways to make their products feel easier to use through meal plans and recipes. Value-added offerings that emphasize convenience and ease present further opportunities, provided the added cost of convenience remains acceptable.
Environmental Emphasis on Recyclable Packaging
In accordance with the European Union’s (EU) directive on packaging, Germany inserted it into their national laws in a bid to push further adaption of recyclable solutions in packaging. The rise in recyclable claims across packaging in the country has gone from one in five products in 2020 to one in every two by 2023. A desire from producers of meat and poultry to develop responsible sourcing and less packaging, while being plastic-free, also shows signs of progress. This is continuing, and producers will make strides in sustainable packaging due to the EU Packaging Regulation’s 2025 requirements, which specify that all packaging must be designed for recycling.
Can Meat and Poultry Spice Things Up with Ethnic Flavors?
Flavored meat and poultry remained a small proportion of the German market but represent an opportunity for additional value. Pre-seasoned products cut down on time and knowledge needed to prepare a satisfying meal, which can be leveraged, especially when prices are high. Flavored products also allow brands to compete more directly with out-of-home eating by recreating experiences at home, which tends to be more cost-effective than eating out or takeaway.
Do Meat and Poultry Lead the Protein Marketplace?
Reform across the meat and poultry market may see rebranding across the category to align with claims of product excellence and appeal to consumer expectations. Producers face competitive pressures from new protein sources. This includes plant-based protein which is flourishing by mimicking the taste of animal protein, as well as gaining acceptance as a standalone protein source. Although competition is rising, meat cuts outstrip most other types of protein. Often, these products are the more economical choice and the healthier choice – or at least the choice that puts control in the hands of the consumer.
Where Does Meat and Poultry Fit into German Lifestyles?
For German consumers, ready meals are less favorable than in other countries, largely due to the perception that they are less healthy despite convenience. Opportune moments to increase or make it easier to add meat and poultry to German diets exist within this space. Budgetary constraints may hamper and pose a significant obstacle. Yet, poultry is perhaps in the best position, as it enjoys a health halo and comparably lower price tag compared to beef and pork. Men are increasing their meat consumption, making them a natural target market for brands. Global flavors and preparations can be used to stand out. Women are not leaving the categories but rather maintaining their current consumption.
The Effect of Economic Factors
Uncertainty about the country’s economy increases consumer hesitancy about spending on higher-priced items. Although the European Commission forecasts that the economy will begin to rebound in 2026 as inflation slows and consumer demand rises, producers can expect some price sensitivity to remain active. New product development can also help mitigate issues related to traditional meat production as the consciousness around climate change grows. Even expressing commitment to regulations can become an advantage if connected to other ethical business practices. Overall, price keeps Germans from buying sustainable products, but if prices increase, only three in ten consumers will continue buying meat.
Do Germans Prefer Local Meat and Poultry?
After years of decline, the resilience and upturn in meat production by German farmers could continue and support local meat demand from consumers. Diversifying the points of retail and sales can be beneficial. Incorporating locality and farming into the branding of products will come across as more genuine to buyers with conviction and transparency. Consumers have been reinforcing the importance of local sourcing, naming it the top influence when buying meat and poultry. Germany has one of the largest annual budgets for organic farming research in the EU and has set a goal of turning 30% of agricultural land to organic farming by 2030. It is not surprising, then, that organic and locally produced products resonate with German consumers.
What’s Next for Meat and Poultry in Germany?
Continuous and future meat and poultry trends in Germany will likely see further growth of ethnic preferences across hot and spicy flavored meals. While pressure on producers will remain aligned with welfare and regulation requirements, the key battle for producers will stay with satisfying consumers while managing rising costs. Accelerated competition from plant-based meat substitutes will persist for lifestyle changes and conscious decision-making related to planetary health. The meat and poultry market will see claims around ethics and certifications take center stage, with packaging, climate, and animal welfare being the main concerns.
This article is based on Innova’s Meat & Poultry in Germany report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.