Global Meat and Meat Alternative Market Trends

Explore how the Top Ten Trends of 2024 are impacting the global meat and meat alternatives market

May 31, 2024 – Innova Market Insights’ Top 10 Trends for 2024 is a vital guide to future opportunities in the food and beverage industry. Insights are provided from wide-ranging global consumer surveys and new product launch analysis, covering the full spectrum of the industry, including meat, fish, poultry, and meat snacks.

Here, key trends are highlighted that are shaping the future of the meat industry, including the growing demand for products with welfare-related claims, the rise of plant-based alternatives, and the importance of sustainability.

Trend #1 – Nurturing Nature

The first Top Trend seen within global meat market trends is “Nurturing Nature.” This Top Trend refers to consumers expecting more actions from businesses for nature protection, past simple sustainability claims.

Consumers are increasingly seeking products that align with their values, including sustainability and animal welfare. This trend is reflected in the growing demand for meat products with welfare-related claims, which have experienced an average annual growth of 26% globally from 2021 to 2023. Innova’s meat trend research indicates that consumers are particularly concerned about animal welfare practices and sustainable farming. They are purchasing products that feature claims such as “pasture-raised” and “antibiotic-free.”

This trend is driven by a desire for naturalness and nutrition, as some consumers believe that products raised in a sustainable manner are healthier and more ethical. In addition to animal welfare, consumers are also interested in the environmental impact of their food choices. They are seeking products that have a lower carbon footprint and are produced using sustainable farming practices. This trend is reflected in the growing popularity of plant-based meat alternatives, which offer a more sustainable option to traditional meat products.

Trend #2 – Local Goes Global

The next Top Trend most related to global meat market trends, “Local Goes Global” highlights the growing trend of consumers seeking authentic and adventurous foreign dishes, with ingredients produced close to home. This trend is driven by a desire for unique and flavorful experiences, as well as a growing appreciation for local and sustainable food sources.

Consumers are increasingly interested in trying new and exciting flavors from around the world, but they also want to know where their food comes from and how it is produced. This has led to a rise in demand for locally sourced ingredients, as well as products that are made with traditional methods and recipes. Consumers can enjoy the best of both worlds, with the convenience of modern food production and the taste of traditional home cooking.

In response to this trend within the global meat market, meat and meat alternative manufacturers can be seen developing new products that combine authentic global flavors with local ingredients alongside this consumer attitude. Between 2022 and 2023, Italian and Japanese flavored products have been launched 41% and 32% more often respectively. Asian cuisine products are also highly popular, with country-specific flavors such as Korean on the rise.

Global Meat Market

Trend #3 – Ingredients: Taking the Spotlight

In “Ingredients: Taking the Spotlight,” companies are promoting star elements within their products, as consumers increasingly desire key ingredients in their purchases. This trend is driven by a desire for healthier, more flavorful, and sustainable options.

Meat and meat alternative manufacturers are producing a wide range of new products that feature innovative ingredients. One of the most notable meat market trends in the ingredients space is the rise of plant-based alternatives. These products are made from plant-based ingredients, such as soy, pea, or rice, and they offer what many consumers perceive as a healthier and more sustainable alternative to traditional animal-based products. Plant-based alternatives are becoming increasingly popular, and they are now available in a wide range of formats, including burgers, sausages, and nuggets.

Functional ingredients, such as fiber and protein, are also growing in popularity as consumers become more aware of the importance of nutrition. Protein is seen as an especially important star ingredient within meat and meat alternative products, with consumers going out of their way to choose products with high protein claims. Companies can be seen focusing on launching products with protein claims, as launches increased by 14% over the past year.

Trend #4 – Home Kitchen Heroes

“Home Kitchen Heroes” is a trend that highlights the increasing popularity of cooking and eating at home. This trend within the global meat market is driven by several factors, including the desire for healthier and more affordable meals, and the convenience of home cooking.

As a result of this trend, consumers are increasingly seeking out unique and flavorful ingredients to enhance their home-cooking experiences. Most consumers are more receptive to experimenting with flavors at home compared to eating out. Accordingly, there has been a rise in the popularity of products such as spice blends, marinades, and sauces for meat and meat replacement products. Additionally, consumers are also seeking out products that are convenient and easy to prepare – such as meal kits.

Street food inspired flavors in home cooking products is partially inspiring new product development in the meat and meat replacement market. Items such as Malaysian style kebabs, and Greek street food style lunch kits can be seen in supermarkets today.

Trend #5 – Plant Based: The Rise of Applied Offerings

The final Top Trend in discussion influencing global meat market trends, “Plant-Based: The Rise of Applied Offerings,” highlights the growing popularity of plant-based meat alternatives. Consumers are increasingly seeking healthier, more sustainable, and more ethical food options, and plant-based meat alternatives offer a viable solution.

One of the key trends in the plant-based meat market is the rise of applied offerings. This refers to the development of plant-based products that mimic the taste, texture, and appearance of traditional meat products. This is being achieved through the use of innovative ingredients and technologies, such as pea protein, soy protein, and mycoprotein. Applied offerings are appealing to consumers because they offer a familiar and convenient way to reduce their meat consumption. They can be used in a variety of dishes, from burgers and sausages to tacos and meatballs. This makes it easy for consumers to incorporate plant-based options into their regular diets.

Sustainability is also a major driver in consumer preferences for plant-based meat products. Consumers are increasingly concerned about the environmental impact of their food choices, and plant-based meat alternatives offer what many consider a more sustainable option than traditional meat products. Plant-based meat products claim to require less land, water, and energy than traditional meat production and produce fewer greenhouse gases.

What’s Next in the Global Meat Market?

The meat and meat alternatives market is poised for continued growth in the coming years, driven by a number of factors, including rising consumer demand for plant-based proteins, increasing awareness of the environmental impact of meat production, and advances in food technology.

One of the key trends in the meat alternatives market is the rise of applied offerings, which are plant-based products that mimic the taste and texture of traditional meat products. These products are becoming increasingly popular with consumers who are looking for a more sustainable and healthier alternative to meat.

Another key trend is the growing popularity of local and authentic flavors in meat and meat alternatives. Consumers are increasingly seeking out products that are made with ingredients that are produced close to home, and that reflect the culinary traditions of their region.

Finally, the meat and meat alternatives market is also being driven by advances in food technology. These advances are making it possible to create plant-based products that are more nutritious and flavorful than ever before. Consumers are increasingly looking for sustainable, healthy, and flavorful meat products, and the market is responding with a wide range of innovative new products.


This article is based on our report, “Top Trends 2024: Meat & Meat Alternatives Trends – Global.” If you are interested in reading this report, feel free to request a demo.
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