Last week, the Belgian Association for Research and Experts for Consumer Organizations published a study studying meat-eating trends and habits in Belgium, which revealed that 11% of Belgians identify as non-meat eaters.
In Belgium, meat is traditionally part of the daily diet. In 2020, Belgians consumed an average of 82 kg of meat per year, double the global average (OECD-FAO, 2021). 89% of this comes from four sources: pork, beef, beef and chicken (Statbel, 2021).
“We wondered if Belgian consumers are ready to adjust their protein consumption to a more sustainable pattern; to consume less animal protein and to consume alternative proteins more often,” the study’s authors said.
The survey revealed a twofold scenario. First, most consumers (56-65%) want to keep their meat consumption the same in the coming years and a small fraction, some 5-15%, even want to increase the amount of animal meat.
Second, despite the majority wanting to stay the status quo, a growing proportion of Belgians want to eat less meat and are increasingly finding Option: THe revealed in the survey that 11% of the Belgian population are currently non-meat eaters (with some fish consumption) and 31% are flexible individuals who occasionally eat meat but actively seek alternatives.
Recent developments in the Belgian market
Similarly, a 2021 study by the University of Bath, in collaboration with the Belgian animal welfare organization GAIA, found a “significant increase” in interest and support for plant-based products among Belgian consumers, also revealing that plant-based alternatives were more attractive. To women, while civilized flesh was more attractive to men.
In July 2022, Belgian multinational retail giant Delhaize revealed plans to double its plant-based offerings by 2025, citing an expected mass transition to plant-based diets in the near future: “We expect a massive shift to plant-based diets,” explained Spokesperson Roel DeCalver said.
On the farming scene, MeaTech, now known as Stakeholder Foods, last year announced a 21,530 sq ft pilot plant in Belgium, following the acquisition of Belgian cultured chicken fat producer Peace of Meat, to produce cultured chicken fat for industrial collaboration.
Different trends in population
According to a newly published study, there is a general trend, mainly among young people, women, higher social groups and residents of Brussels, to eat less meat. These groups are open to reducing their meat consumption and are willing to replace meat with vegetables and plant-based alternatives in the future.
The survey found that 41% of Belgians are currently looking for meat alternatives when shopping. However, the most common meat substitutes were other animal proteins such as fish, eggs and dairy, rather than plant-based alternatives.
“Vegetable protein,” the study says, is already eaten by one in five people as a meat substitute. A quarter of Belgians want to eat more plant protein in the future and are considering hybrid meat. Additionally, one-fifth of consumers surveyed looking for meat alternatives said they would consider farmed meat or insect products instead of meat.
Price as the main barrier
Belgian meat-eaters consider the price of meat alternatives too high, with only 21% having a positive attitude towards the price of soy products, compared to 34% for beef and 61% for chicken.
“Price is a major barrier to consumer purchase. However, the price difference between plant-based and conventional meat alternatives in Belgian and Dutch supermarkets is narrowing,” the study concludes.