Smear against meat has hardly any effect

No one can deny that livestock farming and meat consumption are under attack. The media sprinkles with terms such as 'culprit', 'irresponsible', 'crazy' and the AD takes the cake when columnist Tommy Wieringa compares pig farming with the holocaust. The smear campaign against meat sometimes seems by the day to get bigger.

More or less meat?
Environmental organizations are questioning the amount of meat we eat every year. They claim that the meat industry is responsible for about 14,5% of all greenhouse gas emissions. They also say that 25% of freshwater consumption goes to meat production. They therefore argue for lower consumption and more sustainable production. 

Clemens Tonies, owner of the meat company of the same name, recently made a counter voice in which he defends the sector. "We should not dismiss criticism, but we also do not have to go with everything. Food is safer than ever and yet there is more discussion than ever, which surprises me. I am convinced that there is nothing wrong with eating meat "It's even good for your brain. The positive story can and should be told."

Sector becomes more sustainable
What outsiders often do not know is that Dutch livestock farming is a major processor of residual flows and co-products that are not suitable for human consumption; more than 50% of the animal feed consists of residues and co-products. The processing of residual flows and co-products also fits perfectly in the agricultural vision by Minister Carola Schouten (Agriculture, Nature and Food Quality).

In addition, the meat sector has worked hard in recent years to reduce greenhouse gases and energy consumption. And that has led to successes; both greenhouse gas emissions and energy consumption have decreased by 16% to 48%. Although there are differences between beef, veal and pork. On the other hand, the picture that the media paints is not exactly more positive, but that seems to have little or no effect on meat consumption to date.

What do the numbers say?
Research by Wageningen Economic Research (WUR) shows that the total meat consumption in the Netherlands (per person) remained the same in 2017. In both 2016 and 2017, the average Dutch person ate 76,6 kilograms of meat (carcass weight) annually. This is 100 grams less than in 2015, the WUR calculated on behalf of Wakker Dier. A distinction is made between pork (36,5 kilos), beef (15,4 kilos) and poultry meat (22,1 kilos). Also within the various categories there is almost no difference compared to previous years.

The fact that meat consumption in the Netherlands has hardly declined in recent years is not only striking because of the resistance to eating meat. The rise of meat substitutes also makes the movement remarkable. With 10% more turnover in the first half of 2017, meat substitutes seem to be gaining ground quickly. The meat substitutes sector has a total turnover of €83 million. However, despite the rapid growth, this is in the shadow of the meat sector which has a total turnover of €10,4 billion.

The number of vegetarians in the Netherlands has also been increasing for years. The most recent figures show that 850.000 Dutch people are vegetarians (5%). The fact that meat consumption hardly shows a decrease could suggest that more meat is eaten per carnivorous person.

Past, present and future
Meat consumption shows a small decline over the long term. In 2007 consumption was higher (78,1 kilos per person). The consumption alley until a peak of 79,1 kilos in 2009. From that moment on, the decline started. This decrease lasted up to and including 2015 and since then consumption has remained virtually the same.

If we look at meat consumption in our neighboring countries, we see a mixed picture. In the past 5 years, Belgians have started to eat 16,7% less meat (up to 71 kilos per person per year). The German now eats 2 kilos of meat more than 5 years ago (up to 88 kilos per person per year). European meat consumption is likely to remain stable in the coming years, according to the European Commission forecast.

Globally, the demand for meat will even increase in the next 10 years grow strongly, reports the Food and Agriculture Organization of the United Nations (FAO). Demand in Southeast Asia is expected to increase by 35%. Consumption is also likely to pick up considerably in Brazil (+25%) and China (+10%). This has to do with growing prosperity.

(Uncertain future?
Due to the smear campaign against meat, you might expect that the consumption of meat is under pressure. However, figures show that this is not the case. After the downward trend of a few years ago, Dutch meat consumption has been in calm waters since 2015. Elsewhere in the world consumption seems to be increasing. Based on figures and expectations, you can conclude that the global meat sector can count on stable (or even increasing) demand.