In 2024, home consumption of fresh and frozen meat and poultry in Belgium increased by 1% for the second consecutive year, resulting in a consumption of 28.1 kg per capita. Home consumption of plant-based alternatives to meat also increased slightly in 2024 to 0.6 kg per capita.
Meat and poultry will continue to hold a dominant volume share of 83% within the total home consumption of meat, fish and plant-based alternatives. Within the meat and poultry category, chicken is the fastest growing in the long term. Home consumption of chicken also increased in 2024, but also that of other types of meat such as beef, veal and meat mixtures. For pork, we see a decline in 2024, after a strong 2023. In terms of meat cuts, minced meat and small cuts such as strips and cubes have been gaining popularity in recent years. In addition to the home consumption of fresh meat, in 2024 we also recorded a home consumption of 1.7 kg of ready-made meat preparations per person, 3.9 kg of ready-made meals with meat and 10.4 kg of cold cuts. These ready-made preparations and meals are gaining popularity. This is evident from the purchasing data collected by YouGov Belgium from 6,000 Belgian households on behalf of VLAM.
In addition to this home consumption, there is also out-of-home consumption and consumption of take-away or home-delivered meals. The VLAM Consumption Tracker conducted by iVox among 7,300 Belgians between the ages of 18 and 75 shows that home consumption of meat covers approximately three quarters of total meat consumption.
The VLAM Meat Tracking conducted by iVox among 1,000 Belgians between the ages of 18 and 65 confirms the positive evolution of the attitude towards domestic meat. The Belgian consumer primarily associates domestic meat with highly controlled and safe.
Home consumption of fresh and frozen meat and poultry grew by 1% for the second year in a row
In 2024, home consumption of fresh and frozen meat and poultry amounted to 28.1 kg per capita, an increase of 1% compared to 2023, when we also saw an increase of 1%. After a slight downward trend before the corona crisis, we see a slight increase in home consumption of meat and poultry after the corona crisis, almost reaching the consumption level of 2016.
Almost all Belgian families (99%) buy meat and poultry annually. This annual penetration remains stable at a high level. In 2024, Belgian families bought meat and poultry an average of 58 times per year. This purchase frequency has been increasing in recent years. After a sharp increase in the average price in 2022 (+7%) and 2023 (+8%), this price increase in 2024 was limited to +1%.
Home consumption of plant-based meat alternatives also increased slightly, but their share remains relatively small.
Home consumption of plant-based meat alternatives (such as seitan, quorn, veggie burgers and meat imitations) is showing a slight upward trend and will reach 0.6 kg per capita in 2024, compared to 0.4 kg in 2016. The number of purchasing families also increased from 27% in 2016 to 36% in 2024. Home consumption of protein-rich legumes (lentils, chickpeas, beans, etc.) has fluctuated between 0.8 and 0.9 kg per capita in recent years, with almost 60% of purchasing families. For fish, molluscs and crustaceans, home consumption per capita was 4.2 kg in 2024, which is lower than the 4.3 kg in 2023 and the 5.0 kg in 2016. Within the total meat-fish-vegetarian basket, meat and poultry had a volume share of 83% in 2024, compared to 12% for fish, molluscs and crustaceans and 4% for protein-rich legumes and plant-based meat alternatives. The volume share of meat and poultry has increased slightly in recent years.
Chicken is the fastest growing meat and poultry producer
Within the home consumption of meat and poultry, chicken has the largest volume share (31%), followed by meat mixtures with 22%, pork with 21% and beef with 16%. In 2023 (period of higher inflation), the more expensive meats in particular had a harder time than the cheaper meats. This was less of an issue in 2024. In the longer term, chicken in particular is expected to gain in importance. The volume share of beef increases with age, the volume share of pork is highest among the lower social groups, chicken is most popular among (young) singles and meat mixtures are more popular among families with children.
Home consumption of beef increased by 1% for the second year in a row in 2024. Veal grew in 2024 after a decline in previous years. Home consumption of pork, on the other hand, decreased in 2024 after a positive 2023, while meat mixtures increased sharply in 2024 after a smaller increase in 2023. Home consumption of chicken increases annually.
Within the cuts, minced meat and small cuts such as cubes and strips are the growing ones
Almost 2/3 of the purchased meat and poultry is processed meat (such as minced meat, sausage, breaded, marinated, etc.). This share of processed meat has been growing in recent years. Within unprocessed meat, the preference is shifting from large pieces (such as steak, fillet, cutlet) to small pieces (such as cubes, strips, slices). However, the majority of unprocessed meat still consists of large pieces. Among processed meat, minced meat in particular is gaining in popularity. Home consumption of minced meat rose from 3.4 kg per capita in 2016 to 4.5 kg in 2024. Breaded meat is also gaining in volume share, while marinated meat is declining.
Home consumption of meat preparations and ready-made meals is increasing, home consumption of meat products is decreasing slightly.
The home consumption of fresh and frozen meat and poultry described above only covers part of the total home consumption of meat and poultry, as meat is also purchased in meat preparations, ready-made meals and meat products.
The home consumption of meat preparations (such as prepared stew and vol-au-vent) has become more popular in recent years: from 1.1 kg per person in 2016 to 1.6 kg in 2023 and 1.7 kg in 2024. The home consumption of ready-made meals with meat and poultry (three-component meals) also increased from 3.1 kg per capita in 2016 to 3.9 kg in 2024. The home consumption of meat products decreased by 1% to 10.4 kg in 2024 compared to 2023.
Total meat consumption: daily penetration of 54%, average stated eating frequency of 3.6 times per week
In addition to home consumption, there is also out-of-home consumption and consumption of take-away or home-delivered meals. The VLAM Consumption Tracker conducted by iVox among 7,300 Belgians between the ages of 18 and 75 shows that home consumption of meat accounts for approximately three quarters of total meat consumption.
On an average day in 2024, 54% of Belgians between the ages of 18 and 75 ate meat or poultry (excl. cold cuts, meat snacks, etc.). The 54% who ate meat the day before are relatively more likely to be men, people living with children at home and people from higher social groups.
In addition to the above daily penetration, iVox also asked 1,000 Belgians between the ages of 18 and 64 to estimate how often they eat meat and poultry (excl. cold cuts). 51% indicated that they eat meat at least 4 times a week and 29% said they do so two to three times a week. Only 3% say they never do this. The stated frequency of eating meat has decreased over the years, especially among 18 to 34 year olds. 47% of them still indicate that they eat meat at least four times a week, 30% say they do this two to three times a week and only 4% say they never do this.
Belgians prefer domestic meat
The majority of Belgians have a positive attitude towards meat, according to the Meat Tracking carried out by iVox (Feb 2025) on behalf of VLAM. Only 9% have a negative attitude towards meat. The taste and variety are certainly put forward as positive elements for meat. Belgians generally find meat tastier than fish and plant-based alternatives. The wide range of meat types and cuts is also an asset. Finally, Belgian consumers believe that meat fits into a healthy diet as long as one does not overdo it.
For half of Belgians, the country of origin plays a role in their purchasing choice. 92% of this group state that they have a (strong) preference for domestic meat. Belgian consumers primarily associate domestic meat with highly controlled and safe. Half of Belgians also find domestic meat more environmentally friendly (mainly because of the less transport) and want to support the local economy by choosing domestic meat. The attitude towards domestic meat has evolved positively over the past 10 years.
