Young consumers in Romania are changing their eating habits, and meat holds a different place compared to previous generations.

According to a survey conducted by Euromonitor in 2024, 33% of Romanians aged 18 to 30 say they are reducing their red meat consumption for health reasons, preferring instead white meat or plant-based alternatives.

Eurostat studies confirm this trend at the European level as well, where 41% of young consumers adopt flexitarian diets.

In Romania, poultry consumption among young people has increased by 8% over the past three years, while processed meat consumption has decreased by 5%.

The factors influencing these decisions are price, health, and production ethics. In addition, young people pay increased attention to labels and prefer products sourced locally, perceived as safer and more sustainable.

For processors and retailers, adapting their offerings to these preferences is becoming essential to attract the new generation of consumers.

Meat is not disappearing from young people’s diets, but the way it is consumed is transforming, reflecting the social and cultural changes of the new generation.

(Photo: Freepik)