Generation Z, young people born after 1995, are becoming an increasingly influential segment of meat consumers, and their preferences differ significantly from those of previous generations. According to a study conducted by Euromonitor in 2024, over 35% of young Europeans state that they intentionally reduce their consumption of red meat, citing health and ethical reasons.

In Romania, surveys show that 28% of consumers under 30 adopt a flexitarian diet, in which meat is consumed less frequently and in smaller portions. However, price remains a decisive factor: poultry, being more affordable, is preferred over beef or pork. In addition, young people are much more attentive to labeling and product origin.

The 2024 Eurobarometer indicates that 47% of Generation Z consumers check labels for sustainability information. For processors and retailers, this paradigm shift means adapting their offerings to healthier, more transparent products, alongside marketing aligned with new values.

Generation Z does not reject meat but demands that it be produced responsibly, at a fair price, and with reduced environmental impact.

(Photo: Freepik)