White meat remains one of the most stable segments in European food consumption. Eurostat data for 2024 indicate an average increase of 2–3% in poultry meat consumption in major urban centres, where the preference for low-calorie and quick-to-prepare foods is rising. In Romania, INS reports a stabilisation of consumption at approximately 27–28 kg per capita, with seasonal variations influenced by the purchasing behaviour of young families.

The nutritional profile is the main factor supporting demand. White meat contains lower levels of saturated fats compared with other types of meat, while providing complete proteins and micronutrients such as phosphorus, vitamin B6, and niacin. This profile places it in the category of foods suitable for balanced diets, especially in urban environments where consumers seek affordable and easy-to-prepare options.

Modern retail directly shapes demand through the availability of ready-to-cook products and portioned packaging, which reduce cooking time and food waste. According to aggregated European data, the segment of portioned products grew by approximately 15% in 2023–2024, particularly among households with demanding schedules.

At the same time, food safety concerns are driving increased attention to traceability. The standards set by the European Commission regarding microbiological control serve as the main benchmark for processors, who are adapting their production lines to reduce contamination risks.

In the short term, urban consumption of white meat is influenced by prices and by information campaigns promoting healthy eating. In the long term, the trend remains upward, supported by demographic changes and the adoption of balanced dietary patterns.

(Photo: Freepik)