Changes in eating behavior are increasingly evident in Romania, where consumers are gradually reducing meat consumption and turning toward alternatives.

According to the 2024 Eurobarometer, 34% of Romanians state that they are trying to cut down on meat portions, while 22% have partially replaced meat with plant-based products. Young people in urban areas are leading this trend, influenced by factors such as health, the environment, and rising prices. In modern retail, shelves dedicated to plant-based alternatives grew by 18% compared to the previous year.

At the same time, white meat (chicken, turkey) is gaining ground, being perceived as a healthier option. For the meat industry, this represents a double challenge: the loss of market share and the need to develop new products adapted to these trends.

A McKinsey report shows that, globally, the alternative protein market will exceed €250 billion by 2035. Romania, although only recently entering this market, has potential if it supports innovation. “Today’s consumer wants diversity, transparency, and a reduced environmental impact,” says a nutrition expert. The trend is clear: less conventional meat and more diversity on the plate.

(Photo: Freepik)