Meat consumption in Romania is undergoing visible changes, alongside the growing interest in products considered healthier. According to data from the National Institute of Statistics (INS), in 2024 poultry meat consumption increased by 7%, while red meat decreased by 3%. This trend reflects the preferences of younger generations, who are seeking products with lower fat content and a better health perception.

In addition, Eurobarometer studies show that over 45% of Romanian consumers state that they intend to reduce red meat portions and replace them with lighter alternatives. These changes have a direct impact on the market, where retailers and processors are diversifying their offerings, promoting products with an improved nutritional profile.

Interest is also growing for meat sourced from local farms, perceived as safer and more responsibly produced. In an increasingly competitive market, adapting to new consumer demands is becoming a survival condition for the meat industry.

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