New generation of meat is marked by conscious consumption

The consumption of animal protein has been undergoing a profound transformation, both in market terms and in consumer behavior. Studies indicate that consumers concerned with food safety and sustainability have been exerting a growing influence across the entire supply chain, driving a new generation of meat worldwide.

A survey by Kantar shows that red meat remains the protagonist, especially in Brazil, Argentina and Chile, where more than 75% of the population say they do not intend to reduce consumption, although among the 44% of Latin American consumers concerned with health there are signs of diversification in protein sources. In other words, overall, beef remains a staple in the diet. However, the same study points out that sustainability is beginning to influence choices: consumers are demanding a balance between tradition and responsibility, opening space for ESG practices and innovation in traceability along the production chain.

According to research by the Brazilian Institute for Consumer Protection, 86% of meat buyers say they look for information about the product’s origin on the packaging, and 95% say that this would influence their purchasing decision if such information were on the product label — a clear indication that attributes related to traceability and transparency in the production chain matter when choosing beef.

In this context, conscious consumption does not necessarily mean eating less meat, but understanding how it is produced. To meet demand, companies in the sector have been investing in technologies and processes that make the production chain more efficient and transparent. Satellite monitoring systems, artificial intelligence applied to management and individual traceability are some examples of tools that have been gaining ground over the years in the routines of producers and industries.

Animal welfare, consumer confidence

According to the Eurobarometer, 84% of citizens of the European Union consider it important to protect the welfare of farm animals, and 59% say they would like to receive more information about rearing conditions at the time of purchase. This link between trust and responsible practices is also evidenced by the PwC – Voice of the Consumer Survey, in which eight out of ten respondents said they would pay up to 5% more for sustainably produced products.

In line with this demand, more careful handling protocols, which also contribute to animal health, the stability of production systems and compliance with the requirements of international markets, as shown by this article on the MyMinerva Foods portal, have been adopted in livestock, integrating market, regulatory and economic requirements, since such practices also impact the final quality of the product and greater efficiency in production, for example, minimizing losses from bruising caused during transport.

A report by Exame shows this movement: the Tianjin Meat Association, a Chinese importer of beef, announced the purchase of up to 50 thousand tons of meat from Brazilian slaughterhouses – provided that their practices are free of deforestation. Both public and private initiatives work together to foster evolution within the sector, ensuring the necessary transparency to avoid practices of greenwashing (when companies communicate environmental commitments that are not supported by verifiable actions, metrics or results).

New generation of meat opens a new economic cycle

A report from the United States Department of Agriculture (USDA) states that Brazil is the world’s largest exporter of beef based on international trade data. This leadership opens space for accelerating the adoption of modern technologies capable of optimizing the production chain without compromising the surrounding ecosystem.

According to data from Agroicone, continued growth in production is due to better pasture management, genetic advances and more efficient production cycles, which, among other factors, minimize impacts on the environment. This is especially relevant in negotiations with blocs such as the European Union, which combine strict environmental requirements with high product quality standards. It is this reliability that the Brazilian market has earned that has opened other doors in the international market, such as Japan and even Indonesia.

Sources:

• Cicarne Yearbook of the beef production chain: 2024 – 2025.
• Attitudes of Europeans towards animal welfare
• Brazil: Livestock and Products Annual
• Certified-origin meat: guarantee of safety, quality and sustainability from farm to consumer
• Consumers want information about meat origin on packaging, but hygiene and price still weigh most at purchase
• Conscious red meat consumption gains strength and puts sustainability at the center of COP30
• Sustainable Management: the power of conscious consumption in the era of global chains
• Invited paper Evolving consumer trends: positioning animal proteins for a sustainable future.: Consumer trends in meat consumption.
• Precision livestock: robots and sensors reduce costs and environmental impacts
• Carbon-neutral products integrate strategy and sustainability
• Protein for what I want you: the relationship between protein intake, strength and muscle mass throughout aging
• Sustainability in the meat chain – PATHS FOR BRAZIL AND LESSONS FROM P4F
• Sustainability that comes from the cradle