Study Finds Strong Support Among Gen Z and Millennials for Increased Meat Prices Due to Environmental Concerns
A survey conducted by the Cologne Institute of Economic Research (IW) has revealed a significant shift in consumer behavior and market dynamics for meat products, with Generation Z and Millennials playing a crucial role.
The survey, reported in a short report by the IW on Monday, found that 57% of Generation Z and 51% of Millennials are willing to pay more for meat products due to ecological concerns, contrasting with older generations who show less support for higher meat prices. Only around 40% of the Baby Boomer generation and 43% of Generation X support higher meat prices, with 37.5% of Generation X and 39.1% of Baby Boomers strongly opposing such price increases.
The IW's suggestions focus on promoting sustainable meat consumption without directly increasing prices. They propose investment incentives for animal-friendly operations, particularly for small and medium-sized agricultural businesses. The organisation also emphasises the importance of consumer information and transparency in promoting sustainable meat consumption.
From an economically liberal perspective, the IW suggests that political measures should not undermine individual responsibility or market mechanisms. Alois Rainer, the German Federal Minister of Agriculture, shares this view, stating that there will be no tax increases on meat in the coalition agreement. Rainer, who took office in early May, believes that the market, not the government, sets meat prices.
Despite Rainer's stance, the survey results suggest a generational divide in attitudes towards paying more for meat to address environmental concerns. The IW proposes promoting sustainable meat consumption through incentives, such as encouraging product innovation, consumer education, and incentivising sustainable production. They also suggest regulating meat promotions to discourage high consumption associated with environmental harm.
The growth of plant-based and alternative proteins is another key finding of the survey. The plant-based meat market is growing at about 10% annually, driven largely by younger consumers' environmental concerns and health awareness. Flexitarian and reducetarian diets are also becoming more popular among these cohorts, showing a trend toward reducing overall meat consumption rather than complete elimination.
Retailers are advised to tailor marketing, promotions, and products by generation, utilizing social media and personalized offers to appeal to younger consumers' preferences for sustainable and novel protein options. Supermarkets and retailers are adjusting promotions and pricing strategies as demand from younger consumers shifts, with declines in traditional meat promotions in some markets and growing promotion of blended or plant-based products.
In conclusion, the environmental concerns driving Gen Z and Millennial consumers are reshaping meat consumption patterns, influencing prices and product strategies in the meat industry, and highlighting the need for targeted policies supporting sustainable protein alternatives. The IW's survey findings underscore the importance of understanding and addressing generational differences in consumer behavior to promote sustainable development in the meat industry.
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- The employment policy should consider the integration of environmental science courses in schools to foster personal growth and mindfulness towards climate change.
- To address the workplace-wellness and health-and-fitness concerns of Gen Z and Millennials, organizations could implement fitness-and-exercise programs as part of their community policy.
- Educational institutions and self-development centers can offer courses in nutrition, providing employees with the knowledge needed to make healthier choices at work.
- The science of mindfulness can be integrated into the workplace to improve mental health and overall well-being of employees, aligning with the community policy goals.
- To support sustainable meat consumption, governments could implement policies encouraging investment in environmental-science research and development of plant-based or alternative protein sources, creating employment opportunities in these areas.