Across Europe, the meat category is evolving as two seemingly competing consumer trends gather pace: the search for better value and the demand for greater convenience.
Recent analysis of the Polish meat market highlighted exactly this divide, with consumers increasingly looking either for competitively priced protein or products which reduce preparation time. Similar patterns are now visible in the UK.
The latest AHDB retail data for the 12 weeks ending 6 September 2026 shows how price continues to influence buying decisions. Overall red meat volumes fell by 1.6% year-on-year, with beef volumes down 1.0% and lamb falling considerably further. Beef mince volumes declined by 4.7%, while pork mince increased by 24.8%, helped by a 4.2% reduction in its average selling price.
During the same period, added-value pork volumes increased by 6.1%. Sous-vide products were up 17.2% and marinades increased 3.7%. Added-value beef also grew, with marinades up 6.8%.
Consumers are remaining price conscious, but they are still prepared to buy products which offer convenience.
Chicken already occupies a strong position as a versatile and relatively accessible protein. Consumers can move between cuts and formats depending on budget. At the same time poultry lends itself to the growing convenience market. Breaded chicken strips and goujons, marinated portions, flavoured wings, burgers, filled chicken products and other ready-to-cook formats can all reduce preparation time while still providing the familiarity of chicken as the core ingredient.
The growth in convenience does not necessarily mean a return to traditional processed meat. AHDB’s figures show processed pork volumes falling 3.1%, including declines in bacon and sausages, while newer added-value formats continued to grow.
For retailers, wholesalers and foodservice operators, the challenge therefore may not simply be choosing between cheap and premium. Products which combine competitive pricing, consistent portioning, and reduced preparation time could be increasingly well placed as consumers continue to balance household budgets.
Source:
PortalSpozyczy: The category of meat products is undergoing evolution. The market is driving two major trends today
