Beyond Borders: Practical insight for UK red meat exporters

Latest market news

European sheep meat supply remains tight, but French buying is subdued

European sheep meat supply remained under pressure in the first half of 2026. EU sheep slaughterings fell by 1.3% year on year, while EU sheep meat imports declined by 3% from January to July and exports rose by 17%.

France’s available sheep meat supply was estimated to be 2% lower than a year earlier. Prices across Europe remain comparatively firm.

However, tighter European supply is not translating into an immediate increase in French import demand. Recent market feedback indicates that weak lamb sales have delayed the usual autumn buying season.

Weak summer lamb consumption delays France’s seasonal imports

French lamb demand was exceptionally weak in summer 2026, delaying the usual autumn pickup in imports. According to Agreste, consumption of sheep meat fell by 24.0% year on year in June and 13.9% in July. Sheep meat imports decreased by 32.1% and 22.8%, respectively, over the same months.

These national indicators cover sheep meat, rather than lamb alone, and are not direct measures of household purchases.

FranceAgriMer links the fall in demand to summer heatwaves and high prices, particularly for grilling cuts. According to market feedback shared with AHDB by INTERBEV in October, the slow sales pace meant French lamb remained available later than usual, into October, while demand had not yet recovered.

For UK exporters, this points to a delayed seasonal import window rather than a guaranteed rise in orders as domestic supplies tighten.

French cattle slaughter remains below last year despite drought

France’s summer drought created serious forage difficulties, but the latest slaughter data do not show widespread accelerated herd reductions.

According to INTERBEV figures reported on 6 October, adult cattle slaughterings were 3.9% lower over the first nine months of 2026 than in the same period of 2025, including a 9.2% decline for suckler cows.

The industry warns that pressure may emerge later as winter fodder stocks are depleted.

French beef prices differ sharply by category

In week 40, the weighted average French adult cattle price stood at €6.58/kg carcase weight, 7.6% below the corresponding week in 2025, according to FranceAgriMer figures reported by Les Marchés.

Prices of higher-grade beef cows and finished young bulls remained relatively resilient, whereas dairy cow prices and store cattle faced greater pressure.

Of course, headline national averages provide only limited guidance: commercial offers must be benchmarked against the actual cut, grade and buyer channel.

Retail news

French lamb retail audit highlights gaps in supermarket ranges

The 2026 Lamb Retail Observatory recorded 2,054 lamb product lines across 401 store-section audits in French supermarkets and hypermarkets in September.

Lamb was available in 78% of self-service sections and 87% of butcher counters, but 34% of supermarket self-service sections carried no lamb on the days of the visit.

Hypermarkets offered an average of 6.5 self-service lamb lines, compared with just 3.0 in supermarkets. Chops, leg and shoulder accounted for 64% of recorded product lines, while shoulder was much more widely available at butcher counters (74% of sections) than in self-service (42%).

Retailer own-label products represented 88% of self-service lamb lines. Observed average prices were €23.00/kg in self-service and €24.20/kg at butcher counters, although these are unweighted averages influenced by the mix of cuts.

For UK exporters, the findings support tailored discussions on core cuts, pack formats and retailer-specific ranging opportunities. The audit describes shelf listings, not sales volumes or market share. Another survey detailing origin will be done in November.

French meat-price inflation remains positive

Final INSEE figures released on 15 October show consumer prices for meat up 1.9% year on year in September, compared with 1.4% for food overall.

Meat inflation was slightly slower than the previous month, but household purchasing power remains an important factor in range and promotion decisions.

Consumer insight

Taste and convenience shape the innovation agenda

Food-industry discussions around SIAL Paris reflected retailers’ efforts to balance value for money with product innovation.

A review by Points de Vente, published on 11 October, highlighted affordable, targeted and convenient formats alongside strong interest in flavour and international recipes.

For British beef and lamb, the commercial implication is to demonstrate not just quality but how specific cuts can work in accessible, easy-to-prepare meals.

AHDB market activity

SIAL Paris: British red meat on the world stage

SIAL Paris (17–21 October) brought buyers and suppliers from across the international food industry together at Paris Nord Villepinte.

AHDB’s Quality Meat from Britain pavilion hosted 13 UK red meat export businesses, providing a central meeting point for existing customers, new contacts, importers, distributors and foodservice professionals.

Visitors could discover British red meat through product presentations and tastings, while exporters discussed commercial requirements and opportunities across different markets.

The pavilion also welcomed the UK Food and Farming Minister, who met businesses to hear about export opportunities and challenges.

Beyond the stand, SIAL was an important opportunity to reconnect with partners and engage with the trade press. The focus now turns to following up commercial discussions and turning introductions into longer-term buyer relationships.

British Meat Dinner brings the trade together in Paris

Held on 19 October alongside SIAL, AHDB’s British Meat Dinner brought together around 300 industry and government guests.

The evening showcased British beef, lamb and pork through a specially prepared menu, putting the products themselves at the heart of the occasion.

The UK Food and Farming Minister addressed guests, while exporters, importers and industry partners had the opportunity to strengthen relationships away from the busy exhibition halls.

The dinner complemented our trade-show presence by celebrating the quality of British red meat and creating valuable space for conversations with international customers and stakeholders.

Flavour of the Five Nations at the British Embassy

On 20 October, SIAL week continued with the ‘Flavour of the Five Nations’ reception at the British Embassy in Paris.

Our participation provided another opportunity to highlight British beef and lamb in a setting bringing together trade contacts and invited guests.

With food at the centre of the occasion, the reception helped connect the story behind British red meat with wider conversations about relationships and opportunities in the French market.

It was a welcome complement to SIAL and the British Meat Dinner, reinforcing contacts beyond the exhibition floor.

DISVAL: a strong foodservice partnership delivers commercial momentum

On 7 October in Orléans, we supported French importer Macquet at the DISVAL event with a tasting stand presenting British lamb to customers of DS Restauration, one of France’s most significant foodservice distributors.

The product is included in DS Restauration’s catalogue, reflecting cooperation between the importer and DS commercial teams. DS Restauration reports a 26% increase in its purchases of British lamb from Macquet for the year 2025.

The event gave foodservice customers a chance to sample the product and reinforced an established commercial partnership.

Changeons l’Agneau returns to French retail stores

AHDB and INTERBEV’s autumn Changeons l’Agneau activity began on 2 October across 50 French stores and three regions.

The programme combines butcher training with in-store activities designed to encourage more varied lamb cuts and preparations.

Its next evaluation will examine sales beyond activation weeks and whether retailers retain new approaches after the campaign. The initiative contributes to building the lamb category over the longer term, rather than relying exclusively on seasonal peaks.

Transition into autumn and structural shifts

The discrepancy in the German and Austrian meat markets has further solidified at the beginning of autumn.

While the barbecue season has ended, domestic production faces unprecedented challenges.

The strict control protocols of the Occupational Health and Safety Control Act, which came into force in August 2026, remain a significant cost driver for German slaughterhouses, sustaining the competitive disadvantage compared to Eastern European processors.

Turnaround in meat consumption

Per capita meat consumption in Germany has risen for the third consecutive year, marking a clear turnaround after years of decline.

According to current data from the Federal Office for Agriculture and Food, consumption in 2025 stood at 54.9 kg per capita – an increase of 1.4 kg compared to the previous year.

The years-long decline has halted for now, with classic product attributes such as taste, quality, protein content and value for money coming back into focus.

Poultry reached a new all-time high with an increase of around 1 kg to 14.7 kilograms per capita.

However, pork remains by far the most important meat type in Germany. Concurrently, the market for meat substitutes is losing momentum. In 2025, production in Germany declined slightly for the first time by 1.2% to approximately 124,900 tonnes ( a production value of €632.6 million).

Austrian meat giant expands into Bavaria amid industry crisis

In a strategic move to capitalise on its primary export market, Austria's Marcher Fleischwerke has acquired a majority stake in EG Südbayern Schlachtbetriebs GmbH.

This acquisition grants the Austrian family business operational control over major slaughterhouses in Landshut and Vilshofen.

Despite the ongoing crisis and structural shifts within the German pork industry, Marcher Fleischwerke remains optimistic about the long-term viability and growth potential of the Bavarian meat sector.

Food retail developments

Retail price war escalates in the processed meat segment

The ongoing discount battle among German supermarkets has expanded to the deli counter.

Aldi recently initiated a wave of noticeable price cuts on processed meat products, prompting swift and aggressive counter-moves from its major competitors.

Key developments:

Aldi drives price cuts: Both Aldi Nord and Aldi Süd have reduced the prices of more than 20 sausage, ham and minced meat items. Standard products like cooked ham saw reductions of €0.20 per package, while the steepest discounts reached €0.50 on larger 500-gram sausage packs (such as Bockwurst and Wiener). Additional markdowns of €0.30 were applied to diced ham products nationwide.

Lidl’s loyalty-driven response: Lidl quickly followed suit, cutting prices on individual items by up to 13%. Notably, Lidl is leveraging its digital loyalty program to outprice competitors: while standard shoppers save €0.10 on items like 400g Wiener sausages, Lidl Plus app users receive an additional 10% discount, bringing their total savings to €0.39 per pack.

Broader market impact: The price war is echoing across the entire German retail sector. Edeka and Netto Marken-Discount have announced they will match these reductions using their entry-level private labels. Additionally, the discounter Norma plans to reduce its sausage and ham prices by up to 17%.

Market context This recent markdown on processed meats is part of a broader, sustained pricing strategy in the meat sector. Earlier this summer, Aldi reduced prices on roughly 20 fresh beef and pork items, including schnitzels and steaks, following a previous discount round on barbecue products. Lidl had already initiated cuts on fresh pork products back in February of this year.

HoReCa sector developments

Staff shortages as a driver for premium convenience

The gastronomy sector continues to struggle with a toxic mix of high input costs and a chronic shortage of personnel.

To drastically minimise working hours and costs, premium convenience and high-quality frozen products are experiencing a boom.

Head chefs are increasingly relying on pre-portioned items and ‘slow-cooked’ cuts. New gastronomy concepts such as ‘smart burgers’ (wheat protein mixed with beef) and ‘shared meals’ (smaller premium portions for sharing) are also helping restaurateurs secure profitability.

Sector updates

Pork

The German slaughter pig market is currently facing an oversupply that is exceeding demand in several regions.

The backlog was further compounded by a recent public holiday. While slaughterhouses are operating at full capacity, it remains difficult to market any additional volumes. As a result, the association price remains stagnant at €1.45/kg.

Despite the surplus of pigs, consumer demand for pork is being successfully stimulated by retail sales promotions.

All cuts are finding buyers - including seasonally less popular items like pork shoulders - while knuckles and spareribs are in particularly high demand.

However, wholesale buyers remain highly cautious, strictly limiting their purchases to actual orders to avoid being forced to sell excess inventory at a discount.

Beef

There is a divergence between Germany (stagnation, stable young bull prices) and Austria, where drought-induced emergency slaughtering temporarily pushed prices for slaughter cows down to €4.03/kg.

Meanwhile, prices in AT are recovering slightly (young bulls €6.50/kg, cows €4.84/kg in week 39).

Lamb

The retail market continues to be heavily shaped by imported goods from New Zealand, Australia, and the UK. Domestic pasture-raised lamb remains a premium niche product.

Retail prices overview – mid-September 2026

Lamb

Germany

Austria

Beef

Germany

Austria

Overview of producer and wholesale prices

Lamb

Germany

• Live price (slaughter lambs Class I, up to 45 kg): €3.70 to €3.90/kg

Austria

• Live price (lambs category I, ÖBSZ): approx. €3.94/kg
  Meat price/wholesale (category I, slaughter weight, ex ramp): €7.26 to €8.50/kg (avg. approx. €8.01/kg)

Pork

Germany (VEZG Quotation)

• Slaughter pigs: €1.45/kg slaughter weight
• Piglets (25 kg): €35.00 – €42.00/head

Beef

Germany (VEZG Quotation)

• Young bulls R3: €6.30 to €6.40/kg slaughter weight
• Slaughter cows O3: €5.60 to €5.70/kg slaughter weight

Austria (AMA guide prices, gross incl. VAT)

• Young bulls HK R2/3: €5.97 to €6.50/kg slaughter weight (following recent recovery)
• Slaughter cows HK R2/3: €4.03 to €4.84/kg slaughter weight

AHDB marketing activities

British wagyu trade mission

At the end of September, we organised a specialised trade mission to England for a German premium retailer to give a comprehensive overview of British wagyu.

From the early stages of calf rearing through to the finishing phase and the final processing at the slaughterhouse, the delegation gained a detailed insight into the entire value chain.

There was a focus on the outstanding feeding and animal housing conditions, alongside the high standards maintained during the slaughtering process.

Showcasing English premium lamb to Bavarian HoReCa sector

On 3 October – German Unity Day – more than 200 guests from the gastronomy and HoReCa sectors gathered at Singold near Augsburg for an exclusive industry Oktoberfest.

With leading meat buyers and culinary decisionmakers there, the high-calibre event offered a prime stage to put English lamb in the spotlight.

A central attraction was the traditional preparation of English lamb on an asado cross, allowing guests to experience the exceptional quality and flavor profile of the meat firsthand.

In addition, a master butcher conducted a live cutting demonstration tailored specifically to the trade audience.

The session demonstrated expert carcase breakdown, detailing how individual cuts are professionally made and offering practical inspiration on how to prepare and use them in modern gastronomy.

Road to Brisbane 2028

The Butcher Wolf Pack is back on the attack. Its first official training session for the World Championship in Brisbane was successfully completed in mid-October at the Bavarian Meat school in Augsburg, and the journey to the competition has now begun.

Quality Lamb from Britain is proud to support the German national butcher team on this journey, providing premium quality lamb to help them refine their skills and perfect their craft.

Latest market news

Chicken and beef most popular meats

Total meat consumption in The Netherlands showed a slight decline since 2021. Chicken and beef remained the most popular varieties whereas pork showed a large fall from 86% of all meat consumed in 2021 to 68% in 2026.

Supermarkets remain the dominant choice for people buying meat, but specialised and direct purchasing channels are gaining ground. In particular, the Turkish butcher, poulterer, the fresh market and direct sale by the farmer are increasing.

Dutch government sympathetic towards ban on unstunned slaughter

State Secretary Erkens has said the existing regulations on unstunned slaughter are insufficient.

“In practice, this results in animals experiencing pain for several tens of seconds,” he noted.

He expressed support for the proposed legislation to ban unstunned slaughter, emphasising that most ritual slaughter is already performed with stunning.

“Approximately 70% of halal slaughter in the Netherlands is conducted with stunning, and the final kosher slaughterhouses closed several years ago,” he said.

Furthermore, Erkens indicated that the Netherlands continues to import sufficient halal and kosher meat from abroad to satisfy demand; there are no plans to restrict such imports.

He acknowledged the issue’s sensitivity due to the tension between religious freedom and animal welfare, adding: “We must assess whether the bill is legally sustainable.”

Food and consumer safety authority penalises four Irish livestock carriers

The NVWA is imposing an order subject to a penalty on four Irish carriers.

The regulatory authority reports that veal calves are receiving insufficient hydration during multi-day transport, which violates established protocols.

If conditions do not improve substantially, these operations will ultimately be suspended.

“They now have a year to adjust their working methods. If that does not work, they must pay penalties," says NVWA inspector Annebeth van Aartsen.

Research findings positive overall on meat consumption

Consumer research commissioned by a consortium of Dutch meat organisations found an overall positive attitude towards meat consumption.

Highlights from the research include: 

1. The findings indicate that meat consumption retains broad societal support, notwithstanding a public perception that overestimates the extent of its decline. Furthermore, consumers appear to prioritise pragmatic considerations such as price, taste, quality and convenience over moral motivations.
2. Meat consumption remains prevalent among the Dutch population. Data from 2021 to 2026 reveal a consistent pattern: approximately 95% of individuals consume meat, indicating that it continues to be firmly integrated into daily dietary habits.
3. A notable discrepancy persists between public perception and actual behaviour. The Dutch population systematically underestimates the prevalence of meat consumption. This suggests that many individuals believe meatless diets are more common than the observed data indicate.
4. Meat consumption is strongly associated with taste, habit, and practical factors. Across nearly all analyses, preference for taste is the primary rationale. Nutritional value, convenience and daily applicability also contribute significantly. Even among more critical demographic groups, taste remains a dominant influence.
5. Ideological motivations appear less influential in consumer behaviour than commonly assumed in public discourse. The results demonstrate that, in practice, consumers evaluate food choices primarily based on taste, price, quality, health and feasibility.
6. Price and affordability are increasingly significant in purchasing decisions. Particularly in the context of promotions and lower-cost products, price is the predominant driver. Concurrently, factors such as sustainability, animal welfare and moral beliefs seem to exert diminishing influence on actual purchases.
7. Consumers increasingly value sustainability, animal welfare and product quality; however, these priorities are increasingly balanced against practical considerations such as price, taste, affordability and daily feasibility. This results in a consumer profile that seeks more conscious decision-making without disregarding pragmatic factors.
8. Even within sustainable and welfare-focused product segments, consumers appear less responsive to moral positioning alone. Practical attributes, including taste, affordability, quality and trust are gaining prominence.

Plant-enriched meat conquers Dutch supermarkets

Meat products enriched with plant-based ingredients (hybrid products) have made a definitive breakthrough in Dutch retail.

A baseline measurement by Foodvalley reveals that nearly all supermarkets have embraced the segment. The 115 products analysed often outperform their traditional counterparts in both price, Nutri-Score and taste.

Driven by rising meat prices, experts predict the assortment will double within a single year. An increase in plant-enriched dairy products is also expected. 

Driven by rising meat prices and the desire of retailers to achieve protein transition targets more quickly, these combination products are increasingly popular.

They cater to consumer demand for product that respect existing routines and flavour profiles. 

Foodvalley analysed 115 products based on category, composition, price, Nutri-Score and communication strategy. The data shows that high-turnover private label products, such as minced meat, smoked sausage and hamburgers are the primary candidates for plant-based enrichment.

Notably, retailers are employing a 'soft' communication strategy: many only list the plant-based components in the ingredient declaration, as required by law.

Key results

• 115 products were reviewed. Of these, 111 were meat products and four were dairy
• Jumbo carries the highest share of plant-enriched products (41%), followed by Albert Heijn (AH) (28%) and Lidl (8%). The average plant-based content in the 111 meat products is 10.5%
• Fava bean protein is the most used plant-based ingredient (47%), followed by upcycled ingredients such as sugar beet fibre (20%). Seaweed, vegetable pieces, potato, jackfruit, oyster mushrooms and mycoprotein are also used
• For 31 of the products, the Nutri-Score could be compared to a direct reference. In 35% of cases, the plant-enriched version scores better due to lower saturated fat and/or higher fibre content
• For 44 of the products, the price could be compared to a direct reference. In 60% of cases, the price of the plant-enriched version is lower. On average, they are €1.27 per kilogram (4.4%) cheaper

Latest market news

US pork production outlook cut as herd contracts

The USDA has reduced its outlook for US pork production heading into 2027 due to a smaller breeding herd and weaker demand. Tighter supplies are expected to support prices while creating more challenging conditions for processors.

Implications for UK exporters: Reduced US pork availability could create opportunities in selected export markets, although softer consumer demand means exporters must continue to focus on premium positioning and value-added products.

US imports of Brazilian beef hit record levels

Record imports of Brazilian beef reflect tight US cattle supplies and historically high beef prices. Importers are looking for additional volumes to supplement domestic production.

Implications for UK exporters: Demand for imported beef remains strong, but competition from Brazil continues to intensify. British exporters should emphasise provenance, pastured-fed production, traceability and welfare standards.

US beef prices remain elevated

Tight cattle numbers continue to push beef prices higher, adding inflationary pressure while maintaining demand for imported product.

Implications for UK exporters: High US prices support the competitiveness of premium imported beef, including British product under the UK-US quota.

Canada market update

UK beef exports to Canada decline

Imports of UK beef fell from 2,639 tonnes to 2,384 tonnes in 2026. Import value declined from approximately US$22 million (£16.4 million) to US$19 million (£14.2 million), while market share remained stable at 2%.

Implications for UK exporters: Maintaining market share despite lower volumes demonstrates continued demand, but growing competition requires continued premium positioning.

Canada shifts sourcing towards Oceania and Brazil

Australian imports increased 65%, New Zealand imports rose 20% and Mercosur imports increased 155%, led by Brazil.

Implications for UK exporters: Competition is intensifying and exporters need to continue differentiating through quality, consistency and sustainability credentials.

Latin America update

Mexico cattle herd contracts

Mexico’s cattle herd continues to decline following drought and higher production costs, potentially limiting domestic beef production.

Implications for UK exporters: Reduced regional supply may help support stronger beef prices across North America.

Brazil threatens retaliatory action following EU restrictions

Trade tensions between Brazil and the EU could affect future trade flows and global meat markets.

Implications for UK exporters: Market disruption may create opportunities where buyers seek alternative suppliers.

Key takeaways for UK exporters

• North American cattle supplies remain tight, supporting strong beef prices
• Competition from Brazil, Australia and New Zealand is intensifying
• US pork production is expected to slow heading into 2027
• Premium positioning remains the strongest route to market for British red meat exports
• Supply chain costs and currency movements continue to present risks

The Philippines

The Philippines is considering a series of measures that could significantly impact imported pork volumes and market access in the coming months.

The Philippine Agriculture Secretary has indicated that the Department of Agriculture is considering a temporary suspension of sanitary import clearances for selected pork products alongside tariff rate increases.

The proposal would cover certain pork cuts in order to protect local pork producers against low prices and according to the Manila press, the import suspension could take effect from 10 November 2026 and remain in place for between 30 and 60 days

At the time of writing (22 October) exporters should be aware that no official memorandum has been issued, and the proposal remains under consideration.

Pork import tariffs are also under review: specific cuts which are imported via the issuing of sanitary and phytosanitary import clearances (SPSICs) to the Philippines under quota could rise from 15% to 25% and out of quota from 25% to 35%.

The proposal also seeks to increase tariff levels again to 30% when in quota and 40% when out of quota from 2028.

Adding to market uncertainty, the Philippines formally notified the World Trade Organization (WTO) Committee on Safeguards that it initiated a safeguard investigation into pork imports on 9 October 2026.

The investigation is expected to assess whether current import volumes are causing or threatening serious injury to domestic pork producers. Depending on the findings, the process could ultimately lead to additional trade restrictions or safeguard measures.

Our assessment

The combination of a safeguard investigation, a potential temporary import suspension and proposed tariff increases signals growing pressure from the domestic Philippine pork industry as a whole for greater protection from imports.

While no immediate changes to pork market access to the country have yet been implemented (at time of writing), exporters should closely monitor developments over the coming weeks, particularly any formal announcement regarding the proposed November import suspension and updates from the safeguard investigation.

The activity that we are carrying out in November will still go ahead as planned and we feel it will be more important now to maintain our presence in the market to keep British pork on the radar alongside supporting our exporters who are joining us.

We will continue to monitor the situation and provide further updates as more information becomes available.

Having met NIPA, it was clear that high prices saw the market go down significantly. At the moment it appears there is an excess of meat in warehouses which can generate losses, as the market is not following.

Retailer promotions

Sonae/Continente

The major highlights on promotional leaflets were:

• Fraldinha (bavette) from the UK at €18.99/kg
• Angus beef chump at €13.99/kg
• Maminha sliced at €15.99/kg

There was less focus on other categories, such as:

• Limousin from their Suppliers’ Club brand – fore rib at €15.99 (butchery corner) and rump at €18.99
• Angus striploin sliced at €18.99 and shoulder steak at €15.99/kg
• South American frozen striploin and boneless rib-eye at €19.99/kg

On the lamb side, there was prepacked skin rump slices at €26.99 from New Zealand.

Jerónimo Martins/Pingo Doce

There were vey few beef and lamb promotions at Pingo Doce, just Lamb carcasses or 1/2s at €12.99 instead of €13.99/kg.

AHDB promotional activities

We are planning a new set of show cookings at Continente hypermarkets to promote the UK POSH range of pre-packed lamb from end of October to mid-December.