Beyond Borders: Practical insight for UK red meat exporters

Market news

French lamb supply set to tighten in 2026

French lamb slaughter volumes are forecast to fall by 4% in 2026, equivalent to around 64,000 tonnes carcase weight, according to the latest annual assessment from the French livestock institute.

The primary driver is the lasting impact of bluetongue disease, which reached its peak in France during 2024 and resulted in significant losses among breeding stock. Higher mortality rates in the second half of that year led to fewer births and reduced slaughter numbers throughout 2025, effects which are still working through the supply chain.

French producers are now in a period of flock rebuilding. The national ewe flock stood at 4.9 million head in November 2025, marginally above the previous year, but the recovery is gradual and slaughter volumes for cull ewes are also expected to decline.

Import availability is unlikely to compensate. Spanish production is contracting due to a reduced national flock, and New Zealand is experiencing a structural decline in output. Ireland and the United Kingdom are expected to maintain at least their 2025 levels of supply to the French market.

Despite the tighter supply picture, prices may not reach the highs seen at Easter 2025. Consumer demand is retreating in response to elevated price levels, a dynamic that could limit upward price movement even as volumes fall.

French red meat market under pressure

French abattoir operators are reporting a significant and accelerating decline in orders for beef and veal.

Slaughter volumes for beef cows are running nearly 8% below the same period last year, with processors noting that both retail and foodservice buyers have sharply reduced their purchasing activity.

For some operators, it marks the first time in years that available supply has outpaced demand.

Prices are beginning to reflect this pressure. Young cattle and beef cow prices have started to soften following a prolonged period of strength, and further downward movement is expected in the near term as abattoir operators act to rebalance the market.

The shift points to a broader contraction in French consumer demand for red meat, driven by sustained price levels and ongoing household budget constraints.

Poultry and pork have benefited as consumers seek lower-cost alternatives.

These developments are worth monitoring closely. A softening French domestic market could influence import demand, competitive pricing from European suppliers, and the broader outlook for beef trade across the continent in the months ahead.

EU beef imports hit record high

The European Union imported over 35,000 tonnes of beef in January 2026, a 19% increase on the same month the previous year and the highest January volume on record.

South American origins drove much of the growth, with shipments from Brazil up 58% and Uruguay up 51%. UK volumes into the EU dipped by 6.5%, reflecting tighter domestic availability.

The Netherlands remains the primary entry point, receiving 36% of total EU beef imports, followed by Italy at 20%. This January result follows a record year in 2025, when EU beef imports exceeded 373,000 tonnes – 18% above 2024 levels – and this upward trend shows no sign of abating.

France launches major beef promotion campaign

The French beef sector has launched a new national promotional campaign, titled "L'Amour Bœuf", which began airing on 15 March 2026

Led by industry body Interbev, the campaign aims to reconnect consumers with French beef by highlighting the country's grass-based farming model, animal welfare standards, and the expertise of those working across the supply chain.

The campaign runs across television, online video, and social media, with TV spots of 20 and 30 seconds. Two waves of broadcast are planned for 2026, the first in March and April and a second in October and November.

A 12-episode web series, filmed on location across different French regions, accompanies the main campaign and is available on social media and a dedicated website.

The initiative also includes partnerships with a recipe app and the well-known French chef Cyril Lignac, who shares beef recipes and cooking guidance alongside social media influencers. In-store activity supports the wider campaign at point of sale.

The campaign reflects a broader effort by the French industry to defend domestic beef consumption at a time of falling demand and rising price sensitivity.

It is a reminder that competitor industries are investing actively in consumer engagement, reinforcing the case for continued promotion of British beef in key export markets.

EU farm policy shake-up could reshape the competitive landscape

The European Commission's proposals for the next Common Agricultural Policy, covering 2028 to 2034, represent a notable shift in how EU agricultural support is structured.

For the first time since the CAP was established in 1962, agriculture would no longer have its own dedicated EU fund.

Under the proposals, agricultural support would be absorbed into a single shared fund of €865 billion covering multiple policy areas.

Around €300 billion is ring-fenced for agriculture, but the remainder would be subject to allocation decisions by individual member states, who could choose to prioritise other areas over farming support.

This introduces a degree of uncertainty not previously seen in EU agricultural policy. The level of support available to farmers is likely to vary considerably by country, and industry analysts have noted that determining the actual future CAP budget remains, at this stage, extremely difficult.

Negotiations are ongoing and the final shape of the policy remains unclear, but it is a development worth monitoring for anyone trading in European red meat markets.

Events and marketing activity

Masterclass for young French butchers

A masterclass at the CMA Formation Bernard Stalter (CFBS) in Eschau, near Strasbourg was organised in April for 18 first-year CAP Butcher apprentices.

The session introduced students to British beef, highlighting its consistency, grass-based systems, and suitability for maturation, while broadening their perspective on different cutting approaches.

Led by renowned French butcher Yves-Marie Le Bourdonnec, the masterclass drew on his 40+ years of experience, featuring a demonstration on breaking down a British beef loin alongside insights on sourcing, quality, and craftsmanship.

Students were split into two groups for more interactive, hands-on sessions. Engagement was high, with enthusiastic apprentices showing strong interest throughout.

The session combined theory and practice, including a tasting that was very well received, with overall feedback extremely positive and participants convinced by the quality and potential of British beef. Three articles were published in the regional press concerning this event.

This initiative reflects AHDB’s ongoing work in France to support knowledge transfer, skills development, and stronger connections across the value chain.

Strengthening UK red meat's place in French retail

AHDB partnered with a French importer based in the West of France to present Quality Meat from Britain beef and St George lamb at SCA Ouest, the central buying platform serving 50 Leclerc stores across the region.

The visit is part of an ongoing effort to strengthen the presence of UK red meat in French retail, working alongside established importers to engage directly with buyers at scale, and is one of 10 similar presentations attended since March 2025.

‘Let’s Change Lamb’ campaign update

AHDB France, in partnership with Interbev, continues to build momentum behind the ‘Changeons l’agneau’ campaign across Hauts-de-France.

Since January 2026, 51 qualified contacts have been engaged, spanning 20 artisans, eight CFA training centres, 22 retail (GMS) partners, and one industrial player.

Training remains central, with 17 butchers, 22 retail professionals, and 7 CFA centres reached—representing around 700 apprentices.

Deployment continues, with Arras CFA to be finalised and all apprentices supported through masterclasses and educational materials. Four inspiration workshops have been delivered across artisans, retail, and training institutions, strengthening skills and product understanding.

Retail activation is gaining traction, with 11 retail ambassador stores (Auchan & Match). Encouragingly, these ambassadors are outperforming the wider network, despite an overall -4.5% trend.

A first in-store peak will run from mid-April to mid-June 2026, with 12 points of sale supported through dual animations showcasing butchery preparations.

A second, larger activation is planned for October, targeting 50 partner stores across Northern, Eastern and Paris regions – timed with peak availability of UK lamb.

This opportunity, enabled through the Interbev partnership, is expected to deliver measurable sales uplift and provide robust performance data for exporters.

AHDB France will also participate in Terres en Fêtes, a major open-air agricultural festival in Northern France bringing together farmers, industry professionals and the public to showcase agriculture and food, further amplifying visibility for British lamb.

Market news

Record revenue but gloomy outlook

The German meat industry generated around €51 billion in 2025 (an increase of 3.7%).

However, according to the latest Agribusiness Economic Barometer 2026 by EY and the Universities of Göttingen/Gießen, the outlook for the rest of 2026 is rather gloomy.

The revenue increases were almost exclusively price-driven (inflation), not volume-driven. Rising climate risks and global market distortions are putting companies under pressure.

Food retail meat demand and sales 

• Slight increase in demand: According to data from the Agricultural Market Information Company (AMI), the food retail sector (LEH) recently recorded a slightly upward trend again. Overall retail demand for fresh meat, poultry, and sausages grew by 1.4%
• Winners and losers: While poultry and sausages end up in shopping carts more often, classic pork is the only major category in the food retail sector experiencing a sustained decline in demand
• Price beats premium: Price remains the absolute main criterion at both the meat counter and the self-service shelves (pre-packaged meat). According to the Nutrition Report (2025), 59% of consumers pay primary attention to price when shopping for groceries, which explains the high sales volume of cheaper poultry meat

Meat consumption rises

The latest figures from the Federal Information Centre for Agriculture (BZL) show that meat consumption in Germany has risen for the third consecutive year – a remarkable contrast to the long-term declines seen before 2022. Per capita consumption in 2025 increased by 1.4 kg to 54.9 kg.

• Poultry as the clear winner: The record figure of 14.7 kg per capita is no coincidence. BZL experts attribute this directly to inflation and consumer price sensitivity. Chicken and turkey meat recorded the lowest price increase compared to other types of meat and are therefore being purchased more frequently.
• Pork stabilises: At 28.3 kg (just under 52% of total consumption), pork remains the undisputed favourite on German plates.
• Beef increases slightly: Despite noticeably higher prices, the consumption of beef and veal rose by a good 200 g to 9.7 kg per person.

Market power of retail suppliers

The food retail sector sources its goods from an extremely concentrated industry, which heavily influences negotiating power and pricing in retail:

• Dominance in pork: The top 10 German pork slaughterhouses control 82.5% of the market. The ‘Big Three’ (Tönnies, Westfleisch, Vion) alone account for nearly 59% of the market share, making them the central suppliers for supermarkets and discounters.
• Poultry market: Here, the retail sector is primarily supplied by the PHW Group (Wiesenhof), which holds absolute market leadership with an annual revenue of around €4 billion, followed at a considerable distance by Rothkötter (€1.7 billion) and the Sprehe Group.

Ban on subcontracted labour upheld

There was a legal bombshell for the German meat industry in April. On April 15, the Federal Constitutional Court finally dismissed the complaint of a meat-cutting plant.

The ban on subcontracting and temporary agency work in the core meat industry is, and remains, lawful.

The court ruled that the occupational health and safety of the employees outweighed any interference with entrepreneurial freedom.

Pork

Balanced slaughter pig market

As of mid-April, the Agricultural Market Information Company (AMI) reports a very balanced market for slaughter pigs.

The supply can be sold smoothly and quickly without any major price bubbles or surpluses occurring.

Market stabilises after tough start to year

The market for slaughter pigs is proving to be increasingly balanced, after the year began with a shock for many producers.

At the turn of the year, a backlog of slaughter-ready pigs built up, leading to an abrupt price plunge from €1.60 to €1.45 per kg (slaughter weight).

In the meantime, the market has stabilized. The surpluses have reduced and slaughter weights have fallen. The pig price has recovered towards €1.55 and currently remains stable.

An outlier in April is the association price for slaughter sows. This was significantly revised downward by 10 cents in the middle of the month and currently stands at just €0.83/kg.

More pork exports to third countries

In January of this year, Germany exported 5% more pork and pork by-products compared to the same month last year.

This was mainly due to the lifting of trade restrictions in several third countries, allowing these markets to be supplied again.

Producers under pressure – losses expected

Despite the slight market stabilisation, farmers are looking to the future with concern. The German Farmers' Association (DBV) anticipates major challenges for the current economic year.

Pig fattening is currently often only barely covering costs. The German Farmers' Association expects that many fatteners and piglet producers will slide deep into the red.

The consequence of the price pressure is an ongoing wave of farm closures. Within one year, over 430 farms have once again completely given up pig farming in Germany.

The trend continues: there are fewer and fewer farmers, but larger animal herds per individual farm.

Beef

Prices chasing records for Easter trade

April is heavily influenced by the upcoming Easter business, and market experts are speaking of historically high prices in some areas.

Bottlenecks are occurring, especially for highly sought-after cuts like roast beef or fillet. Due to delays in international shipments (e.g., from South America), the retail and gastronomy sectors are rushing for domestic goods, which is driving up prices.

The veal market is also struggling with a noticeable supply shortage this spring. The situation is not expected to ease before the third quarter at the earliest.

Producer prices remain stable to firm. For domestic fatteners, this means a good negotiating position. Prices for young bulls are proving to be extremely stable.

Animal welfare

The market rewards higher farming standards A notable trend in April is the increasing financial reward for animal welfare standards coming directly from the slaughterhouses.

The large Müller Group, for example, has announced that starting in April, it will pay a premium of 30 cents per kg of slaughter weight for slaughter cows originating from farming level 3 (outdoor climate). Such incentives are intended to motivate farmers to invest in better barns.

Despite general inflation, the retail demand for organic beef remains enormously high. Prices for organic heifers rose significantly in the spring and are currently averaging over €7.20/kg of slaughter weight nationwide.

The price gap between organic and conventional meat is currently considered very healthy.

Market concentration

Who dominates the slaughtering sector? Similar to pork, beef production in Germany is extremely concentrated. The top 10 beef slaughterhouses control around 77% of the entire market.

However, the hierarchy of the ‘big three’ looks somewhat different for beef than for pork:

• Vion Food Germany: The absolute market leader for cattle in Germany with well over 500,000 slaughtered animals per year
• Westfleisch: Follows in second place with just under 400,000 cattle
• Tönnies: While Tönnies is the industry giant for pork, it only ranks third in cattle slaughtering in Germany, with around 360,000 animals

Consumer behaviour

Perhaps the most surprising conclusion from the latest market figures released by the Farmers' Association and the Ministry of Agriculture (BLE) is that Germans' beef consumption is proving to be more robust than expected.

Although beef is by far the most expensive meat in the refrigerated section, consumers are not letting it spoil their appetite. Despite price pressure, per capita consumption is levelling to between 9.3 and 9.7 kg per year.

However, since domestic production is declining slightly, these stable consumption volumes must increasingly be covered by imports from other EU countries and overseas.

Specifics of large supermarkets and discounters

• The minced meat price war: Minced beef is the absolute traffic driver. Discounters like Aldi and Lidl regularly undercut each other here during promotional weeks. The standard 500 g package on the self-service shelf regularly costs around €5.99 to €6.19, but is often available for under €5.00 when on special offer
• Farming level as a price driver: With beef, retailers are making a massive effort to expand farming levels 3 (outdoor climate) and 4 (premium/organic). As soon as you reach for level 3 instead of the standard (farming level 2) on the shelf, the price per kilogram for beef goulash or roulades immediately increases by an average of €2.00 to €3.50
• Steaks from overseas and Ireland: While minced meat and goulash come almost exclusively from Germany, discounters and full-range retailers rely heavily on imported goods for steaks (rump steak, entrecôte). The cheapest steaks on the self-service shelf usually come from Brazil or Argentina. Higher-quality promotional items (around €27.00/kg), often marketed as "dry-aged”, very frequently come from Irish pasture-raised cattle
• Veal as an expensive niche: Unlike in Turkish supermarkets, where veal is very prominent, classic discounters (Aldi, Lidl) hardly carry fresh veal in their regular self-service assortment at all. If you are looking for veal escalopes, you generally have to go to the fresh meat counters at Kaufland, Edeka, or Rewe, where prices for veal are set extremely high (often well over €25.00/kg)

Lamb

Market dominance in the Easter trade

Alongside New Zealand, Great Britain is the most important supplier of lamb meat for Germany.

In April 2026, imports traditionally skyrocket to meet the massive demand from the food retail sector and gastronomy for legs of lamb and saddles of lamb, which cannot even come close to being met by German sheep farmers alone.

Unlike goods from New Zealand, which are often shipped for months as frozen goods, British lamb scores points in Germany with its freshness factor.

Due to its geographical proximity, English lamb usually arrives on German supermarket shelves chilled under a protective atmosphere rather than frozen. This makes it particularly attractive to German consumers.

Impact of bluetongue disease (BTV-3)

A dominant topic in trade between Great Britain and the EU this spring continues to be bluetongue disease (serotype BTV-3).

Due to strict veterinary regulations and restriction zones, the export of live sheep from large parts of Great Britain to the EU is severely restricted or at times completely blocked.

Since British farmers find it harder to sell their live animals to the mainland, significantly more sheep are slaughtered directly in Great Britain. This has led to an increased supply of fully butchered British lamb on the European, and therefore the German, market.

Post-Brexit logistics: An expensive everyday reality

Although Brexit was completed years ago, its effects on the meat trade continue to shape prices and margins in April 2026.

British exporters and German importers have grown accustomed to the strict customs and veterinary checks at the borders. The supply chains function largely smoothly, ensuring that the meat arrives in Germany in time for Easter.

The issuance of so-called Export Health Certificates (EHCs) by veterinarians for every single shipment noticeably drives up costs. These bureaucratic friction losses make English lamb more expensive in Germany than it was before Brexit.

Positioning in the German food retail sector

British lamb occupies a strategic middle position in the German supermarket.

Due to its freshness and shorter transport routes, it is usually positioned higher in price and quality than the thawed mass-produced goods from New Zealand, but remains significantly lower in price than high-priced, regional German premium lamb.

German sheep farmers retreating into a niche

Since the price war on classic supermarket shelves against import giants cannot be won, German producers have had to fundamentally adjust their pricing and marketing strategy.

• Exiting the price war: Today, domestic lamb is deliberately no longer positioned as a mass-market commodity, but rather as a premium product.
• Focus on regionality and storytelling: Sheep farmers are relying on regional brands (such as ‘Rhönschaf’, ‘Salzwiesenlamm’, or ‘Alblamm’) and are promoting the ecological added value of their work (landscape maintenance, dike protection, short transport routes).
• Alternative distribution channels: Instead of selling to large slaughterhouses, many farms utilise direct marketing (farm shops, farmers' markets) or cooperate closely with traditional local butchers and upscale gastronomy.

• The result: The demand for slaughter-ready lambs is currently far exceeding supply. Slaughterhouses are desperately looking for animals to meet the needs of food retailers (LEH) and the gastronomy sector.

Prices

Lamb

Table 1. Prices in euros per kilo of lamb products in German supermarkets in April 2026

Beef

Table 2. Prices in euros per kilo of beef products in German supermarkets in April 2026

Marketing activity

Butcher wars

Butcher Wars Deutschland UG organised a competition with the current world butcher champions on 11 and 12 April at the BBQ Days in Stuttgart to find the best butcher and young butcher in Europe. The European Butcher Wars awards ceremony once again showed how much passion, craftsmanship and creativity there is in the international meat industry.

With a strong field of participants from all over Europe – from Iceland to Hungary – the stage became an arena for the best butchers.

The first prize in the under-24 category went to Lena Wachter, while Pascal Katanay took top spot in the over-24s.

The well-attended event was broadcast on social media platforms and Quality Lamb from Britain was prominently featured.

Market news

Meat with plants: no clear labelling in supermarkets

A growing proportion of meat products in Dutch supermarkets contain significant amounts of plant-based ingredients – up to 40% – without this being clearly indicated on the packaging.

Research by Wageningen's Foodvalley shows that products such as minced meat, burgers and sausages are often enriched with plant components like chickpeas, broad beans, sugar beets, seaweed, potatoes and jackfruit.

On average, enriched meat contains around 10.5% plant-based ingredients, though this percentage can sometimes be as high as 40%.

These additives are usually only listed in the ingredients list on the back of the packaging and are considered 'soft communication'.

Dutch supermarkets like Jumbo, Albert Heijn and Lidl sell these products partly to compensate for higher meat prices and reduce costs. By adding more vegetables and pulses, meat products can be sold at a lower price: on average, a kilogram of enriched meat costs 4.4% less.

Foodvalley expects the number of enriched meat products to increase rapidly, partly due to the environmentally friendly and healthy properties of plant-based ingredients.

While this development is viewed positively, there is a call for clearer labelling so consumers can make more informed choices.

Updated Dutch ‘Wheel of Five’

The Dutch Nutrition Centre's updated 'Wheel of Five' focuses on healthier and more environmentally friendly eating, with an emphasis on plant-based proteins.

It advises limiting cheese consumption to a maximum of 20 g per day due to its significant environmental impact during production. People are instead recommended to eat more legumes, such as lentils, beans and chickpeas, which now count as the main source of protein.

The recommended weekly intake of legumes for adults aged 18 to 50 has increased from 180 to 250 g. Additionally, meat consumption should be reduced from 500 to 300 g per week, with a maximum of 100 g of red meat such as steak. This aligns with climate goals, as reducing meat consumption lowers environmental impact.

The recommendations emphasise that you can manage meat and fish days flexibly, for example by combining meat with legumes in dishes such as lasagna. The aim is not to stop eating meat completely, but rather to gradually adjust your eating habits.

It is also advised to diversify with plant-based dairy alternatives fortified with vitamins, which are less environmentally burdensome yet still provide essential nutrients.

Furthermore, despite potential contaminants, eating fish once a week is still recommended because the health benefits outweigh the risks.

The new "Wheel of five" is designed to encourage more conscious choices, balancing plant-based proteins, animal products, and environmental considerations.

Meat sector strengthens focus on social audits for fair and safe work

In the Netherlands, approximately 15,000 people work daily in meat production, of whom about 9,000 are migrant workers.

Although this accounts for less than 1.5 % of all migrant workers in the country, misconduct in the sector can have significant consequences for employees, companies and trust in the entire meat industry.

MeatNL, the trade association for slaughterhouses and meat processors, is therefore taking action. In autumn 2025, they introduced the ‘Healthy, Safe, and Fair Work in the Meat Sector’ plan which includes 16 concrete measures to improve working conditions and ensure safety.

A key measure is the periodic conduct of a SMETA audit, assessing working conditions against international ILO standards, Dutch legislation, and employee treatment.

These audits are carried out by LRQA, an independent certification organisation, and the results are shared with MeatNL.

The SMETA audit aligns with the MeatNL-Fair Employment Code and helps the sector better fulfill its responsibilities. Through these improvements and strict controls, the ban on temporary agency work becomes unnecessary, as the sector is now actively working to improve working conditions and normalize healthy employment relationships.

Esro Food Group stops production due to unsafe meat

The Esro Food Group in Nuenen is making headlines due to serious safety and fraud issues related to meat.

The company, which is involved in deboning beef heads and processing animal by-products, is suspected of trading unsuitable and unsafe meat, as well as falsifying documents.

As a result, the Dutch Food and Consumer Product Safety Authority (NVWA) has immediately revoked Esro's recognition, prohibiting the company from processing or selling meat for human consumption.

Additionally, production has been stopped, the meat stock has been blocked, including the destruction of fresh meat that is no longer safe.

Investigators have conducted investigations at the company and carried out administrative inquiries, seizing bank accounts and trucks to confiscate potential illegal profits.

It is suspected that Esro not only processed unsafe meat but also used beef from cattle that was unfit for consumption, possibly including spoiled meat. Alleged practices also involve falsifying documents to hide the illegal activities.

All of this undermines consumer confidence in food safety and the integrity of the food supply chain. The criminal investigation is led by the Public Prosecution Service (Functioneel Parket), and authorities are taking measures to ensure safety and fairness in the food supply. 

Dutch livestock farms exceed phosphate ceiling despite decline

In 2025, phosphorus emissions of the Dutch livestock sector are expected to exceed the national ceiling by 4.2%, while nitrogen emissions remain 1.6 % below the target. These figures come from the CBS quarterly report.

The reduction in phosphorus and nitrogen emissions is mainly attributed to fewer pigs and poultry, with pig manure phosphorus decreasing from 36.7 million kg in 2020 to 29.7 million kg at the end of 2025.

Due to numerous registrations for buyout schemes such as Lbv and Lbv-plus, the share of pig farming continues to decline. As of January 12, 2026, over 2 million phosphorus rights were registered, including nearly 1.2 million pig rights and 5.1 million poultry rights.

If farmers actually cease operations, manure production could decrease by nearly 10 million kg of phosphorus and almost 27 million kg of nitrogen.
Phosphorus emission in the dairy sector has decreased less; in the last quarter of 2025, this sector still produced 75 million kg of phosphorus, more than half of the total Dutch phosphorus emission.

Despite extensification and buyout schemes, phosphorus production in 2025 remains on average 4.7% higher than permitted, although the overshoot is decreasing.

Nitrogen production stayed below the ceiling, with a total emission of 440 million kg. Final figures will be available in the fall of 2026, after which it will be clear whether additional measures are necessary. 

Three new projects on cultured meat and precision fermentation

The Netherlands is investing €12 million in three projects that produce meat and other animal products without animals, using new technologies such as cellular agriculture.

This technology makes it possible to produce meat, fish, and milk without keeping animals, which is better for the environment and animal welfare.

The first project, UP-CELL, focuses on increasing the production of cultured meat by better understanding how cells work and how to control them for large-scale production.

The second project, MeatUp, combines biotechnology and material research to create meat from natural ingredients such as seaweed and microalgae, with less impact on climate and the environment.

The third, FungCows, develops methods to produce milk protein without cows, using fungal cells derived from grass, so that cows are no longer needed.

Each of these projects received €4.1 million from the NWO (Dutch Research Council) and the National Growth Fund, aiming to make the production of animal-based foods cheaper and more scalable.

The goal is to increase the use of plant-based and cultivated products in the future, which is better for people, animals, and the planet.

Prices

Table 1. Prices in euro per kilo of meat products in Dutch supermarkets for April 2026

Understanding Sonae's promotional material

You can read retailers' strategies  for red meat by looking at their promotional leaflets. Here we explain how AHDB is designing a strategy to help Sonae/Continente achieve its objectives.

For beef there are three distinct segments in Sonae/Continente's promotional leaflet. 

Limousine: This is the Sonae bid for the mainstream market. It is delivered by the Sonae producers’ club and is certified on animal welfare. These are products for the butchery corner, with rump at €18.99/kg and chump (stewing) at €13.99.

Angus: This is aimed at the the premium segment and it delivered by NIPA, the leading importer of premium/UK products, with who we have an excellent relationship.

The picanha (rump cap) is the most sought after beef cut in Portugal and is sourced from the UK and Ireland, so it is not surprising that it commands a premium price. However, the price of €24.99/kg for this cut is noticeably much higher than usual. The fact that Sonae doesn’t bother to publicise such an expensive product in the main page of its promotional leaflet highlights its commitment to quality regardless of price. This is complemented by an offer on the butchery corner of other Angus cuts such as shoulder steak at €15.99 and striploin bone-in at €18.99/kg.

The other Angus cuts are also being supplied by NIPA in skin-packs and should come from the same origins – bavette steak and shoulder loin at €4.99/200g, feather steak at €4.49/200g and rump steak at €6.49/250g. Again here, the focus is on quality and diversity of premium cuts on a premium packaging to capture a discriminate consumer that will not find any of these type of products in any other retailer group.

South America: The Portuguese high-end consumer values South American product. Sonae pushes side the frozen cuts (striploin and rib-eye both at €19.99/kg) with its range of controlled atmosphere assortment under Continente Selecção range (Selecção means premium). Striploin is at €4.99/200g while rib-eye and Picanha are both at €6.99/kg.

No other retailer has such focus on 'quality under convenience' by presenting differentiated and prestige products for the self-service aisle.

On the lamb side, the Portuguese market is very seasonal with 80-90% of business between the Christmas and Easter holiday seasons.

Therefore you won’t see a consistent lamb offer in the butchery corner due to the risks of low demand and consequent product waste. It is a bit like the chicken and the egg: if you don’t have offer, how can you develop the market?

We are helping Sonae address this by developing an all-year-round offer on pre-packed items for the self-service section.

The only item being promoted on Sonae's flyer is sliced breast lamb in skin-packs at €14.99/kg supplied by a Spanish producer.

The current Sonae offer on the shelves is complemented through the POSH range from the UK with 3 skus – rolled breast, carré and boneless shoulder. We have supported this with show cookings at all the shops that list the product. We’ve also built a case to for purpose-designed flyers featuring the recipes cooked on site by our chef.

For the butchery corner Sonae wanted to address the issue of only having seasonal offers, so we have designed a strategy to ensure lamb is always available.

By importing six-way cuts from the UK, it was possible for smaller shops to offer UK lamb vacuum-packed cuts. These are only opened when the other portions were sold, allowing an ongoing presence without waste. These were the focus of AHDB demos in Sonae shops last year.

Inward mission to NBA Beef Show

Our activities with Sonae have so far concentrated on lamb, so we are turning our attention to beef. 

To take advantage of a well-designed Sonae strategy for Beef, we have organised an inward mission to the NBA Expo on 30 May in Melton Mowbray.

We are bringing together Sonae meat executives, such as divisional director José Cabral and Category Manager for Beef Mauro Soares, executives from importer NIPA to make the supply chain link with Sonae, and Carne magazine to gain some future coverage on the UK beef quality offer.

We hope the mission will widen the horizons for Sonae to the quality resources that UK beef suppliers can deliver in different segments.

Market news

Canada: Trade and cost pressures persist

Canada’s red meat sector is facing continued pressure from weaker demand in China, ongoing trade policy uncertainty and rising cost sensitivity among consumers. Export volumes have declined under existing surtaxes, while upcoming trade agreement reviews are creating uncertainty around future market access.

At the same time, Canadian processors are being encouraged to diversify exports away from reliance on the US. For UK exporters, shifting Canadian trade flows may affect competition in shared markets, particularly where suppliers seek alternative destinations for pork and beef.

USA/Canada: Supply growth remains cautious

Combined hog inventories across the US and Canada show modest year‑on‑year growth, driven more by productivity gains than herd expansion.

Breeding numbers remain under pressure, signalling continued caution among producers despite firmer market prices.

This restrained supply outlook suggests limited downside risk to pork prices in the near term. For UK exporters, stable but tight North American supply may continue to underpin global protein values and influence buying behaviour in price‑sensitive export destinations.

Tight US supply reshapes red meat trade dynamics

Red meat supply in the United States remains under pressure as production capacity tightens and herd numbers continue to decline.

Reduced processing throughput and cautious herd rebuilding are keeping beef availability constrained, while higher input and energy costs are adding to price volatility.

These supply limits have increased US reliance on imported beef, particularly lean manufacturing product.

Imports rose strongly last year and demand remains firm in early 2026, supporting global prices. At the same time, pork production is proving more resilient, though breeding numbers suggest limited expansion ahead.

Trade policy uncertainty is adding another layer of risk. Ongoing tariff disputes, regulatory reviews and geopolitical tensions are creating uncertainty around access to key export markets.

Any further disruption to global shipping or energy supplies could quickly feed through into freight costs and delivery times.

For UK exporters, these conditions underline the importance of monitoring US demand and global price signals closely.

Tight North American supply may continue to support international market prices, while shifting trade flows could open opportunities in markets looking to diversify away from traditional suppliers.

Staying alert to regulatory developments and buyer requirements will be key in the months ahead.

Mexico: Trade policy and animal health reshape protein markets

Efforts to control livestock disease in Mexico are expected to be long‑term with eradication likely to take several years.

Ongoing surveillance and containment measures, alongside restrictions on cattle exports to the US have disrupted cattle supply chains and contributed to sharp price movements within the domestic market.

While the UK does not have market access for beef to Mexico, the situation is highly relevant for pork exporters. Pork consumption is forecast to rise by around 5% in 2026, reinforcing Mexico’s position as a major import market.

Constraints on cattle movement and beef availability may further support demand for imported pork.

Looking ahead, the expected modernisation of the EU–Mexico free trade agreement could alter competitive dynamics in the EU market.

Improved access for Mexican pork, and limited quota‑based access for beef, may influence pricing and competition within the EU.

UK exporters should monitor these developments closely and consider how shifting EU supply patterns could affect their position.

Ecuador: US trade deal highlights shifting competition

Ecuador has agreed a new trade deal with the US that will progressively remove tariffs on beef and most pork products and simplify approval processes for US suppliers. While the UK does not currently have market access to Ecuador for beef or pork, the agreement is still relevant from a competitive perspective.

Improved US access is likely to divert more American product into Ecuador, potentially affecting supply availability and pricing in other markets where UK exporters compete with the US.

This is particularly relevant for value cuts and processed products. For UK exporters, the development highlights how trade agreements can quickly reshape regional trade flows and reinforces the importance of monitoring competitor access and diversification strategies.

Brazil: China quota limits alter trade flows

Strong early‑year exports are expected to push Brazil close to its tariff‑free quota for beef shipments to China by mid‑2026. Once exhausted, exports are likely to slow, potentially reducing cattle demand and domestic prices later in the year.

To offset this risk, Brazil is actively expanding beef exports to other markets, including North America and Europe.

UK exporters should watch for increased Brazilian competition in non‑Chinese destinations, particularly during the second half of the year.

Paraguay: Processed exports gain ground

Paraguay has gained approval to export processed beef products, including burgers, to neighbouring markets following extended negotiations.

Initial shipments will be limited to approved facilities, but the move reflects growing demand for value‑added meat products and Paraguay’s strategy to diversify exports.

Expanded access for processed products could increase competition in regional markets. UK exporters may wish to track how emerging suppliers are moving beyond commodity cuts to capture added value.

USA/China: Export access remains constrained

Trade conditions between the US and China remain challenging for red meat exporters. Ongoing delays in the renewal of facility registrations have sharply restricted beef exports, reversing the market access gains achieved earlier in the decade.

Pork exports continue to face very high combined duties, making the market commercially unviable for many suppliers.

For UK exporters, China’s tightening controls highlight the importance of maintaining strong regulatory compliance and market access credentials.

Restrictions on US product may continue to influence China’s import mix and pricing dynamics, potentially creating spillover effects in other Asian markets sourcing alternative suppliers.

Events and marketing activity

Why SIAL Canada 2026 matters for UK exporters

SIAL Canada, held at the end of April, remains one of North America’s most important platforms for agri‑food trade engagement, bringing together buyers, importers, processors and foodservice operators from across Canada and international markets. With Canada preparing to review the CUSMA agreement in the coming months, the event took on added strategic importance for exporters looking to strengthen relationships beyond the US.

Canada’s red meat sector is increasingly conscious of the risks linked to heavy reliance on the US market and is actively encouraging greater trade diversification. This creates a timely opportunity for UK exporters to raise visibility, explore alternative routes to market and engage with buyers seeking to broaden their supplier base.

Exhibiting at SIAL Canada allowed UK businesses to showcase product credentials, quality standards and consistency of supply directly to decision‑makers at a time when trade policy uncertainty is sharpening procurement strategies. The show also gave access to wider international buyers attending from markets beyond North America, supporting longer‑term export development.