UK exports activity: Monthly headlines from AHDB

Tens of thousands of visitors, including many industry stakeholders, attend to see exhibitions, animal competitions and sector innovations.

This 62nd edition of the Salon de l’Agriculture opened on 21 February in a noticeably unusual atmosphere. The traditional opening – usually featuring cattle and large crowds – was marked instead by the absence of bovines, due to precautions around the recent outbreak of lumpy skin disease.

Rather than live cows, a hologram of the event’s iconic cow ‘Biguine’, a Martinique Brahman, was featured – reflecting the unusual start to this year’s show. French President Emmanuel Macron inaugurated the event, engaging with several agricultural unions, though some organisations initially declined to participate, showing underlying tensions in the sector.

At the opening, Macron discussed ongoing agricultural priorities, including securing future farm incomes through the Common Agricultural Policy (CAP) and addressing challenges such as production costs and climate impacts on farming.

It is an occasion for AHDB France to come to the show and meet stakeholders and especially our French equivalent Interbev, as keeping good relations is essential in securing the presence of British meat especially in retail. We also took part in the annual Regional Butchery contest with Interbev, giving out a prize for the best lamb presentation.

French household sheep meat purchases continue to fall in 2025

According to Réussir Pâtre, the downward trend in French household purchases of sheep meat continued through 2025 compared with 2024, driven by a combination of higher prices and reduced availability.

• Over the first 11 months of 2025, French consumers bought about 13% less sheep meat than in 2024, as measured by the Kantar panel (FranceAgriMer data)
• At the same time, the average price paid by households rose about 9%, averaging close to €19.82/kg – making lamb relatively expensive for many buyers
• The available supply of sheep meat in the French market fell (down ~4% on 2024 and ~16% compared with the 2015–2019 average), which also constrains purchases
• There were some short, temporary increases in purchases (e.g., in October 2025), but these were followed by steep declines again later in the year

What this means: French consumers are buying less lamb now that prices are higher and overall availability is lower. This reflects ongoing structural tendencies in the sheep meat market and points to potential demand weakness at retail level, even before accounting for broader macroeconomic pressures on household food budgets.

Australia wants significant red meat quotas in EU trade deal

Australia and the European Union have resumed negotiations on a free trade agreement, but the Australian meat sector is pushing for much larger tariff-free red meat quotas into the EU market.

The Australian Meat Industry Council (AMIC) has called for minimum quotas of 50,000 tonnes (t) of beef and 67,000 t of sheep & goat meat to ensure access comparable to other competitors such as Mercosur, Canada and New Zealand.

Currently, Australia’s tariff-free access to the EU is very limited – around 3,389 t of beef and 5,851 t of sheep meat – levels that have remained unchanged for decades and were reduced further after Brexit.

A key driver: Reduced access to China

A major reason behind Australia’s strong push into Europe is the recent change in Chinese trade conditions.

From 1 January 2026, Australian meat exporters have been heavily penalised by new Chinese protective tariffs. Industry estimates suggest that shipments to China – Australia’s largest red meat customer – could decline by one third in 2026, representing a potential USD 1 billion loss in revenue.

As a result, Australia is actively seeking alternative high-value markets, with the EU seen as a strategic priority to offset reduced Chinese demand.

Overall, while the EU-Australia deal is focused on improved access for Australian producers, its downstream effect could create additional competitive challenges for UK red meat exporters in Europe, underscoring the importance of maintaining strong market access conditions and differentiation on quality and standards.

French agriculture minister announces new measures on wolf predation

French Agriculture Minister Annie Genevard has announced new measures to address the growing problem of wolf predation on livestock, particularly in sheep-producing regions such as Haute-Marne, where farmers have reported attacks and increasing losses. An official decree with these measures is expected to be published imminently.

Alongside this announcement, French authorities have also authorised an increase in the annual quota for wolf culling, raising the limit from around 19% to 21% of the estimated national wolf population (about 1,000 animals), with the possibility of moving to 23% if needed – meaning roughly 200 or more wolves could be legally culled this year to protect livestock. This follows broader changes in EU policy that have downgraded wolves from “strictly protected” to “protected,” allowing more targeted control measures.

These measures reflect ongoing tensions between wildlife conservation objectives and agricultural interests as France seeks to balance predator management with rural economic pressures.

‘Carrefour 2030’ plan marks a major commercial offensive.

Retailer Carrefour has chosen to place fresh products at the core of its customer loyalty strategy, with a planned €2 billion investment to modernize its food offering and stores. The "Act for Food" program continues, focusing on health innovation, organic products, and reducing additives.

However, the central shift lies in its pricing strategy, which is now considered an absolute necessity. For the first time, Carrefour is committing to improving its price competitiveness in France every year to drastically reduce the historical price gap with competitors like E.Leclerc.

To finance these price cuts while protecting its margins, the retailer is relying heavily on its Private Labels (MDD), aiming for them to reach 40% of total sales.

Meanwhile, Artificial Intelligence is becoming a central tool to optimise logistics, manage short expiration dates, and reduce waste. Operationally, Carrefour will accelerate the transition of its stores to a lease-management (franchise) model to lower fixed costs.

This plan goes hand in hand with structural cost reductions, with the goal of reaching a 3.5% operating margin by 2030. Finally, the group is showing a strong drive for market capture (targeting a 25% market share in France) while continuing to decarbonize its footprint. In short, Carrefour 2030 combines a high-quality fresh food image with an AI-funded price war.

Retail landscape in France

Current market share distribution (in value) of the main grocery retail groups in France, based on the latest Kantar estimates (2025).

The market has been heavily reshuffled recently, notably by the dismantling of Casino Group’s historic hypermarkets and supermarkets (which were largely bought out by Intermarché, Auchan, and Carrefour), as well as Carrefour’s absorption of Cora.

Here are the estimated market shares of the main players:

Leclerc: ~24.1% (Solid leader, driven by its dense regional network and its highly successful "Drive" click-and-collect service)

Carrefour Group: ~21.5% (Boosted by the acquisition of Cora and its strong multi-format presence)

Les Mousquetaires (Intermarché / Netto): ~17.9% (The biggest winners from the takeover of the Casino stores)

Coopérative U (Système U): ~12.9% (Experiencing continuous and very strong growth)

Lidl: ~9.4% (The main hard-discounter, still highly aggressive on prices)

Auchan: ~8.2% (Currently in a major restructuring phase despite some acquisitions)

Aldi: ~3.5%

Casino Group (Monoprix, Franprix, Vival...): ~2.5% (Now refocused almost exclusively on city-centre convenience stores)

AHDB activities

A year focused on buying platforms: strengthening our footprint with E.Leclerc

As we approach the end of the financial year on 31 March, it is clear that 2025–26 has been defined by a deliberate and strategic focus on buying platforms, developed in close partnership with our key French importers.

This approach marked a significant shift in our market strategy. Alongside our influence work with head butchers, we have also concentrated our efforts on regional buying platforms across France, ensuring scale, visibility and long-term positioning for British meat.

This strategy has been particularly impactful with E.Leclerc, historically a challenging retailer for us, where our presence had been limited and fragmented.

By working closely with our exporting partners and aligning on structured, platform-led activations, we have achieved meaningful penetration across the network. For the first time, we will have secured coverage across almost all regional Leclerc platforms in France: the “SCAPS”:

• Northern and eastern France in partnership with Macquet ( “nord” “Artois”)
• The rest of the country through SNVC (Normandy, “Centre”; “Landes” “Alsace”)

This represents a significant structural step forward in promoting British Lamb.

Finishing the year strongly

We closed the financial year with two major Leclerc buying platform operations highlighting our St George British lamb brand:

• SCAP OUEST – 25 March: 49 Leclerc stores took part in in-store promotion of the St George brand across the Grand Ouest region
• SCAP LANDES – 26 March: 62 Leclerc stores were present from the south west region

These final operations show the success of our platform-focused strategy: scale, coordination and visibility.

Maintaining strong in-store presence within a clear B2B strategy

In-store presence remains a critical tool – not from a consumer marketing perspective alone, but as a relationship-building instrument within the trade.

Throughout this financial year, we have delivered 230 activation days featuring tastings and in-store animations across multiple French retailers.

These serve several important purposes:

• Maintaining strong relationships with head butchers and store teams
• Supporting importers and distributors at store level
• Ensuring continued visibility of British lamb, even during quieter trading periods
• Reinforcing confidence in product quality through direct product experience

Even within a strictly B2B framework, this boots-on-the-ground approach plays a vital complementary role to our buying platform strategy.

This combination of high-level platform agreements and sustained in-store engagement ensures that British lamb remains visible, credible and commercially relevant across the French retail landscape.

Coming soon

• A large retail operation with the high-end retailer Monoprix ( equivalent to Waitrose)
• A presence on the buying platform of France’s largest wholesaler, Metro
• A stand at DS restauration shows (large food service wholesaler) with tasting for approximately 2,000 clients

As of now, supermarkets and meat counters must label fresh pork accordingly. In parallel, political discussions continue on whether the system should be reformed soon or expanded to other meats (beef and poultry) – with 2027 already being discussed as a date. The retail sector's voluntary four-tier logo (‘Haltungsform’) will remain in place alongside it for the time being.

Aldi Süd radically reorganises meat shelves

This is a real bombshell for the industry: Aldi Süd has abandoned the classic sorting in the refrigerated section (pork with pork, beef with beef). Instead, packaged meat is now primarily presented according to the Haltungsform husbandry method.

A blue area indicates meat from classic conventional farming (levels 1 and 2). A green area is reserved for meat from higher husbandry levels (levels 3, 4, and 5/organic). Current special offers are placed in a red area.

While Aldi Süd wants to make it easier for customers to opt for better animal welfare, Lidl, Kaufland, and Aldi Nord are sticking to the old sorting method for now. Edeka and its subsidiary Netto are currently closely examining Aldi Süd's bold move.

The final phase-out of Haltungsform 1 (Level 1)

Early 2026 marks a milestone for the phase-out of the cheapest Level 1 meat (pure indoor housing according to minimum legal standards).

Aldi Süd completely removed all own-brand fresh meat (beef, pork, chicken, turkey) of husbandry level 1 from its assortment in mid-January 2026. Lidl implemented this goal by the end of February this year.

Rewe and Penny have now also switched their own brands to at least husbandry level 2 (indoor housing plus).

Edeka, Kaufland, and Aldi Nord are still slightly more hesitant when it comes to beef. While higher levels dominate for pork and poultry, fresh Level 1 beef can still occasionally be found on their shelves.

The reason for this is the scarce supply of premium beef and the current high price sensitivity of customers.

Meat becomes more expensive due to the ‘Haltungswechsel’ (husbandry transition)

Saying goodbye to cheap meat has a direct impact on consumers' wallets. Since the large retail chains are consistently throwing the cheapest entry-level Level 1 meat off their shelves, price-conscious customers automatically have to reach for Level 2 or higher.

This is one of the main reasons why business and consumer magazines are currently warning that weekly grocery shopping in 2026 will be noticeably more expensive overall.

Market situation and falling consumer prices

According to recent market data (AMI) from March 2026, the meat market is in a state of transition.

Pork is getting cheaper: Producer prices for slaughter pigs have been gradually falling since late 2025. This is currently reaching supermarket checkouts: consumers are paying less for pork. At the same time, the supply of domestic slaughter pigs is slowly tightening, which could stabilise prices again soon.

In the beef sector, the German industry is feeling strong competition from cheap imports, especially from Poland. Food retail faces a dilemma here: on the one hand, they advertise regional/German origins; on the other hand, price plays an increasingly important role for reluctant consumers.

Criticism of supermarket ‘meat factories’

The market power of food retailers and their own production facilities is in the crosshairs of non-governmental organizations.

Recent publications (like the Heinrich Böll Konzernatlas 2026) criticise the fact that four large supermarket chains control around 88% of the market. Greenpeace is specifically attacking the retailers' in-house meat plants for their high CO2 emissions.

Retail promises to completely switch to higher husbandry levels (levels 3 and 4) by 2030 are facing a reality check. Current analysis show that farmers cannot yet supply these volumes of animal-welfare meat across the board, as they often lack planning security, building permits, or simply the funds to rebuild their stables.

Pricing policy: Meat often excluded from relief measures

Both in Germany and in neighbouring countries, measures against high food prices are being discussed.

In Germany, politicians are asking the retail sector for a so-called ‘Deutschlandkorb’ – a voluntary retail initiative to offer domestic staple foods at low prices.

In Austria, VAT on staple foods like bread, milk, and vegetables will be reduced from mid-2026. An interesting signal for the industry is that meat and sausage products were explicitly excluded from this tax cut, underlining the political will to reduce meat consumption.

Pork

Price battle and current trend reversal

The beginning of 2026 was a shock for many pig farmers: prices for slaughter pigs dropped to a "ruinous" level in January (sometimes as low as €1.45/kg slaughter weight) due to a post-holiday oversupply and sluggish meat sales.

In March 2026 (Weeks 11/12), the market was shifting. The supply of pigs ready for slaughter has suddenly become very tight. Farmers are holding back some of their animals to profit from recovering prices.

The official guiding price (VEZG quotation) has risen significantly in recent days and currently sits at around €1.70/kg.

The ‘animal welfare contradiction’ at checkout

Although food retailers are heavily promoting animal-welfare meat (like Aldi Süd's new shelf layout), there is a massive contradiction when it comes to the consumer:

With a per capita consumption of around 33 kg per year, pork is still by far the most popular meat in Germany. However, due to inflation, people are almost exclusively reaching for the cheapest available options.

Current reports show that the market share for organic (bio) pork and the highest animal welfare tiers has plummeted to a measly 2% during the crisis – and the trend is still pointing downwards. In short, consumer demands for better animal welfare simply do not match their actual buying behaviour at the checkout.

The seven-year wait for federal constitutional court

A massive legal dark cloud is currently hanging over German pig farming.

In January 2026, an alliance of 16 animal welfare organizations marked the seventh anniversary of filing a constitutional complaint against common pig farming practices (such as fully slatted floors, farrowing crates, and tail docking).

The Federal Constitutional Court has still not decided whether current conventional pig farming violates the German constitution. This leaves both animal rights activists frustrated and farmers completely in the dark regarding legal certainty for future investments.

Beef

The slaughterhouse thriller

The absolute top topic in the German meat industry right now is a massive power struggle over beef slaughtering capacities.

The Federal Cartel Office has officially prohibited the planned takeover of the German Vion beef slaughterhouses by industry giant Tönnies. The reasoning is that Tönnies would gain too dominant a position in the German beef market.

Tönnies is not giving up. The corporation is currently having the ban reviewed by the Higher Regional Court in Düsseldorf and is even bringing a controversial ‘ministerial approval’ into play to push the takeover through politically.

At the same time, Westfleisch (the number two in the market) is urgently warning against a Tönnies monopoly and is now positioning itself as a potential buyer for the Vion sites

Shrinking supply: Beef becomes a scarce commodity

Cattle inventories in Germany have been shrinking massively for years. Current data from the Agricultural Market Information Company (AMI) from mid-March 2026 confirms this rapid downward trend:

In January 2026 alone, just under 242,000 cattle were slaughtered in Germany – that is 7.7% less than in the same month last year.

In addition to the general trend of farmers closing their businesses (structural change), the market is still feeling the aftereffects of the bluetongue disease, which severely decimated and weakened cattle herds in 2025.

Current prices: Historically high and extremely stable

The tight supply of slaughter animals is meeting uninterrupted, brisk demand from slaughterhouses. This is keeping producer prices (VEZG quotations from early March 2026) at an absolute peak level:

• Young bulls (R3): The price is firmly pegged at an excellent €7.00 per kilogram slaughter weight. The supply is barely enough to fully cover the buyers' needs
• Slaughter cows (O3/R3): Prices here are also continuing to rise and are scratching the €6 mark (currently approx. €5.80 to €6.00 per kg slaughter weight). Cows are in particularly high demand for processing (minced meat, etc.)
• Heifers (R3): Currently very stable at around €6.70 per kg slaughter weight

The problem at the supermarket counter

For the food retail sector in Germany, this tight domestic supply means pure stress.

Retailers want and need (due to their own animal welfare promises) to offer more and more beef from the higher husbandry levels 3 and 4. But precisely this high-quality beef from Germany is barely available in sufficient quantities on the market.

As a result, retailers currently have to pay horrendous purchasing prices, which they can hardly pass on 1:1 at the checkout due to the ongoing buying reluctance of German consumers.

In summary, the German beef market has become a classic seller's market. Farmers who still have cattle in their barns are getting top prices, while the slaughterhouses (Tönnies/Westfleisch) are fighting bitterly over the remaining capacities.

Lamb

Demand peak driven by Ramadan and Easter

The German lamb and sheep market is currently experiencing its strongest demand surge of the year.

The fasting month of Ramadan, which began mid-February this year and ended in mid-March with Eid al-Fitr, is creating a massive demand for lamb. At the same time, Easter in early April is just around the corner, traditionally marking the second major peak for lamb consumption in Germany.

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 at a high level (but under pressure)

Due to the high demand, prices for slaughter lambs are very good, even if they don't quite reach the absolute record highs of previous years.

• Flat-rate lambs (live weight): For slaughter-ready lambs billed at a flat rate (per kg of live weight), prices are currently at a very solid €3.40 to €3.70/kg
• By carcase weight (SG): When billing by slaughter weight (SG), producers are currently achieving prices between €7.50 and €8.00/kg (for good qualities)
• The catch: Even though revenues are high, sheep breeding associations are sounding the alarm. Production costs (veterinary care, feed supplements, leases, and especially the expense of herd protection) have risen extremely sharply over the last two years.

For many full-time sheep farms, the current margins are barely enough to operate profitably.

The wolf: An existential threat to shepherds

The dominant issue in German sheep farming remains the wolf.

• Rising attacks: The number of wolf attacks on sheep flocks remains at a very high level. Pasture and nomadic shepherds are particularly affected
• Herd protection at the limit: The costs and labour involved in maintaining wolf-deterrent fences and livestock guarding dogs often completely eat up the shepherds' profits. Many shepherds are demanding active population management (i.e., the targeted culling of wolves), as they simply cannot expand herd protection measures any further.
• Farm closures: The psychological and financial pressure caused by wolves is leading more and more – especially small and medium-sized – sheep farms to give up. This further reduces the already low domestic supply of lamb

Dependency on imports

The German market is nowhere near self-sufficient when it comes to lamb. It produces just under half of the lamb consumed within its borders.

The remaining demand must be met through imports. Traditionally, a lot of lamb comes from New Zealand and Ireland. Prices on the world market have also risen for these imports, making lamb at the supermarket counter expensive for German consumers.

In summary, shepherds are currently achieving good prices, but the cost pressure (especially from herd protection) is enormous. Domestic lamb remains an expensive niche product that is highly dependent on imports.

Prices

Lamb

Beef

March activities

Pre-Easter promotions with quality British lamb

In March, a week-long promotion featuring English lamb was held at the branches of Metzgerei Freyberger, owned by the captain of the German National Butchers' Team.

The promotion included lamb-grilling courses and creating TikTok videos highlighting quality British lamb.

To mark the Easter holidays, our 'Lambassador' Dirk Freyberger has created several posts about British lamb, which were published on high reach channels such as YouTube, TikTok and Freyberger tv.

See Dirk’s videos

In May 2024, Jumbo discontinued all price promotion offers of meat, commonly referred to as ‘kilo knallers’. At the time, animal welfare organization Wakker Dier praised Jumbo’s courageous move and urged other supermarkets to emulate its approach.

However, other supermarkets have not followed suit. Jumbo attributes this lack of action to customers not reducing their meat consumption and instead purchasing meat from other sources.

Consequently, the company is missing out on substantial turnover so is resumed promoting meat products.

Protein deception – retailers Albert Heijn, Jumbo, Plus and Lidl at stand-still

Dutch supermarket chains are not making any progress in the protein transition, according to the ‘Eiweet monitor’.

The monitor, an annual national measurement of the ratio of animal and vegetable proteins sold by supermarkets, indicates that the protein transition in the supermarket industry has stalled in 2025. This is the third edition of the monitor, which was first conducted in 2023.

The research, conducted by the Green Protein Alliance and ProVeg Netherlands, included the results of many formulas from various supermarket chains, including Albert Heijn, Aldi, Crisp, Dekamarkt, Dirk, Ekoplaza, Hoogvliet, Jumbo, Lidl, Nettorama, Odin, Picnic and Plus.

The combined protein ratio of the participating supermarkets in 2025 will be 42.6% plant-based versus 57.4% animal-based.

This is a slight decrease from the previous year, when the ratio was 42.7% vegetable and 57.3%. After previous growth, there is now a noticeable standstill in the progress of the protein transition.

Meat replacements sales in decline

Albert Heijn removed Garden Gourmet from its range at the end of last year; 15 SKUs of the Nestlé brand disappeared from the shelves. Retailer Plus decided to scrap the brand two years earlier because of 'too little sales'.

The developments in the British market were a sign on the wall. Nestlé launched Garden Gourmet there in 2018, but the products disappeared in 2019 due to poor sales figures.

The category is also under enormous pressure in the Netherlands, according to Circana figures.

Between 2022 and 2025, sales of meat substitutes fell by more than 11%. Volumes even fell by 12.7%. 2023 was the best year for meat substitutes in terms of sales, mainly due to higher prices, but volumes have been declining year on year since 2022.

Total sales of meat substitutes plummeted from €197.4 million to €175 million. The burgers segment, the most important category within meat substitutes, fell in turnover from more than €42 million in 2022 to just over €29 million in 2025, a decrease of no less than 30.7%.

The turnover of sausages and meatballs collapsed: a decrease of 50% and 40%, respectively.

The number of IBR infections remains still higher than average

The number of farms where infection with infectious bovine rhinotracheitis (IBR) is diagnosed remains higher than average. In January and February, eight dairy farms experienced IBR outbreaks, with three detected via PCR and five through antibodies in bulk milk.

Earlier, in the last months of 2025, the number of outbreaks on IBR-free farms had increased to 15. Since the first reports of these outbreaks, farmers and veterinarians have become more alert to symptoms such as nasal and ocular discharge, snoring, fever, decreased appetite and reduced milk production, which has led to more nasal swabs and increased detection of the virus.

In the first quarter of 2026, 10 cattle farms have already been confirmed with IBR, whereas in all of 2023, more than five farms had been affected. In addition to dairy farms, beef farms with typical IBR inflammations have also been identified.

If the virus is not detected via nasal swab, farmers and veterinarians can request additional testing for multiple viruses and bacteria to gain a broader understanding of possible infections.

Meat industry under pressure due to new regulations

It seems that the new rules and requirements for the beef cattle sector are having significant consequences. For instance, the proposal to provide animals with more space would result in fewer animals per barn, potentially reducing profitability.

Additionally, bans on dehorning and caesarean sections are under discussion. While the ban on dehorning is intended to improve animal welfare, it can pose risks to both the animals and the people handling them.

A ban on caesarean sections could force some farms to close because it would no longer be economically viable for them to operate.

Hartendorf, chairman of the LTO Sector Group for Meat Cattle Farming, indicates that many farmers are struggling with these additional demands, especially since constructing new stables is often not possible due to nitrogen regulations and permit requirements.

While the ministry talks about encouraging natural behavior, Hartendorf emphasizes that these animals are already domesticated and adapted to current agricultural techniques.

In addition to these regulations, the Animal Welfare-Oriented Livestock Covenant is also in place. The sector continues to engage in discussions with the ministry to ensure a future for beef farming in the Netherlands.

Hartendorf highlights that the Netherlands is unique in that cows almost always graze outdoors with their calves and that the sector contributes to nature management through grazing.

Furthermore, there is a growing demand for locally produced meat. In order to meet this demand, it is crucial to maintain a healthy beef cattle sector.

Compensation for reducing emissions on dairy farms

The dairy farming sector has the potential to significantly reduce greenhouse gas emissions, but many of the necessary measures currently result in financial losses for farmers.

Research from Wageningen University & Research (WUR) shows that offering even a small financial incentive could encourage half of dairy farms to adopt stricter emission standards.
Such a reward could result in an average CO₂ reduction of 20%, making sustainability more attractive to farmers.

This is important because the global demand for dairy products is expected to increase by almost 50% by 2050. Without measures to address this, increased production would lead to extra emissions.

Cattle farming accounts for one-third of human methane emissions, placing the sector at the center of international climate plans. WUR has examined possible measures and their associated costs and benefits.

Data from Dutch dairy farms shows that using clover in grass is financially beneficial. Other measures, such as adjusting feed or fertilizer use, do reduce emissions, but they cost farmers money and are therefore less frequently implemented.

Meat substitutes should not be called 'meat'

Meat substitutes and hybrid meat products may not be called "meat." This was decided by the European Parliament and the European Council on 5 March.

This agreement is part of broader arrangements aimed at strengthening the position of farmers and stabilizing their income.

An agreement was reached on the rules for the protection of the term “meat” and the following meat-related names: beef, veal, pork, poultry, chicken, turkey, duck, goose, lamb, mutton, sheep, goat, drumstick, sirloin, entrecôte, flank, loin, steak, ribs, shoulder, shank, cutlet, wing, breast, liver, thigh, breast fillet, ribeye, T-bone, rump steak, and bacon.

Derivatives of these, such as burger, steak, and sausage, may still be used, according to Dutch newspaper the Volkskrant.

These terms are therefore exclusively reserved for meat products and may not be used for products that do not contain or are not based on meat.

The European Council and the European Parliament hope that this will increase transparency for the term “meat” in the internal market and help consumers make an informed choice.

The 'Let's swap' campaign is not challenging enough

The 'Wissel 'ns wat!' (Let’s swap) campaign, organised by the Dutch Vegetarian Society, started on 2 March and replaces Meatless Week and Dairy-Free Week.

Throughout the year, it will focus on encouraging more plant-based consumption and reducing animal-based foods. Unlike the previous campaign, which emphasised a strict ban, this new approach is positive, focusing on small steps and celebrating every achievement.

The campaign avoids harshness and condescension, using language similar to that of the mainstream food sector and policymakers, emphasising "more plant-based" rather than "less meat".

In summary, while the 'Wissel 'ns wat!' campaign takes a mild, positive and moderate approach, some argue that it may not be strong enough to bring about the necessary large-scale changes and that more courage and assertiveness are needed to challenge meat-eating culture.

Prices

Market promotions

Easter is a very important period for lamb consumption and the production cycle of Portuguese lamb is designed to provide the best offers during this period.

As far as UK lamb is concerned, it is difficult to compete over Easter for that reason and the relatively low supply. The UK lamb cycle is more competitive during the Christmas period, especially when it comes to the so-called mountain lambs, with carcases from 12 to 15 kgs. The Portuguese consumer doesn’t like heavier carcases.

Sonae/Continente

Sonae is the only retailer that shows lamb in its promotional leaflet without an indication of origin. It commands the highest price ever seen for a promotional campaign (€13.99/kg for whole carcase, halves and quarters), which highlights the current difficulties with lamb supply and will have an impact on demand. 

On the pre-packed side, Sonae is committed to develop this sector through value-added offerings. This is seen as the future for the sector and an opportunity to change consumer habits from a seasonal to a regular consumption product.

Here, there are two players:

• the POSH range from Kepak with three vacuum packed items – rolled breast at €16.99/kg, rolled shoulder at €20.99/kg and carré at €29.99/kg
• a skin pack sliced range from Continente PL supplied by a Spanish company – cutlets at €18.99/kg and shoulder at €15.99/kg

On the beef side, there was: 

• on the butchery corner – striploin w/bone Angus, sliced rump Limousin at €18.99/kg, Limousin chump and Angus breast at €13.99 and Continente chump at €12.99/kg for stewing
• on the self-service, sliced picanha from UE at €18.99/kg, sliced topside from Portugal at €16.99/kg
• Frozen entrecote and striploin from South America at €19.99/kg

Jerónimo Martins/Pingo Doce

As far as lamb is concerned there was nothing, presumably they were preparing for a shorter period near Easter with a great price, which could not be extended for long due to little available stock.

For beef there was:

• on the self-service for the first time is a pre-packed range under the Pingo Doce brand – sliced picanha (rump cap) at €18.99/kg, sliced striploin at €16.99/kg, sliced maminha (rump tip) at €14.99/kg from UE
• on the butchery corner, the focus is on silverside steak at €12.49/kg and striploin steak at €14.99/kg both from the EU, and striploin steak at €16.99/kg and picanha steak at €19.99/kg, both from South America

Intermarché

Again, there was no lamb on promotional material.

For beef, the major focus was on stewing cuts with bone at €11.49/kg, beef for roasting at €13.49, forerib and shoulder steaks at €13.49/kg, rump steaks at €17.99/kg, Angus silverside steaks from South America at €15.99/kg, maminha from the EU at €13.79 and liver at €5.99/kg.

AHDB activities

In March we organised in-store tasting activities with the Lamb POSH range at Continente stores in main cities such as Leiria, Aveiro and Santarém.

A major three-day show cooking demonstration took place at Continente Telheiras on the 26-28 March, where all the group directors were present.

News

USA

• US exporters, led by the US Meat Export Federation (USMEF) and a Honduran importer, introduced new beef and pork cuts, through a series of training sessions to the Foodservice sector in San Pedro Sula. (Source: Meatingplace)
• US beef exports to Colombia have surged following the country’s decision to lift the restriction it imposed in 2024 after highly pathogenic avian influenza (HPAI) was detected in US dairy herds. Exports rebounded strongly in 2025 rising 23% to 4,232 tonnes (t). (Source: Meatingplace)
• The US administration has launched two new trade investigations aimed at rebuilding tariff pressure after the Supreme Court struck down much of former President Trump’s earlier tariff programme. The first probe targets excess industrial capacity partners, including China, the EU, Japan, India, South Korea and Mexico, while a second focuses on imports made with forced labour from more than 60 countries. Officials say the investigations could lead to new tariffs by summer, with concerns centered on large trade surpluses and underused manufacturing capacity, particularly in China. The move is part of a broader effort to restore UK leverage in trade negotiations before temporary tariffs expire on July 1. (Source: Reuters)
• January US export beef figures were slightly less negative, with shipments totaling 92,558 t, down 10% y-o-y but marking a relative easing compared with previous declines. However, the export value fell just 3% to $780.1 million. Despite this, beef variety meat exports were strong, increasing 6% from a year ago to 27,511 t, with a value of $126 million. Exports to Korea, Japan, Taiwan, the Caribbean, the ASEAN, and South America also trended higher y-o-y. (Source: Meatingplace)
• US pork exports trended higher y-o-y in January from leading market Mexico. January pork exports totaled 250,861 t, up 3% from a year ago, while value increased 4% to $692.1 million. In addition to Mexico, exports were larger y-o-y to Japan, South Korea, Canada, Central America, Colombia, the Dominican Republic, The ASEAN and Taiwan. (Source: Pork Farm Journal’s)
• Hamburger menu prices have risen about 14% over the past three years, but this increase hasn’t kept pace with the 32% jump in beef production costs since January 2023. This gap, dubbed ‘McFlation’, highlights how restaurant burger prices have grown roughly in line with overall restaurant inflation despite persistently tight beef supplies and rising costs. (Source: Meatingplace)
• Hormel Foods has filed a lawsuit in the US Court of International Trade seeking refunds of tariffs it paid under trade measures imposed by President Trump (Source: Meatingplace)
• In February, wholesale red meat and poultry prices rose faster than the overall Producer Price Index (PPI), reflecting stronger inflationary pressure within the protein sector (Source: Meatingplace)
• The US Department of Labor has awarded $1.67 million to Nebraska to help workers affected by the closure of Tyson Food’s beef processing plant in Lexington. (Source: Matingplace)
• Recent beef-packing facility closures underscore persistent strains on the industry, driven largely by ongoing low cattle inventories and the resulting pressure on processing capacity. (Source: Meatingplace)
• Workers at the JBS USA beef plant in Greeley, Colorado, may strike as early as March 16 after UFCW Local 7 issued a seven-day notice canceling the facility’s contract extension, signalling a breakdown in negotiations and raising the likelihood of a walkout. (Source: Meatingplace)
• Niman Ranch has launched a Regenerative Organic Certified® (ROC^TM) beef program sourced entirely from US family ranches. The initiative addresses rising demand for organic, grass-fed beef and the US cattle herd’s historic low by reshoring supply, improving soil health, and supporting rancher livelihoods. (Source: Business Insider)
• The House Agriculture Committee has advanced Farm Bill 2.0, formally the Farm, Food, and National Security Act of 2026, a bipartisan five-year farm bill that includes a major fix for California’s Proposition 12 by providing regulatory relief to pork producers facing a patchwork of state animal-lousing laws. (Source: National Hog Farmer)
• US agricultural groups are urging the Trump Administration to remain engaged in the World Trade Organisation (WTO), warning that withdrawal would jeopardise critical market access and undermine decades of export growth. (Source: Farms)

USA/China

• US-China trade talks have been pushed back after President Trump postponed a planned 31 March meeting with President Xi Jinping, leaving US meat processors facing continued delays in regaining full access to the Chinese market. (Source: Meatingplace)

USA/Argentina

• Argentina’s meat industry, long constrained by decades of interventionist policies, export caps, and outright bans, appears poised for renewed growth as shifting political and economic pressures reshape the sector. Historically one of the world’s top beef producers, Argentina has repeatedly curbed exports to keep domestic prices affordable, contributing to declining cattle herds, reduced output, and lost global competitiveness. Recent US tariff changes and rising global demand have highlighted Argentina’s potential, while ongoing domestic economic instability and past policy cycles have limited the industry’s ability to fully leverage its rich agricultural capacity. (Source: emeat)

Canada

• A Team Canada trade mission to Mexico highlighted the importance of the market for Canadian pork exports. Mexico is currently the third-largest destination for Canadian Pork, with exports increasing by more that 20% in 2025. (Source: Canada Pork Communications)
• High construction costs are expected to limit expansion in pork production despite favourable market conditions. Stable hog supplies in Canada and the US, combined with disease related shortages of early-weaned pigs, have supported above average hog prices. While meat demand remains strong, the high cost of building new barns is discouraging producers from expanding herds. As a result, pork supply in North America is expected to remain relatively stable, supporting continued profitability for the sector in 2026. (Source: Canada Pork Communications)
• Artificial intelligence (AI) is increasingly being integrated into pork production systems, from cameras tracking pig behaviour to sensors monitoring barn environments and feed intake. Industry experts say the real impact of AI will come from how producers redesign management systems to use integrated farm data for decision making. (Source: Canada Pork Communications)

 Brazil

• Brazilian pork exports reached 122,100 t in February 2026, up 6.7% y-o-y, while export value increased 4.1% to US$284.1 million. Growth was driven primarily by strong demand from the Philippines. Which increased imports by 77.4% and remains Brazil’s top market. Shipments also rose significantly to Japan, while exports to China and Hong Kong declined sharply. (Source: Canada pork Communications)

Mexico

• Mexico currently faces a significant outbreak of screwworm, with 1,033 active cases reported by SENASICA across 19 states, marking a sharp increase compared with the previous month. (Source: Diario Contra República)
• Pork remains one of Mexico’s most important and widely consumed proteins, representing about 25% of households total meat spending and averaging over 22 kg of consumption per person per year. National production of around 1.8 Mt annually helps sustain demand. Pork accounts for 41% of all animal protein consumption, surpassing poultry and beef. (Source: El Economista)
• As US supply tightens and operations struggle, Mexico’s cattle industry is expanding its capacity, effectively strengthening its position in the regional supply chain. The halt in cross-border cattle movement has contributed to the US industry’s challenges while giving Mexico room to build up domestic production and rebalance trade dynamics. (Source: NewsBreak)
• Mexican pork producers, represented by Opormex, strongly oppose the meat industry’s request to increase Mexico’s tariff-free import quota for pork from countries like Brazil, arguing that such a move is unjustified because domestic supply and imports from the US and Canada are already sufficient to meet demand. (Source: Reforma)

AHDB events in the Americas

SIAL Canada 2026, April 29 – May 1, 2026

Palais des Congrès de Montréal

SIAL Canada is North America’s largest professional trade show dedicated to the agri-food industry. With more than 800 exhibitors and 20,000 professionals from every Canadian province and over 50 countries, SIAL Canada continues to serve as the leading hub for global food industry innovation, networking, and business development.

Prices

Japan

We were at FOODEX JAPAN 2026  from March 10-13. The exhibition, held at Tokyo Big Sight, featured over 3,000 exhibitors from 80 countries and attracted around 80,000 trade professionals.

Henry Glover, AHDB Senior Trade Development Manager, attended the show and reports:

“Japan is keen for British pork for now. This partially due to the African swine fever outbreak in Spain, which means British exports to Japan are rising considerably.

“It is early days yet but total pig meat exports in January 2026 was up over 30% compared to January the previous year. The trip helped us understand that we need to capitalise on this, which is why we are adding a particular pork focus to our Japan inward mission taking place this June. It will comprise of Japanese importers and some industry media to increase our recognition in the country.

“The trip, particularly our meeting with ALIC and the FOODEX dinner also highlighted why these relationships matter. Our primary export product to Japan is beef offal, particularly tongue, so having the foundations in place by being visible these events and maintaining close connections means that we were ideally positioned to take advantage when Japan is looking elsewhere for pork imports.

We also built on connections while at networking events, such as at the British Embassy, which will help to push on with the long-term goals for our market ambitions in Japan. Mainly, this is getting the over 30-month beef access to Japan which has been identified by the AHDB market insight team as a target market. We have set up calls with our market access team, British DBT and Defra to continue to make sure we push to make progress on this lengthy journey.

“Our FOODEX British meat dinner had around 70 attendees including exporters and importers. Business is still conducted in a very traditional format in Japan. Exporters being there to meet their valued customers in person still really matters to importers and officials.

“It allows to create more business through stronger bonds and making new contacts. It also allows us to supply the venue and be continuously ‘flying the flag’ for British meat and pork when there is still a lot of competition for the lucrative market from other exporting countries.”

Vietnam

AHDB attended Food & Hotel Vietnam (FHV) in March to strengthen opportunities for UK exporters and raise the profile of high-quality British pig meat in a fast-growing market.

Supported by the Department for Business and Trade (DBT), we used FHV to engage directly with importers, distributors and foodservice buyers, backed by targeted media activity and trade press interviews to increase visibility and demand.

Vietnamese language brochures, exporter lists and stand materials were used to help position UK suppliers, build relationships, support commercial conversations and maintain momentum.

Guidance for exporters

The halal meat market in Europe is growing steadily, driven by an increase in Muslim populations, increasingly diverse consumers and wider interest in halal food in mainstream stores. Halal foods, especially meat, make an important contribution to local food markets and are expected to grow as demand and retail availability increase.

This report focuses on France, Germany and the Netherlands, three EU countries with significant Muslim populations. It provides an overview of the halal meat sectors, focusing on demand, consumer demographics, purchasing patterns and distribution channels.

It highlights the strong growth outlook for halal meat driven by demographic trends, ethical and quality preferences and expanding retail and foodservice availability.

It also serves as a practical guide for UK meat exporters, offering market insights to help them successfully access and compete in this growing and commercially attractive halal market.

France

Market size

France has the largest halal food market in Western Europe, supported by strong demand for halal meat. The wider EU halal food sector is estimated at around €396 billion in 2024, while the French halal segment itself is valued at approximately €5.5 billion (with about €4.5 billion for food alone).*

Consumer base and demand patterns

France is home to approximately 6–7 million Muslims, accounting for around 8–9% of the total population, creating a stable and recurring demand for halal meat and related products. Consumption tends to increase during Ramadan and major religious holidays.**

Demand for halal meat in France is driven by population growth and changing lifestyles within the Muslim community. Urban living and household trends support steady, repeat purchases, while the range of halal products is expanding beyond fresh meat into frozen, processed and ready-to-eat options, boosting appeal and buying frequency.

Certification and quality assurance play a critical role in sustaining demand. France lacks a single national halal standard, and as such, a network of halal certification bodies and mosque-linked certifiers provides consumers with confidence in product compliance. Trust in certification is a key factor driving repeat purchases and long-term customer loyalty in the French halal meat market.

Distribution channels

Traditional halal butcher shops dominate halal food distribution in France. Specialised halal butcheries account for approximately 80% of total halal food sales, particularly in urban neighbourhoods with high concentrations of Muslim consumers. These outlets benefit from strong consumer trust and close ties to local communities.

Supermarkets and grocery retailers represent a smaller but growing share of the market, accounting for around 20% of halal food distribution. While they continue to trail independent butcheries in overall market share, their halal meat offerings are expanding steadily in response to rising demand. Major retail chains such as Carrefour, Auchan and Casino have increased shelf space dedicated to halal products. However, due to political sensitivities surrounding halal products, supermarkets tend to avoid overt halal branding despite strong demand.

Halal food is also increasingly present in the foodservice and fast-food sector. Restaurants, fast-food chains, street food vendors and specialised kitchens offer halal options, with both multinational and local brands adapting menus to meet demand in specific urban areas and regions with higher Muslim populations.

*https://www.openpr.com/news/4263963/europe-halal-food-market-hits-usd-396-0-billion-milestone-in-2024

**https://www.halaltimes.com/top-10-european-countries-with-significant-muslim-populations-in-2025/

Germany

Market size

The German halal meat market was worth approximately USD 2.2 billion in 2024, according to Straits Research. This segment is expected to experience steady growth through at least 2027, driven by sustained demand from both domestic consumers and foodservice channels.*

Consumer demand

Germany is home to approximately 6 million Muslims, representing around 6–7% of the total population. This makes Germany one of the largest halal consumer markets in Europe and provides a strong and stable domestic base for halal food consumption.**

Demand for halal products in Germany is driven primarily by religious and cultural observance among Muslim households, for whom halal certification is a fundamental purchasing requirement. This broader consumer appeal has contributed to the steady expansion of halal demand beyond its traditional core market.

Muslim consumers in Germany show a strong preference for clearly certified halal products and, in many cases, demonstrate a willingness to pay a price premium to ensure compliance with halal standards. This willingness to pay supports higher-value positioning for certified halal products and reinforces the importance of credible certification and transparent labelling within the German market.

Distribution channels

Supermarkets and hypermarkets are an increasingly important distribution channel for halal products in Germany. Large retail chains have expanded their halal meat and halal-certified product offerings, particularly in urban areas with diverse populations. As a result, mainstream retail has become a dominant channel, improving accessibility and visibility of halal products for both Muslim and non-Muslim consumers.

In German standard supermarkets such as Edeka, Rewe and Kaufland, halal meat is offered exclusively as pre-packaged goods in the refrigerated or frozen sections. It is not offered at the open fresh meat counter because cross-contamination cannot be ruled out due to the direct proximity to pork and the use of the same equipment, such as knives and meat grinders.

Speciality halal stores and traditional halal butchers continue to play a critical role in the market. Ethnic grocery stores, often Turkish or Arab, remain key outlets for fresh halal meat, especially for consumers who prioritise strict certification standards, trust-based relationships and cultural authenticity. Since they carry exclusively halal products and no pork, they can sell certified halal meat fresh and unpackaged at the service counter without any issues.

Online retail and e-commerce channels are also gaining traction in the German halal market. Growth in this segment is supported by increasing consumer willingness to purchase halal products online, provided that reliable certification, clear product information and dependable delivery services are available.

Foodservice outlets, including restaurants, takeaways and halal-focused eateries, represent another important distribution channel. These establishments contribute significantly to daily halal consumption, particularly in multicultural urban centres. However, growth in this segment is closely linked to certification transparency and the geographic concentration of demand.

*https://straitsresearch.com/vertex/insights/halal-meat-market/germany

**https://www.halaltimes.com/top-10-european-countries-with-significant-muslim-populations-in-2025/ 

The Netherlands

Market size

The Netherlands’ halal meat market is projected to grow at a compound annual growth rate (CAGR) of approximately 4.7% between 2025 and 2029.* This growth is being driven by several factors, including a steadily rising Muslim population, increasing consumer demand for healthier and ethically produced food and the presence of well-established halal certification frameworks that support market transparency and trust.

Consumer base and demand patterns

Demographic trends further support sustained market expansion. Around 1–1.2 million people identify as Muslims in the Netherlands, accounting for around 5–6% of the total population.**  While many of these consumers continue to shop primarily in mainstream supermarkets, there is a growing expectation for clear halal labelling and a wider range of certified halal products. In addition, younger and third-generation Muslim consumers demonstrate distinct preferences, placing greater emphasis on convenience, product quality and animal welfare standards. This has increased interest in halal products that combine religious compliance with enhanced welfare and sustainability attributes, shaping product development and retail strategies across the sector. 

Distribution channels

Speciality halal butchers and ethnic food stores are the key distribution channels, particularly for core halal consumers. Traditional Islamic slagerijen (butchers) are valued for their ability to offer fresh cuts of meat and provide direct assurance of halal compliance. These outlets are especially important for unprocessed and freshly prepared halal meat, where personal trust, transparency and perceived authenticity strongly influence purchasing decisions.

The halal meat market in the Netherlands is growing for several reasons. Online shopping is increasing, making it easier for people to order halal meat and have it delivered at home. This is especially popular with younger consumers and busy families.

Restaurants and catering services also help the market grow, particularly in cities where people eat out more often. These places make halal meat more visible and more widely accepted.

In addition, new products are boosting growth. Besides fresh meat, more processed halal foods like snacks and ready-to-cook meals are becoming popular. These convenient options attract young people and urban households who want quick and easy meals.

Conclusion

The outlook for halal meat in Europe is strong. Demand is expected to keep growing due to population growth, changing consumer preferences for ethical and high-welfare products, and better certification and supply chain transparency. As cities become more diverse and retail systems improve, halal meat is likely to expand in both traditional and modern stores. Non-Muslim consumers are also helping to increase the market.

The halal sector is well established in supermarkets and halal butcher shops. Retailers are showing more interest, increasing shelf space, product variety and even private-label halal meat lines. New product formats and presentations are helping halal meat reach more consumers.

If you are thinking of exporting meat to the halal market, please visit https://ahdb.org.uk/exports/halal  for further information on navigating the halal regulations and other insights on what potential exporters of halal meat need to know.

*https://www.6wresearch.com/industry-report/netherlands-halal-meat-market 

**https://longreads.cbs.nl/the-netherlands-in-numbers-2024/what-are-the-major-religions/