Europe: Consumer insight

We outline current (2025) consumer trends and recommend messaging strategies for producers of British meat and dairy exporting to the EU.

Meat consumer buying behaviour

Key purchase drivers in the EU meat market

Across the EU, quality, taste, price and value for money remain the dominant purchase drivers.

However, inflation and cost-of-living concerns have intensified price sensitivity, leading to the following shifts in consumer behaviour:

• Discounters such as Lidl and Aldi are expanding market share as affordability becomes a top priority, particularly in Germany and Poland (IGD, Nov 2024)
• Organic market share is growing in France - 5.8% in 2024 compared to 4.3% in 2019 - whereas Germany remains constant at 2% (Euromonitor International 2025 edition)
• Quality, taste and value are key, along with animal welfare, in Germany, the Netherlands and Scandinavia (AHDB/Sparkminds, Dec 2020)
• French consumers are particularly keen to buy local meat; research from Kantar highlights that food sovereignty remains a key purchase driver

UK exporters must reinforce their value-for-money message while maintaining a strong focus on quality and differentiation.

British meat has traditionally been perceived as high quality and safe. But premium pricing remains a barrier, particularly as consumers seek affordable alternatives.

Consumer attitudes towards animal welfare and sustainability

Environmental sustainability and animal welfare considerations have grown in influence over the past few years.

Increasingly, consumers are making purchasing choices based on ethical concerns; however, short-term outlooks suggest a slight decline:

• In Germany and France, those choosing to reduce consumption of meat and animal products reduced between 2022 and 2024: from 34% to 26% in France and from 43% to 37% in Germany (Euromonitor International 2024 edition)
• Although sustainability is prioritised by 48% of French consumers, the number of ‘eco-committed’ households has dropped to 21% in 2024 from 24% in 2023 (Kantar, 2024); Kantar predicts that this figure will rise again, hitting 30% in 2028
• Animal welfare scores highly in importance in Germany and Poland compared with other EU nations (AHDB/Sparkminds, Dec 2020)

While affordability is an important driver, environmental and welfare messaging can enhance the appeal of British meat in markets where consumers are willing to pay more for ethical products.

Key messaging strategies for British meat in the EU

To remain competitive in 2025, UK exporters should:

• Justify premium pricing by emphasising superior taste, quality and high production standards
• Address price sensitivity by clearly communicating value-for-money messages
• Promote our sustainability and animal welfare standards in countries where ethical considerations are growing
• Adapt strategies for local-origin-conscious markets like France, emphasising British heritage and traditional farming methods

By balancing premium positioning with affordability concerns and sustainability credentials, British meat exporters can maintain a strong presence in the EU market.

Dairy consumer buying behaviour

Key consumer themes for dairy in EU

The European dairy market is shaped by a combination of health trends, ethical considerations and price sensitivity. Taste, quality and value for money remain the core purchase drivers; however, wider health and sustainability concerns are increasingly important.

Key trends influencing dairy purchases in 2025:

• Cheese dominates new purchases of dairy between 2019 and 2024 (Euromonitor International 2025 edition)
• Functional foods – Consumers are actively seeking dairy products with functional health benefits, such as probiotic, gut health and immunity-boosting claims; this aligns with a wider trend of favouring functional foods (Euromonitor International 2025 edition)

Sustainability and ethical production in dairy

EU consumers are having mixed attitudes towards the environmental and ethical aspects of dairy production. The performance of organic dairy has been largely influenced by its higher price.

• European consumers are increasingly driven by ethical choices; however, price is often a barrier (Euromonitor International 2025 edition)
• In Germany, almost 25% of consumers who choose dairy alternatives state animal welfare as a reason for consumption – the highest among surveyed countries (Euromonitor International 2024 edition)
• In France, organic products are declining in popularity, largely due to price; the exception is baby foods, where the main driver is its organic positioning (Euromonitor International 2025 edition)

The UK’s high production standards, hormone-free dairy and farm assurance schemes provide strong marketing opportunities for British dairy exporters. By emphasising sustainability and animal welfare, UK dairy products can appeal to ethical consumers in premium EU markets.

Dairy purchasing behaviour in France, Germany and Italy

France and Germany are among the largest dairy retail markets in the EU, with strong consumer recognition for British Cheddar and growing interest in premium and functional dairy products. This makes them strategic priorities for British dairy exporters (source: Euromonitor International 2025 edition; AHDB/Sparkminds, Dec 2020).

• British Cheddar has strong recognition, with over 50% of French and German consumers willing to buy it. Other British cheeses (e.g. Stilton, Wensleydale and Double Gloucester) require greater marketing efforts to increase visibility (AHDB/Sparkminds, Dec 2020)
• A significant trend in Italy is the increasing preference for locally sourced dairy products, sighting themes of sovereignty and regional authenticity (Euromonitor International 2025 edition)

Key messaging strategies for British dairy in the EU

To succeed in the EU dairy market, UK exporters should focus on:

• Health and functional benefits – Position dairy as a natural source of nutrients and emphasise functional claims (e.g. gut health and immunity support)
• Sustainability and ethical production – Promote the UK’s high animal welfare and environmental standards to attract ethical consumers
• Premium cheese positioning – Reinforce British Cheddar’s strong reputation and invest in awareness campaigns for regional British cheeses
• Justifying price and value – Clearly communicate why British dairy offers premium quality to justify pricing in price-sensitive markets like Germany and France