Romanian eating habits are undergoing a visible shift, and the impact on the meat market is becoming evident.

According to a Eurobarometer survey conducted in 2024, 19% of Romanians identify as flexitarians, meaning they reduce their meat consumption without giving it up completely. In parallel, around 3% follow a vegetarian or vegan diet, a share that has increased from 1.5% in 2019.

The trend is more pronounced in urban areas and among younger generations. The reasons cited include health, price, and environmental concerns.

In Romania, annual meat consumption per capita is approximately 64 kg, below the EU average of 68 kg, but the structure of consumption is changing: poultry meat is on the rise, while red meat is declining.

Processors and retailers are observing these developments and adapting their offerings: more clean-label products, plant-based alternatives, and sustainable packaging are appearing.

In the words of a market analyst: “We are not witnessing the disappearance of meat from Romanians’ diets, but rather a redefinition of its role within a more balanced diet.”

This change is not a passing trend but a direction that will reshape the market over the next decade.

(Photo: Freepik)