Understanding the future meat consumers

Abstract

Revered, desired, hated and even persecuted, meat leaves almost no one indifferent. It is a fundamental element of our culture and traditions, and gives rise to numerous controversies, trends and social movements. Currently, there are many dilemmas raised by its production and consumption, from ethical and moral to environmental, economic and health. This paper focuses on examining and analysing some of these dilemmas, related to ethical and socio-cultural issues, animal welfare, sustainability and meat alternatives, from a consumer perspective and their impact on current and future meat consumption. In the coming years, the meat sector will have to face many challenges to ensure its survival, particularly in terms of the ethical aspects of meat consumption and the environmental impact of meat production. Listening to society's demands, adapting to them, and communicating progress in a truthful and transparent manner are probably the keys to success and to the future of meat.