Meat consumption in Germany
While German meat consumption estimated to increase, the sales value of meat substitutes in Germany was expected to rise. Additionally, the share of households that consider themselves to be flexitarian has been growing, with Germany seeing the highest share of young individuals who consider themselves to be vegetarian among European countries.
Meat consumption in the UK
In 2018, the United Kingdom saw a share of 16 percent of new food product launches contain no meat (vegetarian) or meet vegan standards. For the first time, the share of vegetarian and vegan product launches was higher than in Germany. The UK market is changing, and that it has begun to closer resemble the more meat-free German food market. Germany now sees less new meat-free product launches because its market is coming closer to product saturation.