Innovations and trends in meat consumption: an application of the Delphi method in Spain

The meat sector in Spain is an important industry. However, traditional consumption is changing as a result of the country's economic crisis and the new structure of households. The objective of the present study was to identify trends in meat consumption in Spain extrapolated to 2016, and the main innovations that should be of interest to firms in the sector. The study was conducted in 2011 using the Delphi method with the participation of 26 experts. The results showed that, while the demand for meat will not vary significantly in amount, it will do so in composition, with chicken replacing beef as the meat of most importance in the shopping basket. In addition, significant growth is expected in certified meat, but the demand for organic meat will not take off. Neither will there be no significant changes in end purchase formats, but there will be a clear trend in consumers' purchasing decision criteria away from price, external appearance and origin towards quality certification and the attributes of the packaging. With respect to end purchase channels, the experts estimate that the current trend will be accentuated with increasing market share for large supermarkets and major distribution brands.