Chicken and pork are seen as staple proteins in many countries
MLA says chicken is universally included in meals in all countries and it is less consumed in China (19%), while the highest levels of consumption are reported in Jordan and Malaysia (52% and 47% respectively). A particularly strong chicken consumption was reported in Canada (39%).
Referring to goat, MLA notices a comparatively higher consumption level in the Middle Eastern countries, taking into account that here pork is not consumed. The highest level is reported in the United Arab Emirates (13% of meals in the last seven days). "Interestingly, nations outside of the Middle East such as Indonesia, the US, Malaysia and China are also claiming a high percentage of goat consumed recently."
Regular beef consumption is consistent at 20–30% of non-seafood meals across the globe. Sheepmeat consumption varies considerably, and is only higher than beef in some MENA (Middle East and North Africa) markets.
Chicken and pork are seen as staple proteins in many countries. They are not perceived as particularly nutritious, but these proteins are cheap, widely available and easy to prepare.
Beef is perceived to be high in nutrition, premium and superior in quality and taste, and worth paying more for (particularly imported beef with strong safety credentials and consistency).
Lamb is considered a premium protein option and remains an unexploited opportunity due to its relative unfamiliarity among consumers. Many consumers are not aware of how lamb should be prepared and cooked.
Figure 1: Meals that consumers claim to have prepared and eaten at home in the last seven days.
Source: MLA Global Consumer Tracker, 2017.
Photo source: Tom Adriaenssen/ Flickr
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