Consumer patterns clearly changing when choosing meat

March 5, 2015

Fully 34 percent of respondents in a recent survey say that the ongoing debate about the pros and cons of eating red meat is influencing their eating habits. In the YouGov survey commissioned by Kronfågel, 27 percent said they intend to choose white meat rather than red meat to a greater extent in the coming months.

The debate around health and meat consumption starts with the Swedish National Food Administration Nordic Diet recommendations (NNR2012), World Health Organisation advice (WHO) and Cancer Fund research that all agree that reducing consumption of red meat lowers the risk of certain forms of cancer. In June 2014, the Swedish National Food Administration published its recommendations that we need to cut down on the amount of red meat in our diets. The Kronfågel survey clearly shows that consumers are listening to this advice and changing their eating habits and switching from red meat to white.

“Just over 20 percent say that starting this year, they are going to eat less red meat and choose other sources of protein such as chicken or fish more often. 13 per cent are also choosing to eat more vegetarian food. Our vision – that people should eat white chicken meat one more time each week – is a simple change in behaviour that can benefit your health,” says Magnus Lagergren, CEO of Kronfågel AB.

Consumption of poultry increasing
Swedish Board of Agriculture and SCB statistics for meat consumption in 2014 have now been released*. Compared to 2013, consumption of poultry meat has increased 4.4 percent by weight. We consume 21.2 kg per person each year, almost one kilo more per person in the space of twelve months. Over the last five years, consumption in Sweden has increased by 3.7 kg per person.

People are not simply choosing chicken rather than red meat for health reasons alone, but also because white meat has a smaller climate footprint compared to red meat. Almost half of the respondents in the Kronfågel survey knew that chicken production has less of an environmental impact than red meat. One kilo of beef results in 40 kg of greenhouse gas emissions. A kilo of chicken creates just one tenth of this.

More people see the advantages of Swedish chicken

83 percent strongly agree that there are advantages with Swedish chicken compared to imported chicken, which is an increase on 2014, when the corresponding figure was 77 percent.

“Consumers are starting to appreciate Swedish added values more and more. Sweden’s high standards for animal welfare, the environment and our very restrictive stance on the use of antibiotics are starting to reach consumers. Farm origin labels and traceability make it easier for consumers to make an informed choice in stores,” says Magnus Lagergren, CEO of Kronfågel AB.

About the Kronfågel survey:
The survey was performed by market survey company YouGov. Between 7–12 January 2015, a total of 1,005 interviews were conducted with men and women aged from 18–74.

Upwards for Swedish meat 2014,

For more information, please contact:

Magnus Lagergren,
CEO Kronfågel AB,
+46 702 55 52 35,

Jenny Fridh,
Head of Communications,
Kronfågel AB,
+46 730 27 70 18,