The Netherlands just hit its lowest meat consumption level in two decades. New national data shows Dutch consumers ate 74.4 kilograms of meat per person in 2024. That may sound high. And it is.
But it marks a clear decline after years of stubborn stability. For a country with a strong meat tradition, this drop matters.
How Researchers Measured the Decline
These numbers come from Wageningen Social & Economic Research (WSER). Their method is widely trusted. It tracks slaughter totals, imports, exports, and stock changes. This creates a national “supply balance.”
But there’s an important detail. WSER uses carcass weight, not edible weight. Only about half of that ends up as actual food on the plate. That means the average Dutch person ate closer to 37 kilograms of edible meat last year. Still high. But lower than before.
Two Decades of Change
Dutch meat intake peaked in the mid-2000s. It stayed high for years with only small fluctuations. Last year finally broke that pattern. Consumption fell 3% from 2023 to 2024. That equals roughly half a kilo of edible meat per person. Small, yes. But steady downward movement is now visible.
What’s Driving the Shift
Several forces are shaping this trend. Climate concern is rising. So is awareness of animal welfare. Dutch supermarkets have pledged to shift their protein sales toward more plant-based options.
Meat prices also climbed. For many families, value matters. And younger generations are leading a quiet cultural shift. Flexitarian eating is now normal. People still eat meat — just less of it.
Why Progress Still Falls Short
Even with the drop, 74.4 kilograms per person remains far above global health and sustainability recommendations. The EAT-Lancet Commission suggests around 16 kilograms per year for a diet that protects both people and the planet.
Another complication: sales of meat alternatives slipped last year. That suggests consumers are cutting back, but not necessarily replacing meat with plant-based proteins. Reduction is happening. Replacement is slower.
Impact on Animals and Climate
Every kilogram of meat avoided reduces pressure on animals and the planet. Lower consumption means fewer animals raised in intensive systems. It also means less land use, less water use, and lower emissions.
But structural change still requires stronger policy, better pricing, and cultural normalization of plant-based food.
A Chance to Push Further
The Netherlands is not at the finish line. But it has taken a meaningful step. This decline is a signal — people are ready for change. The challenge now is to build on this momentum and create a food system that is kinder, cleaner, and rooted in compassion.