Meat consumption data sources vary

Meat consumption in France is measured through several methods, each with its own advantages and limitations. These include balance-based calculations, consumer panel data, and retail sales tracking, all of which provide insights into consumption trends but with specific constraints.

Balance-based consumption calculations

Agreste calculates meat consumption by subtracting exports and adding imports to the total production from slaughters. This method gives an overall consumption figure, but it does not account for stock levels held by industry operators. Stocks can vary significantly depending on seasonal demand and industry practices.

Limitations of stock tracking in the beef sector

In the beef sector, there are no official stock indicators, though operators often freeze meat for later use. Caroline Monniot from the Institut de l'élevage notes that while stocks exist, their levels are unknown. This lack of data makes it difficult to fully understand consumption trends.

Consumer panel data from Kantar

The Kantar panel tracks meat consumption at home by having households report their purchases. This method relies on participants scanning products with barcodes, but it faces challenges with items that lack barcodes, such as fresh meat or fish. This can lead to inaccuracies or underreporting.

Challenges in Kantar data collection

Cécile Guillot from FranceAgriMer highlights that the Kantar panel may not fully represent certain demographics, such as seniors or young men. Additionally, regions like Corsica and the DOM are not included in the panel. These factors can introduce biases into the data.

Retail sales tracking by Circana

Circana uses cash register data to track meat sales in large retail stores. While this method is comprehensive for national brands and private labels, it excludes smaller shops and specialized stores. It also does not capture purchases from butchers or variable-weight products.

Limitations of Circana data

Circana data provide reliable quantities and regional sales information but do not indicate which types of households are making the purchases. This limits the ability to fully understand consumption patterns, especially for products sold outside of large retail chains.

Complementary data sources and challenges

FranceAgriMer publishes annual summaries based on aggregated data, but these are often delayed, making it harder to track current trends. Studies like Where is the beef going? and the Idele report rely on estimates based on restaurant turnover and inflation data, which are not always precise.