New packaging and processing technologies are extending the shelf-life of fresh and processed meat. According to a new report from Rabobank, “Meat Packaging to Extend Shelf Life”, benefits include: expanded geographical sales coverage, better margins across the value chain, lower environmental costs of meat consumption and product premiumisation.
While consumer preference for fresh over frozen to date has limited sales to mostly regional markets, this could now be changing. Expanding the target market, by addressing consumer trends, improving price/quality positioning (in existing, mature markets) or widening the export range to new markets, could hold the solution for European meat producers.
With the rapid growth of case-ready packaging in supermarkets and discounters, demand for case-ready packaging is also likely to grow fast. Rabobank believes that technologies, such as vacuum skin packaging (VSP) and carbon monoxide modified atmosphere packaging (CO-MAP), can lengthen the window of opportunity for fresh meat exports to Southern and Eastern Europe.
Packaged chilled meat and ready-to-eat meat has seen the fastest growth in China of an estimated rate of 20 percent per year. A ripe market, therefore, exists for imports and demand in value-added meat. Once import restrictions in the region are reduced, Rabobank believes there is a significant market opportunity for European processed meat.
Tuesday June 24, 2014/ Rabobank.