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The beef market in the European Union

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Abstract

This report analyses the market for beef in the European Union. The information in this report primarily concerns the EU-15 countries. More than half of the beef consumption in the EU is sold as fresh beef products at the retail level, the rest being used in processed products or sold through catering outlets. This report will primarily focus on the market for beef sold fresh at the retail level. The report analyses consumption patterns and looks at various explanations of changes in beef consumption. A complementary analysis of the structure of the beef supply chain will comprise all links from farmers through cattle markets, slaughtering companies and wholesalers to retailers. Such an analysis of the basic structure of the distribution chain is helpful with a view to understanding the market’s use or non-use of marketing parameters like branding, advertising, product quality, and new product development. Section 2 contains an overview of the European beef market including trends in consumption, production and foreign trade as well as a description of some legal and political issues as well as of some factors concerning health and food safety, which are of importance to the beef market participants. In section 3 the beef consumption patterns in the EU are analysed and various factors influencing consumption patterns are considered, including demographic and economic factors as well as the influence of consumer preferences. Section 4 contains an analysis of the beef sector in terms of structure, competition and marketing strategies. Section 5 concludes the report with a summary of key findings. A number of interviews with slaughtering companies, trade organisations and retail chains in the United Kingdom, Greece and Denmark have been conducted to support the compilation of information for the report. The interviews have contributed to a better understanding of the market and they have provided validation for some of the information gathered in the report. The areas covered concern market trends, relations between actors in the distribution chain, product quality, new product development, branding, advertising and promotion. Where interviews contained valuable insights or comments which were difficult to summarise in a meaningful way, the answers have been reproduced in smaller print in nearly full length. Some of the data are incorporated in the text. The interview guidelines are attached in the Appendix. Five interviews were conducted in Denmark, three in the United Kingdom and four in Greece. The companies are classified according to size and market. Codes are used in the report to identify respondents. A legend of codes can be found in the Appendix.

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  • Nielsen, Niels Asger & Jeppesen, Lisbeth Fruensgaard, 2001. "The beef market in the European Union," MAPP Working Papers 75, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    • Handle: RePEc:hhb:aarmap:0075
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    1. Jill E. Hobbs, 1996. "Transaction costs and slaughter cattle procurement: Processors' selection of supply channels," Agribusiness, John Wiley & Sons, Ltd., vol. 12(6), pages 509-523.
    2. Azzam, Azzeddine M. & Schroeter, John R., 1997. "Concentration in Beef Packing: Do Gains Outweigh Losses?," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 12(1), pages 1-3.
    3. Steenkamp, Jan-Benedict E M & van Trijp, Hans C M, 1996. "Quality Guidance: A Consumer-Based Approach to Food Quality Improvement Using Partial Least Squares," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 23(2), pages 195-215.
    4. Anderson, Eugene W & Shugan, Steven M, 1991. "Repositioning for Changing Preferences: The Case of Beef versus Poultry," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 219-232, September.
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    1. Barrena Figueroa, Ramo & Sanchez Garcia, Mercedes & Rosa, Franco, 2005. "Influence of Product Perception and Quality Label Valuation on Consumer Decision. The Case of Beef in Italy and Spain," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24515, European Association of Agricultural Economists.
    2. Grunert, Klaus G., 2006. "How changes in consumer behaviour and retailing affect competence requirements for food producers and processors," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 6(11), pages 1-20.
    3. Sören Prehn & Bernhard Brümmer & Stanley R. Thompson, 2015. "Payment decoupling and intra-European calf trade," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 42(4), pages 625-650.
    4. Kurmas Akdogan, 2018. "Mean-reversion and structural change in European food prices," Central Bank Review, Research and Monetary Policy Department, Central Bank of the Republic of Turkey, vol. 18(4), pages 163-173.

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