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Meat consumption in Europe has shown a gradual downward trend in recent years. A growing share of European consumers are reducing their meat intake, avoiding it altogether, or opting for more sustainable options. Some are also turning to alternative protein sources such as plant-based meat substitutes and, potentially in the future, cultured meat or fermentation-derived products. Key drivers behind this shift include concerns about animal welfare, environmental sustainability, and the health risks associated with high meat consumption. In addition, rising consumer prices in recent years have further contributed to this development.