Title : 
 Measuring meat consumption with recommendations towards more sustainability 

 Abstract : 
 The broad public calls for a transformation of food systems and addresses a trilemma by emphasising environmental effects , but also referring to health risks associated with meat - heavy diets . In addition , citizens of many EU Member States are raising societal and ethical concerns with regard to livestock farming . Therefore , numerous scientific studies have concluded that a reduction of high meat consumption levels accompanied by more plant - based diets in high - income countries is a prerequisite for a shift towards sustainability . Efforts to achieve more sustainable food systems need to include approaches to lower lost and wasted food quantities along the entire value chain . This is especially relevant with regard to meat , considering the ecological footprint of livestock farming . Assessing the present situation and subsequently developing targeted strategies to reduce consumed and wasted meat quantities requires a comprehensive information base . Accordingly , this dissertation provides detailed information on average German meat consumption , individual meat consumer groups , and on meat waste within the German Hospitality and Food Service ( HaFS ) sector in relation to individual arising points . In addition , this thesis deliberates fiscal intervention and targeted marketing to curb meat demand , considering the specific purchasing patterns of individual household segments . It further derives measures for substantial meat waste reduction . The first article of this dissertation deals with an updated and revised estimation of the annual per capita pork , beef , and poultry consumption in Germany using a market balance approach and following a mass flow analysis . It includes a survey at slaughterhouse level , adjustments to external trade statistics , and assumptions of losses at the processing and wholesale level as well as of waste at food retail level and for at - home and out - of - home consumption . In this manner , an average per capita meat consumption of 64.7 kg is determined for the year 2018 , comprising of 34.8 kg pork , 11.5 kg beef , and 15.8 kg poultry . These findings highlight a clear need for action as the identified consumption level is neither compatible with national health guidelines nor with international climate targets . In line with existing literature , results further confirm inconsistencies between per capita meat consumption levels according to food balances and self - reported meat quantities in the course of published surveys . But also , among supply - side approaches , international comparability of meat consumption levels is difficult due to different assumptions on meat utilisation and varying consideration of losses and waste . In order to establish a more consistent calculation of domestic meat supply in the course of food balances , the consideration of different meat types , edible offal , and by - products and the corresponding allocation of commodity codes for international trade statistics would need to be harmonised . Article ( 2 ) comprises an identification and characterisation of German household segments based on meat product purchases using revealed - preference data . A cluster analysis following a previously conducted principal component analysis reveals four different clusters : pork and beef traditionalists ( 59 % of the total sample ) , convenience - oriented pork buyers ( 11 % ) , poultry lovers ( 25 % ) , and premium red meat lovers ( 5 % ) . According to a multinomial logistic regression , there is heterogeneity with regard to the meat purchasing behaviour of these clusters . Therefore , they must be addressed with different priorities when aiming for a dietary shift . Results indicate that pork and beef traditionalists , and thus the majority of German households , does not adopt a “ less - but - better ” meat consumption , but rather exhibits meat - heavy diets . A tax on meat products could generally curb meat demand of these households , whereas more balanced diets of convenience - oriented pork buyers could additionally be encouraged by personalised price promotions of plant - based alternatives . Together with poultry lovers , they represent younger consumers turning away from high meat consumption levels . Due to the observed consumer heterogeneity , a change in the food environment including effective pricing measures but also a tailored product range accompanied by targeted labelling and communication campaigns could bring about a change in dietary behaviour . Results suggest that marketing strategies considering the meat quality perception of poultry lovers and premium red meat lovers in particular could promote a qualitative rather than a quantitative shift for these household segments . The third article determines an annual meat waste of 85,800 tons within the German Hospitality and Food Service ( HaFS ) sector based on computer - assisted telephone interviews ( CATI ) and considers different arising points . A comparison of total waste quantities and waste ratios for gastronomy , communal catering , accommodation , and further HaFS businesses implies that leftovers including overproduction , buffets , and plate waste are a hot spot for meat waste within the HaFS value chain . Among segments , gastronomy and communal catering are main contributors to total meat waste quantities . There certainly is a potential for meat waste prevention since the prevailing share of waste consists of avoidable meat waste and implementing the waste management of the lower quartile ( bottom 25 % ) of each of the four segments would lead to a waste reduction of 77 % . A fractional logit model in addition to qualitative content analysis illustrates that both company - internal and government action might reduce leftover meat . Businesses being sceptical about donating edible food to social institutions reveal significantly higher meat waste ratios . Various companies perceive extensive legal hygiene requirements and organisational efforts as barriers which keep them from entering into long term corresponding cooperations . Communication measures which promote less wasteful behaviour in HaFS businesses need to address staff and guests . They should especially emphasise environmental effects of food and meat waste . Approximately 1,300 kt or 2 % of the total CO2 equivalents emitted by German agriculture in 2018 could potentially be saved by applying the waste management of the lower quartile of each of the four HaSF segments to all HaFS businesses . Overall , results of this dissertation demonstrate a need to shift meat demand in Germany into a more sustainable direction . This is especially true , as meat consumption is on average not compliant with environmental and nutritional recommendations ; the majority of German households has not yet turned away from traditional meat purchasing habits ; and leftovers that are still edible in most cases are a hotspot for out - of - home meat waste . The three articles provide an important contribution to an improved database on meat consumption and meat waste . In the course of more comprehensive national nutrition monitoring , a regular collection of revealed - preference data covering out - of - home in addition to at - home consumption would make it possible in the first place to analyse the directive effect of legislative intervention towards meat demand management in more detail . A more comprehensive data collection should also be strived for in the course of the German National Strategy for Food Waste Reduction in order to assess the effectiveness of corresponding reduction and prevention measures . According to the Delegated Decision 2019/1597 of the European Commission , national authorities need to declare total food waste quantities without distinguishing between product categories or unavoidable and avoidable waste . With regard to meat consumption , future research needs to clarify whether there is a sufficient rational for more far - reaching legislative interventions from the perspective of behavioural , environmental , and welfare economics . Considering the individual household segments , studies should additionally examine the influence of a mix of instruments and look at the substitution between meat and alternative food products to assess possible rebound effects . In terms of food waste reduction , an evaluation of waste quantities with an ecological focus and an economic assessment of targeted measures could contribute to specify the declared reduction goals . This dissertation is among a growing number of scientific publications that draw attention to the issue of meat demand in the context of more sustainable diets . However , this topic is notoriously multifaceted and dietary strategies must balance national and international conflicts of objectives , e.g. , environmental , health or animal welfare goals . Moreover , demand - sided concepts for industrialised countries can only be part of a superior solution since meat demand trends in developing countries give new urgency to the need for holistic concepts .