Red meat consumption in Norway fell to its lowest level since 1992 in 2024, averaging 37.1 kg per person, according to the industry report Kjøttets tilstand 2025. The trend reflects gradual dietary shifts driven by health guidance and climate concerns, even as overall meat intake has stabilised.
Red meat consumption: what Animalia’s 2024 data shows
The latest figures indicate a 1.2% year‑on‑year decline in red meat intake from 2023 to 2024, bringing the average to 37.1 kg per person. Animalia notes that total meat consumption per capita edged down 0.8%, with white meat essentially stable.
The report also highlights a long‑term shift since the late 2000s from red to white meat, despite recent stabilisation in overall volumes.
Health guidelines: how intake compares to Nordic advice
On a weekly basis, the 2024 average corresponds to roughly 710 g of red meat in raw weight (≈ 480 g cooked). That remains above the 350 g/week upper limit advised by the Nordic Nutrition Recommendations (NNR 2023) and reflected in national guidance from the Norwegian Directorate of Health (Helsedirektoratet).
Advocates welcomed the decline, arguing it aligns diets more closely with public‑health goals while leaving room for further progress.
Production trends: poultry steady, small ruminants down 6%
Animalia reports a slight fall in overall meat production, with poultry output broadly stable. The sharpest movement came in small ruminants (småfe), where production fell by 6% year on year. The composition of Norway’s meat basket has changed markedly over three decades, with red meat now accounting for about two‑thirds of consumption and white meat near one‑third.
Climate and policy: why Norway is nudging diets
Environmental organisations, including Framtiden i våre hender, frame the decline as positive for both climate and public health. Norway’s food‑based dietary guidelines encourage eating more fish, legumes and plant‑based foods while limiting red and processed meat. The shift dovetails with wider Nordic and EU policy debates on cutting food‑related emissions without undermining farm incomes or food security.
What to watch next
If current patterns hold, Norway could move closer to the 350 g/week cooked benchmark over the medium term. Key variables include price dynamics, consumer preferences, and any adjustments to national guidance by the Norwegian Directorate of Health (Helsedirektoratet).
For producers, a steady poultry market and pressure on small‑ruminant volumes will remain central to planning, while retailers can expect continued interest in lower‑carbon and health‑aligned protein choices.
