Onderwerp scriptie

Which factors drive the meat supply to Spanish retailers? - André da Silva Ribeiro

In Spain traditional shops, such as butchers or counter services and open markets were the preferred type of retail store for fresh meat products in 2011. However, over the years the demand for meat products changed due to changes in population and household structure, consumer purchasing power, meat scandals, distribution channels, meat industry structure and retail prices. This study characterizes the meat supply in Spain to identify which factors drive the meat supply to Spanish retailers between the years 2004 and 2013.

In Spain traditional shops, such as butchers or counter services and open markets were the preferred type of retail store for fresh meat products in 2011 and therefore had the highest sales of fresh meat products. However, over the years the demand for meat products changed due to changes in population and household structure, consumer purchasing power, meat scandals, distribution channels, meat industry structure and retail prices. Modern retailers – Hypermarkets, supermarkets, hard discount and convenience stores have, however, the power to dictate and impact other partners in the supply chain. The large modern retailers have been increasing their monopolistic power and seek to control the meat supply chain. As a consequence there has been a disconnection between producers and the final consumers. Whilst in 2008 the economic crisis in Spain has impacted consumers in many ways, for example, their purchase power has a convergent effect on the different retail segments and meat products. These differences were expected to affect the Spanish meat supply chain.

This study characterizes the meat supply in Spain to identify which factors drive the meat supply to Spanish retailers between the years 2004 and 2013. We assumed that changes in demographics, economy and household structure are key factors that drive changes in the Spanish meat supply chain. Four species were analysed: beef, sheep, pig and poultry. Second we performed a stakeholder and a SWOT analysis. A field trip to Spain, Madrid and Barcelona was schedule where data from interviews with meat associations and retailers were collected. Traditional retailers have been declining and modern retailers have gained market share. Beef and sheep meat products are associated with cultural meats and had higher sales at the traditional retailers. Pig and poultry meat products are associated to daily consumption products and had higher sales at the modern retailers. Modern retail is expected to continue their meat products market share and traditional retailers have to differentiate from modern retailers in order to prosper. Consumers are the key stakeholders that have highest power by their meat purchasing choices. An increase in the Spanish purchasing power will result at the same time on an increase in the manufacturer/producers meat product sales.


Student: AF da Silva Ribeiro

Supervisor: ing F Steenstra

30 Ects