Misleading Canada Food Prices 2019 Report Makes Assumptions of Red Meat Industry Pricing

(Ottawa, ON) The Canada Food Price Report for 2019, released earlier this week, makes assumptions that the cost of meat is set to fall because Canadians are adopting plant-based diets. In fact, the beef demand index is strong, only showing a decrease of 2% demand in 2018, but maintaining levels not seen since the late ’80s. Statistics Canada data shows that meat consumption by Canadians has decreased steadily between 2004 – 2015 – and not suddenly because of any specific dietary trends. 

“The report is misleading and makes assumptions that meat prices in Canada could go down because of demand and new market entries, when in fact many factors need to be considered,” says Chris White, President of the Canadian Meat Council (CMC). “The global spike in meat prices in 2013-14 drove world wide meat production expansion. Increased supply has allowed prices to begin to decline across the world including in Canada.” 

Market pressures, such as feed prices and other factors, can also affect the price of animals, and this trickles down to the retail price of meat. Despite recent price decreases in beef by 4.2% over last October, prices throughout 2018 have been higher than the 5-year average, with prices also being pressured by higher domestic beef supply, as opposed to a decrease in demand.

It’s simply a case of increased supply reducing the price. The Canadian Food Price Report 2019 shows the prices of foods since 1986, and meat rose significantly from 2012 to 2016, so the small recent decrease in price is also likely due to a market correction, and not directly linked to new market entries.

 “While some Canadians are exploring new protein options, they also understand moderation which applies to all aspects of life. Families are eating red meat well within Canada’s Food Guide recommendations, and more importantly, they understand the benefits of the essential nutrients that red meat provides” added White.

With a new food guide forthcoming and media reports stating red meat recommendations would go down – CMC met with the Minister of Health in April who provided re-assurance that updated Food Guide would not tell Canadians to decrease their meat consumption, as it is an essential part of a healthy, balanced diet.

According to an Ipsos poll[1] conducted in September 2017 of 1,000-plus Canadians, 72% of respondents reported eating three or less servings of meat a week. Encouragingly, 3 out of 4 respondents understand the important role that red meat plays in getting essential nutrients for health. These findings are consistent with Health Canada data which reported of the 21 meals available in a week, 3 to 4 included a serving of red meat.

“Meat has benefits when added to diets that are largely plant-based by helping the body absorb nutrients, like iron and zinc,” said Mary Ann Binnie, a nutrition expert with CMC. “The synergies of eating red meat and veggies together cannot be underestimated.”

About Canadian Meat Council:

For nearly a century, the CMC has represented Canada’s federally registered meat packers, meat processors and equipment suppliers. CMC provides evidence-based advocacy on behalf of its members and works to secure and improve Canada’s global meat competitiveness and, promote a balanced diet, which includes high-quality and nutritious Canadian meat. The Canadian red meat industry represents over 20 Billion dollars to the Canadian economy and supports 288,000 jobs across Canada.

For more information, please contact:

Marie-France MacKinnon, Vice-President, Public Affairs & Communications

Canadian Meat Council

(613) 725-5805 | marie.france@cmc-cvc.com 

[1] Ipsos online poll of 1,003 Canadians conducted September 8-11, 2017 on behalf of the Canadian Meat Council. Sample weighted to reflect Census data. Poll is considered accurate to within +/ – 3.5 percentage points, 19 times out of 20.