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Europe: Routes to market
To access and sustain trade with EU buyers, find out what’s important to them.
As UK exporters seek to expand red meat and dairy trade in the EU post-Brexit, they will encounter both challenges and growing opportunities.
Exporters must consider many options when identifying the best routes into a market and look beyond consumption rates and growth forecasts. To stand out from the crowd, consider where a product might end up and what’s important to buyers in that supply chain.
Insights from our EU-based agents reveal themes such as halal demand, supply consistency, and differentiation as central to accessing and sustaining trade.
Key points for red meat exporters
- Retail, foodservice and wholesale channels all require tailored approaches
- Demand for halal-certified lamb is growing in several EU markets
- Differentiation through breed, format and story is valued by buyers
- Long-term, consistent relationships outweigh short-term pricing wins
Each of these is explored in more detail below.
Retail, foodservice and wholesale: Know your channel
Retail remains the dominant channel in markets like France, accounting for 60–65% of all meat sales. In the Netherlands, supermarkets are the most significant in terms of volume, often sourcing through exclusive third-party procurement partners, while foodservice and hospitality offer niche potential for premium propositions.
In Germany and France, wholesalers, especially specialist wholesalers, are central in supplying smaller foodservice operators, independent butchers and shops. UK lamb is particularly strong in this channel, with vacuum-packed or portioned formats often preferred.
“Foodservice and wholesale demand is up (at least for lamb), but it is getting more difficult for retail as entire chains are focusing on domestically produced meat.”
Lucille Brillaud, AHDB France
Post-Brexit logistics have shifted some demand. For example, in Germany,
“… there has been a strong trend towards importing lamb carcases. Imports of lamb premium cuts have declined dramatically since then.”
Dr Tim Schäfer, AHDB Export Agent Germany
Halal segments: Consistent demand, clear requirements
There is a strong and consistent demand across country markets for halal-certified lamb and beef, particularly in Germany and France. These products are essential for specialist wholesalers, independent butchers and Muslim communities.
“[There is a] significant increase in demand for halal meat, both lamb and beef… It can be a great advantage to have a local Muslim trade agent on site who can handle all matters regarding orders, pricing, delivery and quality issues.”
Dr Tim Schäfer, AHDB Export Agent Germany
Halal certification must be both transparent and recognised.
“Those who are IFS-certified work with abattoirs whose certifications are aligned with their own.”
Lucille Brillaud, AHDB France
Read our article on halal certification for UK meat processors and exporters
Differentiation: Breed, cut, format, story
European buyers now expect baseline standards in sustainability, traceability and animal welfare. These are no longer differentiators - but product format, breed and convenience are.
In the Netherlands, for example, consumers are price-sensitive but still value meat as the core of a meal. This presents an opportunity to promote premium beef:
“Focusing on single breeds as a point of differentiation offers opportunities in both retail and foodservice. Exporters who can single out breeds like Hereford, Red Devon, Shorthorn, Longhorn or others have an advantage.”
John Schilder, AHDB Export Agent Netherlands
There’s also a growing expectation for convenience-oriented cuts. Dutch consumers want meat that is easy to prepare, and French supermarkets are ordering more portion-controlled cuts as skilled butchery declines in-store.
“Supermarkets are faced with a shortage of skilled butchers, so they tend to buy fewer carcases as previously, and more cuts.
“French restaurant buyers emphasise the need for portion precision. For instance, a restaurant owner calculates the cost per plate, so they cannot receive 300 g lamb shanks if they ordered 200 g ones.”
Lucille Brillaud, AHDB France
Perception, price and trade expectations
While British meat is valued for its taste and consistency, issues such as high costs, post-Brexit paperwork and supply fluctuations have weakened some trade relationships, especially in Germany.
“The biggest weaknesses across all meat products are import barriers ([such as] tariffs, health certificates, customs clearance), high prices and [varying] availability.”
Dr Tim Schäfer, AHDB Export Agent Germany
Dutch importers, on the other hand, are open to building long-term partnerships, provided exporters maintain contact and allow room for volume growth:
“Dutch importers are willing to invest in building sustainable business in cooperation with UK exporters. It’s recommended to allow sufficient time for the importer to grow into viable volumes.”
John Schilder, AHDB Export Agent Netherlands
Long-term commitment and trust matter more than short-term pricing wins:
“French buyers value trust and consistency. Long-term reliability often outweighs short-term pricing.”
Lucille Brillaud, AHDB France
Supply consistency remains a central concern. Year-round availability, particularly for premium and halal products, is expected as standard by many importers and distributors. For those reliant on fixed delivery schedules and promotional calendars, any disruption to supply can damage credibility with retailers and foodservice buyers.
“Consistency in products and cuts is crucial.”
Lucille Brillaud, AHDB France
Dairy insights: Perceptions and practicalities
UK dairy exporters report strong interest from retail and foodservice channels.
The French market remains a significant opportunity despite pricing challenges linked to freight and post-Brexit administrative costs. These are offset by the unique appeal of British dairy, particularly Cheddar, which is not widely produced elsewhere in the EU and is seen as a high-quality, authentic product.
UK dairy strengths include taste, quality, innovation (e.g. blended cheeses) and a stable year-round supply enabled by the UK’s climate. This consistent milk production underpins the confidence international buyers have in the sector.
Exporters looking to grow dairy sales in the EU are advised to:
- Build reliable partnerships and commit to long-term planning
- Attend trade shows and invest in strong commercial teams
- Double-check all export paperwork to minimise disruption
- Work closely with DBT trade advisers and AHDB export support for tailored guidance
Building relationships and moving forward
A consistent message from all AHDB EU agents is the need for exporters to think long term. This means not only offering competitive prices but also:
For red meat exports specifically:
- Work closely with AHDB market agents to understand the right entry point: retail, foodservice or wholesale
- Tailor offers to market expectations: portion control, breed-specific branding or halal certification
- Provide clear documentation, certifications, specification shelf-life and label details
- Build long-term relationships with distributors, visiting regularly and showing reliability in supply
- Use storytelling and origin transparency to stand out in price-sensitive markets
For dairy exports specifically:
- Promote strengths like Cheddar heritage, year-round milk supply and product innovation
- Attend trade shows, get paperwork right and build trusted partnerships with DBT and AHDB support
AHDB’s export team and local market agents can support exporters in connecting with key buyers, navigating logistics and certification, and adapting their offer to each market’s expectations.
Continue reading about the European market
Market access and barriers to trade