How Has England’s Success in Euro 2024 Influenced The Livestock Trade?

With the three lions reaching the Euro 2024 final in dramatic fashion following their 2-1 win over the Netherlands, it is only right to explore how the tournament has boosted demand in the meat industry.

Pre tournament surveys estimated that 13% of the English population were planning on increasing their spending on groceries, takeaways and alcohol. A figure that is only expected to rise now that England has reached the final as people host BBQs, head to pubs and bars or order takeaways as they host viewing parties once again.


Initial projections suggest UK retail sales could be boosted by a staggering £2.1 billion with food and drink sales making up the vast majority of this. Burgers, hot dogs and chicken wings are the food products which have been seeing the highest increase in demand. The increased consumer demand for these products has improved sales particularly for ‘lean beef ‘ at a time when UK cow supplies are down 13% compared to 2023 figures.

2.7 million tickets have been sold over for matches throughout the tournament, with many more millions watching the games at fan zones and bars across the 10 host cities in Germany. This has been good news for the UK barren cow trade, as stronger demand from Germany has seen a rise in export prices throughout the tournament. The export trade could potentially see similar trends with exports to France as they set to welcome visitors from all over the globe for this summer’s Olympic Games.