There are increasing concerns of society towards the consumption of animal products which have been produced and transformed in a sustainable manner. This trend influences consumer purchasing decision making, particularly in developed countries. On the other hand, in the next years, the pressure to increase the volume and efficiency of meat production will be much higher to cope with the expected unsatisfied demand. At least in part, current and future technologies could contribute to solve this challenge. However, the use of some of these innovations could have a negative effect on consumer preferences. There is no consensus in our society about this dilemma. The objective of this paper is to review the scientific evidence related to these topics and to analyze and discuss the effect of some of the extrinsic and intrinsic factors linked with the sheep industry which could affect the acceptability of lamb meat by consumers.

Meat and meat products are important sources of protein in the human diet. However, their consumption or excessive consumption has been questioned as this has been related to sustainability and health issues. Due to this, alternatives to conventional meat consumption, such as meat produced more sustainably or meat alternatives, have been considered. The aim of the present work is to gain insight into the meat consumption of different countries, the motives for and barriers to this consumption, as well as into the consumption of more sustainably produced meat with particular focus on organic meat and meat alternatives. Information on meat consumption has been obtained using FAOSTAT data and maps have been constructed using SAS software. Results showed that, in general, albeit with variations between and within countries, there is a tendency to decrease red meat consumption and increase poultry consumption, while for pork consumption the tendency is less clear. Motives and barriers for meat and meat alternative consumption have been reviewed and it is possible to see that these are very variable and that they, in addition to the intrinsic and extrinsic characteristics of the meat, are also related to consumers’ attitudes and beliefs. Thus, it is important to inform consumers in a truthful and reliable way in order to allow them to make well-founded decisions regarding the consumption of these products.