Many aspects of normal life have been disrupted by COVID-19, but meat in the retail market has proved resilient and adaptable, standing strong throughout the vicissitudes of 2020 and beyond. What’s more, the pandemic isn’t the only opponent for which meat has proved more than a match. The seemingly unstoppable momentum of the plant-based movement appears to have failed in significantly denting the popularity of beef, lamb, pork and poultry products. This is not to say a status quo has prevailed in the meat market during these turbulent times. As we will see, changing habits and emerging trends mean the recipe for success has changed, but meat is still very much the star ingredient.