The Global pork market is constantly changing. Supply and demand, international trade, rising costs and animal diseases are all influencing market conditions. Director Sales Max Nales follows these developments closely and sees just how quickly the situation can change. So what is happening in the market today, and how is Vion responding? 

A constantly changing market
“Right now, we have a difficult puzzle to solve, with everything that is happening around us,” says Max. 

The past few months have shown just how challenging that can be. Towards the end of the summer, the market briefly appeared to be moving in a positive direction, with higher prices for pig farmers. But the recovery was short-lived. 

Since then, European supply has once again exceeded demand. At the same time, international markets remain unsettled. Import tariffs, differences in production costs between countries, and rising feed and fuel costs are all contributing to the pressure. 

According to Max, it is the combination of these factors that makes the situation so difficult. No single event happens in isolation, and market conditions can change in quick succession. 

Market developments at home and abroad
African swine fever in Europe remains a major concern. The situation is affecting international trade flows and, in turn, the opportunities to sell pork. 

The market is also changing within Europe itself. In the Netherlands, the number of pigs declined in 2026, mainly because farmers took part in the Dutch government’s Lbv and Lbv-plus livestock buyout schemes. 

In other European countries, the decline is less pronounced, or pig numbers are even increasing. Pig prices also vary considerably, with significantly lower prices in countries such as Denmark. These differences are shifting the balance within the European market. 

A seasonal boost towards the end of the year
Amid these challenges, there is one period that traditionally brings additional activity to the market: the festive season. Demand for pork generally increases around Christmas. 

Max expects this seasonal boost again this year. The question is how much of a difference it will make. 

“I’m confident we’ll see that boost. What I’m less certain about is whether it will be strong enough to bring a real recovery.” 

That makes the coming months particularly important to follow, especially with so many developments affecting supply, demand and prices at the same time. 

Finding local opportunities in a global market
Vion’s international network plays an important role in navigating these conditions. Through its sales offices and established customer relationships, Vion sells pork and beef to markets around the world. 

But not every market is equally attractive at any given time. Competition in the conventional global market is intense. 

“We can’t always match our competitors on cost,” Max explains. However, our clear focus on e.g. animal welfare or sustainability allows us to differentiate on these attributes. 

That is why Vion continually assesses different markets to identify where demand for pork exists, including opportunities involving specific product concepts or added-value products. 

This international perspective allows Vion to explore different sales opportunities. Although market conditions remain complex, our network provides valuable insight into developments around the world and where new opportunities may emerge. 

Keeping a close eye on the market
Making a clear prediction for the coming months is difficult. There are simply too many interconnected factors influencing the market. 

For Max, the priority is to keep a close eye on developments and recognise changes as early as possible. 

The puzzle remains unsolved. But with its international network, knowledge of different markets and long-standing customer relationships, Vion will continue to look for opportunities as they arise.