Report shows meat at center of shifting consumer trends
On March 2, 210 Analytics Principal Anne-Marie Roerink presented findings from the 21st iteration of the Power of Meat report during the 2026 Annual Meat Conference, hosted by the Meat Institute and Food Industry Association in National Harbor, Md.
Overall, the report emphasizes the growing popularity and significant role of meat in the American diet, citing record-breaking sales throughout 2025.
“There was no other department that was bigger or grew more than the meat department,” Roerink says. “Animal protein was absolutely popular across the board.”
The report goes on to note retail meat sales climbed to $112 billion in 2025, marking a 6.8 percent increase in dollar sales alongside a two percent rise in volume.
These gains solidified meat’s position as both the largest and fastest-growing department in the grocery store’s outer perimeter, and industry analysts contribute this growth to increased demand for specific products and/or brands, more frequent shopping trips and higher spending per visit.
Beef remained the dominant force in the category, accounting for 70 percent of dollar gains and 56 percent of volume growth, and fresh beef sales alone rose more than 12 percent to exceed $45 billion, according to the report.
Consumers continue prioritizing meat
Although inflation and grocery costs have been on the rise, the Power of Meat report indicates shoppers still prioritize meat when making purchase decisions.
In fact, while more than 90 percent of consumers reported concerns about grocery prices in 201 Analytics’ survey, 68 percent said they consider meat a non-negotiable in their food budgets.
Analysts describe this behavior as “recalibration,” in which shoppers seek value through promotions, bulk buying and store selection while still allowing for premium purchases during special occasions.
“More than anything, we are not seeing people walk away from the meat department, but we are seeing recalibration of spending through money-saving efforts,” Roerink says.
The report reiterates, “Although consumers navigate financial pressure, meat and poultry are prioritized in household budgets, though many consumers constantly recalibrate spending through where, what and how much they buy.”
“Shoppers balance value-seeking behaviors with selective splurges tied to holidays, entertaining and special occasions, creating a ‘bifurcated marketplace’ which rewards both sharp value execution and well-timed premium offers,” the report adds.
Beyond affordability, 210 Analytics found consumers prioritize convenience and personal values when making purchase decisions, with meat quality ranking as a driving factor, even more so than price.
Roerink says this proves shoppers are willing to pay more for higher-quality products or those they believe are better aligned with their values and preferences.
Younger generations reshape demand
A major theme in the 2026 report is the growing influence of younger consumers.
The survey found Millennials and Gen Z accounted for 67 percent of unit growth in 2025, signaling a significant demographic shift in meat purchasing behavior.
“We are seeing a demographic tidal wave coming at us with a changing of the guard,” Roerink says. “In two years, for the first time in three decades, Baby Boomers are not going to be our majority spender – Millennials will – and with this, everything changes. They buy different species and types of meat, and they create completely different meals with the items they buy.”
The report notes younger consumers tend to prioritize convenience, health benefits and sustainability, while also drawing meal inspiration from digital platforms.
Social media, search engines and even artificial intelligence (AI) are playing an increasingly important role in meal planning, with 15 percent of consumers reporting the use of AI tools for this specific purpose.
This shift presents both opportunities and challenges for retailers and producers who must adapt product offerings and marketing strategies to meet evolving expectations.
Convenience and versatility drive growth
With more meals being prepared at home, demand has also grown for products that simplify cooking but don’t sacrifice quality.
Fully-cooked, ready-to-heat and value-added meat products like marinated or pre-seasoned cuts continued to gain traction.
“Currently, about nine percent of fresh meat sales fall into the value-added category, with expectations for continued growth,” the report reads.
Roerink notes ground meats emerged as a standout category at the meat counter, with ground beef leading all grocery subcategories in dollar growth at $17.4 billion, up 14.7 percent year-over-year.
Ground chicken, pork and lamb also gained popularity, and processed meats like sausage saw modest sales growth of 1.4 percent.
“We’re seeing tremendous growth in ground chicken, pork and lamb and, of course, all of this has to do with – yes, the economy – but also our demographic tidal wave,” Roerink states.
She also mentions protein-rich snack options such as jerky and meat sticks saw double-digit growth, with sales up 11.3 percent to $6.4 billion.
Health and transparency remain central
According to the report, health considerations are playing an increasingly important role in meat consumption, and 210 Analytics found 77 percent of consumers view meat and poultry as part of a healthy diet, up significantly from 64 percent in 2020.
“Health used to not be a great driver of sales for us, but boy has this changed,” Roerink says. “More than 90 percent of consumers say protein is very or somewhat important to them, and more than 40 percent say they are eating more protein than they were five years ago.”
Today, meat is widely associated with strength, energy and overall wellness, which Roerink believes reinforces its position as a key component of a balanced diet.
She also says emerging trends such as the use of GLP-1 medications for weight management are influencing consumption patterns, as consumers using these medications tend to prioritize protein intake and are more likely to incorporate meat into their breakfast and snack options.
Lastly, the report highlights interest in how meat is produced is also on the rise. Products with organic or grass-fed labels experienced double-digit growth in 2025.
“Organic and/or grass-fed meat and poultry grew dollars, units and pounds by double digits in 2025, underscoring the importance of clear, credible and ongoing communications around production practices,” the report reads. “Beyond valuing sourcing and production transparency, more than one-half of consumers want to make food and packaging choices to help the planet.”
Hannah Bugas is the managing editor of the Wyoming Livestock Roundup. Send comments on this article to roundup@wylr.net.
