Bacon will not back down. The segment has been climbing to meet its previous records set in 2021 and 2022, and last year was a big one for bacon, as it nearly achieved those same levels.

Data from Circana, Integrated Fresh, MULO+, showed that bacon generated $6.9 billion in sales in 2024, up 4.4% from the previous year. This was just short of the $7.1 billion records achieved in 2021 and 2022. Not only did the category see improvement in value but also in what Anne-Marie Roerink of 210 Analytics refers to as the “growth trifecta” — increasing across dollars (4.4%), units (2%) and volume (1.6%).

“There have been substantial price fluctuations over the past few years,” Roerink said. “In 2021, bacon prices rose 13% year-on-year, whereas prices came down 8%-9% in 2023. In 2024, inflation was mostly mild, averaging 2%-3%.”

In 2024, bacon was sold at an average price per pound of $6.13, and over 1.2 billion lbs of product were sold.

Category trends

Traditional bacon, which includes flavors like hickory and maple, continue to be king, but interest in unique flavor innovations is growing too. The swicy movement and sweet and savory combinations have particularly increased in popularity.

“Think bacon paired with applewood or cherrywood smoking,” Roerink explained. “Additionally, bacon-flavored seasonings and products are gaining popularity across various food categories. Artisanal or small-batch bacon is growing as well. These are often smoked or seasoned in unique ways and sold through independent retailers or as limited time offers. These are great ways for producers to see which flavors trend with consumers.”

As consumers are trying out new flavor profiles, they’re also experimenting with different textures and cuts. The popularity of thicker-cut bacon and pork belly is a testament to this trend.

“This experimentation aligns with consumer desires for premium, restaurant-quality experiences at home — not just for breakfast but also using bacon in pastas, casseroles and stir-fries,” Roerink said, mentioning that dishes like crispy pork belly and pork belly ramen are trending.

Turkey bacon and plant-based bacon have been around for a while, giving consumers variety in their choice of protein. Further experimentation with protein is emerging with the introduction of beef bacon.

“For those looking to avoid pork or wanting to try something new, beef bacon is arriving on the scene, made from beef belly or brisket,” Roerink said. “I recently had a chance to try the Certified Angus Beef bacon, and it was a completely different texture and flavor profile that, in turn, led to all sorts of different applications as well.”

Other recent innovations include chicken bacon, marketed similar to turkey bacon as a better-for-you alternative with lower in sodium or nitrate free options. Niche protein options like lamb, bison and venison are also making appearances in the bacon category.