ORLANDO, FLA. — A new record of retail meat sales was reached in 2024, with an all-time high of $104.6 billion, according to the 20^th annual Power of Meat report released on March 24 at the Annual Meat Conference hosted by the Meat Institute and FMI — The Food Industry Association. Not only did value increase nearly 5% year-over-year, but volume saw a 2.3% increase, to 22.8 billion lbs, compared to 2023.

With consumers purchasing meat more than once per week on average, according to data from Circana, meat retained its spot as the largest fresh department in grocery.

Anne-Marie Roerink, principal at 210 Analytics, provided an overview of insights into consumers’ meat and poultry purchasing habits throughout a gamut of economic ups and downs. Roerink’s presentation of her research at each year’s conference has become a can’t-miss, standing-room only session, and there was plenty of buzz created by this being its 20^th year.

“That takes us from pre-Great Recession through some good economic years, right smack into what was a global pandemic, right into the highest meat prices that we have seen ever,” Roerink said. “And all of that means that we’re able to just see how consumers change their behaviors and perception as it related to meat and poultry.”

The consensus of this year’s findings, based on a survey of a cross section of about 1,600 US consumers during January 2025 focusing on their meat and poultry buying habits, is that America’s love for meat is as strong as ever, despite headwinds of economic uncertainty, record-high prices and the preferences of consumers whose demographics and preferences are ever evolving.

“The bottom line is it was a fantastic year for us,” Roerink said.

The sentiment among about 20 consumers Roerink interviewed one-on-one, as part of the research, was that retail food prices are unacceptably high, using words like “astronomical” and “insane” to describe the costs, including meat and poultry products.

For consumers, higher prices meant striking a balance that checks a growing number of boxes.

“They are in a constant balancing  act — balancing price against things like promotions and nutrition and what they’re in the mood for; what will the kids like; what do I have time for?” Roerink said, adding that prices are a significant concern to many.

“It has led to a very home-centric environment where we’re seeing the retail departments around the store from frozen and dry grocery to produce and meat do tremendously well,” she said, noting 30% of consumers reported purchasing restaurant meals less often and just 23% eating out more often.

In 2024, people were shopping for meat more often, with more trips to the store to take advantage of different promotions, but they also were focused on minimizing food waste at home.

Comparing categories, fresh meat had a stellar year over processed meat in sales, topping $73 billion (an increase of 6.7% over 2023) and in volume at 16.4 billion lbs, up 3.2% over the previous year. Roerink pointed out that within the category there are some emerging species worth noting.

“You see that fresh meat had a tremendous year led by beef, but really all proteins within fresh meat had gains in pounds,” she said. “Look at lamb, for instance. My guess is that over the next year we’ll see lamb go become a billion-dollar category.”

And despite the challenges facing the beef industry, it remained the fresh meats leader.

“You look at beef, if you think about the prices of beef; I remember standing here last year, where we were all a little bit worried about the prices that were coming at us and what was that going to do to volume,” she said. “But as you can see, beef had a tremendous year.”

Ground meats were a bright spot for cost-conscious consumers, according to the survey with a total of 22.8 billion lbs sold in the retail meat department, higher than pounds sold in 2021, 2022 and 2023. Ground beef represented 85% of grind sales, at $15 billion, an increase of 9.6% over the previous year and a 3.8% increase in pounds. Ground turkey was next, with $2 billion in sales (up 4% and increasing by nearly 6 lbs versus a year ago), followed by chicken at $332 million, an increase of 10% in sales and about 9% more pounds sold compared to the previous year.

Meanwhile processed meat sales were relatively flat at $32 billion in sales, just 0.4% over 2023 and volume of 6.4 billion lbs., the same as the previous year. Bacon led processed meat sales at $6.9 billion, according to Circana, an increase of 4.4% with a modest volume increase of 1.6%. Dinner sausage was the next highest seller, with $5.6 billion in sales, a 3% increase and 3.5% uptick in volume.

Outside the meat department, the study reported successful gains in frozen meats, with $14 billion in sales (a 6% increase over 2023) and deli-prepared meat products, at $6.4 billion in sales, a 10.8% jump.

“As shoppers’ definition of value has expanded to include price, quality, relevance, convenience and experience, they are including meat in 90% of home-cooked dinners and looking for various options to suit their schedules, tastes and interests,” said Rick Stein, vice president of fresh foods for FMI. “Whether shoppers are looking for the convenience of new ground meats or incorporating semi-prepared options in their meal prep, the meat department delivers.”

The study revealed nearly all (98%) American households purchase meat. The average American shops for meat 54 times in a year, spending $16.12 on meat per trip.

As always, the external marketplace has a strong influence over what consumers buy. Approximately 9 out of 10 consumers surveyed voiced concern about the current cost of living, leading them to focus more on price and promotions while still considering taste and quality in purchase decisions. Furthermore, seeking to reduce dining out, more consumers sought out value and premium cuts this past year.

When the occasion calls for it, consumers are willing to spend more on meat and poultry products. Either a hot sales promotion or an upcoming holiday can be enough to persuade consumers to roll out a little extra dough. Additionally, a certain cut or kind of meat or poultry product that seems healthier can prompt them to splurge, as well as a preferred pack size, brand or convenience.

Health perception 

Even as recommendations from the 2025 Dietary Guidelines Advisory Committee seek to replace red meat consumption with plant-based proteins, the Power of Meat showed that nearly three-fourths of consumers view meat as an overall healthy choice.

“With most Americans (74%) so confident in meat as a nutrient powerhouse that is top of mind for protein needs, it’s no surprise people are buying more meat than ever,” said Julie Anna Potts, president and chief executive officer of the Meat Institute. “Meat Institute members are committed to making the nutrient-dense meat Americans need and keeping America’s farm economy thriving, today and for generations to come.”

As consumers rated foods based on perceived protein-richness, animal proteins topped the charts — including eggs (83%), chicken (82%) and beef (76%). The majority of Americans (90%) believe that getting enough protein is very or at least somewhat important in a healthy diet.

Other priorities among meat shoppers include preparing comfort meals, having quick prep options and getting creative with ingredients, according to the report. Younger consumers are interested in quick, indulgent recipes and global flavors.