Meat sales reached a record high of $112 billion in 2025, with pound volume increasing 2 percent, according to the 21st annual Power of Meat report released March 2 at the Annual Meat Conference by the Meat Institute and FMI—The Food Industry Association.
Millennials and Gen Z were a driving force behind the growth, according to the report conducted by 210 Analytics.
More than 98 percent of American households purchase meat, and 45 percent of shoppers are actively trying to prepare more meals containing meat or poultry. Of the five dinners shoppers prepare at home per week on average, 90 percent already contain a portion of meat and/or poultry, according to 210 Analytics.
Younger generations lead growth
Millennials and Gen Z shoppers accounted for 67 percent of unit growth, and they are more likely than other shoppers to be actively trying to prepare more meals containing meat or poultry. Fifty percent of Gen Z and 57 percent of Millennials are actively trying to prepare more meals with meat or poultry.
In 81 percent of households with children, kids have some level of influence on meat and poultry purchase decisions. Seventy-two percent of shoppers with teens at home say their teens request meat and poultry, far ahead of requests for protein bars, shakes and powders.
Younger generations also lead the way in using social media and artificial intelligence platforms for meal inspiration. Twenty-four percent of Gen Z and Millennial shoppers use AI tools, compared to 10 percent of Gen X and 4 percent of Boomers. Overall, 15 percent of shoppers use AI tools, a 650 percent increase over just two years ago.
Health and nutrition perceptions improve
Meat and poultry continue to feature positively in shoppers’ health and nutrition perceptions, with 77 percent of shoppers agreeing that meat and poultry are part of a healthy diet, up more than 20 percent since 2020.
GLP-1 users over-index versus non-users for eating somewhat or a lot more meat than last year at 161 and for frequently including meat and poultry in snacking occasions at 171.
“The meat department is outperforming because it delivers what shoppers want right now: protein, flexibility, value and taste,” said Rick Stein, FMI’s VP of fresh foods. “Retailers that balance convenient ground options with premium, indulgent cuts will be best positioned to capture both budget-conscious and experience-driven shoppers.”
Julie Anna Potts, president and CEO of the Meat Institute, added, “Americans are more focused on making smart food choices than ever before, and this latest Power of Meat report reinforces meat’s clear and irreplaceable role at the center of healthy, convenient, affordable meals today and for generations to come.”
The Power of Meat study was conducted by 210 Analytics on behalf of FMI and the Meat Foundation and sponsored by CRYOVAC Brand Food Packaging. Sales and purchase dynamics data are provided by Circana for the 52 weeks ending Dec. 28.
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