Consumer Trends
March 2, 2026
Record-Breaking Performance
Meat and poultry didn’t just show up, they dominated retail sales in 2025. The meat department delivered a record-smashing $112 billion in sales, powered by 6.8% dollar growth and 2.0% pound gains (Circana). In a grocery landscape defined by careful spending, meat remained a nutritional and budget priority as America’s center of the plate choice.
Growth Beyond Inflation
Growth wasn’t just inflation talking. Gains came from every angle: more households bought meat, they bought it more often and spent more each purchase. And leading the charge?
Beef, which generated a massive 70% of dollar growth and 56% of pound gains, underscoring meat has moved from villain to vital with protein in the driver’s seat (Circana).
Smart Spending Patterns
Consumers did recalibrate their spending, trading between seeking promotions and value for everyday meals while still splurging for holidays, entertaining and special moments.
Protein Takes Center Stage
If protein is the headline, meat and poultry are the main act. Consumers overwhelmingly associate meat and poultry with strength, energy and overall wellness, and 42% of Americans say protein has grown more important in their diets.
The rise of GLP-1 medications is adding another tailwind. These consumers are highly focused on protein, satiety and nutrient density, and they’re turning to meat and poultry more often.
Expanding Beyond Dinner
Dinner is the undisputed home of meat and poultry, but breakfast, lunch and especially snacking are exciting opportunities. Convenience is accelerating that expansion. Fully cooked, ready-to-heat and value-added products are gaining traction as shoppers look for solutions that deliver both speed and quality.
A Generational Growth Driver
While the economy is an important undercurrent of performance, so is the demographic tidal wave. Gen Z and Millennials accounted for 67% of all unit growth in 2025.
These younger shoppers bring different expectations, placing greater emphasis on health, convenience, sustainability and product attributes aligned with their personal values. They’re also more willing to pay for brands and claims that resonate.
Claims and Transparency Momentum
Claims-based products reflect this momentum. Organic and grass-fed meat and poultry posted double-digit growth across dollars, units and pounds, highlighting growing demand for transparency and production storytelling.
Digital Influence on the Meat Case
Social media, search engines and artificial intelligence are playing an increasingly influential role in meal and meat inspiration and preparation ideas. This shift creates powerful opportunities to engage shoppers earlier in their journey and shape purchase decisions before they reach the meat case.
Channel Shifts and Retail Differentiation
Meanwhile, shoppers are fluidly moving across channels. Mass, club and online continue to gain share as consumers seek value and efficiency.
Traditional supermarkets remain central, but differentiation is critical. Service counters play an important role in building trust, while case-ready options continue to earn strong consumer acceptance.
The Bottom Line
The bottom line: broad-based volume growth. Strong engagement across generations. Expanding relevance across meal occasions. And a powerful alignment with today’s protein-first, health-conscious consumer.
Meat and poultry truly are the MVP of the grocery store.
The full Power of Meat 2026 report is available to attendees in the Conference Mobile App as well as in the FMI online store. Get the report.
