‘Power of Meat’ report shows continued growth among shoppers

The 21st annual “Power of Meat” report, from 210 Analytics, released today at the Annual Meat Conference by the Meat Institute and FMI – The Food Industry Association, showed meat sales hit a record high in 2025. Sales reached $112 billion and saw a 1 lb increase, according to market research and technology company Circana.

210 Analytics said of the five dinners a week shoppers prepare at home, 90% already contain a portion of meat and/or poultry. Circana research showed 45% of shoppers actively try to prepare more meals containing meat and poultry, and more than 98% of American households purchase meat.

“The meat department is outperforming because it delivers what shoppers want right now: protein, flexibility, value and taste,” said Rick Stein, vice president of Fresh Food for FMI – The Food Industry Association. “Retailers that balance convenient ground options with premium, indulgent cuts will be best positioned to capture both budget-conscious and experience-driven shoppers.”

Gen Z shoppers and Millennials were responsible for 67% of unit growth and are more likely than other shoppers to actively try to prepare more meals containing meat or poultry (Gen Z 50%, Millennials 57%) according to Circana. Also, kids have some level of influence on meat and poultry purchase decisions. In 81% of households with children, 72% of shoppers with teenagers living at home said the teens request meat and poultry significantly more than protein bars, shakes and powders.

The younger generations are also at the forefront of using artificial intelligence (AI) and social media platforms when looking for inspirations in meal choices. Twenty-four percent of Gen Z and Millennial shoppers use AI tools, compared to 10% of Gen X and 4% of Boomers. Overall, 15% of shoppers use AI tools, a 650% increase over just two years ago.

Health and nutrition perspectives also continue to play a significant role in shoppers’ favorable perceptions of meat and poultry. Seventy-seven percent of shoppers agree that meat and poultry are staples of a healthy diet, an increase of 20% since 2020. GLP-1 users over-index versus non-users for eating somewhat or a lot more meat than last year (161) and for frequently including meat and poultry in snacking occasions (171).