Consider it a “meat mania” of sorts. Meat is making a comeback as consumers realize alternative meat products may not be as healthy as they once believed. FMI, The Food Industry Association, reported the percentage of people trying to avoid meat fell from 37% in 2022 to 22% this year.
U.S. sales of fresh meat and poultry last year were north of $104.6 billion and are estimated to hit $137.19 billion this year, according to statista.
The growth comes amid growing awareness of the need for high-quality protein in one’s diet.
Craig Dunaway, COO at Penn Station East Coast Subs, told The Food Institute consumers also are more aware of the additives and preservatives in processed, plant-based meat alternatives.
“We never felt it necessary to introduce meatless products. We also believed it was more of a short-term fad versus a long-term trend and shift among consumers,” Dunaway said.
A Circana report found 98% of U.S. households buy meat and 73% view the offering as a healthy choice.
“As shoppers’ definition of value has expanded to include price, quality, relevance, convenience and experience, they’re including meat in 90% of home-cooked dinners,” said FMI executive Rick Stein in a statement.
Meat Institute CEO Julie Anna Potts said 74% of Americans see meat as a nutrient powerhouse.
“It’s no surprise people are buying more meat than ever,” Potts said.
A Pre Brands survey on beef’s popularity found men especially are focused on the need for protein. Nicole Schumacher, chief marketing officer for Pre Brands, told FI that focus spans generations with nearly 80% of men saying they choose to grill beef for its high protein content.
“The overall better-for-you beef category is off to a sizzling start in 2025,” Schumacher said.
“Pre’s ground beef sales are up 70% year-over-year, and 75% over the last four weeks ahead of grilling season. What’s particularly noteworthy is that 57% of Gen Z male respondents to our survey say lean red meat is their preferred protein source to support their health and wellness goals,” she added.
“This focus on nutritious, high-quality beef is shared across generations, translating directly into increased demand for pre-packaged, better-for-you beef options.”
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