The 2025 Power of Meat report reveals a record-setting year for the beef industry, solidifying its dominance in the fresh meat sector.
The annual report released by the Meat Institute and The Food Industry Association (FMI) at the Annual Meat Conference showed the U.S. meat and poultry market reached an all-time high of $104.6 billion in 2024.
Meat and poultry sales grew in dollars, units and volume, along with increased shopping trips. According to the report, the average annual household spend rose to $871, with 98% of U.S. households purchasing meat and poultry. In 2024, Americans bought meat an average of 54 times—more than once a week—marking a 4% increase from 2023. Household participation remained steady at 98.2%, with at least 97% of households across all income levels, ethnicities, ages and regions purchasing meat and poultry.
Total fresh meat sales in 2024 reached $72.9 billion, reflecting a 6.7% increase from the previous year. Beef sales alone surged to $40.1 billion, a nearly 10% increase. Volume sales also saw a notable rise, with 6 billion pounds of beef sold, a 4.5% jump from the prior year. The report said while chicken led in volume sales, beef outperformed in revenue growth, a trend largely attributed to the popularity of ground beef.
Ground beef continues to dominate the grind market as consumers seek an affordable option. According to the report, ground beef sales generated $15.3 billion in 2024, a 9.6% year-over-year increase. Notably, ground beef accounted for 85% of total grinds’ dollar sales. The report noted that ground beef is popular with all generations. Still, millennials and Gen Z consumers are increasingly exploring alternative protein options, with ground turkey, chicken and even specialty meats such as bison and lamb growing in popularity.
Frozen meat and poultry sales grew 6%, reaching $14 billion, and deli-prepared meat sales increased 10.8% to $6.4 billion, according to the report.
Purchasing decisions, preferences
Price remains the dominant factor in meat purchases, with the report noting that 53% of consumers cite price per pound as their top consideration, surpassing quality (45%).
In 2024, 30% of Americans further reduced their restaurant visits, a decline from 43% in 2023 and 71% in 2022, contributing to a continued drop in dining-out occasions, according to Circana. Beyond adjusting their restaurant habits, 85% of consumers made at least one other meal-related change, with popular strategies including better meal planning and using fewer or more affordable ingredients. Additionally, a significant portion—one-third or more—focused on minimizing food waste.
In 2024, a shift toward more at-home meals and a changed approach to meal preparation influenced consumer shopping habits for meat and poultry. According to the report, between 39% and 54% of shoppers adjusted their purchases over the past two years by changing the types, cuts or brands of meat and poultry they bought, the stores they shopped at, and the quantity they purchased.
Comparing 2024 to 2025, the percentage of consumers altering the amount of meat and poultry they bought declined from 54% to 49%. Similarly, those changing the type of meat and poultry they purchased dropped from 45% to 43%, while changes in specific cuts decreased from 43% to 41%. The percentage of shoppers modifying their preferred brands remained steady at 40%, and those switching their place of purchase also remained unchanged at 39%.
Most consumers see meat as an essential part of a healthy, balanced lifestyle, with 74% agreeing and only 6% disagreeing. When given five dietary options, 81% of Americans identify as “meat eaters,” making it the most common choice and returning to 2019 levels. This shift aligns with a decline in the number of flexitarians to pre-2019 levels.
The report noted that value-added meats (pre-marinated, pre-seasoned) saw growth for beef (4.5%) and lamb (11.5%), while chicken experienced a slight decline.
A trend emerging from the report is the rising consumer preference for premium beef products. Grass-fed and antibiotic-free beef saw a surge in demand, with grass-fed beef sales reaching $1.8 billion, reflecting an astonishing 29.8% growth compared to the previous year. Organic beef followed closely, bringing in $1 billion, a 25.6% increase.
Meanwhile, the plant-based meat alternative market has struggled, with combined refrigerated and frozen sales reaching $1 billion in 2024—a 6.7% decline in dollars, units and pounds. Refrigerated plant-based meat alternatives, in particular, saw dollar sales fall to $312 million in 2024, a sharp drop from their 2021 peak of $490 million, while pound sales decreased from 61.8 million in 2021 to 37.8 million in 2024.
The 2025 Power of Meat study, conducted by 210 Analytics for FMI—The Food Industry Association and the Meat Foundation, with sponsorship from CRYOVAC Brand Food Packaging, marks 20 years of providing shopper insights on meat and poultry purchasing, preparation, and consumption. This year’s study surveyed 1,625 grocery shoppers aged 18 to 75 between Jan. 9-15, offering a comprehensive look at consumer behaviors. Additionally, Circana provided data on sales and shopping dynamics to enhance the study’s findings. — Charles Wallace, WLJ contributing editor
