The 19th annual Power of Meat survey revealed at the Annual Meat Conference in Nashville, TN, in March showed the number of households purchasing meat remained steady from last year, but most consumers are price conscious.
The survey conducted by 210 Analytics on behalf of FMI—The Food Industry Association and the Meat Institute’s Foundation for Meat and Poultry Research and Education, showed the percentage of Americans identifying as meat eaters (80%) and households purchasing meat (98%) has remained consistent since 2023.
While shopping, 73% of Americans are adjusting their meat purchases to save money, with the most common approach being the alteration of quantity bought. Among those modifying quantities, 30% opt for smaller packages for immediate savings, while 42% choose larger bulk packs for long-term cost-effectiveness.
According to Circana’s MULO+, meat department prices increased by 2.1% in 2023, lower than the overall inflation rate for food and beverages, which was 5.9%. However, due to the lasting effects of inflation, shoppers adjusted their meat and poultry purchases by prioritizing items on sale and modifying the quantity (54%), type (45%), cut (43%) and brand (40%) they bought.
As economic conditions persist, 43% of Americans are reducing their frequency of dining out. Among meat eaters scaling back on restaurant visits, 75% are trying to replicate restaurant-style meals in their homes.
“As price-conscious shoppers look for ways to continue enjoying their favorite proteins, they are cooking more at home and including meat in everything from new recipes found online to their favorite comfort meals and holiday feasts,” Rick Stein, vice president of Fresh Foods for FMI—The Food Industry Association, said in a statement. “With shoppers including meat in nearly 87% of home-cooked meals every week and looking to meat to make occasions special, the opportunities to provide great choice, taste, and value continue to grow.”
The survey revealed over nine in 10 shoppers are willing to splurge occasionally, with holidays, special occasions and entertaining ranking as top reasons.
Consumers seek information from brands and grocery stores regarding the origin, production methods and welfare standards of the meat and poultry they buy. Over one-third of consumers prioritize options that consider the well-being of the planet (38%), people (36%) and animal welfare (34%). Additionally, the percentage of consumers feeling positive about animal welfare practices in the U.S. has increased to 55% from 43% in 2020.
According to data from Circana, Generation X, despite being the smallest generation, contributes the largest share of sales at 32%. Additionally, Boomers lead in meat purchase frequency, averaging 53 times per year, while Millennials outspend other generations, spending nearly $17 per meat purchase.
Gen Z turns to platforms like TikTok, YouTube and Instagram for meal ideas, while Boomers prefer sticking to routine meals, advice from family and friends, and recipe websites.
“When shoppers hear ‘protein,’ they think ‘meat,’ and the Meat Institute is actively working to maintain and grow Americans’ confidence about meat’s role in healthy, balanced diets,” Julie Anna Potts, president and CEO of the Meat Institute, said. “Our Protein PACT initiative drives progress and provides transparent information about how meat contributes to the health of people, animals and the planet—which 83% of consumers are looking for when they make meat purchases.” — Charles Wallace, WLJ contributing editor
