Refrigerated meat and poultry sales hit an all-time high of $104.6 billion in 2024, securing the category’s position as the largest perimeter department.

Dollar, unit and volume sales of meat and poultry all grew last year, with beef — especially ground beef — and lamb performing exceptionally well.

Those are among the highlights of the Power of Meat 2025, unveiled March 24 at the Annual Meat Conference in Orlando.

The average annual spend per U.S. household on meat and poultry reached $871, with 98% of households purchasing these products, Anne-Marie Roerink of 210 Analytics, who wrote the study for FMI – The Food Industry Association, The Meat Institute and The Meat Foundation, told AMC ’25 attendees.

“The meat department experienced significant momentum in 2024, driven by consumers’ efforts to balance budgets and cook more meals at home. Millennials drove substantial gains.”

Frozen meat and poultry sales rose 6.0% to $14 billion in 2024, and deli-prepared meat/poultry added another $6.4 billion, up 10.8% over 2024.

Marketplace impact

While grocery prices increased modestly in 2024, inflation remained a concern for shoppers. Roerink said.

This had an impact on their meat/poultry purchasing habits. With many consumers adjusting their spending by switching between different kinds and cuts, channels and brands to keep costs in check. Despite a focus on value, 96% of shoppers are open to spending a bit more on meat and poultry, particularly during special occasions and holidays, according to the report.

Beyond price, many factors shape shoppers’ meal choices, including a desire to explore new cuisines and flavors, transparency, sustainability and health considerations.

Most consumers, Roerink said, view food as a balance of nutrition and enjoyment, emphasizing the importance of taste and shared dining experiences.

“There is much to be gained by helping expand consumers’ knowledge and skills to create better-tasting meals at home.”

While consumers’ meat and poultry cooking confidence remains steady, there’s room for improvement.

Top areas of interest for new recipes include comfort meals, quick prep options and creative ways to cook with basic ingredients, such as chicken and ground beef.

The growing interest in time-saving solutions, according to the report, shows potential for innovation and marketing in this area, particularly in value-added and deli-prepared meat and poultry — segments especially appealing to Millennials.

Though many consumers have favorite cuts and types of meat, Roerink said, 58% are open to trying new options.

That said, barriers such as cost, habits and lack of cooking confidence prevent more frequent experimentation.

“Exploring new cooking methods and adapting to newer technologies also presents an opportunity to further engage shoppers, she said.

Changes in demographics and marketplace dynamics, meanwhile, continued to influence meat purchasing decisions.

More trips meant less freezing and more buying meat/poultry for a few meals at a time. Price remains the primary decision driver, but quality, prior experience, brand and nutritional or production claims also play key roles in the purchasing process.

Grinds, particularly ground beef, continued to be highly popular in 2024, driven by versatility and affordability. Ground proteins have strong penetration across households, particularly among younger shoppers.

“Offering these products in a dedicated section or secondary placements could help introduce consumers to a wider range of ground meat options,” according to the report.

When it comes to channel preferences, consumers consider price, quality, cleanliness and variety when choosing where to purchase meat and poultry.

Supercenters and clubs have gained market share, while supermarkets have seen a decline over the past two decades, Roerink said.

Online grocery shopping, meanwhile, rebounded in 2024, with continued growth opportunities in household penetration, order frequency and size.

Looking ahead to the second two-thirds of 2025, the focus on value will likely persist until the price/wage gap of the past five years narrows enough to overcome the overriding focus on price and promotions, Roerink said.

That provides the meat department with opportunities for continued growth. Protein and other health benefits, convenience and sustainability are expected to be additional growth drivers this year.

Other highlights of the report include:

Case-ready rising

Consumers increasingly regard case-ready meat as a positive, deeming it as good or even better than meat and poultry that is cut in store. Offering a variety of portion sizes — both small and bulk packages — could improve shopping satisfaction. The industry could also highlight benefits, such as freezer-readiness and extended shelf life, to help create competitive advantages.

Health matters

Health is an important consideration in food decisions. Consumers average four to five health goals, with a strong emphasis on foundational well-being and choosing foods and beverages that deliver desirable nutrients and benefits. Most people believe meat belongs in the diet. At 22%, the share of consumers who are actively trying to eat less meat and poultry is at its lowest point in many years. When considering health and nutrition in the meat and poultry purchase, consumers zero in on protein. Opportunity remains to educate consumers about complete proteins and the many benefits of meat and poultry protein.

Meat raising and sourcing

Half of consumers feel positive about animal raising practices in the US and four in 10 trust that their grocery stores sell humanely-raised meat. However, there’s a lack of clarity for some consumers, creating an opportunity for the industry to provide transparency about the production and/or sourcing process. When animal welfare is a deciding factor in the meat and poultry purchase, shoppers tend to choose meat/poultry with specific claims, which experienced strong sales growth in 2024. Providing transparency and thus reassurance about sourcing and animal welfare could boost meat purchases.

Animal agriculture and the planet

Two-thirds of consumers want to know where their food comes from, and 37% say they consider sustainability when purchasing meat. While environmental concerns do not always impact purchasing decisions directly, consumers who do weigh sustainability in their meat and poultry purchases prioritize brands and stores that align with their values — presenting a chance for the industry to highlight sustainable practices.