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Shoppers bought more meat last year despite high price increases across most categories, according to data released last week by the Meat Institute and the Food Industry Institute (FMI).
Sales of U.S. meat departments have increased due to an increase in the number of people purchasing meat and poultry, higher travel frequency and increased spending per trip, the trade group reported in its latest edition of the Meat Report. Sales rose nearly 2%, and the amount of fresh meat people bought increased nearly 3%, offsetting a slight decline in processed meat purchases.
The division’s revenue is expected to hit a record $111.9 billion in the U.S. in 2025, up less than 7% from the previous year.
According to the report, beef sales grew at a faster rate last year in terms of both sales and revenue compared to other types of animal proteins. Fresh beef production rose more than 4% to 6.2 billion units, while sales rose more than 12% to $45 billion.
In comparison, chicken sales increased 3.2%, turkey sales increased 0.6%, and pork sales increased 1.1%. In 2025, chicken sales increased 6.5% to reach $20.7 billion, while turkey and pork sales increased 3.9% and 3.3%, respectively.
The study also found that younger shoppers are playing a big role in driving meat consumption. Gen Z and Millennials accounted for two-thirds of unit growth last year, with Gen Z shoppers increasing unit sales by nearly half.
According to the report, people using GLP-1 drugs are more likely to eat meat and poultry frequently, especially for breakfast and snacks.
The meat industry has seen increased buyer interest in the past year due to rapidly rising costs. Meat prices rose more than 9% annually in December 2025, with beef and veal prices rising by double digits, according to the Bureau of Labor Statistics.
To cope with price increases, shoppers took steps such as seeking out promotions, shopping at stores with lower prices, and switching to less expensive cuts and types of meat, according to the report.
Chris Costagli, vice president and head of food insights at NielsenIQ, speaks at the annual Meat Conference in National Harbor, Maryland, March 3, 2026.
Sam Silverstein/Grocery Dive
Consumer demand for protein could boost meat sales
To increase meat sales even as prices rise, the meat industry must capitalize on consumers’ strong interest in consuming more protein, Chris Costagli, vice president and director of food and beverage insights at NielsenIQ, said Tuesday during a session at the annual Meat Conference in National Harbor, Maryland.
44% of shoppers surveyed by NielsenIQ in February said they had started eating more protein in the past month. This is an increase from 33% of respondents in a December 2025 NielsenIQ survey who said they planned to increase their protein intake in 2026.
“This is a long-term trend, so we need to think about designing a value-based system for the consumer. Basically, how can we justify the price point?” Costagli said. “We can do that with protein, but we can do that by being more intentional about our education and being transparent and clear about how much protein we’re actually getting from our products.”
Costagli added that technology, especially wearables like the Apple Watch, is sparking people’s interest in increasing their protein intake. In part because it helps you track your protein intake.
In a survey conducted by NielsenIQ last December, nearly a quarter of people who use wearable devices said their protein intake had increased since they started using the devices. By comparison, 19% of that group said they had started eating more fruits and vegetables.
“Technology is clearly allowing consumers who prioritize protein to actually eat more protein intentionally,” Costagli said.
The meat industry also benefits from relatively strong consumer confidence. Sixty percent of shoppers surveyed by NielsenIQ in January said they had some or strong trust in the sector, and nearly equal proportions expected retailers and meat producers to offer fresh, high-quality goods and affordable prices. A similar proportion said they were willing to pay more for meat that met higher standards.
Mandy Carr Johnson, senior executive director of science for the National Cattlemen’s Beef Association, said during another session at Tuesday’s meeting that beef suppliers can entice consumers by emphasizing the availability of different cuts of meat. Shoppers understand the versatility of ground beef, she said, but tend to be less aware that other forms of beef can be used for a variety of purposes.
“Many consumers don’t realize that if you prepare and chop grilled meat, it can become an ingredient in these recipes, tacos and quick and easy snacks,” Carr Johnson said. “I think there’s still an opportunity for beef to really help consumers feel confident that it’s versatile across categories.”
On the other hand, concerns among some consumers that beef may be unhealthy are a key reason some people are deciding to eat less meat, putting pressure on the industry to focus on the benefits of beef, Carr-Johnson noted.
“We always have to wonder where the trade-out points or trigger points are for consumers,” she said. “Health is still pulling consumers back, so our opportunity to move consumers forward will continue to drive us into the future.”
Research firm 210 Analytics conducted a study on the power of meat for the Meat Institute and FMI. Circana provided sales data for the report.
