Younger Shoppers Spearhead Growth (Image Credits: Unsplash)
United States – U.S. meat sales soared to a historic $112 billion in 2025, fueled by strong protein demand from younger shoppers and GLP-1 medication users.[1][2]
Younger Shoppers Spearhead Growth
Millennials and Gen Z drove 67 percent of unit growth in meat sales last year. These groups showed higher enthusiasm for incorporating more meat and poultry into meals, with 50 percent of Gen Z and 57 percent of Millennials actively trying to prepare additional such dishes.[2] Households with children reported significant influence from kids on purchases, as 81 percent noted some level of input on meat choices.
Teens particularly favored meat and poultry, with 72 percent of shoppers with adolescents at home saying their teens requested these proteins ahead of alternatives like bars, shakes, or powders. Younger consumers also led adoption of technology for meal planning, as 24 percent of Gen Z and Millennials used AI tools for inspiration – far outpacing older groups.[1]
GLP-1 Users Embrace High-Protein Snacking
Users of GLP-1 weight-loss drugs, such as those mimicking hormones to curb appetite, over-indexed significantly in meat consumption habits. They showed a 161 index for eating somewhat or a lot more meat compared to the previous year and a 171 index for frequently including meat and poultry in snacks.[2]
These users proved more likely to consume meat and poultry often, particularly at breakfast and during snacking occasions. This trend aligned with broader shifts toward protein-focused diets amid rising medication use.[3]
Meat Gains Ground as Healthy Choice
Nearly 98 percent of American households purchased meat in 2025. Shoppers prepared an average of five dinners at home weekly, with 90 percent featuring meat or poultry, and 45 percent aimed to increase such meals further.[1]
Perceptions improved markedly, as 77 percent of shoppers agreed meat and poultry formed part of a healthy diet – an increase of more than 20 percent since 2020. Rick Stein, FMI’s vice president of fresh foods, noted, “The meat department is outperforming because it delivers what shoppers want right now: protein, flexibility, value and taste.”[2]
Category Performers Amid Inflation Pressures
Several categories posted gains despite meat prices rising over 9 percent annually by December 2025. Consumers adapted by chasing promotions, visiting discount stores, and opting for cheaper cuts.
| Category | Sales (2025) | Sales Growth | Volume Growth |
|---|---|---|---|
| Beef | $45 billion | +12% | +4% (fresh) |
| Chicken | $20.7 billion | +6.5% | +3.2% |
| Turkey | – | +3.9% | +0.6% |
| Pork | – | +3.3% | +1.1% |
Overall volume rose nearly 2 percent, with fresh meat units up almost 3 percent offsetting processed declines. FMI highlighted robust shopper interest in protein as a prime opportunity for sustained growth.[3]
- Meat sales hit $112 billion, up 2 percent in volume, with 98 percent household penetration.
- Gen Z and Millennials powered 67 percent of unit growth; GLP-1 users over-indexed on meat snacking.
- 77 percent view meat as healthy, signaling long-term demand for protein-rich options.
The meat sector thrived on protein’s enduring appeal, even as economic pressures mounted. Retailers positioned to blend value-driven ground meats with premium cuts stand to benefit most. What are your go-to protein sources these days? Share in the comments.
