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Writer's pictureInsightTrendsWorld

Insight of the Day: U.S. consumers’ meat preferences are changing

Findings:

  1. Changing Consumption Patterns:

    • 76% of U.S. consumers have altered their meat purchasing habits, driven by price, convenience, and product appearance.

    • Ground meats (beef, turkey, chicken) are leading growth, with Millennials and Gen X accounting for 77% of dollar growth.

    • Convenience products like marinated pork shoulder and boneless chicken thighs are gaining popularity.

  2. Generational Preferences:

    • Gen Z: Favor chicken wings and legs due to ease of preparation.

    • Millennials: Prefer chicken breasts, ground turkey, and meat alternatives.

    • Boomers and Seniors: Purchase veal, lamb, and pork (outside of bacon).

  3. Processed Meats:

    • Bacon consumption is growing among younger generations, while chicken sausage is outperforming pork sausage.

  4. Barriers to Premium Meats:

    • Younger generations avoid expensive cuts of beef and seafood due to concerns about cost and risk of ruining the product.

Key Takeaway:

U.S. consumers, especially younger generations, prioritize convenience, affordability, and ease of preparation in their meat choices, driving growth in ground meats, marinated products, and chicken.

Trend:

  • Consumer Trend: Shift toward convenience-focused and value-added meat products.

  • Consumer Sub-Trend: Preference for smaller, more frequent "pocket shops" over large bulk purchases.

  • Big Social Trend: Generational shifts in food preferences and cooking habits.

Consumer Motivation:

  1. Convenience: Products that are easy to prepare and experiment with are highly favored.

  2. Affordability: Cost remains a top consideration, particularly for younger consumers.

  3. Quality and Appearance: Transparent packaging and product quality are crucial for purchasing decisions.

What is Driving the Trend:

  1. Economic Considerations: Price sensitivity and inflation influence consumer choices.

  2. Generational Cooking Habits: Younger generations prefer quick, easy-to-cook options.

  3. Cultural Shifts: Increased interest in health-conscious and value-added products.

Who Are the People in the Article:

  • Consumers: Generational segments (Gen Z, Millennials, Boomers, Seniors) with distinct meat preferences.

  • Industry Experts: Analysts and advisors (e.g., Circana) providing insights into market trends.

  • Retailers: Meat departments focusing on convenience and innovation.

Description of Consumers and Products:

  • Age: All generational groups, with focus on younger consumers (Gen Z, Millennials).

  • Products: Ground meats, marinated pork, chicken thighs, bacon, and chicken sausage.

Conclusions:

  • Younger generations prioritize convenience and affordability, shaping meat consumption trends.

  • Innovation in value-added and pre-seasoned products is essential to attract these demographics.

Implications:

  1. For Brands:

    • Focus on convenience and ready-to-cook products like pre-marinated meats.

    • Innovate in affordable, pre-seasoned options to meet price-conscious demands.

  2. For Society:

    • Reflects a shift toward time-saving and practical cooking solutions.

    • Encourages exploration of more sustainable and versatile meat options.

  3. For Consumers:

    • Access to convenient, affordable, and high-quality products enhances meal preparation experiences.

    • Provides opportunities for experimentation and culinary creativity.

  4. For the Future:

    • Generational engagement through education, viral marketing, and affordability will drive future meat department success.

Learnings for Companies to Use in 2025:

  • Understand generational preferences and create products tailored to their needs (e.g., convenience for Gen Z, health-focused for Millennials).

  • Emphasize transparency in packaging and labeling.

  • Offer smaller pack sizes to accommodate "pocket shopping" behaviors.

Strategy Recommendations for 2025:

  1. Enhance Convenience:

    • Develop more ready-to-cook and pre-seasoned options.

    • Invest in packaging that highlights ease of use and preparation.

  2. Target Younger Generations:

    • Use viral marketing and digital campaigns to engage Gen Z and Millennials.

    • Promote affordable and versatile products to alleviate cost concerns.

  3. Diversify Meat Offerings:

    • Expand chicken and ground meat varieties.

    • Innovate within underperforming categories like pork with value-added options.

  4. Educate Consumers:

    • Provide easy recipes and cooking tips to reduce intimidation around premium cuts.

    • Leverage influencers and social media to showcase preparation techniques.

Final Sentence (Key Concept):

"Convenience, affordability, and generational preferences are reshaping the U.S. meat industry, with younger consumers driving demand for quick, easy-to-cook, and value-added products."

What Brands Should Do in 2025 and How:

  • Develop Convenient Products: Invest in ready-to-cook and pre-marinated meats for busy shoppers.

  • Appeal to Younger Consumers: Use digital platforms and influencers to target Gen Z and Millennials.

  • Focus on Transparency: Highlight product origins and quality in clear, informative packaging.

  • Promote Affordable Options: Ensure products meet price-conscious expectations while maintaining quality.

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