As economic pressures persist and consumers become more selective with their spending, the meat case has emerged as a critical focal point for quality and convenience in grocery shopping. The Meat Institute’s recent webinar, "What’s Hot and What’s Not in the Meat Case," sponsored by Amcor, shed light on the latest trends influencing meat purchasing decisions, highlighting the interplay between consumer health concerns, economic constraints, and shifting lifestyle habits. The discussion, led by Melissa Rodriguez, a principal at Circana specialising in retail and consumer protein insights, outlined the evolving landscape of the meat department and its response to contemporary consumer preferences.

Consumer confidence has notably declined, leading shoppers to redirect spending from dining out to more affordable and nutritionally dense options at retail. According to Circana data presented at the webinar, 86% of eating occasions now occur at home, underscoring the rising prominence of grocery-sourced meals. This shift is further accentuated by a resurgence in office attendance, increasing mid-day meal occasions where protein-centric options hold strong appeal. Rodriguez highlighted that 41% of adults are seeking to incorporate more protein into their diets, positioning meats such as beef and chicken as dominant choices despite rising costs. This trend is buoyed by consumers prioritising nutrient density over indulgent snacks, improving the meat department’s role as a destination for health-conscious shoppers.

Convenience remains a potent growth driver within the fresh meat category. Over half of dinner occasions involve less than 15 minutes of preparation, leading to a surge in value-added and pre-prepared meat products. Sales of ground meats, for instance, have surged by $2 billion in the past year—a clear testament to consumer demand for cost-effective, easy-to-cook proteins. Favourite cuts such as beef sirloin, chicken thighs, ribeyes, dinner sausages, and pork ribs continue to command strong sales. Additionally, meat snacks have solidified their status as the fastest-growing snack category nationwide, praised for their convenience and nutritional benefits. Case-ready meats, especially favoured by younger demographics, enjoy high consumer regard, with 87% rating them on par with or superior to in-store cut options.

The fresh and frozen meat categories have both demonstrated robust sales growth, with fresh meat sales up 9% and frozen meat increasing by 1.3%. In contrast, meat alternatives have faced significant challenges, enduring a 13.8% decline over the past year. Rodriguez noted that while alternative proteins attracted considerable attention during the pandemic, their momentum has faltered due to consumer apprehensions about ingredient transparency and comparatively high prices. This downward trend has been observed for four consecutive years, signaling a decisive consumer shift back towards traditional meat products.

Other segments of the meat department are grappling with difficulties. The deli section, particularly deli-service lunch meats, is experiencing sales declines exacerbated by labor shortages and evolving consumer shopping preferences. Younger shoppers, in particular, show a strong preference for grab-and-go or pre-sliced options rather than interacting with service counters. The category has yet to recover fully from high-profile recalls, notably the Boar's Head recall earlier in 2024, which dented consumer confidence. Meanwhile, poultry and exotic meats have softened in demand but may see renewed interest in the future as consumers increasingly seek lean protein alternatives. However, availability challenges persist due to international trade and tariff issues affecting supply.

Sustainability, while still a consideration, has temporarily taken a backseat amid prevailing economic concerns. Although 79% of adults express some environmental worry, the priority for many shoppers currently is cost management. The belief in the food and beverage industry’s ability to impact environmental protection has waned somewhat, with more consumers assigning responsibility for sustainability primarily to government bodies, particularly among Generation Z and millennials.

In the wider context, retail data reveal a cautious spending environment for 2025. U.S. retail sales showed only marginal growth early in the year amid economic uncertainty, prompting consumers to gravitate towards value-focused retailers. NielsenIQ reported a 1.8% decline in meat prices by the end of 2024, which helped ease consumer stress and enabled a renewed focus on core meat categories. Price sensitivity is leading shoppers to value retailers, which grew their share of food dollars significantly in 2024.

Despite these pressures, the meat department remains a powerhouse within grocery stores. In June 2025, it was the top-performing perimeter department, generating over $54 billion in sales—an increase of 7.1% in dollar terms. Nearly all households purchase meat or poultry regularly, with average household spend rising sharply. Industry leaders like Tyson Foods have responded positively to strong beef and chicken demand, even amid supply challenges and tariff pressures, buoyed by lower grain costs and improving operational efficiencies.

Looking ahead, the meat industry is poised to capture the preferences of the next generation of consumers by embracing convenience reimagined, offering guided meal experimentation, curated product experiences, and engaging social media strategies. Additionally, broader industry shifts towards e-commerce and direct-to-consumer sales channels are expanding consumer access and transparency, while demand for clean-label and minimally processed products continues to shape innovation. Together, these dynamics suggest the meat department will remain a central, evolving destination in the grocery landscape, balancing consumer health, convenience, and value amid ongoing economic and environmental challenges.