Food: Meat Mania: Meat Makes Comeback With Focus on Protein

Why it is the topic trending:

• Consumer Realization About Alternative Meats: Consumers are increasingly questioning the health benefits of alternative meat products, leading to a resurgence in meat consumption.

• Decline in Meat Avoidance: The percentage of people trying to avoid meat has significantly decreased from 37% in 2022 to 22% this year, according to FMI.

• Significant Sales Growth in Fresh Meat and Poultry: Sales figures for fresh meat and poultry are substantial and projected to increase, indicating strong consumer demand.

• Focus on High-Quality Protein: The growth in meat consumption is linked to a growing awareness of the importance of high-quality protein in the diet.

• Skepticism Towards Additives in Plant-Based Alternatives: Consumers are becoming more aware of the additives and preservatives present in processed, plant-based meat alternatives.

Overview:

• Meat Consumption on the Rise: Meat is experiencing a resurgence in popularity as consumers re-evaluate plant-based alternatives.

• Decrease in Meat Avoidance: A significant drop in the number of people trying to avoid meat has been reported.

• Strong Sales Figures: Sales of fresh meat and poultry are high and expected to continue growing.

• Protein as a Key Driver: The focus on obtaining high-quality protein is contributing to the increased demand for meat.

• Concerns About Plant-Based Alternatives: Consumers are becoming more aware of additives in processed meatless options.

• Meat Viewed as a Healthy Choice by Majority: A large majority of US households buy meat and consider it a healthy option.

Detailed findings:

• Meat Mania Trend: Meat is making a comeback as consumers question the healthiness of alternative meats.

• Decline in Meat Avoidance: FMI reported that the percentage of people trying to avoid meat fell from 37% in 2022 to 22% in 2025.

• $104.6 Billion Sales in 2024: US sales of fresh meat and poultry were over $104.6 billion last year.

• $137.19 Billion Estimated Sales in 2025: Sales are estimated to reach $137.19 billion this year, according to Statista.

• Growing Awareness of High-Quality Protein: The growth is linked to increased understanding of the need for protein.

• Concerns About Additives in Plant-Based: Penn Station East Coast Subs reports consumers are more aware of additives in meatless alternatives.

• Meat Not Considered a Short-Term Fad: Penn Station never introduced meatless options, believing they were a short-term trend.

• 98% of Households Buy Meat: A Circana report found that 98% of US households purchase meat.

• 73% View Meat as Healthy: 73% of consumers view meat offerings as a healthy choice (Circana report).

• Meat in 90% of Home-Cooked Dinners: Meat is included in 90% of home-cooked dinners as shoppers' definition of value includes quality and relevance (FMI).

• 74% See Meat as Nutrient Powerhouse: 74% of Americans consider meat a nutrient powerhouse (Meat Institute CEO).

• Men Focused on Protein from Beef: A Pre Brands survey found men are especially focused on protein from beef, with nearly 80% choosing to grill beef for its high protein.

• Better-For-You Beef Category Sizzling: Pre Brands reports strong growth in the better-for-you beef category in 2025.

• Pre's Ground Beef Sales Up Significantly: Pre's ground beef sales are up 70% year-over-year.

• Gen Z Men Prefer Lean Red Meat: 57% of Gen Z male respondents to a Pre Brands survey prefer lean red meat for their health and wellness goals.

• Increased Demand for Pre-Packaged Better-For-You Beef: The focus on nutritious, high-quality beef translates to increased demand for these options.

• Cnsumers are prioritizing protein intake in their diets for a variety of reasons:

  • Muscle Growth and Repair: Protein is essential for building and repairing tissues, including muscle. This is particularly important for athletes, bodybuilders, and older adults looking to maintain muscle mass.

  • Satiety and Weight Management: Protein helps people feel fuller for longer than carbohydrates or fats, which can aid in managing hunger, reducing overall calorie intake, and supporting weight management goals.

  • Energy Maintenance: Protein plays a role in maintaining energy levels throughout the day, making protein-rich foods a popular choice for busy and health-conscious individuals.

  • Overall Health and Wellness: Consumers increasingly view protein as a key component of a balanced diet that supports long-term health, immunity, and mental clarity.

  • Healthy Aging: Older adults are particularly aware of protein's role in preserving muscle mass and preventing age-related muscle decline.

  • Shifting Away from Carbohydrate-Heavy Diets: Some dietary trends have emphasized protein over carbohydrates, leading the general population to believe that higher protein intake is beneficial for fitness and body weight.

  • Preference for Natural Ingredients: Consumers often favor protein sources labeled as "all-natural," perceiving them as healthier due to the absence of artificial additives and less processing.

Key success factors of product (trend):

• High Protein Content: Meat is recognized as a primary source of high-quality protein.

• Perceived Health Benefits: A significant majority of consumers view meat as a healthy food choice.

• Satiety and Nutritional Value: Meat is associated with providing satiety and essential nutrients.

• Familiarity and Taste: Meat is a traditional and familiar component of many diets, with well-established taste profiles.

• "Better-For-You" Options: Availability of leaner cuts and pre-packaged options caters to health-conscious consumers.

Key Takeaway: Meat consumption is on the rise in the US as consumers become more aware of the protein needs and potential downsides of plant-based alternatives. Strong sales figures and survey data indicate a shift back towards meat, with a focus on its nutritional value and the availability of healthier options.

Main trend: The main trend is the resurgence of meat consumption in the US, driven by a renewed focus on protein and increasing consumer awareness regarding plant-based alternatives.

Description of the trend (please name it): The trend is "The Protein Pivot: Meat's Comeback". This describes the shift in consumer preferences where meat, particularly beef and poultry, is regaining popularity due to its recognized role as a high-quality protein source, coupled with growing consumer scrutiny of the health aspects of processed plant-based meat alternatives.

What is consumer motivation:

• Prioritizing Protein Intake: Consumers are increasingly aware of the importance of protein for health and wellness.

• Seeking Natural and Minimally Processed Foods: Concerns about additives and preservatives in plant-based alternatives are pushing consumers towards meat.

• Belief in Nutritional Superiority of Meat: Many consumers view meat as a more complete and nutrient-dense protein source.

• Satisfaction and Taste Preferences: Meat offers a familiar taste and satiety that some consumers find lacking in plant-based alternatives.

• Focus on "Better-For-You" Meat Options: Consumers seeking leaner cuts and higher quality meat choices.

What is driving trend:

• Growing Body of Information on Nutritional Needs: Increased public awareness of macronutrient importance, particularly protein.

• Scrutiny of Plant-Based Meat Alternatives: More information and analysis are available regarding the processing and ingredients in these products.

• Marketing and Promotion by Meat Industry: Efforts to highlight the nutritional benefits and quality of meat products.

• Consumer Skepticism Towards Fad Diets: A potential waning of the initial enthusiasm for plant-based meat as a universally healthier option.

What is motivation beyond the trend:

• Cultural Significance of Meat in Diets: Meat has been a staple in many cuisines and cultures for generations.

• Flexitarianism and Informed Choices: Consumers making conscious decisions about their protein sources based on various factors, including health and environmental considerations.

Description of consumers article is referring to:

The article refers to US consumers with a particular focus on men, especially Gen Z men, who are showing a strong preference for beef due to its high protein content.

Summary of Consumer Description: US consumers, including a significant portion of men and notably Gen Z men, are increasingly choosing meat, particularly lean beef and poultry, as their preferred source of high-quality protein for health and wellness, driven by concerns about processed plant-based alternatives and a focus on nutritional benefits.

• Who are them: Adult consumers in the United States, with a specific emphasis on men across generations and Gen Z men.

• What kind of products they like: They prefer fresh meat and poultry, especially beef, and are interested in "better-for-you" options like lean cuts and pre-packaged high-quality beef.

• What is their age?: The trend is noted across generations, with specific data highlighting Gen Z men's preference for red meat.

• What is their gender?: The article points out that men are particularly focused on protein from beef.

• What is their income?: The broad consumption of meat across US households suggests appeal to various income levels.

• What is their lifestyle: They are likely health-conscious individuals who prioritize protein intake as part of their overall wellness goals and may be active in fitness.

• What are their category article is referring shopping preferences: They purchase fresh meat and poultry from grocery stores and are increasingly looking for pre-packaged "better-for-you" options.

• Are they low, occasional or frequent category shoppers: The high percentage of households buying meat suggests they are frequent shoppers in this category.

• What are their general shopping preferences-how they shop products, shopping motivations): They are motivated by the nutritional value, particularly protein content, and are seeking high-quality, potentially leaner options. They may be influenced by health and wellness trends.

Conclusions: The "meat mania" trend indicates a significant shift in consumer protein preferences, with meat, particularly beef, making a strong comeback. This is driven by a focus on protein, skepticism towards plant-based alternatives, and a perception of meat as a healthy and nutrient-rich food.

Implications for brands:

• Highlight Protein Content and Nutritional Value: Meat producers should emphasize the high-quality protein and other nutrients found in their products.

• Offer "Better-For-You" Options: Cater to health-conscious consumers with leaner cuts and responsibly sourced meat.

• Clearly Communicate Ingredient Information: Be transparent about any additives or processing in meat products.

Implication for society:

• Potential Shift in Dietary Trends: A move away from widespread adoption of plant-based meat alternatives towards a more balanced approach.

• Ongoing Debate About Sustainable Food Choices: The environmental impact of meat production will likely remain a topic of discussion.

Implications for consumers:

• More Focus on Protein Sources: Consumers will likely continue to pay attention to their protein intake and the sources they choose.

• Wider Range of Protein Options: Both meat and plant-based alternatives will likely remain available to cater to different preferences.

Implication for Future:

• Continued Competition in Protein Market: Expect ongoing competition between meat and plant-based protein options.

• Potential for Innovation in Both Categories: Producers in both sectors will likely continue to innovate to meet consumer demands.

Consumer Trend (name, detailed description): The Protein-Focused Eater: This trend describes consumers who are actively prioritizing protein intake in their diets and making food choices based on protein content and quality.

Consumer Sub Trend (name, detailed description): The Plant-Based Re-Evaluation: This sub-trend highlights consumers taking a closer look at the health aspects and processing of plant-based meat alternatives, leading some to reconsider or reduce their consumption.

Big Social Trend (name, detailed description): The Emphasis on Health, Wellness, and Macronutrient Awareness: There is a growing societal focus on health, fitness, and understanding the role of macronutrients like protein in the diet.

Worldwide Social Trend (name, detailed description): Varying Dietary Preferences and Protein Sources Globally: Different regions and cultures have diverse dietary patterns and preferred sources of protein.

Social Drive (name, detailed description): The Desire for Optimal Health, Satiety, and Energy: Consumers are driven by the need for foods that support their health, keep them feeling full, and provide energy.

Learnings for brands to use in 2025:

• Clearly Label Protein Content: Make protein information easily visible on packaging.

• Provide Information on Nutritional Benefits: Educate consumers about the nutrients found in your products.

• Highlight Quality and Minimal Processing: Emphasize natural and less processed options.

Strategy Recommendations for brands to follow in 2025:

• Meat Industry: Focus on Quality and Nutritional Value: Promote the benefits of meat as a protein source.

• Plant-Based Industry: Address Concerns About Processing and Additives: Offer cleaner and more natural formulations.

• Both: Cater to Flexitarian Consumers: Provide a range of options to suit different dietary preferences.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. In 2025, "The Protein Pivot: Meat's Comeback" signifies a resurgence in meat consumption driven by a focus on high-quality protein and consumer re-evaluation of plant-based alternatives, urging the meat industry to highlight nutritional benefits and offer healthier options, while the plant-based sector should address concerns about processing and additives.

Final Note:

• Core Trend: The Protein Pivot: Meat's Comeback: Resurgence of meat consumption due to protein focus and plant-based re-evaluation.

• Core Strategy: Emphasize Nutritional Value and Address Processing Concerns: Meat industry should highlight protein and plant-based should address additives.

• Core Industry Trend: Competition in the Protein Market: Ongoing competition between meat and plant-based protein sources.

• Core Consumer Motivation: Prioritizing Protein Intake and Seeking Natural Options: Consumers focus on protein and are scrutinizing processed foods.

Final Conclusion: The pendulum appears to be swinging back somewhat in the protein market, with meat regaining favor among US consumers. While plant-based alternatives continue to hold a place, the renewed focus on the nutritional benefits and perceived naturalness of meat, particularly beef and poultry, suggests a more nuanced and informed approach to protein consumption in 2025. Both the meat and plant-based industries will need to adapt to these evolving consumer preferences and address their respective strengths and weaknesses to maintain market share.

Core Trend Detailed: description. The core trend, The Protein Pivot: Meat's Comeback, describes a notable shift in consumer dietary preferences within the United States. After a period of increasing interest and adoption of plant-based meat alternatives, consumers are now showing a renewed preference for traditional meat and poultry. This pivot is primarily driven by a heightened awareness of the critical role of protein in maintaining health and wellness, with meat being widely recognized as a readily available and high-quality source of this macronutrient. Additionally, there is a growing skepticism and scrutiny among consumers regarding the ingredient lists and processing methods involved in the production of many plant-based meat alternatives. This has led to some consumers reconsidering their reliance on these products and returning to, or increasing their consumption of, fresh meat and poultry options. The trend signifies a more balanced and informed approach to protein consumption, where consumers are evaluating their choices based on factors beyond just reducing meat intake, including nutritional value, processing levels, and overall health benefits.

Key Characteristics of the Core trend:

• Increased Meat Consumption: Data indicates a rise in the purchase and consumption of fresh meat and poultry.

• Decreased Avoidance of Meat: A significant percentage of consumers who previously tried to avoid meat are no longer doing so.

• Focus on Protein Content: Consumers are actively seeking out protein-rich foods, with meat being a well-established source.

• Concerns About Processed Plant-Based Alternatives: Awareness of additives and preservatives in meatless options is growing.

• Preference for Leaner and Higher Quality Meat: Consumers are opting for "better-for-you" meat choices.

Market and Cultural Signals Supporting the Trend:

• FMI and Circana Reports: These industry reports provide statistical evidence of the decline in meat avoidance and the high percentage of households buying meat.

• Statista Sales Data: The substantial sales figures and projected growth for fresh meat and poultry confirm increased demand.

• Pre Brands Survey: This survey highlights the specific focus of men, especially Gen Z men, on protein from lean red meat.

• Statements from Industry Leaders: Quotes from executives at Penn Station and the Meat Institute reinforce the observed shift.

How the Trend Is Changing Consumer Behavior:

• Shifting Away from Plant-Based Meat as Primary Protein: Some consumers are reducing their consumption of meatless alternatives.

• Increased Purchase of Traditional Meat: Consumers are buying more fresh meat and poultry.

• Focus on Protein Labels and Nutritional Information: Paying closer attention to the protein content and overall nutritional profile of their food choices.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Meat producers have an opportunity to highlight the nutritional benefits and quality of their products.

  • Plant-based meat companies may need to reformulate products to address concerns about processing and additives.

• For Retailers: Should ensure a good supply of high-quality meat options, including leaner and better-for-you choices.

• For Consumers: More emphasis on understanding protein sources and making informed dietary decisions.

Strategic Forecast:

• The "Protein Pivot" is likely to continue as consumers maintain a focus on nutritional needs.

• Both the meat and plant-based protein markets will likely continue to evolve and compete.

Areas of innovation (based on discovered trend):

• Enhanced Nutritional Profiling and Transparency: Development of more detailed and transparent labeling that highlights not just protein content but also the specific types of amino acids, vitamins, and minerals present in different cuts and types of meat, catering to health-conscious consumers.

• Sustainable and Ethical Sourcing Initiatives: Innovations in farming and production practices that emphasize environmental sustainability (e.g., reduced carbon footprint) and improved animal welfare, appealing to ethically-minded consumers.

• Convenient and Ready-to-Eat Protein Options: Expansion of the market for pre-cooked, pre-portioned, and easy-to-prepare meat products that cater to busy lifestyles while providing a readily available source of protein.

• Flavor Innovations and Value-Added Products: Creation of new and appealing flavors, marinades, and seasoning options for meat products, offering consumers variety and convenience in meal preparation.

• Direct-to-Consumer and Subscription Services: Development of innovative ways for consumers to purchase meat directly from farms or producers, potentially emphasizing quality, traceability, and supporting local agriculture.

• Personalized Meat Recommendations Based on Dietary Needs: Utilizing technology to provide consumers with tailored recommendations for specific types and cuts of meat based on their individual dietary requirements and health goals.

• Advanced Meat Processing Techniques for Improved Texture and Tenderness: Innovations in meat processing that enhance the eating experience without relying on excessive additives or preservatives.

Final Thought (summary): The "Protein Pivot: Meat's Comeback" trend underscores a significant re-evaluation of protein sources among US consumers. Driven by a focus on high-quality protein and growing awareness of the characteristics of plant-based alternatives, meat consumption is experiencing a resurgence. This shift presents opportunities for the meat industry to emphasize nutritional value and cater to health-conscious consumers, while the plant-based sector will need to address concerns regarding processing and ingredients to maintain its market share. Ultimately, consumers are becoming more informed and discerning about their protein choices.

Source: https://foodinstitute.com/focus/meat-mania-meat-makes-comeback-with-focus-on-protein/