Millennials the biggest spenders on meat: report

Four out of five Americans still describe themselves as meat eaters, and 98% of U.S. households still purchase meat, according to a new report by the Meat Institute and FMI—The Food Industry Association. 

The Power of Meat report, released Monday, noted that Gen Xers were the biggest meat eaters, accounting for 32% of sales, while Baby Boomers were the most frequent meat purchasers at 53 times per year. Meanwhile, Millennials spent the most on average per purchase at just under $17 per purchase. 

Meat consumption is changing, though, with nearly three-quarters (73%) of U.S. shoppers adjusting their purchase habits to save money at the store. Thirty percent bought smaller packages of meat to cut costs, while 42% bought in bulk to save.

“As price conscious shoppers look for ways to continue enjoying their favorite proteins, they are cooking more at home and including meat in everything from new recipes found online to their favorite comfort meals and holiday feasts,” said Rick Stein, vice president of Fresh Foods for FMI—The Food Industry Association, in a statement. “With shoppers including meat in nearly 87% of home-cooked meals every week and looking to meat to make occasions special, the opportunities to provide great choice, taste, and value continue to grow.”

The report also indicated that nine out of 10 shoppers will spend more than usual on meat for holidays and other special occasions. 

More than a third of consumers also search for options that are friendly for the planet (34%), better for people (36%), and account for animal welfare (34%), according to the report.

Value-added meat and poultry sales were down across most proteins in 2023, mainly due to a decline in sales of value-added that is typically sold at a price premium, the report said.