Meat department sales at grocery stores hit a record $104.6 billion in 2024, up 4.7% over the previous year, and pounds sold increased 2.3% to 22.8 billion, according to a new report.

Frozen meat sales rose 6% to $14 billion and deli-prepared meat added another $6.4 billion, up 10.8%

Nearly 98% of U.S. households purchase meat and their average annual spend reached $871, according to the Power of Meat report.

The analysis was released by the Food Industry Association and the Meat Institute at the annual Meat Conference March 24.

In the report, the term meat does not include seafood.

Delivering value

Average consumers purchase meat more than once per week, keeping meat the largest fresh department in grocery stores.

Beef, especially ground beef, and lamb performed well in 2024. Dinner sausage, with innovation in species, flavors and formats, drove pound growth for processed meat.

“As shoppers’ definition of value has expanded to include price, quality, relevance, convenience and experience, they are including meat in 90% of home-cooked dinners and looking for various options to suit their schedules, tastes and interests,” said Rick Stein, Food Industry Association vice president of fresh foods.

“Whether shoppers are looking for the convenience of new ground meats or incorporating semi-prepared options in their meal prep, the meat department delivers,” Stein added, in a news release.

Inflation concerns

While grocery prices increased modestly in the past year, inflation remains a concern.

Many consumers changed purchasing habits, buying different meat cuts and switching channels and brands to keep costs low.

Still, 96% of shoppers are open to spending more on meat, particularly during special occasions and holidays. Some splurge when replacing a restaurant meal.

Efforts to balance budgets and cook more meals at home led to momentum for the meat department in 2024.

Other purchase factors

Price remains the primary factor in meat purchases, but quality, prior experience, brand and nutritional or production claims also play key roles.

Half of consumers feel positive about animal raising practices. “Providing transparency and thus reassurance about sourcing and animal welfare could boost meat purchases,” the report stated.

Organic meat sales surpassed $3 billion for the first time in 2024, and were up 14.3% over the previous year. Organic beef sales were up nearly 26%.

Antibiotic-related claims and grass feed beef also performed well.

More than two-thirds of Americans believe the enjoyment, social connections and experiences food brings are just as or more important than nutrition.

The report suggests leveraging the strong emotional connections of meat as the centerpiece to Sunday dinners, cookouts and holiday meals.

Hybrid meals continued to rise in popularity, with residents combining dishes cooked from scratch with semi- and fully-prepared items.

Despite cutting back, people still seek restaurant-like convenience, which led to growth for grocery deli prepared meals and meat.

Plant-based meat alternative sales declined 6.7%, hitting $1.07 billion.

The portion of Americans trying to consume less meat is at its lowest in many years, at 22%.