U.S. Meat Preferences Evolve: Chicken Soars While Pork Struggles to Gain Ground

The American meat industry is experiencing a shift as consumers adapt to changing prices and preferences. According to Circana’s latest research, 76% of U.S. shoppers have altered their meat or poultry purchases over the past year.

Factors such as convenience, quality, and affordability are driving these changes, with notable differences across generations.

Grinds and Convenience Dominate the Market

Fresh meat sales have surged to $71 billion—a 5% increase from last year—with beef and chicken leading the charge. Ground meats, or “grinds,” now account for $1.4 billion of that growth, a figure nearly four times higher than other categories.

Millennials and Gen X are responsible for 77% of ground meat sales, finding it versatile and easy to cook.

“Grinds are an area younger consumers are comfortable cooking,” said Melissa Rodriguez, a principal at Circana. “Incorporating these into everyday meals will be essential.”

Marinated pork shoulders have also gained traction, as consumers appreciate the ease of pre-seasoned meats that require minimal preparation.

Generational Trends Shape Protein Preferences

Generational differences reveal a clear divide in protein preferences. Generation Z gravitates toward chicken wings and legs, while Millennials opt for chicken breasts and ground turkey.

Boomers lean on smoked ham and turkey breast, whereas seniors favor whole turkeys and pork chops. Pork sales remain flat overall, driven primarily by bacon, which has recently rebounded in popularity among younger consumers.

Rodriguez attributes younger shoppers’ hesitance toward premium beef cuts to concerns about price and cooking risks.

“Younger generations are terrified of ruining expensive cuts like scallops or premium beef,” she explained. Instead, they favor budget-friendly, low-risk options such as chicken and shrimp.

Future Focus: Convenience and Relevance

To capture the next generation of meat buyers, Rodriguez advises retailers to focus on convenience, quality, and value-driven innovations.

Pre-seasoned pork grinds or viral campaigns appealing to younger shoppers could spark renewed interest in traditionally overlooked categories like pork. As she puts it, “Meeting consumers where they’re at will drive future success.”

This shift in consumer behavior underscores the importance of adaptation within the meat industry. For producers, engaging younger generations while maintaining affordability could be the key to long-term growth.

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