At the Animal Agriculture Alliance, we strive to monitor and flag trends in animal rights activism for you so that you can focus on the most important part of your business – getting safe, affordable and delicious animal protein out to the consumer. While we know the vast majority of the public enjoys eating meat, poultry, dairy, eggs and seafood, there are those individuals and organizations that are working to eliminate choice from consumers, with the goal of taking meat off the menu.
The Alliance reported from seven animal rights-related conferences over the last few months, including the Humane Society of the United States’ (now Humane World for Animals’) Taking Action for Animals (TAFA) Conference, Animal Legal Defense Fund’s Animal Law Conference, and the Animal and Vegan Advocacy (AVA) Summit. Major themes from the conferences included:
• Positioning large companies (processors, integrators, restaurant/retail) as “villains” that benefit from the current food system at the expense of farmers and ranchers
• Legislative “wins” and pathways to get more “animal protection” legislation passed, beginning at the local level
• Calls for collaboration and creative ways to gain funding by aligning with other movements – specifically environment and climate-related movements
• Animal ag and meat’s alleged negative impacts on public health and nutrition
From what we have learned based on discussions at these events, the animal agriculture community should be prepared for potential litigation targeting large companies (especially around sustainability claims), increased shareholder activism, legislative and regulatory efforts, and campaigns around nutrition, public health, and climate.
Most recently, we have witnessed an uptick in direct actions from animal rights groups, with an emphasis on in-person protests. These events have included demonstrations at corporate headquarters, at restaurants and retail stores, and even at the personal homes of company leadership. There have also been recent reports of activists putting up billboards targeting animal agriculture and food brands, trying to sway the public away from meat consumption.
Despite these trends and tactics meant to “disrupt” animal agriculture, I am pleased to report that consumers continue to choose meat at the store. Just a few weeks ago, at the Annual Meat Conference, the 2025 Power of Meat report was released. This report provides an annual update of shopper habits regarding meat and poultry pre-trip, in-store, and at home. This research, validated with data from Circana, helps the food industry identify how meat purchasing habits are changing to inform business strategy and better meet consumer needs.
Highlights include:
• A new record of retail meat sales reached in 2024, with an all-time high of $104.6 billion.
• Nearly all (98%) of American households are purchasing meat.
• The average American shops for meat 54 times in a year, spending $16.12 on meat per trip.
Though consumers, in this case 9 out of 10 consumers surveyed, remain concerned about the increasingly high prices they are seeing at the grocery store, they are still finding ways to keep meat on their table. In fact, 74% agreed that they consider meat to be “a nutrient powerhouse.” Interviews from the study show that consumers are finding new ways to keep food spending manageable while still meeting their protein goals, like shopping deals and promotions or cooking at home, as opposed to dining out.
It’s great to see that despite activist pressure, consumers are staying true to their core values and buying products they feel good about. At the Alliance, it is our main objective to safeguard the future of animal agriculture. A big part of that is making sure that consumers are given choice when it comes to shopping for themselves and their families, and as the purchasing data shows, meat continues to be a top choice!
Your Next Read: Millennials and Protein Craze Boost Meat Sales to Record High
