What Meat Product is Your State Most Hungry For? Data Shows Top Meat Volume Growth

When it comes to meat, what is your state most hungry for? Data shows meat eaters across the nation are looking for variety and tend to have a geographic component to recent consumer preferences.
When it comes to meat, what is your state most hungry for? Data shows meat eaters across the nation are looking for variety and tend to have a geographic component to recent consumer preferences.
(Circana, Inc.)

When it comes to meat, what is your state most hungry for?

In a recent CoBank webinar featuring experts from Circana, Inc., data shows meat eaters across the nation are looking for variety and are open to trying new things, whether that’s experimenting with different cuts on the grill or air frying something typically cooked in other ways.

From chicken wings and thighs to pork shoulder to beef chuck and brisket, Melissa Rodriguez, principal in client insights at Circana, Inc., notes that the trends have a geographic component, creating “pockets” of consumer preferences.

According to data ending in March of this year, Rodriguez shares the following map, highlighting the top meat volume growth across the U.S. by state. 

Meat Growth by State - Circana
 
Rodriguez notes that consumers are looking for variety, including different meat sources and cuts of meat. Unfortunately, when looking at the meat department as a whole in the start of 2023, consumers have been found to buy less fresh meat by volume. 

Specifically, 91% of shoppers said the cost of groceries is much higher than one year ago, with 24% also claiming to buy less meat and poultry.

Meat Volume Change - Circana
 
While all meat options show a decrease in volume to start 2023, chicken has declined the least and has actually increased in total dollars of growth.

In the first quarter of 2023, Rodriguez suggests chicken reaped the benefits of retailers showcasing chicken breast as the “go-to” meat. 

Circana estimates the net volume change, as a result of consumers switching protein choices, led to an increase in chicken purchases, pulling some market share from beef, pork and turkey. However, Rodriguez explains the volume increase in chicken is minimal. 

Overall, shoppers continue to purchase across all proteins, she notes, but it’s more concerning that consumers are purchasing less.

So, how will the meat case re-attract consumers?

Along with decreased prices and inflationary pressures, Rodriguez says there are many opportunities in protein for the remainder of the year.

She believes relating to the consumer and connecting the various generations, including Boomers, Millennials and Generation Z, back to the meat case will be key. This includes education on how to prepare the different meats available, whether it be on the grill, the smoker or other cooking appliance, Rodriguez suggests. 

Social media, especially through video content, may be a great driver to get consumers back to the meat case, she says, and the industry needs to be part of the conversation.

Convenience will also be a driver in 2023, helping consumers make mealtime easier and quicker in their homes.

As a whole, Rodriguez explains that there will likely be shifts and changes within the grocery stores in the coming months, where some aisles and departments “win” and others “lose.” 

As a producer, what can you do to help be part of the conversation and encourage consumers to favor the meat case?

 

Latest News

APHIS Now Thinks Wild Birds Are to Blame for Highly Pathogenic Avian Influenza's Arrival on Four U.S. Dairies
APHIS Now Thinks Wild Birds Are to Blame for Highly Pathogenic Avian Influenza's Arrival on Four U.S. Dairies

The livestock industry continues to grapple with the first confirmed cases of HPAI in cattle, while federal and state agencies continue to assure consumers there's no concern about the safety of the U.S. milk supply.

Skills Survey Reveals U.S. Agriculture & Food Industry Workforce Needs and Gaps
Skills Survey Reveals U.S. Agriculture & Food Industry Workforce Needs and Gaps

U.S. employers report challenges in finding suitable job candidates with work-ready skills to fill open roles in ag. The AgCareers.com U.S. Skills Survey offers insights, data and trends to address skill development.

USDA Authorizes CRP Graze and Hay Donations to Wildfire Victims
USDA Authorizes CRP Graze and Hay Donations to Wildfire Victims

Conservation Reserve Program (CRP) participants can donate emergency grazing authority to ranchers in Nebraska, Oklahoma and Texas impacted by recent wildfires.

New Guide Helps Producers Maximize Values of Cull Cows
New Guide Helps Producers Maximize Values of Cull Cows

A new resource developed by the National Cattlemen’s Beef Association and CattleFax helps cattle producers maximize profitability from their culling decisions.

How Ranchers can Feel More Energized and Reduce their Aches and Pains
How Ranchers can Feel More Energized and Reduce their Aches and Pains

We can’t care for our livestock, resources and families without caring for ourselves first. That seems even harder during the busy seasons, but it isn’t impossible and even one thing a day makes a difference.

Profit Tracker: Packer/Feeder Margin Spread Grows
Profit Tracker: Packer/Feeder Margin Spread Grows

Last week’s rally to new record prices pushed packer and feeder margins in opposite directions. Pork producer margins continue higher with prices now above year ago.