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?

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. 


 
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.


 
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?