IMF and Meat Institute release study on the power of meat


WASHINGTON DC- The 17th edition power of meat report, released on March 8, finds that almost all US households (98.5%) buy meat, a trend supported by an increase in volume sales (up 3.9% for all meat compared to pre-pandemic levels).

This increase is due, in part, to several grocery consumer trends resulting from the COVID-19 pandemic, including the rise of home cooking, record online shopping, and a shift to digital sources for grocery shopping. recipe inspiration.

“The Power of Meat shows that Americans continue to rely on the taste, quality, convenience and value of meat through another unusual and challenging year,” said Julie Anna Potts, President and Chief from the management of the Meat Institute. “The Meat Institute and its partners in Protein PACT for people, animals and the climate of tomorrow will continue to provide information and innovation to the 98.5% of American meat-buying households, working continuously to support healthy families, healthy communities, healthy animals and a healthy planet . »

Trends in meat eaters’ shopping trips

Seventy-four percent of Americans describe themselves as meat eaters. Visits to the meat department fell slightly less this year (50.4 visits per customer per year), but customers spent slightly more on each trip. In response to rising prices and inflationary pressures, shoppers are eating out less often and ordering from catering services less often, while trying to recreate dining experiences at home, and have adjusted their shopping habits retail meat.

Volume remains significantly above pre-pandemic levels for fresh meats (up 3.7% since 2019) and prepared meats (up 4.3% since 2019). Fresh beef volume has increased by almost 5% since 2019, bacon by 7% and fresh lamb sales have increased by almost 20%. More meat consumers bought online than ever before (61%, up from just 39% in 2019), and nearly half of meat shoppers (46%) now shop online regularly.

Looking for culinary inspiration for meat

Americans eat 80% of meals at home (compared to 88% at the peak of the pandemic in April 2020) and 57% prepare four to seven dinners a week with meat. More than half of meat shoppers (51%) say websites, apps and social media are their top resources for advice on preparing meat.

Of those looking online for advice and ideas on cooking meat, 72% use Google or another search engine and 57% use YouTube. Pinterest, Instagram and TikTok are particularly popular with Gen Z and Millennials, used by about half of shoppers in these generations to discover meat-prep inspiration. For example, 53% of Gen Zers find meat inspiration on TikTok, compared to just 4% of baby boomers. The top three searches for all generations are by type of meat, specific cuts, and specific preparation methods (like air fryers).

“The meat IQ of buyers is higher than ever, and the power of meat shows they’re looking for even more ways to shop for meat and get inspiration for meal preparation,” said Rick Stein, vice president of fresh foods for IMF—Food Industry Association. “Retailers are constantly striving to provide shoppers with more choice in the meat department and to further improve shopping options in-store and online. »

the power of meat The study was conducted by 210 Analytics on behalf of IMF, the Food Industry Association and the Meat Institute Foundation for Meat and Poultry Research and Education.


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