Meat Consumption in 2025: Why the Appetite for Protein Is Booming

The Protein Trend Is Reshaping the Food Industry

In 2025, one major trend is transforming the global food industry: protein. Between 2022 and 2025, the share of U.S. consumers who said they avoid meat dropped sharply from 37% to just 22%, signaling a strong comeback for meat consumption.

Today, protein is king. In restaurants and foodservice, “high in protein” has become the most popular health claim on menus.

Meat Sales Are Breaking Records

Meat is no longer just a traditional staple — it’s now a high-growth market.

• In 2024, U.S. sales of fresh meat and poultry reached $104.6 billion, including $6.4 billion in deli meats — a 10.8% increase year-over-year.
• Supermarkets, restaurants, and ready-to-eat formats are all driving this growth.

These figures highlight a powerful shift: consumers are not only eating more meat, they are also seeking convenience and variety.

Meat as a Symbol of Health and Trust

The perception of meat is changing. Contrary to the myth that meat is “unhealthy,” consumers are increasingly embracing it as part of a balanced diet:

• 75% of consumers now believe that meat is part of a healthy diet (up from 64% in 2020).
• Marketing campaigns emphasize its nutritional benefits: satiety, energy, and muscle support.
• Sustainability matters too: one in three consumers say they choose meat that is organic, antibiotic-free, or free-range.

This shift proves that consumers aren’t just looking for protein — they want quality, transparency, and eco-responsibility.

Opportunities for Brands and Retailers

The rise of “meat mania” opens the door to exciting opportunities:

• Highlight protein-rich options on packaging and menus.
• Develop healthier meat ranges: lean cuts, fortified products, and portion-controlled formats.
• Communicate the health and sustainability value of meat to build consumer trust.

Brands that position themselves at the intersection of protein, health, and sustainability will lead the next wave of food innovation.

A New Era for Meat in 2025

In 2025, meat has cemented its role as the ultimate source of protein. With demand rising and health perceptions improving, it is now seen as both nutritious and responsible.

For food brands, producers, and restaurants, the challenge is clear: innovate, educate, and highlight the health benefits of meat to meet this booming consumer demand.

Read the full article on the IFT website.