98% of US household are buying meat according to 2021 Power of Meat report

The pandemic has sent meat sales skyrocketing, according to the latest Power of Meat report. Over 98% of US households purchase meat and 43% of them are buying even more than they did before the pandemic, according to the report.

Before the pandemic, 60% of the demand for beef came from the foodservice sector including restaurants, schools, and other venues. When the pandemic shut down consumers’ ability to dine out, they turned to the supermarket to keep their fridges and freezers stocked with meat.

Three out of four consumers surveyed for the report felt that meat is part of a healthy, balanced diet. This is a 20% increase from last year’s report, which is a notable jump considering the ongoing push for eliminating meat from the menu. Younger generations are showing an appetite for meat with 43% of Gen Z shoppers and 53% of millennial shoppers upping their meat purchases during the pandemic.

Although plant-based proteins grew 83.9% during 2020, they still account for only 0.6% of total meat/alternative protein sales, according to the report. While sales of plant-based proteins are growing, most consumers reported purchasing the products out of curiosity and a desire to try new foods instead of wanting to swap out meat entirely, according to a 2020 study from the International Food Information Council (IFIC).

When asked why they purchased plant-based proteins, 41% of survey respondents said they like to try new foods while 30% said they were curious about them. Only 27% said they were attempting to reduce their meat consumption while another 27% believed alternative proteins are better for the environment.

Click here to read my post on why plant-based protein isn’t the environmental silver bullet some people say it is.

Overall, three-quarters of consumers are still choosing meat over plant-based alternatives as their main source of protein and describe their eating habits as omnivores — rather than vegetarians, vegans, pescatarians, vegetarian on some days, or others.

A primary factor driving consumers’ increased meat purchases is the major uptick in home cooking. Consumers are even sticking with their new at-home culinary routines even as restaurants reopen. Exploring new cooking methods like air fryers and combing social media for recipe inspiration are keeping consumers inspired in the kitchen.

Cooking more at home has helped consumers increase their knowledge about preparing meat at home, which has lead to new interest in different cuts and dishes. Over 75% of consumers reported changing some aspect of their meat and poultry purchasing practices during the pandemic. Forty percent took the opportunity to try new types, cuts, and brands.

Click here to check out my latest cookbook Simply Meat: Over 100 Ways to Cook Better Meat

When it comes to label claims, sustainability and animal welfare are important for a large segment of consumers. About one-third of consumers consider how a product affects the environment before they purchase it while 29% consider the worker or rancher who produced it and 27% consider the animal.

Consumers are showing more interest in animal welfare, expanding the definition to include things like living conditions and diet. How animals are treated at slaughter, whether they are allowed access to the outdoors, and the amount of living space they are given are all factors that shoppers are taking into account.

Curious to learn more?

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