November 21, 2025 – US poultry and meat trends show solid penetration among purchases, strong sales, encouraging consumption patterns, and new product innovation.
US Consumer Trends Insights
According to US consumer trends monitored by Innova Market Insights, consumers in the US prefer real meat over meat alternatives. The buzz around meat alternatives in the US appears to have peaked. While US consumers still value sustainability, they prefer real protein in the form of animal meat products that they recognize.
Claims on Poultry and Meat Products in the US
New product launches monitored by Innova show that protein claims are the most influential on poultry trends and meat trends in the US. Other important claims for US poultry and meat products are real ingredients, natural ingredients, no artificial colors or flavors, and safe products.
Pricing and Financial Pressures on the US Poultry and Meat Market
When prices are volatile, US consumers may shift purchases between different meat categories. The US poultry marketplace and US meat marketplace attract consumers with a range of financial resources. Poultry and meat brands should expect US consumers to switch between types of animal protein and shop in different locations to get the best pricing. US consumers who choose to cut back on ordering beef when eating out may look for restaurant-quality beef cuts from retail brands.
Meat and Poultry Features Appeal to the US Consumer
US meat and poultry brands that want to attract the US consumer need to market on factors beyond satiety and taste. Other features that might attract the US poultry and meat consumer include convenience, happiness, and the energy that comes from eating meat and poultry. Of course, the taste of poultry and meat always matters.
Other factors can attract the US poultry and meat consumer. Chicken breasts, for example, are a staple item that is convenient and easy to cook for family meals. Premium poultry and meat products can elevate consumer happiness, impart feelings of indulgence, and seem like something special and exciting. This is important since the convenience and versatility of poultry can also make it seem boring to the US poultry consumer.
Cross-brand Collaborations Can Promote Meat and Poultry
US poultry brands can jump on collaboration trends. Chicken, as well as turkey, can be made more exciting by pairing them with different cooking sauces, seasonings, coatings, and cooking methods that are different from their everyday reputation.
US Meat and Poultry Have Challenges and Opportunities
US meat and poultry face several challenges, including being viewed as less important than in the past, experiencing slower growth, and facing US consumer concerns about health, treatment of animals, and the environment. On the flip side, they have a lot of growth opportunities. These can include new meat and poultry entrees in restaurants, new flavorings, different eating occasions, a health focus on protein, explaining to consumers the animal welfare aspect of farming, and efforts to improve the US poultry and meat industry’s environmental impact.
Future Developments for the US Poultry and US Meat Industry
Expect to see chicken continue to grow because it is viewed as healthy and costs less than beef. Marketing efforts for poultry and meat can focus on freshness, taste, convenience, and cost, although prices for poultry and meat, as well as fish and eggs in the US are going up. Pork, lamb, and turkey are consumed less often but can grow from the launch of new products, promotion of different eating occasions, and sale through different outlets. Consumption can be promoted by offering the US meat consumer recipes, suggestions for serving, and pairing with other foods. Poultry trends and meat trends show that flavor inspiration is extremely important, especially if it involves simple, budget-friendly solutions for enjoying meat and poultry at home.
Promote red meat in a positive way. The inherent nutrition in red meat can outweigh the negatives. Nutritional benefits include protein, vitamins and minerals, and other important nutrients. Red meat is more than just protein. It is important to promote other red meat benefits also, including freshness, taste, satiety, indulgence, affordability, convenience, and provision of energy. Red meat can be enjoyed at home, usually in the form of common cuts without a lot of fuss. Poultry trends and meat trends reveal that brands can attract US red meat consumers with value-added features, recipe ideas, and suggestions for preparing meals.
What’s Next for US Poultry and Meat?
The strongest assets for poultry and meat are protein and nutrition, so these need to be promoted first. Then, create ways to add value by inspiring US consumers to create tasty poultry and meat dishes at home. Poultry deserves more excitement. Features to emphasize beyond protein and nutrition include affordability, versatility, and predictability. Additionally, while freshness and taste are essential, other details may attract the US consumer.
This article is based on Innova’s Poultry & Red Meat in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.