One of our Midan principals, Michael Uetz, recently attended the Meat Industry Conference & Analysis (MICA) in Fort Worth, TX, and returned with industry insights and updates. Here’s what the industry needs to know as we look ahead to 2026 and beyond:

Beef demand remains strong, despite supply challenges

Domestic beef supply is forecast to remain tight for the next few years as herd rebuilding has yet to begin. Even with tariffs impacting imports, imported beef is playing a critical role in meeting consumer demand. Packer/processors are working hard to keep beef available — even at a loss per head — while retailers continue to sell high-priced beef alongside more affordable pork and chicken.

The result? Beef demand is holding strong. In fact, as of Q3 2025, beef pound increases outpaced all proteins except lamb (+7.0%).  According to Circana,  beef sales hit $46.6 billion with 12.5% in dollar growth and up 5.7% in pounds sold. Beef dominates in the top 10 placements for dollar growth subcategories with five cuts including ground beef at the number one spot, beef loin third, beef ribeye fourth, beef sirloin seventh and beef chuck eighth. From a volume perspective, ground beef comes in fifth out of 85,000 subcategories storewide.

Generational shifts will reshape meat marketing

Boomers and Gen X currently drive the majority of meat and poultry dollar sales, but the future belongs to Gen Z and millennials. These younger shoppers are fueling growth, with Gen Z alone accounting for 40.7% of beef growth and 47.4% of chicken growth, according to Circana.

Here’s the challenge for beef and pork: Gen Z and Millennials over-index on chicken and under-index on beef and pork. To win with these consumers, brands must communicate the value of beef and pork in a balanced diet and position their brand in a way that resonates with consumer priorities — think claims like animal welfare and environmental sustainability, sourcing transparency, convenience and experiential marketing.

Imports are essential to meeting beef demand

With domestic supply projected to decline through 2027, imports will be critical. Our largest trading partners including New Zealand, Australia, Uruguay and Brazil, are key players in supplying grass-fed beef, which aligns with growing consumer interest in grass-fed options. Imported beef also helps balance fat content for ground beef and provides value offerings for retailers, according to Len Steiner, Steiner Consulting Group.

Convenience and quality drive retail and foodservice choices

Convenience and quality continue to shape consumer behavior across retail and foodservice. Shoppers are seeking solutions that save time and simplify meal preparation, while also looking for claims that they believe indicate high quality. Digital convenience is now mainstream as more households shop for groceries online and prioritize trust and transparency in meat purchases. Three-quarters (70%) of US consumers report ordering delivery in the past month, while 51% consider deliver/takeout essential to their lifestyle, according to August 2025 data from Anne-Marie Roerink, principal of 210 Analytics.

When choosing restaurants, meat quality matters. Half of consumers prioritize a restaurant’s reputation for tasty, high-quality meat and poultry, 31% look for grass-fed beef and lamb, and 40% want antibiotic-free options, according to Roerink's data.

What does this mean for the meat industry?

The meat industry is at a pivotal moment. Tight beef supply, shifting generational preferences and evolving consumer expectations around convenience and quality will help shape the next chapter. For brands, packers/processors and foodservice operators, the key takeaways are clear:

• Double down on beef’s value story
• Engage Gen Z and millennials with targeted messaging that highlights preferences
• Leverage imports strategically to meet demand
• Highlight convenience and quality attributes in foodservice and retail

Midan Marketing is here to help the industry navigate these changes and connect with today’s — and tomorrow’s — meat consumers.