As 2025 comes to a close, sights are set on the horizon of a new year. Throughout 2025 and expected to continue into 2026, the global market has impacted many aspects of the meat and dairy industries. Amid ongoing shifts and evolving forecasts, one thing remains clear: uncertainty and change are the only constants. Yet among the unknown, new opportunities continue to emerge.

With that in mind, Midan Marketing has once again identified 10 key trends poised to impact the meat industry, and new to 2026, the agency has incorporated a few insights for the dairy industry as well. These strategic meat marketing and business insights are designed to help industry leaders plan for even more innovation and success in the year ahead.

Midan’s top trends shaping the industry in 2026:

1. Sustainability moves from differentiator to expectation

Claims and callouts related to sustainability, supply chain transparency, methane reduction, carbon tracking, etc. are shifting from being unique points of differentiation to more mainstream claims, much like animal welfare did years ago. This shift is driven by investors, regulators, retailers and consumers, and is beginning to set definitions for sustainability in meat and dairy.

This growing focus on food sustainability is impacting consumer purchase behavior. According to Midan’s 2025 Health & Sustainability Messaging Research, respondents said they were most likely to currently purchase fresh meat products that are all natural (57%), grass-fed (55%), raised with no antibiotics (49%) and organic (43%).

Takeaways:

• Start somewhere – Sustainability is affecting all parts of the supply chain, from the pasture to the plant to the plate. Focus on progress, not perfection. Highlight partnerships with farmers or even seemingly small sustainability efforts. A little goes a long way.
• Be clear and transparent – Help consumers feel good about purchasing your products by investing in programs and certifications that can provide supply chain transparency. Consumers want these differentiators clearly communicated on package and through your brand story and messaging.

2. Food as medicine: protein powers America’s health revival

In 2026, health and wellness nutrition will continue to dominate consumer behavior. Eighty percent of Americans report prioritizing protein content intake during at least one meal a day, according to the IFIC’s 2025 Food & Health Survey.

As Americans focus on strength, longevity and wellness, meat is gaining recognition as a nutrient-dense food that supports physical and metabolic health. The food as medicine movement is driving this shift, positioning food as fuel for prevention, healing and vitality.

Takeaways:

• Promote meat as a health-forward choice – Position your brand around protein with strong nutrition claims on packaging and messaging. Also, equip health professionals with talking points to reinforce meat’s benefits.
• Innovate for protein-packed convenience – Pair high-protein dairy with value-added meats for bowls, soups and snacks, and invest in on-the-go formats. Use qualified influencers to share healthy recipes to amplify meat and dairy’s role in everyday wellness.

3. Dairy production increases as demand grows for hybrid products

US milk production is expected to rise slightly in 2026, growing 0.89% to 227.9 billion pounds, bringing with it a notion of stabilized dairy prices. Meanwhile, consumer demand is growing for plant-based and hybrid dairy products. The plant-based dairy market is expected to reach $34 billion by 2030, roughly 15% of milk production, according to MarkNtel Advisors Global Plant-Based Dairy Market Analysis. In order to stay competitive in this evolving category, brands need to understand the consumer trends, like health and nutrition, that are driving these hybrid dairy demands.

Takeaways:

• Highlight health benefits with transparency – Clearly communicate the nutritional and wellness advantages of your products through easy-to-understand claims and brand messaging to meet consumers’ desire for “better-for-you” options.
• Innovate for taste and nutrition – Invest in product innovation that delivers both flavor and function, especially important for hybrid milks, yogurts, and cheese blends, giving consumers the perfect balance of taste and nutrition they crave.

4. Beef prices surge as supply shrinks, creating opportunities across the meat case

The tight beef supplies of the last few years won’t be resolved in 2026. USDA projects beef production will drop another 5% vs 2025 (the lowest since 2016), pushing already record-high prices even higher. Even ground beef, once a budget-friendly option, is climbing fast: according to the USDA Cattle & Beef Market Outlook, prices jumped 10.3% this summer compared to last year, and the trend isn’t slowing.

What’s behind the surge? Drought and high feed costs have led farmers and ranchers to shrink herds. In addition, tightening supply, fewer imports due to tariffs (though that appears to be changing), and preventative measures against New World Screwworm myiasis, have created the perfect storm driving beef prices to historic highs.

While the obstacles above have all caused the herd to shrink, impacting total pounds of beef available, there is a bright spot. Beef-on-dairy is transforming the industry: dairy calves are no longer a byproduct but a profit stream, with genetics optimized to produce high-quality beef. At a time when the cow herd is the smallest since 1951, this strategy is breaking down silos between beef and dairy. These animals now grade Choice or higher, proving that beef-on-dairy can deliver meat at quality level consumers demand.

With beef prices where they are, other proteins including pork, poultry and lamb have the opportunity to step in and deliver on taste and value.

Takeaways:

• Value is king – Economic uncertainty and sticker shock mean consumers are prioritizing affordability across all proteins. Emphasize “bang for your buck” messaging to keep beef positioned as a protein-packed, nutritious and satisfying choice.
• Offer smart solutions – Brands and other proteins should seize the opportunity to gain awareness, trial and build loyalty.

5. Despite tight budgets, consumers still want affordable indulgences

Consumers are tightening budgets and looking for ways to save, yet they still splurge on premium meats when the time is right. According to the 2025 Power of Meat report, 27% of consumers are willing to spend more on meat when replacing a restaurant meal and 94% of consumers say they have reasons or occasions when they’re willing to spend a bit more on meat and poultry.

Takeaways:

• Give consumers a reason to indulge – Showcase premium choices for special occasions or everyday moments, encouraging shoppers to choose your products when they are treating themselves.
• Show your product is worth it – Highlight claims and benefits to build confidence that their investment in your products will deliver quality, enjoyment, and a memorable experience.

6. Brands bolster marketing to defend against private label’s rise in popularity

With ongoing inflation and economic uncertainty, consumers are looking to private label options to stretch their dollar further. Numerator reports private label accounts for 25.6% of food units sold as of Sept. 30, 2025. Brands are facing more competition and leaning into promotions to drive demand and volume. The result? Value messaging and brand storytelling both take center stage.

Takeaways:

• Invest in your brand – If you’re a brand defending your share against private label, now is the time to double down on what makes you different. Invest in your brand to make it stronger in order to keep consumers loyal. Align your brand strategy and messaging to show consumers why they should spend their dollars for your product. Use promotions to compete from a pricing perspective.
• Tell your story – Leverage authentic brand storytelling to create lasting emotional connections with your consumers. Ground every message in a deep understanding of your audience’s values and motivations to keep your consumer from trading down.

7. Byproduct premiumization: from commodity to curated

The meat industry’s commitment to using every part of the animal is evolving into high-value innovation. Driven by consumer demand for wellness and sustainability, by-products are being transformed into premium goods like bone broth, collagen-infused items, beef tallow skincare, and upscale pet treats. This trend extends beyond meat, with soy-based materials replacing chemicals in adhesives and plastics, and the overall pet food market projected to reach $78.5 billion by 2033. From gut health to natural beauty, by-product premiumization is redefining value and creating new profit streams.

Takeaways:

• Unlock hidden value in byproducts – If you’re on the packer/processor side of things, investigate new ways you can turn bones/skin/fats into higher-margin SKUs to advance carcass value and whole animal optimization.
• Lead with sustainability and storytelling – Promote the “whole animal utilization” narrative, connecting with consumers who value sustainability. Share origin stories and production processes to reinforce premium positioning. Use social media campaigns to showcase natural, back-to-basics solutions.

8. Time-starved shoppers embrace easy meal solutions

As consumers feel time-starved and motivated by ease, more and more prefer pre-cooked options and quick, no-fuss meals over traditional sit-down dining. The Convenience Craver, identified in Midan’s Consumer Segmentation research, represents 17% of meat consumers and 18% of meat occasions.

According to the 2025 Power of Meat Report, consumers are increasingly interested in quick-prep options, comfort meals and creative ways to cook with basic ingredients like chicken and ground beef. Value-added and deli-prepared meat and poultry are gaining traction, especially among Millennials. of Millennials say meat/poultry shortcuts are very important for weekday dinners. Convenience is clearly here to stay, giving brands more opportunities to entice the Convenience Craver with quick, quality meal options.

Takeaways:

• Make convenience count – Offer meal assembly shortcuts with pre-marinated, pre-cooked, and value-added meats, plus packaging innovations like resealable packs and ovenable trays. Think one-dish and sheet pan solutions for timesaving, semi-homemade meals.
• Inspire easy, healthy choices – Use social channels and influencers to share quick meal ideas and highlight that convenience can be healthy by showcasing premium frozen meat options with product benefits to meet consumer wellness expectations.

9. Social commerce increases and e-commerce goes mainstream

Social media is no longer just about inspiration—it’s a direct path to purchase. Nearly three-quarters of Gen Z turn to social platforms like TikTok and Instagram for meal inspiration, according to a Publicis Commerce study. And it’s working: a YouGov survey found that 30% of U.S. TikTok users made a purchase on TikTok Shop in the past year. For meat and dairy brands, this means meeting consumers where they scroll—offering shoppable recipes, influencer-driven content, and seamless buying experiences.

Takeaways:

• Create a seamless brand experience – Maintain a consistent, compelling story across all channels—online and in-store—to meet shoppers wherever they are and when they want to purchase.
• Drive Digital Engagement and Conversion – Invest in Retail Media Networks and leverage social commerce with shoppable posts, optimized product pages, and influencer-driven content to boost awareness and sales.

10. Goodbye Google: the consumer journey starts with AI

AI isn’t just a trend — it’s transforming the game. Once a buzzword, AI now drives conversations and consumer behavior. By 2035, generative AI could influence nearly 40% of today’s Gross Domestic Product (GDP), signaling a massive shift in how people search, discover, and decide what to buy. Already, over half of U.S. online shoppers aged 18–34 used AI-powered tools for shopping research or inspiration in 2024.

For marketers, this is the biggest change since Google: search and shopping (think ChatGPT’s Instant Checkout feature) are moving from keywords to answer engines, AI assistants, and predictive discovery. Brands must act now to stay visible in this new journey, where AI pulls from reviews, influencer content, social platforms, product data, and brand values. You’re no longer competing for human attention—you’re competing for AI attention.

Takeaways:

• Be clear and make your brand presence known – For meat and dairy brands, clarity is everything. Your brand story and values should shine through, with detailed attributes, rich product descriptions, and plenty of authentic reviews. Online visibility matters—show up everywhere with accurate, comprehensive information. If AI can’t understand your product, it won’t recommend it.
• Rethink how consumers look for your product – Consumers use AI to ask questions, not simply search for products. They want answers to things like “What’s the difference between grass-fed and grain-fed?” or “What’s the healthiest cheese for a low-carb diet?” To win in generative search, your brand must own category narratives. Clear, authoritative content increases the chances your products appear in AI-generated answers, and those answers drive purchase decisions.

Source: Midan Marketing