Despite persistent pocketbook pressure for consumers, demand is not slowing down for the meat category. In fact, 2025 was another record-setting year for the meat department, reaching $111.9 billion in sales, up 6.8% from the year prior, and 23.3 billion pounds sold, up 2% from the year prior, according to the annual Power of Meat report.

Rather than walking away from the category in the face of high prices across the store, consumers shifted their purchasing behaviors. As these behaviors continue to evolve and grilling season approaches, there are a few key consumer-driven trends shaping grilling innovation, from convenience-driven formats to production and sourcing claims.

Balancing quality and convenience

While traditional premium cuts remain central to grilling, processors are seeing increased interest in versatile options that balance quality and convenience. "We’re continuing to see strong demand for the traditional cuts like ribeye and tenderloin in the last six months," said Kirstyn Lipson, senior director of marketing at Verde Farms. "What’s interesting this year is the growing interest in versatile, mid-tier cuts like skirt steak, which offers great flavor and cooks quickly."

Lipson noted that skirt steak is currently the fastest-growing cut in recent weeks, according to Nielsen data, signaling an opportunity for processors to expand beyond traditional premium offerings. "To us, this signals an opportunity to look to expand beyond traditional premium cuts and lean into convenience and value, especially as consumers look to grill more throughout the week," Lipson said.

Convenience dominates consumer priorities

Convenience remains a primary driver in grilling innovation, with consumers seeking formats that reduce preparation time without sacrificing overall quality. Verde Farms is seeing strong demand for presliced formats that make it easier for consumers to incorporate steak into more of their meals throughout the week. "Pre-formed and ready-to-cook burger patties are also becoming a must-have on the shelf for the better-for-you consumer year-round," Lipson said.

Alicia Baker, senior director of marketing for duBreton, noted that demand is strongest for value-added pork products that simplify preparation. According to the Power of Meat, 9% of fresh meat dollar sales for 2025 were value-added products, driven by millennials and higher-income households, reinforcing the growth potential for these innovations across the meat department.

"Ribs, sausages and brats, chops, and grill-ready marinated pork are likely to see the strongest seasonal demand," Baker said. "That suggests processors and distributors should prioritize high-turn, easy-to-merchandise SKUs, especially value-added products that improve consistency, reduce prep and support premium pricing."

Growth is being driven less by new cuts and more by format innovation focused on convenience, Baker noted, including pre-marinated items, thinner quick-cook cuts, skewers, smaller packs and meal-oriented grill kits.

Popularity continues for claims-based meats

Claims-based meats continue to garner consumer interest, especially as shoppers prioritize sourcing, nutrition and transparency.

"Retailers and brands like us are recognizing that a growing segment of consumers are actively seeking out attributes like USDA Organic, humanely raised and verified regenerative practices," Lipson said. "These claims not only resonate from health, ethical and sustainability standpoints, but also signal high quality and transparency."

Organic, humane, grass-fed and other product certifications are especially impactful for premium brands when paired with thoughtful product positioning, Baker noted. "They strengthen trust, justify higher prices and improve differentiation, especially when paired with a clear quality, taste and brand story."

Flavor and format shape the grilling experience

Flavor innovation is also playing a significant role in driving consumer interest across grilling occasions.

"Smoky barbecue, sweet heat, garlic-herb and globally inspired flavors such as Korean barbecue or chimichurri are likely to drive interest," Baker said, noting that consumers are also responding to both slow-cook applications for ribs and quick, simple formats for chops and skewers.

At the same time, processors are continuing to align product development with evolving consumer needs, focusing on versatility and ease of use. To drive interest in everyday grilling occasions, Verde Farms is exploring formats like pre-sliced steak for quick meal applications, and launching organic beef for steak bites this coming grilling season.

With both meat sales and volume continuing to break records, the category is well-positioned for continued growth. That momentum presents a clear opportunity for processors to innovate, especially through premium products that deliver on both convenience and quality for simpler grilling occasions.