The Red Meat Revival: How Gen Z and Millennials are Transforming US Demand
The United States red meat market is experiencing a phenomenal surge, defying previous trends of public criticism and economic pressure. Driven largely by younger consumers, beef has emerged as both the largest and fastest-growing meat category in US grocery retailing. For New Zealand producers, this shift represents a critical opportunity to expand the reach of its beef and sheepmeat exports in a high-value market.
According to data from Anne-Marie Roerink, founder of the research firm 210 Analytics, the demand growth is not a fluke but a broad-based trend. In 2024 and 2025, beef dominated the meat department, and the momentum has continued into a strong start for 2026.
The Generational Shift: Gen Z and Millennials Take the Lead
The current boom is being fueled by a demographic pivot. Millennials and Generation Z (consumers up to age 45) drove 67% of US meat and poultry unit growth in 2025. This trend is particularly evident among older millennials who are moving into higher income brackets.
These consumers are increasingly recognizing the importance of meat for overall health, as well as for the brain and muscle development of their children. This shift in perception is significant. these consumers accounted for 62% of 450 million new meat unit sales, marking the biggest gain in the marketplace.
Market Highlights and Consumer Preferences
The growth is visible across various product segments, with specific items showing exceptional performance:
- Ground Beef: Out of 85,000 food sub-categories tracked by market research firm Circana, ground beef ranked as the number one item in absolute dollar growth.
- Grass-Fed Meat: Reflecting a preference for specific production methods, grass-fed meat sales increased by 37% in dollars last year.
- Premium Cuts: Even as ground beef leads in volume, ribeye and lamb are also performing well.
US meat sales reached a record high of US$105 billion in 2024. This growth persists even in an environment of record-high prices and pressure on household incomes.
From Restaurants to Retail
A key driver of this retail boom is a change in consumer behavior regarding where they eat. There are clear indications that US consumers are replacing restaurant visits with retail purchases, moving toward eating at home and preparing more basic meals. This shift increases the volume of meat passing through grocery stores, further boosting the retail sector.
Strategic Implications for New Zealand Exports
The US is a critical market for New Zealand beef and sheepmeat. The resilience of US demand provides a strong foundation for NZ exporters, though the landscape is not without challenges. Uncertainty surrounding US tariffs has created concern across the global supply chain, with fears that these may impact prices and availability.
Despite these external pressures, the underlying demand—particularly for high-quality and grass-fed options—suggests a positive outlook for sustained growth. For New Zealand, the opportunity lies in aligning its high-quality standards with the evolving preferences of the American Millennial and Gen Z consumer.
Key Takeaways: US Red Meat Market Trends
| Metric | Detail |
|---|---|
| Primary Growth Drivers | Millennials and Gen Z (67% of unit growth in 2025) |
| Top Performing Category | Beef (Largest and fastest-growing in US grocery retail) |
| Top Individual Product | Ground beef (Number one in absolute dollar growth) |
| Market Value (2024) | US$105 billion |
| Specialty Growth | Grass-fed meat up 37% in dollars |
Frequently Asked Questions
Why is red meat demand increasing among younger Americans?
Many older millennials are prioritizing meat for health reasons and its role in children’s brain and muscle development, while a general shift toward home cooking over restaurant dining has boosted retail sales.
How does this affect New Zealand producers?
The US is a key market for NZ beef and sheepmeat. The strong demand from younger, higher-income US consumers creates a significant opportunity for NZ’s high-quality exports, despite concerns over tariffs.
Is this growth sustainable?
Analysts point to the duration of the growth, the broad-based demand across different cuts, and the specific demographics driving the trend as indicators that the outlook for sustained growth remains positive.
As the US market continues to evolve, the intersection of health-conscious purchasing and a preference for retail over dining out will likely define the next phase of red meat consumption. For global exporters, the focus will remain on navigating trade uncertainties while meeting the demands of a new, meat-positive generation.