Supermarket Perimeter - February 2025 - 9

In grocery volumes, chicken leads the way
at 38%. Beef makes up 36%, followed by
pork (16%) turkey (8%) and other (1%).
Source: NCBA
Trump Administration's expected focus on deregulation could further
help bring prices down.
Through the end of 2024, fresh meat sales were up 6.7% and volumes
were up 3.2%, said Elizabeth Smith, associate director of market research
for the National Cattlemen's Beef Association (NCBA).
" Beef sales and volumes remained robust through the close of the
year, " she said.
Chicken and pork were also up in sales and volume, she added, while
meat alternatives continue to experience double-digit declines.
Beef accounts for 55% of the value of retail fresh meat sales, followed
by chicken (27%), pork (12%), turkey (4%) and other (2%), Smith said.
And in terms of grocery volumes, beef makes up 36%, behind
just chicken (38%). Pork accounts for 16% of volumes, turkey 8% and
other 1%.
Considering retail fresh beef specifically, ground beef represents 36%
of beef sales in dollars, and nearly half the volume of retail beef sold. In
2024, ground beef sales value was $14.5 billion, up 24.1% compared to
three years ago.
Steaks represent 35% of the value of beef sales and 23% of volume.
In 2024 the total sales value of beef steaks was $14.1 billion, up 7.8%
compared to three years ago.
Affordable options
With the USDA forecasting an almost 1.5% increase in the chicken
supply this year, consumers can be confident that they will continue
to find adequate availability of a wide range of wholesome chicken
products both fresh and frozen, fully cooked and raw, said Tom Super,
spokesperson for the National Chicken Council.
And, even with more and more built-in convenience, products will be
affordable, especially when compared with competing proteins.
Coarsely-ground chicken, for instance, is on track to gain more
market share as food shoppers seek help with their meat budgets, better
nutritional values, and ease-of-preparation.
And while foodservice may be returning to pre-pandemic traffic
counts, many consumers who enjoy chicken products from their
favorite local quick-service/casual-dining restaurants are now finding
many of these branded products at their supermarkets.
Another trend to keep an eye on in 2025: Chicken is gaining in the
breakfast daypart. Breakfast has traditionally been a challenge for
chicken, but ever-widening offerings of chicken sausages and chicken
combined with another protein are appealing to breakfast fans who opt
for tasty, seasoned sausages lower in fat and calories, Super said.
" It all adds up to record chicken consumption this year, " he predicted.
USDA foresees chicken per capita consumption in 2025 reaching
over 104 pounds. Some analysts report this record level of eating may
be even a bit higher, Super said, especially if ongoing food inflation
continues to bite into consumers' budgets.
supermarketperimeter.com
A record-setting AMC '25
Well before people started arriving in Orlando in
March for the Annual Meat Conference (AMC), the
show was breaking the record for most attendees.
One event that is expected to be even more
successful than last year's standing room only
luncheon is the Women's Meat Industry Network
meeting, which this year will be limited by ticketing
and a cap on attendance.
Other highlights of this year, with comments by Julia
Anna Potts, the Meat Institute's CEO, include:
The Power of Meat report release, an annual
highlight, led by 210 Analytics' Anne-Marie Roerink.
" We're celebrating 20 years of the Power of Meat,
which has become such a huge draw. Anne-Marie will
show that demand is strong and people are looking for
new, jazzier ways help consumers cook. We've seen
trends in more convenience, more cooking at home
and high demand. "
NPR political editor Ron Elving, returning to AMC
after a several years' hiatus. " Everyone in the industry
is paying close attention to how quickly the transition
(to the Trump Administration) will change the face of
the economy, and Ron will give us the lay of the land. "
Getting the message out. " We'll also have
programming about how to talk about our products.
Our board of directors is always interested in the
latest messages about our products, and retailers are
the front line. We want to make sure we're arming our
members with the best ways to showcase benefits of
meat and poultry - nutrient density, taste, quality,
food safety. "
Live fabrication. Last year's show features a live
fabrication of Angus beef. This year's show will include
a fabrication of pork. " It was so popular last year,
standing room only. It will help attendees see new
creative ways to sell their products. "
Kelly McDonald, marketing and customer experience
expert. " She will look at trends that we're all dealing
with and how to into them, tips and tricks to think
differently. To go where consumers are heading, to
get ahead of trends instead of playing catchup. "
FEBRUARY 2025 - 9
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