2024 was a year of incredible growth for the meat industry. Sales in the fresh meat department reached a record $104.6 billion and most consumers purchased meat more than once per week.

Unlike previous years, which were dominated by inflation-driven dollar growth, 2024 saw volume increases as well. Fresh meat gained 6.7% in dollars and 3.2% in pounds, while the average annual household spend on meat and poultry was $871.

Those are just a few of the findings from the 2025 Power of Meat, a study that’s been tracking the industry and consumer meat shopping habits for the past 20 years.

The research, shared during the Annual Meat Conference, gives retailers and processors unparalleled insights into the minds of consumers and how they shop for meat and poultry products.

As a food packaging company, we know that packaging plays an important role in the shopping preferences of consumers—which also affects the success of retailers and their processing partners.

In this article, we’ll share a closer look at key packaging strategies we see for driving growth in 2025, based on the Power of Meat results:

Address the Millennial shift
Develop varied portion offerings
Communicate functional benefits
Reduce barriers to trial
Leverage case-ready acceptance

Strategy 1: Address the Millennial shift.

Perhaps the most significant trend reshaping the industry is the demographic shift in purchasing power.

Power of Meat found that while Gen X still accounts for the largest share of meat sales (32%), Millennials are rapidly changing the landscape. In 2024, they accounted for a remarkable 62% of the growth in meat units sold.

This generational shift isn't just about numbers. It represents a fundamental change in how consumers approach meat purchasing.

Millennials shop differently: They make fewer trips but spend more per trip ($17) compared to Boomers who shop more frequently but spend less per trip ($15.78).
Millennials have different product preferences: They over-index for chicken (114), meat/cheese/cracker kits (209), and meat alternatives (113), while Boomers over-index for traditional categories like smoked ham (145), lamb (149), and veal (181).
Millennials prioritize different channels: They prefer supercenters, online shopping, and club stores, while Boomers favor traditional supermarkets.

What this means for meat packaging:

Adapt merchandising, marketing, and product development to appeal to Millennials’ unique preferences and shopping patterns.

Having strong brand recognition is essential for shoppers to find your products across different grocery channels. Packaging design and graphics play an important role as consumers scan the shelves for the products they know and trust.

Branding is especially helpful if you offer your products in a variety of package sizes, so consumers can quickly identify your products.

Strategy 2: Develop varied portion offerings.

Power of Meat research reveals a significant opportunity to offer varied portion sizes to meet diverse consumer needs.

While 66% of shoppers can find their desired pack sizes in self-service meat cases, 25% must visit the full-service counter, and 9% cannot find their preferred options at all.

Among those consumers who cannot routinely find their preferred pack sizes:

46% want bulk packages pre-portioned into smaller sizes, such as saddle packs
38% desire two-portion packages
29% prefer bulk packages they can reportion themselves
22% seek single-portion packages

Boomers, who shop most frequently, show higher interest in one- and two-portion packages, while Millennials, who shop less often, favor pre-portioned bulk packages.

What this means for meat packaging:

Retailers can provide both smaller packages for frequent shoppers and pre-portioned bulk packages for less frequent shoppers.

From a bulk perspective, barrier shrink bags protect products and enhance shelf life, helping give extra time to shoppers who want to portion larger cuts at home. Shrink bags also offer excellent presentation in the meat case.

Larger case-ready trays give consumers options for bulk purchases – for example, pre-made patties in a family pack tray that holds 10-20 patties.

Vacuum skin packaging can be paired with a range of bottom carriers to create portioned servings of protein. Finished packages with vacuum skin films can be frozen by consumers, and the tight film protects against freezer burn. This packaging also offers excellent optics, with a 3D presentation that gives consumers transparency while also improving merchandising.

Formable rollstock can be used for portioned sizes, and then perforated so consumers can more simply divide bulk packaging into small servings.

Strategy 3: Communicate packaging’s functional benefits.

The Power of Meat revealed that beyond pack size, packaging functionality significantly influences purchase decisions.

For example:

41% of consumers prioritize packaging that keeps meat fresh longer
40% prioritize freezer-ready packaging
37% prioritize bulk packages that are pre-portioned

Interestingly, these functional benefits outweigh environmental considerations in the purchase decision process, with only 27% prioritizing recyclable or compostable materials.

What this means for meat packaging:

Highlight packaging innovations that extend shelf life, prevent freezer burn, and minimize waste.

Partnering with the right graphics team can help you integrate functionality benefits directly onto packages and communicate the value of the packaging to consumers.

Strategy 4: Reduce barriers to trial.

Despite strong category performance, many consumers stick to familiar cuts and preparation methods. Power of Meat found that among the barriers to trying new meat products:

21% don't know how it will taste
17% don't know how to cook it
9% find no one available to ask in the meat department

Addressing these barriers represents a significant opportunity, as 58% of consumers have tried-and-true meat favorites but would be interested in exploring more options.

The data shows that consumers who purchase a wider variety of cuts and kinds prepare more meals with meat at home, make more trips to the store, and spend more both in the meat department and across the total store.

What this means for meat packaging:

Provide cooking instructions and recipe ideas to help consumers explore new cuts and preparation methods.

On-pack cooking tips, paired with in-store displays and guidance, can help consumers feel more confident in their choices and boost their likelihood of trying something new.

Strategy 5: Leverage case-ready acceptance.

One of the most dramatic shifts in consumer perception over the past two decades relates to case-ready meat. What was once viewed with skepticism has become increasingly accepted and even preferred.

The percentage of consumers who believe case-ready meat is better than store-cut meat has increased from just 9% in 2008 to an impressive 33% in 2025, according to Power of Meat.

This acceptance creates a win-win opportunity for retailers to address labor challenges while meeting consumer quality expectations.

What this means for meat packaging:

Use growing consumer acceptance of case-ready packaging to optimize labor while maintaining quality perceptions.

Case-ready packaging delivers a premium product presentation and can reduce the reliance on counter service and in-store labor. Standard pack sizes also make it easier to stock the case and train employees on stocking procedures.

Ready to talk about how packaging can drive growth?

As a longtime sponsor of the Power of Meat, CRYOVAC® brand food packaging helps retailers and their processing partners transform the meat department.

Our solutions are designed to maximize operations, keep pace with consumers, and deliver unmatched product protection and presentation.

When you’re ready to talk about retail-ready proteins packaging that supports your goals, we’re here to help. Contact us today.

5 Meat Packaging Strategies to Drive Growth in 2025: Insights from the Power of Meat

Strategy 1: Address the Millennial shift.

Strategy 2: Develop varied portion offerings.

Strategy 3: Communicate packaging’s functional benefits.

Strategy 4: Reduce barriers to trial.

Strategy 5: Leverage case-ready acceptance.

Ready to talk about how packaging can drive growth?

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