Strategies to Attract New Customers to the Meat Case
As outlined in the 2025 Power of Meat study presented at the Annual Meat Conference, the outlook for the U.S. meat industry is expected to remain positive into 2026. Meat and poultry sales are projected to continue growing, but will be marked by demographic shifts, especially among Millennials and Gen Z, who prioritize convenience, sustainability, and health-conscious products.
Based on the 2025 findings, CRYOVAC® presents the meat packaging implications of new retail and consumer trends, including:
- Addressing the Millennial Shift
- Offering Varied Portion Sizes
- Highlighting Functional Benefits
- Reducing Barriers to Trying New Products
- Leveraging Case-ready Acceptance
Addressing the Millennial Shift
Millennials, or those born between 1981 and 1996, are driving the most retail growth, accounting for 62% of unit sales increase in 2024. They prefer fewer trips but spend more per visit, with a focus on chicken, meat/cheese/cracker kits, and meat alternatives. They favor online shopping, supercenters, and club stores.
Implication: Use appealing packaging and branding across channels to attract Millennials—products in multiple sizes and eye-catching graphics help build trust and recognition.
Developing Varied Portion Offerings
Consumers want different portion sizes; 66% can find their preferred packs in stores, but 34% cannot. Many want pre-portioned bulk packages, two-portions, or single servings.
Implication: Offer a mix—small packages for frequent shoppers and pre-portioned bulk options for others. Materials and formats such as barrier shrink bags, case-ready trays, and vacuum skin packaging improve shelf life, presentation, and convenience.
Emphasizing Packaging’s Functional Benefits
Study data also shows that consumers prioritize packaging that keeps meat fresh longer (41%), is freezer-ready (40%), or offers pre-portioned bulk (37%). Environmental concerns are less influential.
Implication: Highlight features like extended freshness, freezer protection, and portion control on packaging, using graphics to communicate these benefits clearly. Choose formats consumers trust like MAP and vacuum skin packaging.
Reducing Barriers to Trying New Products
Many consumers stick with familiar cuts because they’re unsure how to cook new options or how they will taste. Study results show about 58% are interested in trying more but need help.
Implication: Include cooking instructions, recipe ideas, and in-store guidance on packaging to build confidence and encourage trial.
Leveraging Case-Ready Acceptance
Consumer perception of case-ready meat has improved significantly. 2025 research shows 33% now see it as better than store-cut meat, up from 9% in 2008.
Implication: Increased use of case-ready packaging helps producers and retailers reduce labor cost and dependance, improve product presentation, extend shelf life, and meet consumer expectations.
Ready to boost growth with more powerful packaging?
At CRYOVAC®, we help retailers and processors optimize their meat offerings with packaging designed for protection, presentation, and efficiency. Contact us today to learn more about retail-ready protein packaging solutions.
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