Generational shift drives a new relationship with meat

Meat consumption habits in the United States are undergoing a major transformation. According to the Meat Perceptions and Realities 2025 report presented by Anne-Marie Roerink at the MICA conference, Millennials —now aged between 29 and 45— are on the verge of surpassing Baby Boomers (60–78) as the main food-spending group. Behind them, Generation Z (under 28) is emerging with a more visual, digital, and convenience-oriented approach to eating.

Millennials now account for 44% of new meat units sold and show strong growth in beef consumption, up 19% year-on-year. They do not reject animal protein; they seek it with purpose, convenience, and transparency. They value ready-to-cook products, grassfed or organic beef, and pay attention to animal welfare and sustainability.

Generation Z combines meat with experiences and social media. More than 60% order food delivery every month and respond best to brands that communicate with humor and authenticity. In contrast, Boomers and Generation X (46–60) still prioritize traditional taste, safety, and price, although their relative share of consumption continues to decline.

The study confirms a cross-generational trend: the return of protein-rich foods. After years of health and ethical debates, meat is regaining prominence as a natural source of protein, iron, and energy. The key, according to Roerink, will be “helping consumers create safe, nutritious, and delicious meals that taste better.”