MANHATTAN, Kan. (RFD NEWS) — U.S. consumers are buying and valuing meat differently than they did just a few years ago, with stronger retail demand and fewer people avoiding meat altogether, according to the Meat Demand Monitor led by Dr. Glynn Tonsor at Kansas State University.
Survey data covering 2020 through 2025 show the share of Americans identifying as meat consumers rose from just over 83 percent to more than 85 percent, while vegan and vegetarian claims declined, and many self-identified non-meat eaters still reported eating meat the previous day. Beef and pork consumption frequency remained relatively steady nationwide, though the Northeast consistently trailed other regions.
Farm-Level Takeaway: Domestic beef demand remains solid, with the strongest growth occurring through retail channels.
Tony St. James
Retail purchasing strengthened the most. Consumers’ willingness to pay for ground beef increased from about $7.26 per pound in 2020 to $9.18 in 2025, rising faster than general inflation. Grocery stores remained the dominant source for at-home meals, while quick-service and casual restaurants led away-from-home dining, but restaurant demand lagged retail growth.
Taste and freshness remained the top buying factors, with nutrition and health gaining importance, while environmental impact and animal-welfare claims declined in influence.
While the agriculture industry hoped details on proposed “bridge” payments for farmers would be released this week, Ag Secretary Brook Rollins said the USDA is still working with the White House on the finer points.
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