How marketing can help keep meat sales moving
With inflation putting the squeeze on grocery budgets, fresh meat risks going from a staple to a splurge for many households. In 2025, meat prices rose 7.2%—the highest increase of any grocery category, according to Canada’s Food Price Report 2026. Much of that surge was driven by beef, with retail prices up 19% in the first quarter of 2025 alone. This year, meat is expected to see the steepest increase of any category, rising 5% to 7%.
Still, in this nation of meat lovers, demand remains steady. “Most people are still eating meat, but from a consumer perspective, your eyes kind of pop when you see the prices,” says Joel Gregoire, associate director, food and drink at Mintel. “But like everything, it comes down to value.”
One way to communicate value is packaging. For example, while ground beef typically comes on a tray wrapped in cellophane, some brands sell it in tightly sealed square packages. “It gives the impression it will last longer and won’t brown as quickly,” says Gregoire. “So, I’m feeling better about what I’m buying.”
Retailers can also guide consumers on how to use meat through clearly marked labels, he says. President’s Choice has a product called Boneless Stewing Beef featuring a picture of a hearty bowl of beef stew. “When I see the label, I know exactly what I’m going to use it for,” says Gregoire.
There are also opportunities for grocers to highlight lesser-known cuts of beef, says Shelby VanSickle, senior director, channel marketing at Canada Beef, who notes success with products such as tri-tip. “The most important messaging, in our view, relates to providing consumers with information on how to prepare beef products they are less familiar with,” she adds.
In addition, VanSickle observes rising interest in buying larger quantities for freezing. “These bulk purchases do need to be supported with consumer education, which can include thawing and freezing techniques, as well as guidance on how to cut larger pieces into portion-sized servings,” she says.
Pork remains an affordable protein choice that packs a nutritional punch. For example, a 100-gram serving of lean ground pork provides around 26 grams of protein along with key nutrients such as vitamin B12, iron and zinc.
Denninger’s, a specialty grocer based in Hamilton, Ont., is starting to put more focus on pork, says merchandising and marketing senior manager Nathalie Coutayar. “We have a really good quality pork program in our fresh meat, so we’re going to do sampling, demos and cooking, with a lot more activation in the next few months,” she says.
READ: Climate change is increasing northern Ontario cattle herds—and beef prices
In the fresh chicken category, Coutayar notes prices have been impacted by factors such as inflation and avian flu. “We’re running more frequent promotions, which indirectly has an impact on your margin, but we’re trying to move volume that way,” she says.
Chicken is a very versatile protein, says Tanya Travers, retail marketing and purchasing manager at Sargent Farms. “You can do anything with chicken.”
That versatility presents an opportunity for grocers to cross-merchandise. “You can promote chicken alongside spices, sauces, stir-fry vegetables and roast dinner ingredients,” she says.
This article was first published in Canadian Grocer’s March/April 2026 issue.
