As prices rise and tastes change, grocers must innovate to keep meat sales sizzling
Despite rising prices and shifting dietary trends, people still love their meat. According to Statista, revenue in Canada’s fresh meat market will reach US$12.15 billion in 2025, with the market expected to grow by more than 4% annually through 2030.
The challenge for retailers is finding ways to keep their meat cases appealing while adapting to the changing tastes and tighter budgets of today’s shoppers. Here’s a look at key trends in the fresh meat category and how grocers can keep it sizzling.
Maximising meat purchases with smart shopping and bulk deals
Let’s get right to the meat of the matter: costs are on the rise. According to Canada’s Food Price Report 2025, meat prices are expected to rise by 4% to 6%, outpacing increases in all other categories measured. Beef prices have reached new highs—for example, one kilogram of ground beef now averages $13 compared to $10 in 2020, according to Statistics Canada. Pork and chicken prices are also trending upwards.
Ipsos FIVE data (December 2024 versus December 2023) shows economic pressures are influencing consumer behaviour in the category. Jenny Thompson, director, market strategy & understanding at Ipsos, notes that fresh meat consumers are more likely to buy fewer prepared foods and are increasingly planning less expensive meals. “We can see this translated in a decline in premium cuts of meat at dinner, such as chicken breasts, while more value-oriented ones like pork are on the rise.”
With their budgets squeezed, consumers are seeking ways to maximize their meat purchases, and grocers must find ways to deliver value. “When people think of value, they think of price first and foremost but, with a category like meat, it’s also about how to get the most out of what you’re buying,” says Joel Gregoire, associate director, food & drink at Mintel.
He gives the example of Farm Boy, which sells its own brand of vacuum-sealed bacon that’s divided into individual sections. “When you make bacon, if you wrap up unused portions, usually you forget about it and then it goes bad,” he says. “But there’s value in reducing food waste— instead of paying $8 for bacon and having half of it go in the composter.”
Ontario Pork also highlights how consumers are adjusting their meal-planning strategies. “We’re seeing more shoppers looking for fast, affordable and flexible meals—and pork checks all those boxes,” says Brett Leslie, digital marketing lead at Ontario Pork. With more people cooking in bulk to save money and simplify meal prep, pork is a versatile option. Leslie notes, for example, that pork tenderloin can be cooked once and used in various meals throughout the week. “For grocers, positioning pork as the go-to protein for budget-friendly meal prep can drive more sales, while helping shoppers get the most out of their grocery budget,” he says.
One strategy grocers can employ in the beef category is offering larger-format products such as vacuum-packed sub-primal cuts, suggests Shelby VanSickle, senior director, channel marketing at Canada Beef. “The price per kilogram is often lower on these larger items, leading to overall savings per meal,” she says.
The rise of ready-to-cook meat options
While consumers look for ways to make their meat purchases go further, they also want more convenience in their cooking routines. In their search for easy meal solutions, value-added meats are gaining popularity.
“At dinner, Canadians are increasingly preparing meals from scratch, in general; however, there is still room for convenience-oriented solutions as younger generations like gen Z and millennials with kids tend to lean into meal kits or partially made ingredients to speed up prep times,” says Thompson.
Ready-to-cook options are also a great way to tap into growing demand for ethnic foods. Ontario Pork’s Leslie notes younger consumers are craving bolder flavours, international influences and meal-ready options that offer something different from the everyday. He says Filipino cuisine, especially pork adobo, is gaining traction and there’s a growing appetite for heat, including spicy marinades, chili-infused sauces and global seasonings.
“Grocers who offer pork cuts and marinades tailored to these shifting preferences—whether it’s pre-marinated Korean BBQ, pork shoulder for carnitas, or char siu-style options—are well positioned to meet demand,” says Leslie.
Denninger’s, a specialty grocer based in Hamilton, Ont., has seen continuous growth in value-added fresh meat, says Nathalie Coutayar, merchandising & marketing senior manager at Denninger’s, which produces all its own meats and prepared foods in a local manufacturing facility. “Value-added is a very big percentage of our sales and we offer this using every type of protein, including beef, pork, chicken and veal, as well as lamb during the holidays,” she says. “People want something ready to cook, so [items such as] stuffed chicken breast, stuffed pork, gourmet burgers and schnitzel are big sellers.”
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Beyond its ready-to-cook options, Denninger’s also aims to make cooking different cuts of meat easier for customers. On its product labels, there are easy cooking instructions. For example, “if you buy a pot roast, it will tell you on the label how to cook it and how long to cook it,” explains Coutayar. She adds that fresh meat is an educational-driven department; however, it can be a challenge to attract and retain well-trained and educated staff who can help customers.
As technology plays an important role in everyday life, there are even more ways for grocers to assist consumers with cooking different cuts of meat. Mintel’s Gregoire suggests adding QR codes to packaging that link to instructional videos could be a big help, especially for less common meats such as duck, which can be hard to get right. “Dry duck is terrible; well-cooked duck is amazing,” he says. “It wouldn’t be very hard to have a QR code that links to a video with step-by-step instructions on how to cook duck and what to pair it with.”
Cooking instructions would also be useful on pork cuts, as many consumers still find cooking pork intimidating, says Leslie. “Many are more familiar with beef or chicken and may hesitate simply because they’re unsure about proper cooking methods—especially internal temperatures. This is an easy barrier for retailers to remove.”
Leslie suggests retailers feature step-by-step instructions and clearly displayed internal temperature guidelines. “Adding recipe cards or meal inspiration near the pork case not only educates shoppers, but also drives impulse purchases,” he adds. “Ontario Pork offers how-to-cook guides and recipe cards to brand partners, making it easy for retailers to provide shoppers with the right information at the right time.”
How health, sustainability and sourcing labels shape purchases
Today’s consumers are also looking for products that align with their values, particularly when it comes to health and sustainability. “While price and deals still outpace other in-store drivers, fresh meat consumers are also increasingly driven to purchase meats in the natural/organic section,” notes Thompson of Ipsos.
Canada Beef’s VanSickle says health and wellness continue to be major drivers of consumer purchase behaviour. “Consumers are seeking healthier choices; whether it’s food high in protein, minimally processed, low-carb, gluten free, or a good source of iron, Canadian beef fits the bill.” To educate consumers, the organization has online resources such as the Canadian Beef Information Gateway, which features detailed nutrition information for each beef cut along with easy-to-follow recipes.
With claims, Fresh meat consumers rank made-in-Canada, all natural, organic, premium, free from antibiotics/hormones, and grass-fed meat as the most important, Thompson says. Younger generations—generation Z and millennials with kids—prefer “free from” claims as well as grass-fed meats.
While terms such as “grass-fed” may resonate with some consumers, the taste and texture may not always be what they expect. “People are interested in the concept of grass-fed; however, it is a different product than what consumers are used to,” says Denninger’s Coutayar. Canadian beef, she explains, is well-marbled due to cows’ grain-fed diets. That doesn’t happen with grass-fed meat. “You’re not generating fat and you’re creating a product that is very earthy, it tastes very different and you have a much tougher meat. We tried it in the store, but we were not successful.”
Beyond health and sustainability, sourcing is another key area for fresh meat. Since U.S. President Donald Trump announced tariffs on Canadian imports, consumers are more focused than ever on where their food comes from. “Since February, we’ve seen a real shift in how Canadian consumers think about their food,” says Leslie. “The ‘Buy Canadian’ movement is stronger than ever. Shoppers want to know where their food comes from and are looking for locally sourced options they can trust.”
For retailers carrying Ontario-raised pork products, Leslie says, “having the Ontario Pork checkmark logo clearly visible at the point of sale is a simple but powerful way to show customers they’re choosing local.”
This article was first published in Canadian Grocer’s March/April 2025 issue.
