CHICAGO — With the final trickle of confetti commemorating its 20^th anniversary this year still lingering, the meat-centric team at Midan Marketing published its “2025 Top Trends to Watch” in early December. Midan included 10 trends with implications for the meat industry while identifying two macro-factors that are expected to underpin businesses in all sectors, including: the economy and new technology.

The Fed’s announcement of lowering interest rates on Dec. 18 and the resulting tumble of the stock market were an example of how the economy will likely be the topic of many headlines throughout 2025 with inflation-wary consumers watching developments and hoping for relief sooner rather than later.  Meanwhile, technology looms in all food industry segments as artificial intelligence increasingly offers manufacturers opportunities to increase efficiency while addressing the omnipresent labor shortage.

As far as trends for the coming year, health and wellness is a golden opportunity for the meat industry identified by Midan, as more consumers embrace the premise that consuming quality meat delivers the most beneficial nutrients per ounce compared to other protein sources. The 15 million-plus consumers who now rely on GLP-1 medications (such as Ozempic, Wegovy and others) to treat diabetes and for weight loss represent an opportunity for meat companies to promote their products to a segment of the population taking semaglutides who benefit from eating high-protein diets.  

Midan also identified “sustainability enthusiasts” as a trend worthy of meat industry stakeholders’ attention. More consumers will join the bandwagon of supporting sustainability efforts, but companies should also be aware that many consumers have grown skeptical of environmentally focused food claims.

According to Midan, “Companies must ensure that their sustainable efforts are transparent, authentic and verifiable: Consumers are paying attention.”

Not unlike sustainability and better-for-you attributes, a related trend Midan included in its short list for 2025 was claim-based meat, referring to it as the convergence of health and sustainability. Opportunistic meat companies are calling out production claims on product labels, including attributes related to animal welfare, antibiotic-free, grass-fed and other details about their sustainably raised product, which “claim-seeker” consumers are drawn to and are willing to pay a premium for.

On the topic of price, ongoing concerns among consumers about the higher price of everything extends to the meat department, which warranted Midan to include the economy as a prominent trend in the coming year. An awareness of consumers’ tendencies to trade down and include more chicken and pork in their shopping carts will likely continue in 2025. Giving consumers those options and recognizing opportunities to capitalize on the value proposition of some products for some consumers while accentuating the quality eating experience offered by premium products for other shoppers will benefit meat companies moving forward.

The prevalence of social media and the impact of social commerce opportunities created by a growing number of influencers is expected to continue trending in 2025 as younger consumers increasingly use social purchasing throughout the year.

“For companies working on their 2025 marketing plans, social commerce might make sense for D2C (direct to consumer) meat brands that want to capture the attention of the youngest meat purchasers, Gen Zs and millennials,” Midan said in its trends report.

But while many Gen Z consumers seem to be exclusively reliant on short, fast-hitting TikTok and Instagram reels for their news, information and purchasing behaviors, they also have proven to be value focused more than they are brand loyal, according to Midan. Purchasing behaviors also are fueled by causes that are important to them and a commonly shared cause is sustainability. Appealing to Gen Z consumers requires a multi-front approach, including playful interaction blended with the causes important to them.

“To effectively reach them, companies and brands must appeal to both these traits, with campaigns that are visual and engaging but also authentic and anchored in a higher purpose,” Midan’s trend report said.

Looking to next year, retailers should expect shoppers to be diversified in where they shop, and many are willing to frequent traditional grocery stores for certain items and big-box venues or online shopping for others. Based on value and convenience first, retailers are encouraged to highlight how they deliver more and better products for the money as shopping preference evolves.

Midan’s trends also address the advantage retail giants like Amazon/Whole Foods and Walmart offer by utilizing the convenience and technology advantages of omnichannel shopping to appeal to shoppers’ expectations of personalization and convenience using their digital reach to their advantage. But digital opportunities aren’t reserved only for big-box retailers.

According to Midan, “Packer/processors and retailers of every size should consider how to leverage consumer choice when it comes to their products, stores and online platforms.”

Opportunities to capitalize on technology is sweeping across all industries, including retail. By using data collected from consumers’ social media preferences and habits, AI-generated data about buying behavior and preferences can benefit retailers and even the shoppers in the meat department.

“This intersection of AI and analytics will lead to hyperpersonalized messaging and a much more granular understanding of consumer needs,” said Midan’s trends report.

Finally, capitalizing on social media promotions and digital opportunities for retailers doesn’t necessarily require endorsements from high-profile, famous celebrity types. Midan pointed out that in today’s market, the impact of micro-influencers is surprisingly powerful. Many retailers are realizing that because everyone is a consumer, there are potential influencers all around them, often under their same roof, and they can benefit from listening and following their digital footprints and their smaller, but impactful tribes.