According to Glynn Tonsor, professor of agricultural economics at Kansas State University, July's Meat Demand Monitor confirms that protein is still at the center of the American plate. Willingness to pay for meat rose compared to June, with notable gains in food service demand.

Tonsor describes the current landscape as "meat having a moment," noting that consumer enthusiasm for protein spans beef, pork, and chicken.

Taste and Freshness Outrank Price

Survey results show taste and freshness as the top two factors influencing meat purchases, surpassing price for most Americans. While issues like sustainability, animal welfare, and traceability matter to a smaller segment (10-20%), the majority prioritize eating experience.

"For the typical American, taste and freshness carry the day," Tonsor says. "Price matters, but it's outranked by the eating experience."

Price Sensitivity Depends on the Cut

While overall price resistance hasn't increased, Tonsor notes ground beef prices are a more significant market indicator than premium steak prices. Higher-income shoppers buying ribeye steaks tend to be less sensitive to incremental price changes, while ground beef buyers are more price-conscious.

Retail Willingness to Pay

Protein Demand Holds Despite Economic Strain

Only 19% of consumers reported better financial conditions in July, yet protein consumption remains strong, especially in retail. Tonsor links this to the enduring priority consumers place on having meat in their meals, even when budgets tighten.

Key macroeconomic concerns include:

• Tariff uncertainty

• Rising inflation

• Growing unemployment risks, especially among younger workers

Pork's Competitive Push

Tonsor says pork remains a competitive protein with room for growth, pointing to its breakfast market dominance with bacon and sausage. The industry's new campaign - "Taste What Pork Can Do" - aims to capture more consumer attention and narrow the demand gap with beef.

Meat Choices Vary by Meal

Where Consumers Buy Protein

Traditional grocery stores remain the primary source for at-home protein purchases, with different meats dominating different meal occasions. Food service outlets saw an uptick in demand in July, signaling continued recovery in the sector.

Why Ongoing Monitoring Matters

The Meat Demand Monitor serves as a key tool for tracking willingness to pay and understanding shifting consumer preferences. Tonsor cautions that while uncertainty remains, the industry's demand fundamentals are holding steady.

"It's very clear beef demand has been good, and it's mixed or good for the other proteins," he says. "I don't see a major challenge in any of them."