Meat Continues to Have a Moment (January Meat Demand Monitor)

Why It Matters

Higher consumer demand for meat is lifting prices and reshaping supply‑chain strategies, making demand analysis a critical lens for producers, retailers, and investors alike.

Key Takeaways

• January 2026 meat demand up YoY despite higher prices
• Consumer willingness to pay fell MoM but rose YoY across categories
• Food‑service meat purchases increased while retail willingness declined
• Taste remains top driver, nutrition importance rapidly catching up
• Demand, not supply, now dominates price formation in beef market

Summary

The January 2026 Meat Demand Monitor (MDM) was the focus of the program, featuring Kansas State University’s Glenn Tonsor. The discussion highlighted the latest data on beef, pork and chicken consumption, contrasting month‑over‑month seasonality with year‑over‑year trends, and underscored the continued relevance of the protein sector for both retailers and food‑service operators.

Tonsor noted that while willingness to pay for retail meat fell from December to January, food‑service demand rose, reflecting post‑holiday dining and business travel. Year‑over‑year, willingness to pay and overall meat inclusion in meals increased across all three protein categories, except for plant‑based patties. Financial sentiment remains K‑shaped—18% of consumers feel better off, 35% worse, yet even the “worse‑off” group is buying more meat than a year ago.

Key quotes emphasized that “taste remains the leading determinant, outranking price,” and that “the demand curve has shifted right, driving higher beef prices despite greater consumption.” Tonsor also referenced a recent fact‑sheet showing demand, not supply disruptions, as the primary price driver in 2024‑25, and previewed upcoming webinars and industry conferences where these insights will be further discussed.

The implications are clear: sustained consumer appetite for meat is pushing prices upward, compelling producers to focus on efficiency and value‑added products, while retailers must balance price sensitivity with taste and freshness. Investors and policymakers should monitor demand‑driven price dynamics as a barometer for broader economic health and supply‑chain resilience.

Original Description

Each month, we sit down to go through the latest results of the Monthly Meat Demand Monitor with Glynn Tonsor from Kansas State University. The MDM, which is beef and pork checkoff funded, continues to point to the trend that "meat is having a moment" as we begin 2026. Find the historical data and more at https://agmanager.info/livestock-meat/meat-demand/monthly-meat-demand-monitor-survey-data