Consumers might be tightening their grocery budgets, but there’s one trend bucking this cautious approach: affordable indulgence. Meat industry professionals, particularly packers and processors, need to tune into this trend, as premium brands are experiencing sustained growth at retail. Driven by consumers’ craving for restaurant-quality meals at home, this trend signals a unique opportunity despite — or perhaps because of — current economic pressures.
The concept of affordable indulgence isn’t complicated, but it’s powerful. Shoppers who might be dining out less frequently still crave special, memorable meals. They’re willing to invest in premium beef cuts like ribeyes, NY strips and tenderloins; heritage breed pork chops; or meats like bison, lamb and even goat (yes… goat!), because it’s still less expensive than a restaurant bill. Recent insights shared at the Annual Meat Conference from the Power of Meat 2025 included that 87% of consumers seek recipes and preparation tips for indulgent cuts, hoping to confidently recreate restaurant-quality dishes at home. The same report states that 94% of consumers are willing to splurge on meat when the time is right (think not only holidays, entertaining, special occasions, replacing a restaurant meal, but also convenience, doing something nice for my family and eating “a little healthier”). Why is this important now? Consumer sentiment is … well… cautious; the U.S. Index of Consumer Sentiment was reported at 57 on March 31, 2025. This is a 28 percentage point decrease vs. year ago, which was the high-water mark for 2024. In fact, you have to go back to 2022 to find both higher and lower index values.1 Just last week the preliminary April number was released: 50.8; indicating the downward trend continues, surprising no one given the current yoyo of tariff-related news. Yet, this cautious outlook hasn’t seemed to quash the desire for indulgent meals — it’s merely redirected them to home kitchens.
The craving for these extra little treats offers the meat industry a clear pathway to capitalize on this trend. Some are already doing it. If you are not, here are three actions to implement right now:
1. Invest in Consumer Education and Inspiration
I know, I talk about this a lot. If premium products are where your margin is then it is worth your time and effort to actively educate consumers about your brands/products and how to prepare them. Beyond the basic cooking instructions, consider detailed recipes, preparation techniques and meal-pairing suggestions. Quick video content on platforms like Instagram, TikTok, or even through QR codes on packaging can conveniently provide the know-how a consumer may need, removing barriers to purchase.
2. Emphasize Value Through Premium Branding
Consumers seeking affordable indulgence aren’t just buying meat — they’re buying an experience. Leverage branding to clearly communicate the premium nature of your products. Packaging that highlights what sets your product apart, be it breed, feed practices or unique preparation methods, can help your target justify higher price points. I say it all the time, transparency in your practices or the practices of the producers who raise the animals you are sourcing is important. It also adds an extra layer of value.
Tell your brand story authentically and share the journey of these brands/products from farm to table. Stories are how you build emotional connections while also reinforcing to the consumer that they are making a good investment in both quality and experience.
3. Collaborate With Your Customers for Strategic Promotions
Strategically timed promotions and partnerships with your customers can significantly amplify this trend. Consider promotions around key holidays, special events or even popular social media-driven “food holidays”2 to capture consumer attention (move quick – National Prime Rib Day is April 27!) Utilize engaging point-of-sale materials with pairing suggestions and provide cooking inspiration to drive incremental purchases.
For those of us who have been in the industry for a while, this is not the first time we have seen the growth of premiumization during tough economic times. “Affordable indulgence” is an actionable, profitable trend offering tangible opportunities for the meat industry. Recognizing and acting on consumers’ desire for high-quality, memorable eating experiences at home creates a win for you and a win for consumers.
2 2025 Food Holiday Calendar for Restaurants | US Foods
This content originally appeared in Meatingplace
