Meat Demand Still Looks Strong for Grilling Season

Higher beef prices are unlikely to deter Americans from grilling this summer. 

Meat demand is expected to stay strong as summer kicks in, with beef likely to retain its crown as king of the grill. However, meat-eaters  are likely to choose secondary cuts such as brisket, skirt, hanger and flank steaks for their everyday protein, and save pricier middle meats such as filets and porterhouses for special occasions. 

Michael Uetz, principal, Midan Marketing, a meat-industry advertising, marketing and research firm says generally meat prices rose over the past few years because of tight animal supplies and inflation; still, demand for all proteins continues to be “incredibly strong.”

“Summer is the time for grilling, and consumers are getting very excited about getting out and putting some type of meat on the grill. Beef tends to lead the crowd there,” Uetz says.

Food prices are expected to grow more slowly in 2023 versus last year, according to the Consumer Price Index, with the all-food-price category expected to rise 6.2% in 2023. 

Uetz says the pandemic gave people time to learn how to cook different cuts of meat at home which has allowed them to experiment with less-expensive cuts. 

Uetz expects solid meat demand this summer. Midan’s research shows brisket sales are up 18% year-over-year, flank steaks are up 7.6%, and skirt steaks are up almost 11%. “We are seeing consumers expand their repertoire and look beyond the traditional middle meats even for grilling season,” he says.

Price is still the No. 1 driver for consumer decisions, but eaters are looking for other information to help guide purchases. According to Midan’s beef attributes study, 43% said a U.S.-produced beef product is a top quality indicator, with 37% saying a grass-fed label indicates quality, while 30% look for humanely raised messaging or a U.S. Department of Agriculture organic label.

“They're starting to try to educate themselves and use those factors to make choices beyond price,” he says.

Grass-fed is still a niche category. Domestic supplies are growing, but much of it comes from Australia, New Zealand or South America. Those who purchase it see it as a healthy product, he says, although price is still an issue.

Inflation and tight animal supply put restaurants in a tricky position of balancing how to create enticing menus that consumers want and can afford while still making a profit.

While popular middle meat cuts such as filets and porterhouses are menu staples, prices are high for these top end cuts. Chefs are taking creative approaches and offering different options, including the “Denver steak,” which comes from the chuck under blade. Tiffany Sawyer, director of culinary and beverage for hotel operator First Hospitality’s luxury/lifestyle brands, which has about 30 hotels and multiple operations within each, is informing chefs of options such as the “baseball cut” for steaks. It comes from the top sirloin and is cut to resemble a filet. It’s not as texturally soft, but it is less expensive and has a little more fat to it. 

“It’s not a filet, but it’s super fun,” she says. 

Some of First Hospitality’s chefs have also taught servers to take an entrée such as the Tomahawk steak, a 72-ounce ribeye steak with a frenched bone that’s about five inches long, and suggest it as a shared appetizer for tables of four people or more. It allows more guests to experience the great cut of meat and to show the versatility of the particular cut, she explains.