A Year of Innovation in Meat and Poultry 2025
Ethical and sustainable claims remain crucial in this category. Additionally, the market is expanding to include more air-fryer- and child-friendly products.
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- What we’ve seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- Global spotlight: ethical and environmental claims are growing across the category
- Graph 1: meat and poultry launches, by top five claims, 2021-25
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: sustainability concerns continue to influence meat and poultry innovation
- Consumers are increasingly attentive to sustainability claims when purchasing meat and poultry
- Meat and poultry brands continue to improve their sustainability credentials
- Graph 2: meat and poultry launches, by share of select ethical and environmental claims, 2021-25
- Ethical initiatives take centre stage in meat and poultry launches
- Europe: private label’s presence is growing in the meat and poultry category
- Consumers are increasingly looking for ways to save money
- Private labels are increasing their presence in the meat and poultry category
- Graph 3: meat and poultry launches, by share of private label, 2023-25
- Private labels highlight ethics, quality and convenience to attract budget-conscious shoppers
- Brand renovation/innovation: Iceland launches snack-inspired chicken strips
- The Middle East & Africa (MEA)
- Meat and poultry brands are flagging up high/added protein claims to convey value for money
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ASIA PACIFIC (APAC)
- Asia: meat and poultry snacks for children offer significant potential
- Helping kids develop healthy snacking habits is a priority for many parents
- South Korea and China lead processed meat and poultry innovation in Asia
- Graph 4: meat and poultry launches, by share of select markets, 2023-25
- Meat snacks for kids appeal to parents through nutrition, format and consumption occasion
- Brand renovation/innovation: Chorocmaeul’s launches mild and healthy seasoned bulgogi range meat for children
- Asia: air fryer adoption sparks innovation in meat and poultry
- Consumers prefer pre-cooked air-fryer-friendly foods over raw formats
- Innovation in air-fryer-friendly meat and poultry is accelerating in Asia
- Air-fryer-friendly products span breaded/coated meat/poultry, whole cuts and even pre-marinated items that can be finished in an air fryer
- Australia & New Zealand
- Consumers are seeking out sustainably packaged meat and poultry
- Meat and poultry brands focus on more-sustainable packaging
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the americas
- North America: meat and poultry brands seek inspiration from world cuisines
- Consumers are willing to pay more for authentic international cuisines
- Flavoured meat and poultry products are gaining traction in North America
- Graph 5: share of meat and poultry launches, by top 10 flavours (excluding unflavoured/plain), 2023-25
- Meat and poultry brands explore global flavours
- North America: organic claims record an increased share of launch activity
- Consumers seek organic options when purchasing meat and poultry
- Organic claims gain traction amongst meat and poultry launches in North America
- Graph 6: meat and poultry launches with an organic claim, 2022-25
- Organic meat and poultry emphasise transparency, high quality and importance of certification
- Brand renovation/innovation: True Story focuses on simplicity, animal welfare and transparency
- Latin America: premium proteins become more accessible
- Latin Americans prioritise affordability when buying meat
- Graph 7: meat and poultry launches with a premium claim, 2022-25
- Premium offerings celebrate high-quality ingredients, great taste and naturalness
"Ethical and sustainable claims remain crucial in this category. Additionally, the market is expanding to include more air-fryer- and child-friendly products."
Amrin Walji, Senior Innovation Analyst
Explore the latest innovations in meat and poultry with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product developments over the past 12 months.
Key innovation trends in the global meat and poultry market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
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