RED meat has a key role to play in a healthy, balanced diet – and if anything, that view has become even more entrenched during the COVID-19 era.

That’s one of the key messages to emerge from the annual Power of Meat report released by the North American Meat Institute during its annual conference last week.

The Power of Meat provides an annual update of US shopper habits regarding meat pre-trip, in-store and at home. The 2021 report shows meat purchases and consumer confidence in meat at record highs.

While the report’s findings are based on a large survey of US consumers, many of the principles are equally applicable in the Australian setting.

This year’s report was the first in the series to document the profound effects that COVID has had on red meat eating consumer behaviour, seen across the world.

The study found that Americans are buying more beef, pork, poultry and lamb than ever, as increased time at home during the pandemic sent meat grocery sales soaring by 20 percent from 2019 to 2020.

The national analysis showed that three out of every four Americans agree meat belongs in healthy, balanced diets (up by nearly 20pc since 2020), and 94pc say they buy meat because it provides high-quality protein.

“Americans feel better than ever about choosing meat as part of healthy, balanced diets,” Meat Institute president and chief executive Julie Anna Potts said.

“With COVID-19 deepening demand for convenient, affordable food that tastes good and matches Americans’ values, meat fits the bill.”

“Although the pandemic has turned our world upside down, it also shed a light on consumers buying habits,” Ms Potts said.

Nearly all American households (98.4pc) purchased meat in 2020, and 43pc now buy more meat than before the pandemic – primarily because they are preparing more meals at home.

The proportion of meals prepared in US homes peaked at 89pc in April 2020, and remained at 84pc in December last year – considerably above pre-pandemic levels, and particularly impacting Millennials who were previously most likely to eat out.

Among younger demographics, 53pc of millennials and 43pc of Gen Z shoppers (those born after 2000) said they were buying more meat, than a year before.

Online purchasing trend

The number of US meat shoppers who purchased groceries online grew 40pc in 2020, and the majority of online purchasers (59pc) expect to continue purchasing about the same amount online in 2021, suggesting food shopping habits may have changed permanently.

Australian statistics released by major supermarket groups Woolworths and Coles show a similar trend towards online purchase last year.

Americans are also embracing new cooking methods (for example, ownership of air fryers increased 24pc) and turning to digital sources for recipe inspiration (YouTube use is up 50pc) and promotions (consulting digital circulars for promotions increased 33pc).

“Shoppers are cooking more at home due to the COVID-19 pandemic, and their confidence in cooking and preparing meat has increased,” said Rick Stein, vice president of Fresh Foods for the US Food Industry Association.

“Further analysis also shows convenient meal solutions are key, and that food retailers have opportunities to provide more choices, along with more information and education on consumer priorities like nutrition and meal preparation — building up what we call consumers’ Meat IQ.”