Fresh off the Annual Meat Conference, our teams’ heads are spinning with all the data and insights from the sessions and networking. Grassfed beef was a particular lightbulb of inspiration, with some really positive growth numbers and projections for the future. With just 3 numbers, we’ll show you the “what and why”!
Sales of grassfed beef in North America were up 37% in dollars and 32% in volume vs a year ago. This is coming at a time when disposable incomes are squeezed by inflation, so it’s notable that sales are growing for grassfed beef despite that headwind. (Circana, 2026)
Grassfed beef exports from Australia to North America have grown 19% YOY to over 42,000 metric tons - a clear sign that Australia’s quality and consistent production are filling the demand gap. (MLA, 2026)
Animal handling and raising considerations influence 4 in 10 meat and poultry purchasers at retail, with attributes such as provenance, the use of hormones and/or antibiotics, and grass-fed claims factoring into decisions. This has grown dramatically the past 10 years, with double the % buying claims-based meats frequently or whenever possible. (Power of Meat, 2026)
So the growth is real, and shows no signs of slowing. What about the why? In part it’s the broader “protein surge” as Americans are prioritizing protein and meat for not just enjoyment, but health. It’s also about a demographic shift to younger consumers with different priorities. Gen Z and Millennials accounted for 67% of all unit sales growth for meat at retail in 2025 and are now the main drivers of the category. As these generations place greater emphasis on health benefits and sustainability, we can expect the growth in grassfed to continue.
To find a source for grassfed beef from Australia, use our handy find-a-supplier tool.