Grassfed beef is enjoying a moment on the North American market, with some really positive growth numbers and projections for the future. With just 3 numbers and insight from one of the top minds in the business, we’ll show you the what and why!
Retail 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. We asked Anne-Marie Roerink of 210 Analytics for her take:
“We’re seeing a pretty clear consumer appetite for meat with a ‘better for’ story, even in a challenging economic environment. Organic and grass-fed are growing substantially faster than the overall meat department, and younger consumers are driving much of that growth. The opportunity for the industry is to communicate those attributes in a way that gives shoppers a meaningful reason to choose the product, rather than simply adding another claim to the package.” -Anne-Marie Roerink, 210 Analytics
About that 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.