Turkey doesn’t have a reach problem but rather a frequency opportunity. And that distinction is something that’s helping savvy retailers find success in the category.
Overall, the numbers show turkey is purchased by 87% of US households, more than pork at 81% and behind only beef at 96% and chicken at 99%, according to NielsenIQ. Turkey also gained 1.5 household penetration points during the latest year, the largest increase among the four major proteins. Yet the average turkey buyer made only 8.9 purchase occasions, and purchase frequency declined 1.2%.
That combination reveals the category’s immediate challenge. More households are buying turkey, but they are not necessarily returning more often. Total purchase occasions rose 2.4% to 1 billion because new buyers entered the category, not because established customers increased their frequency.
“Future growth will likely depend on increasing purchase frequency among existing buyers and creating more everyday consumption occasions beyond traditional holiday usage,” said Chris Costagli, vice president of thought leadership and food and beverage insights lead for NIQ. Turkey aligns with several durable consumer priorities: protein, value, convenience and versatility. The path forward is to make those advantages visible when shoppers are planning tacos, bowls, burgers, salads and quick dinners, and not only Thanksgiving.
A category with two speeds
Turkey generated $8.3 billion in sales during the 52 weeks ending July 18, up 2%, according to NIQ. The growth, however, was price-driven. Unit sales declined 2.9%, volume fell 1.7% and average unit price increased 5% to $5.19.
Ground turkey led the major segments with dollar sales up 7.7% to $2.1 billion and sales up 11.4% from two years earlier. Units were nearly flat, down 0.5%, while volume declined 1.7% as pricing increased 8.3%. Frozen turkey recorded 5% dollar growth to $95 million and a category-leading 6.6% increase in volume. Although units fell 12.4%, average unit price rose 20%, suggesting consumers bought larger products or traded up. Value-added turkey also offered a bright spot, with sales up 1.3% and volume up 0.8%. Compared with two years earlier, value-added volume was up 7.2%, underscoring the staying power of convenience.
Fresh and deli turkey told a different story. Fresh sales declined 1.4% to $1.3 billion, with units down 3%. Deli remained the largest segment at $4.6 billion, but sales inched up 0.5% as units fell 3.6% and volume dropped 3.9%. Deli sales were 5.7% below two years earlier. Retailers need the whole birds and deli staples that anchor the business, but the momentum is in products that solve a recurring meal need. Ground, seasoned, marinated and ready-to-cook products give shoppers a reason to consider turkey when the occasion is not explicitly about turkey.
Retailers also must protect turkey’s value proposition. As ground beef rises above $6 per pound, poultry grinds can become attractive swaps in burgers, tacos and pasta sauces. But ground turkey recently surpassed ground chicken on a price-per-pound basis, with its price up more than 10% year over year, Costagli said. Maintaining a sufficient gap will be essential to compete for weeknight meals.
Protein with less preparation
Rebecca Welch, director of retail brand marketing at Butterball, pointed to increased GLP-1 use and a broader desire among consumers to feel good about what they eat as factors keeping lean protein top of mind. “Turkey is a naturally lean meat, and a great substitution for other protein choices often associated with mealtime staples,” Welch said. “Butterball’s ground turkey continues to gain market share and is fantastic for spaghetti and meatballs, tacos, and chili, which traditionally may have featured other protein choices.”
NIQ survey data found that 60% of consumers are intentionally trying to consume more protein each day. Gen Z remains a small part of the category at about 5% of participation, but its turkey dollar sales jumped 38.5%, units rose 36.1% and household penetration increased 2.9 points. Millennials, who account for roughly 30% of sales, increased dollar spending 9.7% and units 5.9%. Winning those consumers requires more than a nutrition message. The product must also fit a busy routine, deliver flavor and come in a useful pack size.
“Consumers continue to view turkey as a lean, affordable protein, with fresh ground turkey becoming a popular choice for mindful eating,” said Ryan Moorlag, brand manager for Jennie-O. “We’re seeing convenience becoming increasingly important.”
Jennie-O’s 1-pound ground turkey packs align with common recipes, while 3-pound packs appeal to value-seeking shoppers and meal planners. The company also is seeing momentum in marinated tenderloins, burger patties and dinner links. This summer, Jennie-O introduced Tequila Lime Flavor Turkey Breast Tenderloins, a pre-seasoned product with 21 grams of protein per serving designed for grilling, smoking or oven preparation. It shows how flavor and convenience can make turkey the preferred choice rather than a substitute.
“Success will likely come from helping consumers see turkey as an everyday protein through stronger meal inspiration, digital engagement and products that fit busy lifestyles,” Moorlag said. Butterball’s Cajun deli turkey sales increased 116% during the 26 weeks ending July 12, according to Circana data supplied by the company. Its boneless roast, long associated with smaller holiday gatherings, also has developed into a year-round option for the oven, slow cooker or multicooker. “In the turkey category, bold flavors are resonating with consumers, convenience-driven pack sizes are gaining traction and large value packs are expanding,” Welch said.
Give deli turkey a bigger job
Deli turkey’s size makes even modest improvement meaningful, but reversing its declines will require retailers to expand the product’s role. The service case can be a source of ready-to-use protein for salads, bowls, snacks and quick dinners, not only sandwiches.
“Turkey continues to benefit from a strong ‘protein-forward’ mindset, because shoppers see it as a naturally lean option that still feels filling and meal-worthy,” said Elizabeth Ward, senior manager of communication at Boar’s Head. “At the same time, consumers are increasingly looking for convenient solutions that reduce prep time, which supports demand for deli turkey as an easy, ready-to-use protein for quick lunches and dinners.”
Premium flavors can create a trade-up ladder. Boar’s Head developed The Fryer’s Deep Fried Turkey Breast to combine comfort-food cues with nutrition attributes. Cold brined, oven roasted and browned in oil, it offers 13 grams of protein per 2-ounce serving and 44% lower sodium than US Department of Agriculture data for deli-cut white rotisserie turkey, according to the company.
Ward noted that shoppers are receptive to bold, chef-driven varieties when the sensory and quality story is easy to understand. Sampling and case signage can connect an everyday turkey to lunchboxes, a seasoned option to salads and wraps, or a premium flavor to sliders and hot subs.
Pairing deli turkey with salad kits, bakery rolls, sliced cheeses, condiments, hummus and pickles reduces the decisions required to assemble a meal. Seasonal recipe rotations such as wraps and bowls in warmer weather, or hot subs in colder months can keep the message fresh. “The key is to merchandise and message turkey as a shortcut to a complete meal, not just a sliced meat purchase,” Ward said.
Turn visibility into frequency
Turkey remains highly seasonal, with November and December accounting for 24% of annual category sales in 2025. Retailers should maximize that period with the right range of bird sizes and a value curve that encourages shoppers to trade up, but the holidays should not dictate how the category appears during the other 10 months.
In-store visibility is especially important because turkey receives less promotional support than the other major proteins. Turkey promotional sales declined 6.8% during the latest year even as promotional activity increased for beef, chicken and pork. When turkey is supported, shoppers respond: price-only promotions generated a 31.9% sales lift, comparable to pork at 31.6% and approaching beef at 36.4%.
Retailers can build promotions around recognizable meals rather than isolated packages. Ground turkey can be displayed with taco seasoning, pasta sauce or burger fixings. Marinated tenderloins can anchor grilling displays. Deli turkey can be cross-merchandised with salad, snacking and bakery components. Digital offers can reach shoppers before the trip, while clear packaging and shelf communication can close the sale.
“Pairing turkey with seasonings, sauces, global flavors and other meal-prep ingredients can inspire new uses and increase basket size,” Moorlag said. “Recipe content should emphasize healthy, convenient and flavorful meals, featuring multicultural cuisines, seasonal grilling and weeknight meal ideas.”
Butterball uses social media creators to demonstrate everyday applications and directs consumers to a product locator. Welch said a cohesive presentation across whole birds, grinds, burgers, sausage, roasts and deli products can transfer holiday familiarity to the rest of the company’s portfolio.
Turkey does not need to be introduced to American shoppers; it needs to be recast for more occasions. Growing household penetration proves consumers are willing to enter the category, while ground and value-added performance shows where repeat demand can be built. The next gains will come from turning turkey’s familiar health and value credentials into convenient, flavorful meals shoppers can picture every week of the year.
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