Turkey does not have a shopper reach problem in the U.S.
The number of U.S. households buying turkey is growing, but purchase frequency is declining. To support further category growth, retailers need to make turkey a regular part of everyday meals rather than a product associated primarily with holidays. Turkey does not have a shopper reach problem in the U.S.; the main opportunity lies in encouraging consumers to buy it more often.
According to NielsenIQ (NIQ), 87% of U.S. households purchase turkey. That is higher than pork at 81%, but below beef at 96% and chicken at 99%. Over the past year, household penetration for turkey increased by 1.5 percentage points, the strongest gain among the four major meat categories. However, the average turkey shopper made only 8.9 purchases during the year, while purchase frequency declined by 1.2%.
This combination highlights the category’s main challenge. More households are beginning to buy turkey, but they are not necessarily returning to purchase it more often. The total number of purchases increased by 2.4% to 1 billion, but this growth came from attracting new shoppers rather than increasing purchase frequency among existing customers. “Further growth will likely depend on increasing purchase frequency among existing consumers and creating new everyday usage occasions beyond traditional holiday demand,” said Chris Costagli, vice president of consumer trends analytics and head of food and beverage research at NIQ. Turkey aligns with several established consumer trends, including demand for protein, affordability, convenience and versatility. The next step is to make these benefits obvious to consumers planning tacos, bowls, burgers, salads or a quick dinner — not just a Thanksgiving meal.
The category is developing along two different paths
According to NIQ, U.S. retail turkey sales totaled $8.3 billion during the 52 weeks ending July 18, up 2%. However, the increase was primarily driven by higher prices. Unit sales fell 2.9%, volume declined 1.7%, and the average price per unit rose 5% to $5.19. Ground turkey was the strongest-performing major segment. Dollar sales increased 7.7% to $2.1 billion, representing an 11.4% increase compared with two years earlier. Unit sales were nearly unchanged, declining just 0.5%, while volume fell 1.7% amid an 8.3% increase in prices.
Frozen turkey sales increased 5% to $95 million, while volume rose 6.6%, the strongest volume performance of any segment. At the same time, unit sales declined 12.4% and the average price increased 20%, potentially indicating a shift toward larger packages or more premium products.
Value-added turkey also performed positively, with sales up 1.3% and volume up 0.8%. Compared with two years earlier, volume increased 7.2%, demonstrating continued demand for convenient products.
Fresh and deli turkey, however, followed a different trajectory. Fresh turkey sales declined 1.4% to $1.3 billion, while unit sales fell 3%. Deli turkey remains the category’s largest segment, generating $4.6 billion in sales, but sales increased only 0.5%. Unit sales declined 3.6%, while volume fell 3.9%. Compared with two years earlier, deli turkey sales were down 5.7%.
Retailers still need whole birds and core deli products, which provide the category’s underlying volume. However, the strongest growth potential now lies in products that solve specific everyday consumer needs. Ground turkey, seasoned and marinated products and ready-to-cook options give shoppers a reason to choose turkey even when they are not specifically looking for a traditional turkey meal.
At the same time, retailers need to preserve turkey’s price appeal. As ground beef prices exceed $6 per pound, ground poultry becomes an attractive alternative for burgers, tacos and pasta sauces. However, ground turkey has recently become more expensive per pound than ground chicken. According to Costagli, its price has risen more than 10% year over year. Maintaining a sufficient price gap will therefore be critical to competing for weekday dinner occasions.
High-protein food with minimal preparation
Rebecca Welch, director of retail brand marketing at Butterball, said the growing popularity of GLP-1 medications, along with consumers becoming more intentional about their diets, is supporting interest in lean protein sources. “Turkey is naturally lean and a great substitute for other protein sources traditionally used in everyday meals,” Welch said. “Butterball ground turkey continues to gain market share and works well in spaghetti and meatballs, tacos and chili — dishes that traditionally used other proteins.”
According to an NIQ survey, 60% of consumers are intentionally trying to increase their daily protein intake. Generation Z currently represents only about 5% of the turkey category, but dollar sales among this group increased 38.5%, units purchased rose 36.1%, and household penetration increased by 2.9 percentage points.
Millennials, who account for approximately 30% of sales, increased their spending on turkey by 9.7%, while units purchased rose 5.9%. Attracting these consumers requires more than emphasizing nutrition. Turkey also needs to fit their lifestyles, deliver good flavor and come in convenient packaging. “Consumers continue to see turkey as a lean and affordable source of protein, while fresh ground turkey is becoming a popular choice among those paying closer attention to their diets,” said Ryan Murlag, brand manager at Jennie-O. “We’re seeing convenience become increasingly important.”
Jennie-O’s one-pound ground turkey packages are designed for common recipes, while three-pound packages target value-conscious consumers who plan meals in advance. The company is also seeing growing demand for marinated turkey breast tenderloins, burger patties and dinner sausages.
This summer, Jennie-O introduced Tequila Lime Flavor Turkey Breast Tenderloins, which come pre-marinated and seasoned. Each serving contains 21 grams of protein, and the product can be grilled, smoked or oven-roasted. The launch illustrates how flavor and convenience can make turkey a preferred choice rather than simply an alternative to other meats.
According to Circana data provided by Butterball, Cajun deli turkey sales increased 116% during the 26 weeks ending July 12. Boneless turkey roasts, traditionally associated with smaller holiday gatherings, are also increasingly becoming year-round products that can be prepared in an oven, multicooker or slow cooker. “Consumers in the turkey category are responding strongly to bold flavors, demand for convenient packaging formats is increasing, and larger value packs are attracting a broader audience,” Welch said.
Giving deli turkey a broader role
The large size of the deli turkey segment means that even modest improvements can produce significant results. But reversing its negative trend will require retailers to expand the role of these products. The deli department can become a source of ready-to-eat protein for salads, bowls, snacks and quick dinners rather than simply a source of sandwich meat.
“Turkey continues to benefit from consumers’ focus on high-protein foods because shoppers see it as a naturally lean product that is also satisfying and suitable for a complete meal,” said Elizabeth Ward, senior communications manager at Boar’s Head. “At the same time, consumers are increasingly looking for convenient solutions that reduce preparation time. This supports demand for deli turkey as a ready-to-eat protein source for quick lunches and dinners.”
Premium flavors may also encourage shoppers to move into higher-priced segments. Boar’s Head developed The Fryer’s Deep Fried Turkey Breast, combining comfort-food flavors with nutritional benefits. The turkey is cold-brined, oven-roasted and then deep-fried. According to the company, a two-ounce serving contains 13 grams of protein and 44% less sodium than a comparable sliced white-meat turkey product prepared using the method referenced in USDA data.
Ward said consumers respond well to bold flavors and products inspired by restaurant and chef trends when the flavor and quality proposition is easy to understand. Sampling and information at the deli counter can help connect traditional turkey with lunches, seasoned varieties with salads and wraps, and premium products with sliders and hot sandwiches.
Merchandising deli turkey alongside salad kits, bakery products, sliced cheese, sauces, hummus and pickled vegetables can make it easier for shoppers to assemble a complete meal. Seasonal recipe updates can also maintain interest, with wraps and bowls emphasized during warmer months and hot sandwiches during colder seasons. “The main task is to present turkey in stores and promotional materials as an easy way to quickly put together a complete meal, rather than simply as sliced meat,” Ward said.
From awareness to more frequent purchases
Turkey remains a highly seasonal category. In 2025, November and December accounted for 24% of annual category sales. Retailers should maximize this period by offering whole birds in a variety of sizes and building price tiers that encourage shoppers to trade up. However, the holiday season should not define the category’s positioning during the other 10 months of the year.
In-store visibility is particularly important because turkey receives less promotional support than the other major meat categories. Over the past year, turkey sales through promotions declined 6.8%, while promotional activity increased for beef, chicken and pork. Consumers nevertheless respond strongly to turkey promotions. Price-only promotions generated a 31.9% increase in turkey sales, comparable with pork at 31.6% and close to beef at 36.4%.
Retailers could therefore build promotions around recognizable meals rather than individual packages. Ground turkey can be merchandised alongside taco seasoning, pasta sauces or burger ingredients. Marinated tenderloins can anchor grilling-season displays, while deli turkey can be paired with salads, snack products and bakery items. Digital offers can attract shoppers before they enter the store, while clear packaging and shelf messaging can help convert that interest into purchases.
Butterball also works with social media content creators to demonstrate everyday ways to prepare turkey and direct consumers to an online store locator. Presenting the entire product portfolio — from whole birds and ground turkey to burgers, sausages, roasts and deli products — can help extend turkey’s strong holiday identity to the rest of the year.
American consumers do not need to be told what turkey is. Instead, the industry needs to change perceptions of when and how it can be eaten. Growing household penetration shows that consumers are willing to buy turkey, while strong performance in ground and value-added products indicates where repeat demand can be developed. The next stage of growth will depend on turning turkey’s familiar advantages — high protein content, relatively low fat and affordability — into convenient, flavorful meals that consumers can easily imagine eating throughout the year.
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