Winning the Convenience Craver: How Meat Brands Can Drive Sales from Back-to-School Through the Holidays

Convenience Has Moved From Differentiator to Demand Driver

It’s that time of year again when schedules ramp up, the activities seem endless, and the holiday season is just a couple months away! From back-to-school to the approaching holidays, families are faced with a litany of to-do’s—which puts additional pressure on the busy, overwhelmed and time-starved parent who’s trying to get it all done in a day.

As families transition into this busy season, there is a prime opportunity to meet the evolving demands of these time-starved consumers and win share by leaning into convenience-driven meat products. The Power of Meat 2025 data reveals a clear trend: convenience is no longer a luxury—it’s a necessity. With 30% of Americans cutting back on restaurant meals, shoppers are turning to grocery, dollar and convenience stores for fast, flavorful, and family-friendly solutions to feed and fuel the family.¹

The Rise of the Convenience Craver 

Our Meat Consumer Segmentation 3.0 study identified a rising segment of consumers looking for speed and simplicity in the kitchen, the Convenience Craver. This consumer places the highest priority on fast-prep recipes and shortcuts for busy weeknights. They are more likely than other consumers to state that they “just don’t have time for a sit-down dinner” and “meat takes too long to prepare”. Simplicity is the name of the game, and they embrace all types of products that make mealtime less stressful. In fact, they are 31% more likely than other consumer segments to have eaten pre-prepared meats and 26% more likely to have eaten fully cooked meat.²

Today’s consumer wants meals that fit their life—not the other way around. That mindset has fueled a surge in hybrid meals, with 53% of dinners now combining scratch-cooked and semi-prepared components like salad kits or pre-cooked meats.¹ Millennials (which make up a significant portion of the Convenience Craver segment), in particular, are driving the demand for time-saving options. Nearly half (46%) say meat and poultry shortcuts are very important for weekday dinners. And 47% of all consumers are very interested in meat products that go from package to plate in under twenty minutes. These “shortcut chefs” are looking for foolproof flavor without the stress of perfection—especially in households with kids. ¹

Value-Added Meats: A Growth Opportunity 

Value-added meat and poultry usage has nearly doubled since 2017, jumping from 12% to 22% in 2025.¹ Pre-cooked meats are a go-to for 30% of Convenience Cravers, with 27% saying they’re a shortcut to better meals.² And 25% of consumers say they will spend a little more on meat/poultry if it is convenient or time-saving. ¹ Retailers should lean into this demand by offering ready-to-heat proteins, marinated cuts, and meal kits that simplify dinner prep while delivering quality and taste. In addition, to deliver on additional meal-time occasions, consider pre-cooked chicken strips and pre-cooked ground beef products for easy, flavorful and quick lunch box meal ideas.  Packers/processors should be sure high-demand SKUs (like pork loin or marinated beef) are well-stocked and ready to ship for this busy season.

Meal Stations and Bundles: Merchandising that Sells

Consumers crave simplicity. Meal stations that bundle everything needed for a complete dinner—burger patties, buns, salad kits, and sides—appeal to 39% of shoppers. ¹ These stations reduce decision fatigue and increase basket size, making them a win-win for both customers and retailers.

With 22% of Convenience Cravers agreeing that it’s hard to cook meat perfectly , it’s important to position pre-cooked and marinated options as stress-free solutions that still deliver great taste. ²

Tell a Compelling and Simple Holiday Mealtime Story

To truly connect with this segment, it’s important to tell a compelling yet simple story—especially to shoppers who aren’t confident cooks. Include messaging that speaks to family values, ease, and flavor—not just product specs. Be sure to focus on under 20-minute meal solutions and provide clear cooking instructions. And always be sure packaging includes simple prep steps as well as flavor-forward messaging. 

Let’s help Convenience Cravers reclaim mealtime during this busy season!  Together we can help your team reach this unique segment of consumers by building strategic integrated media plans with targeted headlines and powerful imagery to win at retail. Remember, retailers, food manufacturers and packer/processors who embrace the rise of the Convenience Craver and deliver smart, easy, and flavorful solutions will earn loyalty and drive sales this season and beyond.

¹ Anne-Marie Roerink, Principal, 210 Analytics LLC, The Power of Meat 2025, Report sponsored by Sealed Air Food Care Division/Cryovac®

² Midan Marketing, Meat Consumer Segmentation 3.0, 2023