Meat counters boost store sales

According to the report, 67% of meat shoppers visit the counter once a month or less, with 12% of customers indicating that they never visit the counter. The majority of these shoppers are younger consumers who tend to purchase self-serve items, while Boomers are the most frequent visitors to meat counters.

Chris DuBois, senior vice president at Circana, notes that operating visually appealing counters with knowledgeable butchers can help retailers differentiate their meat departments from those of competitors.

Merchandising Advantage

Butchers who can effectively interact with shoppers and share recipes, cooking ideas, and information on specific cuts while slicing meat to order can create strong customer loyalty, DuBois said. This is particularly important for older generations who often have more complex questions and prefer to talk with butchers.

Younger generations, on the other hand, tend to seek information online and may not want to talk to butchers, according to DuBois. However, having a solid full-service counter is still vital for influencing the many shoppers who choose a specific store because of the meat department.

Retalers can have their counters stand out in a crowded market by featuring visually appealing meat assortments and leveraging marketing vehicles that draw shoppers to the area, including product videos and attention-grabbing signage.

Engaging Customers

The goal of the meat counter should be to engage customers, DuBois said. Most shoppers tend to buy the same items every week and month, so it is important to get them to explore new selections as well. This can be achieved by offering recipes, cooking ideas, and information on specific cuts.

Supporting a full-service counter also demonstrates a retailer’s commitment to excellence, according to The Power of Meat 2026 report. The presence of a counter carries strong symbolic value, reinforcing perceptions of quality and freshness.

Shoppers value knowledgeable staff and inspiration at the counter, particularly for special occasions and premium cuts, reinforcing the role of service as both a sales and trust-building tool.

Symbolic Value

Actual usage of the counter may be limited, but its presence sends a strong message about the retailer’s commitment to quality and freshness. This can be particularly important for shoppers who are looking for premium cuts or special occasion meats.

By leveraging the symbolic value of the meat counter, retailers can differentiate themselves from competitors and attract loyal customers.