This summer across the US, we’re seeing a changing of the guard when it comes to grilling. Fueled by younger consumers (especially Gen Z) and their wellness-forward eating habits, this summer’s backyard BBQs have evolved from the past’s indulgent meals to an intentional way to provide nourishment without abandoning health goals.
At the center of this transformation is high-quality, lean red meat. A recent study shows that 78% of consumers say they expect to grill steak as much or more this summer when compared to last year, with more than 75% saying high protein content is the most important factor when deciding what to grill – a clear signal that flavor and function now go hand-and-hand.
While it’s easy to see how grilling can support overall health and wellness goals, what’s even more noteworthy is that consumers are bringing the same values they apply to their daily diets – portion control, clean ingredients and nutritional intention to their summer cookouts. Whether it’s a ribeye to celebrate a special occasion, sirloin for Taco Tuesday or homemade ground beef burgers with all the fixings, consumers are skipping the meat counter and gravitating towards high-quality, lean red meat options found in the refrigerated section to meet the growing need for nutrition and convenience.
Our study showed that 57% of grillers saying they regularly seek out lean red meat for nutrition purposes with 42% of consumers saying they select prepackaged portions sending a clear message – we’re grilling smarter, not bigger.
These are no longer fringe preferences; they’re mainstream behaviors shaping retail and e-commerce trends. Pre Brands — the nation’s top better-for-you steak brand — has seen a 50% year-over-year increase in sales across our brick and mortar and ecommerce channels and continues to expand its portfolio to meet the growing appetite for high-quality protein. More interesting, we’ve seen this number tick up to 60% as summer approaches.
One of the most fascinating elements of this trend for beef is its stronghold among Gen Z men, who are “reclaiming” red meat as a foundation of health-conscious eating. While 57% of Gen Z males say lean red meat is their preferred protein, they’re not just eating more beef — they’re eating it better. This generation is more likely to buy premium cuts like ribeye (43%), sirloin (43%), and even filet mignon (28%), reflecting a clear move toward personalized, elevated eating experiences.
As grilling season heats up, this protein-first, wellness-forward evolution shows no signs of slowing down. Half of grillers say they plan to eat beef weekly this summer, and 78% are grilling as much or more often than last year. More importantly, 72% say they’re willing to splurge on high-quality steak — investing not in excess, but in health, flavor, and sourcing standards that match their values.
The grill has officially become an extension of the wellness lifestyle — and lean red meat is its protein hero. Whether it’s a New York strip grilled to perfection, or a homemade burger seasoned with intention, today’s consumers are proving that clean eating and classic grilling aren’t just compatible — they’re better together.
Nicole Schumacher is Chief Marketing Officer at Pre® Brands. Contact Nicole at NSchumacher@EatPre.com
