Dollar and unit sales for bacon are climbing, according to Circana data. In fact, bacon is the top-selling processed meat in the United States. The 2025 Power of Meat study found that processed meat reached $32 billion in annual sales. Bacon made up most of those sales, reaching $6.9 billion. This represents a 4.4% increase in dollars sold over the previous year, combined with 1.6% growth in volume.

Anne-Marie Roerink, principal at 210 Analytics, noted that, across bacon items at retail, average price per pound sits at $6.18, up 2.2% from 2024. The average price per unit is similar, sitting at $6.42, up 3.4%.

Despite price increases, demand for bacon remains strong. Roerink said that retailers are leveraging consumers’ love for bacon through promotions; in fact, an average of 37% of bacon is sold on promotion, whether a BOGO or TPR.

Emma Pierce, Prairie Fresh senior brand manager, sees that consumers continue to view bacon as a household must-have. “While breakfast remains a core occasion, we're seeing increased interest in using bacon across dayparts, especially in dinner recipes, appetizers, and even desserts; reflecting its versatility,” Pierce said. Prairie Fresh entered the bacon category for the first time in 2025, recognizing the strong growth and potential for the category.

Roerink said that positive sales growth for the bacon category is closely linked to strong levels of product innovation. “Producers have invested in new flavors, including limited-time offers that are driving incremental purchases among consumers,” she said. “For instance, I found a habanero pineapple bacon at an independent grocer in the Northeast, which is a great example of playing into the swicy trend that can be seen across categories."

Clemens Food Group Vice President of Marketing and Category Management, Matt Ryan, noted that away-from-home eating occasions are also driving bacon demand, especially as more foodservice locations introduce breakfast offerings.

At home, consumers are seeking to recreate high-quality meals from restaurants; this is leading the bacon category to pursue more premiumization, thick-cut offerings and flavor varieties, Ryan said.

Many home cooks are looks for protein-forward food products, which is contributing to strong interest in the bacon category. Baker noted that consumers are particularly seeking out thick-cut and ready-to-eat formats, driven by demand for premium mouthfeel and convenience. “Thick-cut bacon and fully‑cooked or microwave‑ready formats are growing faster than traditional slices,” Baker said.

All eyes are on thick-cut bacon, as it takes over at retail and foodservice. Roerink noted, “Retailers with full-service counters are now often including a variety of flavors as well as thick-cut bacon in their cases.”

Circana data reinforces this trend, showing that extra-thick and steak-cut bacon sales are up 13% compared with the prior year. Coleman All Natural Meats is responding to strong interest in thick-cut bacon with two new innovations: Hickory Smoked Uncured Bacon and Applewood Smoked Uncured Bacon. “Crafted from Heritage Duroc pork which is known for its superior marbling and rich flavor, this bacon is juicy, tender, and full of flavor,” said Patricia W. Bridges, sr. director of marketing and communications for Coleman All Natural Meats.

Convenience continues to influence bacon purchases. Aly Sill, brand manager for Hormel Foods, noted that today’s shoppers want fuss-free, no-mess solutions designed for busy lifestyles. Convenience is likely to influence both retail and foodservice bacon product innovation.

“Solutions that can help both restaurant operators and consumers at home to minimize mess and cook time will continue to grow,” Ryan said.

Claims priorities are shifting for the bacon category; Alicia Baker, senior director of marketing for North Country Smokehouse, said that within the last year, animal-welfare claims entered the top three most important claims for consumers. Baker noted that this is the first time that animal welfare has achieved this level of ranking in package priority. “This reflects heightened consumer concern around ethics and transparency, especially in meat products,” she said.

The clean-label protein movement is influencing bacon innovation, leading many producers to explore sodium reduction methods. “Clean-label demand is shaping both retail products and bacon flavors - natural extraction methods, fewer additives, and transparency in sourcing are now baseline consumer expectations in many premium segments,” Baker said.

Interest in clean-label meat products is especially driving growth for the uncured bacon category. “Uncured bacon is something that consumers view as less processed.  It remains small – about 2% of the retail bacon category, but is growing,” Ryan said.

While some consumers are interested in clean-label bacon purchases, flavor and overall product experience make the purchase, Pierce said. “In fact, this year to date, we haven’t received any inquiries about the ingredients used to make bacon, and only a few asking about sodium, sugar or carbs.”

Circana data shows flavored or seasoned bacon stands out at retail—growth is outpacing the overall category at about 10% year-over-year. Baker is seeing strong growth for flavor varieties including pepper bacon, hot honey, spicy-maple, brown sugar and similar flavors. “Such sweet savory pairings are driving product differentiation,” she said.

Bridges is seeing continued interest in classic smoky flavors—especially hickory, applewood, cherrywood and mesquite—as well as maple, bourbon and smoke-rubbed profiles. She is seeing rising demand for sweet and spicy flavor combinations, as well as global and international flavors. Bridges noted that premium and heritage-breed artisanal bacon is also on the rise.

Sill sees strong consumer interest in marinades and dry rubs, as well as co-branded partnerships that bring excitement to the bacon category.

Erinn Aulfinger, brand manager for Hormel Foods, noted that the bacon aisle is changing—through unique formats, bold flavors and a honed industry focus on versatility, convenience, premiumization and purpose. She sees the greatest opportunity for the bacon category in convenient, ready-to-use formats.

Ryan sees a strong future for the bacon category. Consumers and restaurants alike are getting creative with bacon applications, bringing it into new occasions and mealtimes. “From center of plate to artisanal sandwiches to cocktail garnishes, the usage for bacon is expanding and consumers are ready for more new news,” Ryan said.

Pierce sees immense potential for bacon companies to connect with their customers via digital platforms, recipe content and social media engagement, showcasing product versatility and craveability.

www.provisoneronline.com   |  september 2025