(NewsNation) — Thinking about eating healthier in the new year? How about liver, kidney, or even cow tongue? From podcasts to grocery store freezers, offal — also known as organ meat — has skyrocketed in popularity in recent years.
The global beef organ supplements market reached a valuation of $128 million in 2025, according to Global Info Research, and is projected to continue growing through 2032. This signals a rapidly expanding niche within the broader supplement industry.
Sales of beef offal are up 49% since 2020, while chicken offal sales have jumped 388%, according to consumer insights firm Circana.
In 2024, global production of beef organ supplements reached about 3.52 million units, with an average price of roughly $33.8 per unit, the data revealed.
But is organ meat as nutritious as it is hyped to be, and where does this trend come from?
WWII brought organ meats to diets
Organ meats were once a staple in the American diet. U.S. consumption peaked in the 1940s during wartime rationing, when muscle cuts were scarce, Bloomberg reports.
Demand surged again during the COVID-19 pandemic, fueled by renewed health awareness and the rise of online wellness communities, including the influence of social media figures.
What are the benefits of organ meat?
Organ meats offer a source of protein, B vitamins, magnesium, selenium, zinc, and iron. Liver, kidney, and heart are especially rich in micronutrients, including vitamins B6 and B12, vitamin K2, riboflavin, and zinc, according to research published in Frontiers in Nutrition.
Organ meats also contain high levels of choline and CoQ10, nutrients linked to liver health, metabolism, and nervous system function.
Yasi Ansari, a registered dietitian and spokesperson for the Academy of Nutrition and Dietetics, told Women’s Health that in some cases, organ meats can be even more nutrient-dense than standard muscle cuts like chicken breast or thigh — though moderation is key.
Organ meat should be eaten in moderation: Dietitian
Despite their nutritional benefits, eating too much organ meat can pose risks. Some cuts are significantly higher in fat and cholesterol than standard muscle meats.
For example, a 100-gram serving of sweetbreads contains nearly 29 grams of fat and 217 milligrams of cholesterol, compared with about 6 grams of fat and 64 milligrams of cholesterol in the same amount of beef tenderloin, according to USDA data.
While dietary cholesterol alone doesn’t necessarily raise blood cholesterol, Julia Zumpano, a registered dietitian at the Cleveland Clinic, told Women’s Health that those with heart disease or high cholesterol should be cautious. She recommends earning organ means “occasionally in limited quantities.”
Research on long-term health risks remains mixed. Some studies have linked high organ meat consumption to nonalcoholic fatty liver disease and a potential increased risk of bladder cancer, while others suggest protective effects against certain liver conditions. Experts agree that more research is needed.
Who should and shouldn’t eat organ meat?
For the most part, organ meats are safe and nutritious for everyone, according to experts, but there are some people who might steer clear for their health:
- Pregnant people, due to the potency of certain nutrients
- Those with gout, as organ meats are high in purines
- People with iron overload disorders, such as hemochromatosis
- Those early in a health journey, who may benefit more from first focusing on fiber, fruits, vegetables, and regular exercise
The offal trend follows the recent rise of beef tallow, a rendered fat, that has gained traction alongside the “Make America Healthy Again” initiative, led by Health Secretary Robert F. Kennedy Jr. The initiative aims to revamp the United States’ dietary guidelines and food industry practices.
Earlier this month, the Trump administration unveiled a new, inverted food pyramid that emphasizes protein and encourages Americans to cook with beef tallow.