Retailers Focus on the “Power of Meat”
Farmers work diligently every day to produce livestock that ultimately ends up available for purchase by consumers. The “Power of Meat” is a retail food survey recently conducted by 210 Analytics LLC for the Food Marketing Institute and the North American Meat Institute. The study was sponsored by Sealed Air and presented at the 2018 Meat Conference in latter February. Highlighted below are findings from the survey that identify consumer trends that influence meat purchases.
- The retail meat industry must continue to adapt to the every changing desires of the consumer. While meat sales remain profitable, “one size fits all” must make room for “one size fits one”. Marketing and advertising to capture the customer is very important.Consumers are hungry for information. The survey found that over 50 percent of shoppers say they have limited knowledge of meat. Research has shown that people more knowledgeable tend to buy more varieties and will buy more often.
- In-store customer service is important. Most consumers today seek meat preparation instructions on the internet, but 38 percent of people surveyed said they would value a customer service associate at the meat case offering serving suggestions or tips.
- Shoppers continue to embrace brand preferences. Shoppers surveyed stated that they are generally inclined to purchase brands they are familiar with but interestingly, 62 percent said promotions could help drive them to try new brands.
- There are many shoppers concerned with portion control and nutritional value. Nearly 80 percent of shoppers feel there is sufficient nutritional information available to make smart meat choices.
- Meat that can be easily and conveniently prepared is of continued interest to the consumer.
- Consumers want more transparency in how their meat is produced. They are interested in where the animals came from and how they were raised.
- Price per pound was the biggest influencer on meat purchases and appearance was second.
- Supermarkets continue to be the lead channel for meat purchases. Surveyed shoppers reported that 19 percent of them have ordered meat online at least one time. Many showed more willingness to do so especially if it was sold by their primary meat store.
Overall the survey offered meat retailers four areas for improvement – transparency of product, a greater variety of pack sizes and cuts, better pricing, and better customer service. The full study can be found at www.meatconference.com/2018POM
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