5 Emerging Types of Consumer: A Breakdown of Meat Eaters

Consumer trends change, and your livestock operation can benefit from understanding how the meat case choices connect back to your operation. 

So, what is it that consumers want?

The meat case culture is ever-evolving, and it’s changed at a more rapid pace in recent years, according to Midan Marketing’s most recent meat consumer segmentation insight report. In its third edition and company’s most recent study of shoppers, research aimed to find key consumer-related insights into what consumers want in their meat purchases.

“Between the pandemic and the economic uncertainty that followed, consumers’ habits and behaviors have shifted across the board. Understanding the modern meat consumer is integral to offering products that meet their needs and reaching them with relevant messaging,” notes the report.

Surveying a national sample of 1,300 U.S. adult consumers who had eaten and purchased meat or poultry in the past three months, Midan Marketing determined five new meat consumer segments and the percentage of consumers in each category.

Here’s a look at each segment and their specific purchasing characteristics.

Connected Trendsetters, 14%
Defined by their connection—to the internet—these meat eaters are adventurous, love meat and are interested in trying new things, Midan details. Influenced by what they see online, 75% say they look to influencers for inspiration on what new products to try. This group is the youngest of the segments, with an average age of 37, and are the most engaged with their meat purchases.

Claim Seekers, 24%
Looking for claims—organic, humanely raised, grass-fed or raised without antibiotics—this group believes in buying meat that they consider to be healthy for their bodies, the meat animals and the planet. Willing to pay more for products that meet their expectations, these customers ultimately look at packaging and labels and are most likely to purchase products from national brands.

Convenience Cravers, 17%
Time is of the essence for these meat eaters—as there is usually not enough time for a sit-down meal with meat and they find it hard to cook meat perfectly, Midan reports. Using online shopping to save time and seeking out value-added meat products are common meat buying patterns for the group. This segment also depends on apps to research recipes and promotions and can be influenced by on-product recipes and in-store displays.

Committed Carnivores, 23%
Found sitting down for family meals and cooking from scratch, their love for meat drives their decisions—not label claims or other statements. With 96% saying their entire family enjoys meat and 85% of them can’t imagine giving up its taste, this segment is more likely to live in the Midwest and in small or rural towns, Midan says. Often found shopping at traditional retailers, this group usually has a solid plan before entering the store. However, in-store sales, deals and coupons may change that plan for the right price.

Classic Palates, 22%
Defined by habit, this group is used to having meat in their meals and are likely to stick to what they know. However, 57% of this group feels meat is too expensive right now, leading some to only buy meat when it’s on promotion or sale. Influencing these customers may be challenging, Midan explains, as 44% of the group says nothing would influence them to change their mind once in-store.

More Takeaways From the Research 
Regardless of which segment consumers fall under, it’s important to understand the desires of those who are purchasing meat whether it’s in-store, online or through another avenue.

Of all the consumers surveyed, here are notable statistics found by Midan Marketing:
•    50% say meat should only come from farmers that practice sustainable agriculture
•    32% agree that concerns about meat production harming the environment are overstated
•    22% rely on convenient meat products

Of all Generation Z consumers surveyed:
•    37% look to influencers for inspiration for new products to try
•    65% agree a brand’s social media presence influences their fresh meat and poultry purchase decisions
•    75% think about sustainability at least some when purchasing fresh meat

With these statistics in mind, these questions may be valuable for your operation to consider:
•    As livestock producers, how can we position our operation and promote the product we raise to best serve meat eaters across the U.S.? 
•    Is there an opportunity for our farm or ranch to help encourage meat enthusiasts to buy our protein at retail stores or directly from the farm or ranch?
•    Are there production practices we are already doing, or could easily implement, that would encourage more meat eaters to buy our product? If so, how can we showcase these practices?