Where are the strongest opportunities to influence meat purchasing habits? During the 2024 Animal Health Summit hosted by the KC Animal Health Corridor, Danette Amstein, principal at Midan Marketing, presented an analysis of how consumers’ attitudes toward sustainability affect their meat purchasing decisions.
Amstein emphasized the importance of understanding these shifts to meet consumer demands and maintain industry growth. She outlined five consumer segments identified by her group’s research:
• Connected Trendsetters (14%) are open to trying new products and are heavily influenced by trends.
• Claim Seekers (24%) actively look for production and sustainability claims when making meat purchases.
• Convenience Cravers (17%) seek easy solutions in their shopping experience.
• Committed Carnivores (23%) are primarily concerned about the taste of their meat.
• Classic Palates (22%) prefer traditional meat products and are less likely to change their purchasing habits.
The strongest opportunities to influence purchasing habits with a sustainability message lie with Connected Trendsetters and Claim Seekers, both of whom index higher for millennials and Gen Z, she explained.
However, these groups define “sustainability” differently.
“Connected Trendsetters equate sustainability with quality,” Amstein explained.
Meanwhile, Claim Seekers focus more on production practices and animal welfare. She stressed the need for the industry to tailor its messaging to resonate with both of these consumer segments.
Trust in livestock producers is strong, she pointed out, and efforts in transparent and authentic communication will continue to make an impact.
Quotable moments from the Animal Health Summit:
“Artificial intelligence (AI) will change our industry. It will enhance the decision-making ability of veterinarians and producers—but it will not replace them.”
— Steve Boren, vice president for livestock and equine with Boehringer Ingelheim
“The intersection of technology and biopharma innovation is driving us toward a more personalized approach to medicine.”
—Scott Bormann, senior vice president for Merck Animal Health
Editor’s Note: Companies with a business location in the KC Animal Health Corridor account for more than half of the sales generated by the global animal health industry. The Corridor, anchored by Manhattan, Kan., and Columbia, Mo., is home to more than 300 animal health companies, representing the largest concentration in the world. For more information, visit www.kcanimalhealth.com.
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