Shopper Study Shows Meat Demand is Strong
FMI – The Food Industry Association and the Foundation for Meat and Poultry Research and Education, the foundation for the North American Meat Institute (Meat Institute), released its 15th-annual in-depth study of meat and poultry through shoppers’ eyes, according to a Meat Institute release.
The survey delved into consumer interest in topics such as production claims and sustainability. With 49% believing that animal agriculture does not have negative impacts on the planet if done properly, the belief that it does have negative impacts is higher among younger generations, showing the opportunity and importance of consumer education, the release said.
“One of the most compelling storylines in the analysis is that 83% of shoppers purchase specific cuts of meat and they are eating smaller portions, but with total volume sales up slightly, that means they are eating less more often,” says Rick Stein, FMI Vice President, Fresh Foods.
The top 10 findings from the Power of Meat 2020 include:
1. Meat and poultry sales grew 1.0% over 2019 to $50.4 billion.
Accelerating meat department sales are being driven by beef and chicken. A focus on smaller portions and limiting second helpings may pressure volume gains, the report said.
2. Plant-based meat alternatives are a small but growing market.
Total store plant-based meat alternative sales were $760 million in 2019 and grew 11.8%, the report noted. This growth is mostly due to an occasional choice driven by perceived health benefits, being a good source of protein, just something different and/or environmental reasons.
3. Time-saving solutions drive meat and cooking appliance choices.
The number of weekly home-cooked meals dropped to 4.5 over 2019, but dinners containing animal protein increased to 3.9. Newer cooking appliances, including the Instant Pot and air fryer, are helping provide consumers with more options to prepare meat and poultry.
4. Influenced by healthy and ethical living, production claims remain popular.
Organic, grass-fed and no-antibiotics-ever offerings saw robust sales gains, the report said, but overall trust in such claims is only moderate. Building trust in and understanding of claims is critical.
5. Promotional ads remain relevant but there is increased focus on in-store communication.
In-store promotional signage is still the top way to check meat and poultry specials.
6. 85% of shoppers buy just a handful of cuts and kinds of meat and poultry.
Gen Z and millennials are three times more likely than boomers to doubt their ability to cook new cuts and types of meat and poultry, the report said.
7. Supermarkets remain meat powerhouses with some gains in online meat sales.
More than half of shoppers primarily buy meat and poultry at supermarkets. Shoppers are ordering more groceries, including meat and poultry, online. Processed meat, chicken and ground beef are the most likely meat items in online baskets, the report noted.
8. Brands continued to benefit from being a preferred purchase among younger shoppers.
2019 was a strong year for private brands, the report said. Shoppers care about nutrition, food safety practices, animal care practices and the brand’s environmental impact.
9. 68% of shoppers feel it is important for grocery stores to provide transparency into how and where livestock was raised.
Shoppers most want to see information on-pack, followed by a brand’s website or social media, the report said.
10. Sustainability concerns impact meat and poultry choices, but 49% believe, if done properly, animal agriculture does not have negative impacts on the planet.
Although 34% of consumers believe raising livestock has some or a lot of negative impact on the planet, this belief is much stronger among younger generations.
The Power of Meat 2020 was conducted by 210 Analytics and is made possible by Cryovac, A Division of Sealed Air.
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