Supermarket Perimeter - August 2022 - 46

Meat and poultry
Holiday
PLANNING
BY KENT HARRISON, TYSON FOODS
BUSY SHOPPERS HAVE A LOT ON THEIR MINDS DURING THE
HOLIDAY SEASON, while many are also looking to stretch their dollars.
To help deliver on shoppers' appetites for holiday fare such as hams
and roasts, retailers must strategically support consumers' budgets and
capture their interest in value added meats.
Those retailers who are successful have the opportunity to see
positive results in their holiday meat sales results. Households with
heavy meat purchasers make on average 40 more grocery trips per year
than typical US households.1
Furthermore, according to Beef Checkoff,
grocery baskets with beef have on average a 206% higher dollar value
than typical grocery baskets.2
Such data may have retailers dreaming not of sugar plums, but of
beef roasts and pork chops this holiday season. However, retailers
seeking to capture the momentum of shoppers' holiday feast purchases
must be strategic.
The coming holiday season will follow a fast rise of inflation for
shoppers and many supply chain and labor challenges for retailers. The
holidays will still be a time for celebrations, but shoppers may show
subtle differences from past years, such as saving larger purchases for
special meals, stretching leftovers further, and cutting back on dining
out in restaurants.
Expect shoppers to continue seeking inspiration when it comes
to cooking this holiday season, and food is at the center of many
holiday traditions. Retailers have an opportunity to inspire consumers
throughout the store.
Stocking the meat case
Ribeye steaks and rib roasts may be traditional holiday fare, but retailers
seeking to capture budget-conscious shoppers can incorporate
additional options into the retail meat case. From sirloin roasts and
strip loins to seasoned pork loins and chuck eye steaks, there are many
options to keep retail meat accessible and affordable for shoppers.
Many shoppers will not leave out meat during the holiday season.
According to an April 2022 report by Midan Marketing, 32% of meat
shoppers said they were responding to inflation by reducing their meat
purchases, 13% by increasing their meat purchases, and 54% by keeping
their meat purchases " about the same " as the month before.3
However,
to make inflation-weary budgets stretch, shoppers may trade down in
what they're selecting at the retail meat case.
To capture the roaming shopper who remains loyal to purchasing
meat but is deviating from their traditional holiday cuts, retailers must
find creative ways to showcase both quality and value. Value added
meats offer especially strong potential. Meats that are pre-portioned,
marinated or case ready can further capture shoppers' imaginations
while also saving time. For example, Tyson®
Sweet & Smoky BBQ
marinated pork loin offers big flavor and short prep time.
Shoppers may feel less like they are making a sacrifice and more
like they are trading up for convenience and bold flavors. Twenty-six
percent of shoppers said they purchased value added meats frequently,
with 28% citing time as their largest purchase driver, followed by
superior flavor (22%) and something different (22%).4
46 - AUGUST 2022
supermarketperimeter.com
PHOTOS: TYSON FOODS
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Supermarket Perimeter - August 2022

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