Supermarket Perimeter - August 2022 - 48

Meat and poultry: Holiday planning
In addition to
the usual holiday
favorites, retailers
should keep a close eye
on consumer demand
for budget-friendly
meat cuts this year.
Value added meats provide shoppers convenience and variety, whether
taking center stage of gatherings or in between more formal holiday meals.
Additionally, with Tyson Foods case ready fresh meats, shoppers can enjoy
a customized beef or pork product with the perfect portions.
While it may be challenging to know which products will capture
shoppers' attention, this is where the Tyson Foods fresh meats team can
help retailers. A diverse sales team provides retail customers and meat
shoppers innovative solutions offering variety and convenience. From
marinated and seasoned meats to case ready cuts, the team is ready to
keep the retail meat case fully stocked for the holidays.
Educating shoppers on alternatives
A deliberate educational strategy is key for retailers promoting
alternative cuts during the holiday season. Recipes and how-to tutorials
support shoppers in trying new cuts of meat.
Developing and launching an educational campaign that consumers
find relevant and meaningful can be daunting. However, digital assets
can be a valuable first step. When meat shoppers are preparing a new
meat or poultry dish, 51% turn toward digital resources for advice.
More specifically, shoppers of meat and poultry most frequently
search the internet first by " kind of meat " (58%), followed by " cut of
meat " (52%) and cooking method (48%). Meanwhile, serving ideas for
sides accounted for 33% of shoppers searching for information related
to meat/poultry, and entertaining accounted for 25%.4
This does not mean that retailers should abandon side dish recipes
and entertaining advice. Instead, it suggests that when shoppers are
planning their meals, they typically start with the meat entree and build
out. Retailers can capture this trend by making meat the center of their
marketing campaigns.
The Tyson Foods beef and pork team supports retailers in doing
this through a robust portfolio of retail case sales materials, a
knowledgeable sales team, and a strong digital presence on store
websites and across social media.
At Tyson Foods, we are committed to our retailer-supplier
48 - AUGUST 2022
relationships and helping customers find the right solutions for their
meat case. From shopper-facing recipes with branded programs like
Chairman's Reserve® Meats to retailer-facing strategic conversations for
stocking shelves and cross-merchandising, we work to build trust with
our retailers every step of the way.
One shopper-facing marketing strategy retailers should consider is
how to rejuvenate leftovers. As shoppers seek larger, budget-friendly
roasts, they may find recipes for making creative second entrees
helpful. Additionally, retailers should remind shoppers that many of the
meat cuts they purchase in-store stretch further than eating similar
entrees in restaurants, and online or in-store tutorials featuring chefs
can help shoppers recreate restaurant-quality meals at home.
Finally, amid inflation, some shoppers may seek larger, budgetfriendly
roasts to feed large families, while others prefer smaller
portioned servings to avoid waste. A family-first mom may seek to feed
a crowd over the holidays, while a young adult hosting " Friendsgiving "
for a few friends may seek smaller portions. A savvy retailer will be sure
to capture both demographics.
This is where Tyson's fresh meats' innovations team shines through.
By combining consumer insights and beef and pork expertise with
people, technology and high-quality products, we equip retail partners
to meet shoppers' needs and achieve success each season.
While holidays such as Thanksgiving and Christmas may feel far
away as we wrap up the " dog days of summer, " retailers should act now
to keep meat center of shoppers' holiday wish lists. Partnering with
suppliers to capture shoppers' interest in value added meat, providing
educational resources on alternative cuts and accommodating a variety
of shopper demographics will help to ensure success.
Kent Harrison is the vice president of fresh meats marketing and
premium programs for Springdale, Ark.-based Tyson Foods.
References
1. IRI, Making the Most of Meat Growth in 2022
2. NielsonIQ, Homescan Panel, Understanding the Buyers of Fresh Meat, Average Basket Size by Protein, June 2021
3. Midan Marketing, Meat Consumer Tracking Survey, April 2022
4. Anne-Marie Roerink, Principal, 210 Analytics LLC, The Power of Meat 2022, Report sponsored by Sealed Air Food Care
Division/Cryovac®
and Published by FMI and the Foundation for Meat & Poultry Research & Education
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