Supermarket Perimeter - April 2019 - 38

Meat & Poultry: the Annual Meat Conference

The Power of Meat

Anne-Marie Roerink,
principal of 210 Analytics
LLC, delivered the
annual Power of Meat
address at AMC '19.

38 - APRIL 2019

As always, a major highlight of the Annual Meat Conference was the release of FMI's Power of Meat report.
For the first time in the report's 14-year history, Power
of Meat '19 revealed that consumers are making the
bulk buying decisions at the store level, Stein says. "That
doesn't mean print ads are going away, but it has huge
implications," he says.
The report also revealed that 40% of today's consumers say they live alone. That also has enormous ramifications for the retail beef industry, Stein says. Rather
than stocking up, more and more
shoppers are buying meat "one
meal at a time," he says. The
industry has traditionally devoted
so much effort to encourage
consumers to use half of the meat
they buy and freeze the other half
- the "buy or freeze by" mentality.
That will have to change. And
Stein says one mantra suppliers
and retailers will need to have
going forward is, "You gotta make
it value-added," whether that's
selling product pre-marinaded,
sticking a recipe on the packaging, selling it as part of a meal kit
or a host of other options.
Another theme running
through the latest Power of Meat,
Stein says, is the need to educate.
When it comes to issues like animal welfare, for example, suppliers
need to develop better ways of telling their stories and
getting those messages delivered to their customers and
to the end consumer.
The meat industry also needs to do a better job of
reminding consumers that meat is the best source of
protein, Stein says. The Power of Meat documented
research showing that protein bars and other non-meat
sources of protein deliver far less protein than meat.
"We cannot assume people know that meat is the best
source of protein," Anne-Marie Roerink, principal of 210
Analytics LLC, which conducted the study with FMI, said
in her presentation at the show.
The Power of Meat found, for instance, that 78% of
those polled overestimated how much protein there is
in peanut butter, and 58% underestimated the amount in
chicken, she said.
And finally, the industry and its retail partners need
to help time- and skill-starved 21st century consumers
figure out how to select, prep and cook the perimeter
department meat products they buy, Stein says.
The Power of Meat '19 touched on a number of other
www.supermarketperimeter.com

topics highlighted at AMC that are top of mind in today's
meat industry:
Rethinking the Meat Meal Occasion Promotion.
Food retailers and their meat supplier partners should
align their thinking with the shopper who considers his/
her meat purchase as a meal occasion and not necessarily relegated to one area of the store. Consumers
increasingly shop across the full meat offering, from the
meat case and counter, to the frozen aisle and deli.
Shopping for Health. Shoppers are increasingly
turning to food to help manage health and well-being.
They seek to understand what is in their food, who made
it and how it was produced, and meat is no exception.
In the meat department, two thirds of shoppers look
for better-for-me items and around three in 10 look for
products that are better for the planet, farmers, workers
or animals.
Managing Challenges to the Category through
Greater Transparency. The report articulates the educational opportunities for both the supplier and food retail
industries as Americans take a variety of meat purchasing considerations into mind including environmental,
animal welfare and their health. "The findings underscore
the need for ongoing efforts to not only share the many
choices available in the meat case, but also continuing to
innovate and focus on areas for improvement to further
grow consumer trust," says Meat Institute President and
CEO Julie Anna Potts.

Consulting a
digital version
of a traditional
circular is up

38%

Using instore apps
to decide what
to buy is up

24%


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Supermarket Perimeter - April 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2019

Supermarket Perimeter - April 2019
Editor's Note - Marketing food — and values
Contents
The Wire - Supermarket openings up 30% in 2018
NPD: Millions of consumers ready to try meal kits
Breakfast driving global growth
Consumer perceptions of ‘clean’ are changing
Doing well, doing good
Partners in health
Strengthening the supply chain
Bakery - Single-serve success
Cakes
Deli - Soup & salad bars
Chicken packaging
Meat & Poultry - Meating of the minds
Beef marketing trends
Produce - Produce butchers
Tree fruit
Seafood - Traceability and transparency
Food Safety - Controlling slips & falls
Commissary Insider - REFRIGERATION AND FREEZING
SPOTLIGHT - VALUE-ADDED SEAFOOD
PACKAGING/TECHNOLOGY - SOUS VIDE
OPERATIONS - CONTROLLING SHRINK
PROFILE - ANTHONY & SONS BAKERY
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - April 2019 - Supermarket Perimeter - April 2019
Supermarket Perimeter - April 2019 - Supermarket Perimeter - April 2019
Supermarket Perimeter - April 2019 - 2
Supermarket Perimeter - April 2019 - Editor's Note - Marketing food — and values
Supermarket Perimeter - April 2019 - Contents
Supermarket Perimeter - April 2019 - 5
Supermarket Perimeter - April 2019 - Consumer perceptions of ‘clean’ are changing
Supermarket Perimeter - April 2019 - 7
Supermarket Perimeter - April 2019 - Doing well, doing good
Supermarket Perimeter - April 2019 - 9
Supermarket Perimeter - April 2019 - 10
Supermarket Perimeter - April 2019 - 11
Supermarket Perimeter - April 2019 - 12
Supermarket Perimeter - April 2019 - 13
Supermarket Perimeter - April 2019 - Partners in health
Supermarket Perimeter - April 2019 - 15
Supermarket Perimeter - April 2019 - 16
Supermarket Perimeter - April 2019 - 17
Supermarket Perimeter - April 2019 - Strengthening the supply chain
Supermarket Perimeter - April 2019 - 19
Supermarket Perimeter - April 2019 - Bakery - Single-serve success
Supermarket Perimeter - April 2019 - 21
Supermarket Perimeter - April 2019 - 22
Supermarket Perimeter - April 2019 - 23
Supermarket Perimeter - April 2019 - Cakes
Supermarket Perimeter - April 2019 - 25
Supermarket Perimeter - April 2019 - 26
Supermarket Perimeter - April 2019 - 27
Supermarket Perimeter - April 2019 - Deli - Soup & salad bars
Supermarket Perimeter - April 2019 - 29
Supermarket Perimeter - April 2019 - 30
Supermarket Perimeter - April 2019 - Chicken packaging
Supermarket Perimeter - April 2019 - 32
Supermarket Perimeter - April 2019 - 33
Supermarket Perimeter - April 2019 - 34
Supermarket Perimeter - April 2019 - 35
Supermarket Perimeter - April 2019 - Meat & Poultry - Meating of the minds
Supermarket Perimeter - April 2019 - 37
Supermarket Perimeter - April 2019 - 38
Supermarket Perimeter - April 2019 - 39
Supermarket Perimeter - April 2019 - Beef marketing trends
Supermarket Perimeter - April 2019 - 41
Supermarket Perimeter - April 2019 - 42
Supermarket Perimeter - April 2019 - 43
Supermarket Perimeter - April 2019 - Produce - Produce butchers
Supermarket Perimeter - April 2019 - 45
Supermarket Perimeter - April 2019 - 46
Supermarket Perimeter - April 2019 - 47
Supermarket Perimeter - April 2019 - 48
Supermarket Perimeter - April 2019 - 49
Supermarket Perimeter - April 2019 - Tree fruit
Supermarket Perimeter - April 2019 - 51
Supermarket Perimeter - April 2019 - Seafood - Traceability and transparency
Supermarket Perimeter - April 2019 - 53
Supermarket Perimeter - April 2019 - 54
Supermarket Perimeter - April 2019 - 55
Supermarket Perimeter - April 2019 - Food Safety - Controlling slips & falls
Supermarket Perimeter - April 2019 - 57
Supermarket Perimeter - April 2019 - 58
Supermarket Perimeter - April 2019 - Commissary Insider - REFRIGERATION AND FREEZING
Supermarket Perimeter - April 2019 - 60
Supermarket Perimeter - April 2019 - 61
Supermarket Perimeter - April 2019 - SPOTLIGHT - VALUE-ADDED SEAFOOD
Supermarket Perimeter - April 2019 - PACKAGING/TECHNOLOGY - SOUS VIDE
Supermarket Perimeter - April 2019 - 64
Supermarket Perimeter - April 2019 - 65
Supermarket Perimeter - April 2019 - 66
Supermarket Perimeter - April 2019 - 67
Supermarket Perimeter - April 2019 - OPERATIONS - CONTROLLING SHRINK
Supermarket Perimeter - April 2019 - 69
Supermarket Perimeter - April 2019 - PROFILE - ANTHONY & SONS BAKERY
Supermarket Perimeter - April 2019 - 71
Supermarket Perimeter - April 2019 - Product Showcase
Supermarket Perimeter - April 2019 - Advertisers
Supermarket Perimeter - April 2019 - Fresh Takes
Supermarket Perimeter - April 2019 - 75
Supermarket Perimeter - April 2019 - 76
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