Supermarket Perimeter - April 2019 - 41

IN ORDER TO KEEP UP with current industry trends, we regularly
execute research studies with consumers, retailers and packer/processors in addition to conducting store visits. Trends in retail fresh beef
marketing must be responsive to consumer needs. From our consumer
research we know that consumers, in particular the younger millennial
and Gen Z generations, are looking for products that offer things like
convenience, transparency, more premium options and a brand story
they can relate to.

Transparency, premium, branding
Younger consumers in particular are very interested in where their
foods come from. Many want to have access to information on the
entire production process for their beef products, including which farm
it was raised on if available, animal husbandry practices/assurances,
use of antibiotics and hormones, types of diet (organic, grass-fed) and
anything else you can share.
Younger generations are very savvy about finding the information
they need on products in order to make purchase decisions. Being fully
transparent up front about your products and how they were produced
builds trust and loyalty.
They also want to be able
to feel a connection with
the foods they choose. That
is why we are seeing more
consumers would be willing to give up
a familiar favorite product for one that meat/beef companies developing and sharing their
did not contain artificial ingredients.
brand story; it provides inSource: IFICF
sight into who the company
is, the type of individuals involved, what they stand for, and what kind
of care and attention was put into the product they are offering. Young
consumers are responding to these stories because it puts a more personal face on the products and the brand.
With premium, we're seeing more and more interest in premium beef
programs at retail. Today, retailers offer tiered beef programs in order to
have something for all of their shoppers. There appears to be a growing
interest in purchasing the highest quality beef available, and they are
willing to pay the price for it.

7 in 10

Value-added surges
As customers seek out faster, more convenient food preparation methods, while still valuing fresh foods, there is an upward trend in co-packaged meal kits that include proteins alongside other meal components
for ease of preparation.
Shoppers increasingly integrate convenience-focused solutions in
the meal lineup. Increases in consumption frequency and household
penetration drove gains in heat-and-eat, ready-to-eat and value-added
meat. Further growth in value-added meat can be achieved by addressing the price differential, expanding assortment and providing more
information on the preparation and quality. Frequent buyers also value
all-items-for-dinner merchandising stations and having a wider selection of fully-cooked meat.
There is a growing assortment of further processed items that are
pre-seasoned, marinated and/or blended with ingredients. Meal solution packages that include beef, starch and vegetables in one package
also are a hit.
There is a growing demand for fresh premium branded products that
communicate transparency, sustainability and convenience. The Gen
Zs and millennials are seeking brands they can trust in both consistent
eating experience and brand values.
A brand that offers these attributes is Chairman's Reserve Meats, a
brand of Springdale, Arkansas-based Tyson Fresh Meats. Chairman's
Reserve Meats offers selections of Prime Beef and a two-tier protein
program, alongside their Prime Pork and premium pork offering.

Full- and self-serve trends

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Smaller self-service sections and more emphasis on full-service offerings allows for up-selling and for education, and gives a more personal touch.
Self-service cases often offer the lower second tier beef program (select, private label or commodity). Value packages of product are also increasing and are offered in the self-service case. Specialty programs will
be offered in the self-service case in a case-ready format, but many of
these will also be present in the full-service case as a premium offering.
Full-service cases are expanding to offer premium cut programs (including high end in full-service and second and third tiers in self-service
case), specialty programs like Grass-fed, Organic, All-Natural and Never
Ever programs.
Thicker cuts or custom cutting meats are other options. Additionally,
they are offering value added items that offer convenience like seasoned, marinated and blended. Full-service cases are also offering the
option to have products grilled on the spot.
Customer willingness to order meat online is also growing - signaling omnichannel opportunity. Supermarkets are the lead channel for
the meat purchase through strong primary shopper conversion
and being a destination for secondary shoppers. But while
There
conventional supermarkets lost share, value and specialty
is growing
demand for
supermarkets gained.
wagyu and other
The online meat purchase still lags grocery e-compremium beef products
merce, but 19% have ordered meat online at least once
that communicate
transparency,
and others show a much greater willingness to try than
sustainability and
seen before - particularly when fulfilled by their primary
convenience.
meat store.
www.supermarketperimeter.com

APRIL 2019 - 41


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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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