Supermarket Perimeter - April 2019 - 42

Meat & Poultry: Beef marketing trends

Ways for retailers to up their games to
appeal to younger consumers:
More products offered in ingredient
forms for quick preparation and use: strips,
chunks, shreds, etc.
Convenient package offerings that can be
prepared on the stove, in an oven or even
in a microwave.
Products that are further prepared
and have added value like seasonings,
marinated, stuffed or includes additional
ingredients to add flavor.
Mariano's, a Midwestern retailer, is offering a
grilling option right in the meat department.
You can select a cut of meat and have it
grilled to your specifications while you wait.

65% of older millennials prefer dietary
callouts and information on their meat.

Packaging diversity
Chub and other vacuum-sealed packaging are becoming more popular with
consumers and retailers. The interest in chub packaging by consumers continues
to grow. Drivers include price, food safety, convenience, no mess, longer shelf
life and size options. Retailers and suppliers also like them for many of the same
reasons. Recyclable packaging made from recycled materials and plant-based
materials are trending within the beef industry and the food industry at large due
to concerns about the environment.
Consumers increasingly want to know where their food, including meat,
comes from. Blockchain adoption is a trend that could yield premium prices for
retailers and producers and give consumers peace of mind about where their
food comes from and that it's safe.
According to a 2018 Food and Health Survey from International Food
Information Council Foundation, 7 in 10 consumers would be willing to give up
a familiar favorite product for one that did not contain artificial ingredients. Of
those who would, 4 in 10 would be willing to pay 50% more and 1 in 5 would pay
100% more. That said, there are about 4 in 10 who would pay nothing more for
the new product.
Providing meal ideas along with meat is one way that retailers are getting
consumers to buy more meat - if they know how to cook it, they're more likely
to buy. Another trend is for retailers to add a grilling station to their meat case,
where consumers can purchase meat and then have it professionally seasoned
and cooked in the store fresh. Gelson's and Mariano's are two chains that do this.
This drives meat (beef) purchasing and repeat sales to the stores by providing an
experience.
Research shows that an increasing number of consumers are looking for nutritional information when buying food products. Power of Meat research indicates
that 65% of older millennial shoppers prefer dietary callouts and information on
their meat. The primary location they look for this information is on the product label.
There is an opportunity for our industry to get credit for the nutritional value
we provide in our beef and other meat products. Currently only ground beef and
case ready products are required to include an ingredient label. Beyond that,
a majority of retailers post representative nutritional values for beef and other
fresh meat products on a poster in their meat department. If we would commit
to labeling all fresh meat packages in the meat case with a nutrition label, we
could then promote these nutrition values at the point of sale. Fresh beef is the
best natural source protein and is full of many vitamins and other nutrients. If we
could educate consumers on the nutritional value we provide on packages and
on point of sale materials at the case, it could become a key driver for purchase.

Michael Uetz is the principal and Steve Hixon the strategic business and
services director for Midan Marketing, which provides strategic marketing,
research and creative services for clients in the meat industry. Midan has
offices in Chicago and in Mooresville, North Carolina.

Source: Power of Meat

42 - APRIL 2019

www.supermarketperimeter.com

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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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