Supermarket Perimeter - September 2019 - 50

Meat & Poultry

Juggling claims
New meat report highlights hard work of reading consumers' minds
BY JENNIFER BARNETT FOX

50 - SEPTEMBER 2019

The 2.0 version comes just
two years after the company's
original Meat Consumer
Segmentation findings, which
identified six segments. The
new report considers the
changing environment of
mainstream protein claims,
including more consumers
observing flexitarian diets and
a growing awareness of celland plant-based meats among
multiple consumer groups.
Today, plant-based meat eaters,
grass-fed meat eaters and
flexitarians/semi-vegetarians
are creating the biggest impact
on the meat industry, according
to the Meat Consumer
Segmentation 2.0 Report.
"Plant-based protein alternatives continue to grow in popularity," says Eric Richard, industry
relations coordinator, IDDBA,
Madison, Wisconsin. "While
some operators might cringe at
the mention of plant-based, the
statistics show people are not
abandoning traditional proteins,
they're including them along
with plant-based additions in
their basket."

MILLENNIALS/GEN Z vs. BABY BOOMERS
While baby boomers still hold court, the growing number of
ethnically diverse millennial and Gen Z consumers are creating shifts in the protein market. Nutritional claims paired
with greater awareness of sustainability and environmental
issues mean aspirational purchasing is rapidly changing as
younger demographics apply their own meaningful attributes to products.
While Midan Marketing found millennials and Gen Z
consume meat and poultry like the general population of
meat eaters, younger demographics are open to substituting
vegetable- and plant-based protein options. This flexibility
will create more growth and prevalence among alternative
proteins, according to Rick Lowe, senior market research
manager at Midan Marketing.
Proteins in all forms continue to find favor as home cooking and entertaining remain a priority for baby boomers and
millennials, according to the white paper Retail Reborn: How
the aspirational purchase has shifted from The NPD Group
and Checkout Tracking. Entertaining friends and family
with home-cooked meals fulfills different needs for each
demographic. For boomers, in-home meals create occasions
to maintain connections while millennials use entertaining
to create experiences and opportunities to share finished
products on social media.
Freshness and convenience also rank high for both
groups. NPD Group's At-Home Food Prep - Convenience
is King report found more millennials and Gen Z placing
emphasis on the consumption of fresh foods, increasing 5%
over the past five years.

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RETAILERS WALK a delicate
balance between keeping up
with consumer demands and
offering innovative items and
surprises.
Short attention spans and
a growing number of choices
translate into what can sometimes feel like the need to
possess mindreading skills to
determine what consumers
really want. This is particularly
true when it comes to juggling
claims of no antibiotics, no
added hormones and grass-fed.
For years, consumers have
said that such claims make protein products more appealing
and more likely to encourage
purchase. Yet, a recent report
from Midan Marketing, which
has offices in Chicago and
Mooresville, North Carolina,
shows consumer behavior does
not always match purchase
intent. Armed with a desire to
better understand meat eaters
and the emerging trends around
protein consumption, Midan
Marketing released its Meat
Consumer Segmentation 2.0
report.


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Supermarket Perimeter - September 2019

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

Supermarket Perimeter - September 2019
Editor’s note - Climate change, meet innovation
Contents
The wire - Walmart dominating grocery pickup, delivery
Kroger awards first grants to fight food waste
AIB rolls out new food safety tool
Produce power
Class is in session
Finding a partner in education
The basics of Hispanic foods
Bakery - DONUTS
BECOMING AN EVERYDAY DESTINATION
DON’T FORGET HOLIDAY PIES
Boost trips, sales with micro holidays
Deli - HOLIDAY CATERING
GRAZING — THE NEWEST OLD HOLIDAY TREND
Cheese SAMPLING
PREP FOR THE HOLIDAY SEASON
Meat & Poultry - LABOR SAVING EQUIPMENT
SOUS VIDE
EARTH FRIENDLY
MARKETING MATTERS
Juggling claims
THE FIVE CONSUMER SEGMENTS
Produce - Potatoes and onions
Seafood - Mollusks
Food Safety - COMBATING flu season
Commissary Insider - September 2019
PACKAGING - TAMPER EVIDENCE STILL KEY
PRODUCT SPOTLIGHT - SOUPS
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - September 2019 - Supermarket Perimeter - September 2019
Supermarket Perimeter - September 2019 - Supermarket Perimeter - September 2019
Supermarket Perimeter - September 2019 - 2
Supermarket Perimeter - September 2019 - Editor’s note - Climate change, meet innovation
Supermarket Perimeter - September 2019 - Contents
Supermarket Perimeter - September 2019 - 5
Supermarket Perimeter - September 2019 - AIB rolls out new food safety tool
Supermarket Perimeter - September 2019 - 7
Supermarket Perimeter - September 2019 - Produce power
Supermarket Perimeter - September 2019 - 9
Supermarket Perimeter - September 2019 - 10
Supermarket Perimeter - September 2019 - 11
Supermarket Perimeter - September 2019 - 12
Supermarket Perimeter - September 2019 - 13
Supermarket Perimeter - September 2019 - 14
Supermarket Perimeter - September 2019 - 15
Supermarket Perimeter - September 2019 - 16
Supermarket Perimeter - September 2019 - 17
Supermarket Perimeter - September 2019 - Class is in session
Supermarket Perimeter - September 2019 - Finding a partner in education
Supermarket Perimeter - September 2019 - 20
Supermarket Perimeter - September 2019 - 21
Supermarket Perimeter - September 2019 - The basics of Hispanic foods
Supermarket Perimeter - September 2019 - 23
Supermarket Perimeter - September 2019 - 24
Supermarket Perimeter - September 2019 - 25
Supermarket Perimeter - September 2019 - Bakery - DONUTS
Supermarket Perimeter - September 2019 - 27
Supermarket Perimeter - September 2019 - 28
Supermarket Perimeter - September 2019 - 29
Supermarket Perimeter - September 2019 - BECOMING AN EVERYDAY DESTINATION
Supermarket Perimeter - September 2019 - 31
Supermarket Perimeter - September 2019 - Boost trips, sales with micro holidays
Supermarket Perimeter - September 2019 - 33
Supermarket Perimeter - September 2019 - Deli - HOLIDAY CATERING
Supermarket Perimeter - September 2019 - GRAZING — THE NEWEST OLD HOLIDAY TREND
Supermarket Perimeter - September 2019 - 36
Supermarket Perimeter - September 2019 - 37
Supermarket Perimeter - September 2019 - 38
Supermarket Perimeter - September 2019 - Cheese SAMPLING
Supermarket Perimeter - September 2019 - PREP FOR THE HOLIDAY SEASON
Supermarket Perimeter - September 2019 - 41
Supermarket Perimeter - September 2019 - Meat & Poultry - LABOR SAVING EQUIPMENT
Supermarket Perimeter - September 2019 - 43
Supermarket Perimeter - September 2019 - 44
Supermarket Perimeter - September 2019 - 45
Supermarket Perimeter - September 2019 - SOUS VIDE
Supermarket Perimeter - September 2019 - EARTH FRIENDLY
Supermarket Perimeter - September 2019 - MARKETING MATTERS
Supermarket Perimeter - September 2019 - Juggling claims
Supermarket Perimeter - September 2019 - 50
Supermarket Perimeter - September 2019 - 51
Supermarket Perimeter - September 2019 - THE FIVE CONSUMER SEGMENTS
Supermarket Perimeter - September 2019 - 53
Supermarket Perimeter - September 2019 - Produce - Potatoes and onions
Supermarket Perimeter - September 2019 - 55
Supermarket Perimeter - September 2019 - 56
Supermarket Perimeter - September 2019 - 57
Supermarket Perimeter - September 2019 - Seafood - Mollusks
Supermarket Perimeter - September 2019 - 59
Supermarket Perimeter - September 2019 - Food Safety - COMBATING flu season
Supermarket Perimeter - September 2019 - 61
Supermarket Perimeter - September 2019 - 62
Supermarket Perimeter - September 2019 - 63
Supermarket Perimeter - September 2019 - Commissary Insider - September 2019
Supermarket Perimeter - September 2019 - 65
Supermarket Perimeter - September 2019 - 66
Supermarket Perimeter - September 2019 - 67
Supermarket Perimeter - September 2019 - PACKAGING - TAMPER EVIDENCE STILL KEY
Supermarket Perimeter - September 2019 - 69
Supermarket Perimeter - September 2019 - PRODUCT SPOTLIGHT - SOUPS
Supermarket Perimeter - September 2019 - 71
Supermarket Perimeter - September 2019 - Product Showcase
Supermarket Perimeter - September 2019 - Advertisers
Supermarket Perimeter - September 2019 - Fresh Takes
Supermarket Perimeter - September 2019 - 75
Supermarket Perimeter - September 2019 - 76
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