Supermarket Perimeter - September 2019 - 52

Meat & Poultry: Juggling claims

THE FIVE CONSUMER SEGMENTS
To capture the newest findings, Midan Marketing built five
consumer segments around attitudes and mindsets of the
consumers profiled. These segments possess similar preferences
and drivers.
Three of the five segments - Protein Progressives, Family-First
Food Lovers and Wellness Divas - say they look for products
with specific health claims but do not always purchase products with those claims. Understanding the disconnect between
intent and purchase can make it easier for retailers to create
segment-specific messaging to drive sales of protein and protein-alternatives for meals, snacks and entertaining.

"Not surprisingly, our Meat Consumer Segmentation 2.0 study
shows that a whopping 39% of meat-eating consumers are
swayed by price, whether it's comparing prices of various products in the meat case, special promotions in the store or store
website/app deals on particular meat products," says Rick Lowe,
senior market research manager at Midan Marketing. "However,
it's important to note that our research also shows 21% of
meat-eating consumers are swayed by seeing a specific meat
product featured in the weekly store flyer and 18% of meat-eating consumers are influenced by in-store product displays."

Aging Traditionalists
Family-First Food Lovers
Tied with Family-First Food Lovers, Aging Traditionalists are your
Food enjoyed in the company of good friends and family is a core
hard-core meat eaters. Unimpressed with claims of grass-fed, no
element for Family-First Food Lovers. Simplicity rings true
antibiotics ever and no hormones, Aging Traditionalists eat
with these individuals who largely prefer grass-fed
meat because it tastes good. Further impress this
meat to grain-fed alternatives. Midan Marketing's
group with reminders that their protein of choice
research found those who choose grass-fed
is also a smart nutritional pick, but don't expect
often consume meat and poultry at most
this group to sample or purchase any kind of
Family-First
Aging
meals. The grass-fed claim translates into
protein alternative.
Food Lovers
Traditionalists
quality, taste, animal welfare and per21%
21%
sonal health. Look for ways to include
the nourishing nutritional benefits of
Convenience Chasers
protein in the nurturing experience of
The largest consumer segment
eating together with friends and family.
in Midan Marketing's Meat
Protein
Consumer Segmentation 2.0
Progressives
Report is Convenience Chasers.
Convenience
16%
Protein Progressives
This group seeks out coupons and
Chasers
This segment remains open to eating a
promotional items when buying
30%
Wellness
variety of protein options. When Protein
protein. Products purchased by this
Divas
Progressives do purchase traditional proteins,
group are generally easy to consume
12%
they look for products with All-Natural Meat
on-the-go or quick to cook. Health
claims. Because of the many plant-based
claims hold little appeal for this group.
protein definitions, Protein Progressives can
benefit from education and additional market- Wellness Divas
ing around new plant- and cell-based protein
While protein is not a primary dietary focus
alternatives. Because Progressives enjoy all
of the Wellness Diva diet, this segment will
forms of meat, this is a target segment for
supplement meals with chicken and plantintroducing and trying new proteins.
based proteins. Divas are a prime target
for protein products possessing excellent
health and wellness profiles. As a rule, Midan
Marketing found plant-based meat alternative eaters disproportionally opt to eat
vegetable plant-based proteins and seafood.

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52 - SEPTEMBER 2019

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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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