Supermarket Perimeter - December 2020 - 15

While some trends assume consumers
are shifting to eating less beef, when
they do eat beef, they are willing to
pay more for the best quality beef. "
Nicole Schumacher, Pre Brands

The health and wellness trend in premium products is another one
of those trends that was starting to form pre-COVID, Balanko said, and
it has quickly accelerated since the pandemic began. There was a time
when better-for-you foods and beverages weren't considered premium
because healthier foods were not considered to have better texture
or taste. Now as consumers use attributes like natural and ethically
sourced ingredients to deﬁne better-for-you products, those food and
beverage items easily ﬁt in with premium and specialty foods.
Better-for-you plant-based products have been shining amid
COVID-19, noted Mintel's Bartelme.
" Consumers really value freshness, which is something that leads to
their perception across categories, " she said. " That's a real advantage
products that are already in the fresh perimeter have going for them in
the ﬁrst place and we're also seeing more interest in plant-based eating
as a result of COVID as people prioritize the healthfulness aspect as well
as that of comfort. "

Premium shining across fresh categories
With cooking-at-home and healthy-for-you attributes leading consumer
choices of premium products, there's plenty of room for multiple fresh
departments to shine.
Data from New York-based Nielsen released in October suggested
that premium and specialty items in the produce department have
had the most success since the start of the pandemic. In the 33 weeks
leading up to Oct. 27, specialty vegetables saw an 18.6% increase yearover-year and fruits saw a 9.5% increase.
On the bakery side, Gilroy, Calif.-based artisan bread company Atoria's
Family Bakery has seen an increased demand for the company's high-end
ﬂatbreads since April, and that heightened demand has yet to go away.
" Consumers have a back-to-basics mindset, focusing on simple
ingredients and fewer processed foods when it comes to premium or
specialty products in the deli bakery and across the entire store, " said
Beth Gordon, online marketing director of Atoria's. " They read nutrition
labels, ingredient lists and brand stories to inform their purchase
decisions. "
The company just released a vegan Cauliﬂower and Coconut Mini
Lavash that is low-carb and keto-friendly with only 60 calories and
3 grams of carbs per serving, and made with eight pronounceable
ingredients. The lavash can be used for making wraps, pinwheels,
ﬂatbread pizzas, paninis, or served with dips and chips for at-home
eating occasions. The new product was speciﬁcally created to provide a

lower-calorie, lower-carb option for a targeted group of health-focused
shoppers looking to properly fuel their bodies and satisfy hunger.
Meanwhile, Chicago-based premium meat producer Pre Brands
has also noticed an increase of consumers who are educated about
the food they put in their bodies. Label claims-based sales have been
skyrocketing in the meat department with gains in organic, antibioticfree and grass-fed claims. According to the Power of Meat Mid-year
report, 58% of shoppers have bought claims-based meat since March.
" While some trends assume consumers are shifting to eating less
beef, when they do eat beef, they are willing to pay more for the best
quality beef, " said Nicole Schumacher, chief marketing officer for Pre.
" Whether the consumer's shift is due to worries about high fat and
cholesterol or emerging concerns and lack of trust with how cattle are
raised on large factory-style ranches, using hormones, antibiotics, and
genetically modiﬁed crop feed, Pre provides them the conﬁdence and
consistency consumers are seeking. "
In the third quarter of this year, Pre saw a 118% year-over-year growth
in the company's steak segment attributed to customers seeking
restaurant alternatives to cook nice meals from home. For the holidays,
the company is introducing 100% Grass-fed and Finished Frenched Rack
of Lamb.
" With smaller celebrations and preparing more meals at home,
consumers are yearning for something new. They are also willing to
step out of their comfort zone and try new recipes, " said Schumacher.
" We've helped by providing some menu options and recipes to make
the holidays extra special. "

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DECEMBER 2020 - 15

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Supermarket Perimeter - December 2020

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