Supermarket Perimeter - April 2021 - 37

WHITESTORM, ARTOBARTO - STOCK.ADOBE.COM

THE ANNUAL MEAT CONFERENCE, a co-production of the North
American Meat Institute and FMI - The Food Industry Association, was
held virtually this year, March 22-25.
While it's impossible to replicate the in-person experience
- particularly in an industry that's so dominated by personal
connections, many lasting decades - AMC '21 managed to pack
plenty of educational programming and other content into a digital
format, and also give companies an online showcase for their
products and services.
As always, the highlight of the show was the unveiling of the annual
Power of Meat report, presented by Anne-Marie Roerink, president of
San Antonio-based 210 Analytics.
Roerink's overarching message, one echoed throughout the
show's four days, was that one silver lining of COVID has been the
extraordinary performance of the retail meat category.
" When the going gets tough, the tough eat meat, " Roerink said.
Well into 2021, the pattern established at the beginning of the
pandemic has continued: consumers are stocking up on meat. As
Roerink put it, meat has strengthened its " top dog status " in the
perimeter. It was already the top seller before COVID, and the pandemic
also widened its lead, accounting for 35.8% of total perimeter sales
for 2020.
Meat dollar sales rose 19% and total pounds sold was up 11%. And
beef was not only the top seller, it grew at the fastest rate.
" You don't often see that happening, " Roerink said. " It's often the
small guys who have the highest percentage gain. "
In 2020, Roerink added, consumer trips to the meat department
notched gains in all three key areas analysts look at: volume bought,
money spent and frequency of purchase. While total trips to the grocery
store were down, trips to the meat department were up.
There's likely no chance of 2021 repeating the incredible category
performance of 2020, but retailers and their supplier partners should
still expect a very strong year, Roerink said. One key: working
together across the supply chain to sell " solutions, not just meat, "
she said.
Retailers and their supplier partners must also ramp up their efforts
on cross merchandising, meal ideation and marketing if they want to
get " anywhere close to 2020 levels, " Roerink said.
Eating meat is still the norm, according to the 2021 Power of Meat.
More than seven in ten Americans eat meat most days. But that number
has come down in the past two years, and the number of flexitarians is
increasing dramatically, Roerink said.
Thirty-four percent of Americans are trying to eat less meat,
especially red meat, mainly for health concerns but also because they're
concerned about animal and planet welfare. That doesn't have to be
bad news for retail meat departments, however, Roerink said. Take, for
instance, blends and other protein solutions that combine animal and
plant-based proteins.
" Blends can go a fairly long way to keeping meat on the plate, " she
said. " Meat and plant-based are not mutually exclusive. There's a lot of
overlap. Plant-based may draw people to the meat department who
may not otherwise have gone there. "
More than three out of four consumers, in fact, believe meat belongs
in a healthy diet, she added.

"

More than three out of four
consumers, in fact, believe
meat belongs in a healthy diet. "
Anne-Marie Roerink
More takeaways from the 2021 Power of Meat:
*	 Variety is " really, really important, " Roerink said. People who bought
more varieties of products in their grocery meat departments also
bought more, period. In 2020, the average basket had a 15% increase
in the variety of meat cuts. " When comes down to it, we're all looking
for new varieties. In the past, a lot of people relied on restaurants
for that. "
*	 Online fresh meat purchases surged in 2020. Twenty-nine percent
of consumers have now bought meat online. There was also huge
growth in the use of digital versions of the store circular, Roerink
said, and huge opportunities for retailers who put marketing dollars
behind meat promotions online, e.g. BOGOs and meal bundles with
non-protein foods.
*	 Case-ready continues to gain ground. In the past 13 years, there's
been a 17% increase in the number of consumers who believe the
quality of case-ready is better, and a 20% decline in those who say it's
not as good as meat packed by a butcher instore.
*	 New ways of cooking. Sixty-two percent of American households
now own an air fryer, and 60% have an Instant Pot. Retailers and
suppliers that adjust their offerings to adapt to the changing ways
people cook will see big dividends.

supermarketperimeter.com

62%

of households now
own an air fryer

April 2021- 37


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Supermarket Perimeter - April 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2021

Supermarket Perimeter - April 2021 - 1
Supermarket Perimeter - April 2021 - 1
Supermarket Perimeter - April 2021 - 2
Supermarket Perimeter - April 2021 - 3
Supermarket Perimeter - April 2021 - 4
Supermarket Perimeter - April 2021 - 5
Supermarket Perimeter - April 2021 - 6
Supermarket Perimeter - April 2021 - 7
Supermarket Perimeter - April 2021 - 8
Supermarket Perimeter - April 2021 - 9
Supermarket Perimeter - April 2021 - 10
Supermarket Perimeter - April 2021 - 11
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Supermarket Perimeter - April 2021 - 13
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Supermarket Perimeter - April 2021 - 20
Supermarket Perimeter - April 2021 - 21
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