Supermarket Perimeter - April 2022 - 36

Meat & Poultry
Organic
BY KEITH LORIA
ORGANIC MEAT IS BOOMING. In the past year, organic meat sales
have grown 37% versus two years ago, outpacing the meat department,
which grew 20%, according to Nielsen data.
Although organic food is the largest growing sector of the food
industry, it still only accounts for 5% of the total dollars spent on food
annually.
In NCS's 2021 brand awareness survey, consumers report looking
to retailers, second only to farmers, for trusted information. That
means retailers have a responsibility to educate their shoppers about
the values and benefits of eating organic, and to make these products
available to consumers who value their health, animal welfare, and
sustainability.
When it comes to organic meat, interest has been rising annually.
Jenny Burns, senior director of innovation and brand equity for
Applegate, Bridgewater Township, N.J., noted that when it comes
36 - APRIL 2022
to the meat shelves at the supermarket, the industry has long seen
brands and retailers developing organic versions of the top selling
conventional items.
" This is a popular strategy as it offers consumers more choice and
retains the high-value shoppers looking for elevated standards, " she
said. " More recently, however, we've seen a trend towards more unique
or innovative items launched exclusively as organic. This is exciting
because it signals that organic is a compelling and motivating selling
point for them even if they are not familiar with the product or already
purchasing it. "
" We've certainly seen this reflected back to us from our consumers
shopping the meat aisles, " Burns said. " People tend to scrutinize
the labels of their grocery items after major life events such as the
birth of a child or a health setback. The organic label serves as their
shorthand for the spectrum of benefits impacting them personally
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Supermarket Perimeter - April 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2022

Supermarket Perimeter - April 2022 - Intro
Supermarket Perimeter - April 2022 - BNJ-1
Supermarket Perimeter - April 2022 - BNJ-2
Supermarket Perimeter - April 2022 - 1
Supermarket Perimeter - April 2022 - 2
Supermarket Perimeter - April 2022 - 3
Supermarket Perimeter - April 2022 - 4
Supermarket Perimeter - April 2022 - 5
Supermarket Perimeter - April 2022 - 6
Supermarket Perimeter - April 2022 - 7
Supermarket Perimeter - April 2022 - 8
Supermarket Perimeter - April 2022 - 9
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Supermarket Perimeter - April 2022 - 14
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Supermarket Perimeter - April 2022 - 19
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