Supermarket Perimeter - April 2022 - 42

Meat & Poultry: Bacon
Initially, supply chain shortages in pork bacon resulted in a big jump
in beef bacon sales. However, as consumers tried the product, sales
have continued to grow and show no signs of slowing.
" Additionally, there are many consumers who do not eat pork and
trying to reduce their pork bacon intake and have chosen to substitute
with beef bacon, " Yupangco said. " In the beef bacon category, we
have our traditional real wood smoked cured beef bacon, which has
achieved 80% unit sales growth over the last 12 months. We also
introduced Angus Steak Angus Beef Bacon in January to broaden our
beef bacon portfolio and the consumer response has been astoundingly
successful. "
Godshall's has also broadened its product line with the introduction
of its Organic and Applewood No Antibiotics Ever products. The
company also finished a complete brand refresh, new website and
packaging with key claims to appeal to this key consumer group.
Impact of pandemic
During the pandemic, when stocking up was important to customers,
many companies saw an increase in bulk packs.
" They are looking for value in this space, and the bulk packs
especially make sense when cooking for a large gathering with family
and friends, " Rechner said. " Some consumers even portion it out so they
can cook smaller amounts at a time and always have bacon on hand
for later. "
In March of 2020, Total Breakfast Meat category sales were up as
much as 110% compared to the prior year according to IRI data, driven
by strong consumer demand and people buying multiple packages.
That strong demand continued throughout the remainder of 2020
and into 2021 with category sales consistently up 20-30% from the
year prior.
Marketing measures
It's not unusual to see stores place all the bacon items in a
refrigerated set together, but savvy grocers have found success by
mixing it up.
" We have seen success through bunker displays on raw bacon, as
well as endcap displays on fully cooked bacon, which doesn't require
refrigeration, " Rechner said. " Although bacon is typically on consumers'
grocery lists, these displays spark their interest when looking for a
special deal. Brands are also able to capture new buyers through
impulse purchases and potentially retain them if they have a good
experience. "
Since Godshall's angus steak bacon is a new product, the company
has invested heavily in in-store sampling, social media influencers,
targeted digital advertising and other on the channel marketing
campaigns.
" Our consumer research indicates that re-purchase intent is over
80%, " Yupangco said.
42 - APRIL 2022
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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
Supermarket Perimeter - April 2022 - 10
Supermarket Perimeter - April 2022 - 11
Supermarket Perimeter - April 2022 - 12
Supermarket Perimeter - April 2022 - 13
Supermarket Perimeter - April 2022 - 14
Supermarket Perimeter - April 2022 - 15
Supermarket Perimeter - April 2022 - 16
Supermarket Perimeter - April 2022 - 17
Supermarket Perimeter - April 2022 - 18
Supermarket Perimeter - April 2022 - 19
Supermarket Perimeter - April 2022 - 20
Supermarket Perimeter - April 2022 - 21
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