Supermarket Perimeter - December 2023 - 34

Meat & Poultry
CLAIMS-BASED
MORE THAN 67% OF CONSUMERS make an effort
to choose nutritious foods, do their part for the
environment, buy from companies with good animal
welfare standards, or care about social environmental
responsibility, according to the Food Industry
Association's 2023 Power of Meat report.
So, it's no surprise that claims-based meat is
more popular than ever. In fact, the percentage of
consumers who say they frequently purchase claimsbased
meat has increased consistently since 2015.
" We're continuing to see a strong demand, " said Jim
Rogers, senior vice president of sales at Creekstone
Farms. " Today's shoppers are well aware of product
attributes and seek them out, whether it's production
claims such as all-natural, breed-specific such as
Angus, or a quality claim like USDA Prime. We find this
to be especially true with beef shoppers. "
Midan Marketing's most recent Beef Attributes study
found that nearly 90% of consumers purchase at least
some beef with production claims or premium attributes.
34 - DECEMBER 2023
Claims-based
meat's share
of total fresh
meat sales
has increased
1% since prepandemic
sales.
Today,
claimsbased
meat
represents
12.7% of total
meat case
volume sales.
Power of Meat 2023
supermarketperimeter.com
By Keith Loria
Danielle Marta, director of marketing and product
management for Thomas Foods International USA,
noted there has been a rising interest in claimsbased
meats, as Australian beef continues to grow in
popularity with US consumers, with grass-fed exports
to the USA in September doubling year-over-year.
" The combination of grass-fed and organic
attributes has some powerful synergies for beef,
showing double-digit growth in dollars and units yearover-year,
according to some internal data prepared
for us by SPINS, " she said. " For lamb, we're seeing
strong demand for products that are pasture-raised
and grass-fed. Overall, consumers are seeking a full
suite of positive claims from nutritional benefits, to
raising standards, to environmental impact, as well as
country of origin. "
Dana Ehrlich, CEO and founder of Verde Farms,
noted grass-fed and organic trends are stronger than
conventional, and when more than one better-for-you
attribute is present, sales are growing even faster.
Creekstone Farms

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Supermarket Perimeter - December 2023

Table of Contents for the Digital Edition of Supermarket Perimeter - December 2023

Supermarket Perimeter - December 2023 - Intro
Supermarket Perimeter - December 2023 - 1
Supermarket Perimeter - December 2023 - 2
Supermarket Perimeter - December 2023 - 3
Supermarket Perimeter - December 2023 - 4
Supermarket Perimeter - December 2023 - 5
Supermarket Perimeter - December 2023 - 6
Supermarket Perimeter - December 2023 - 7
Supermarket Perimeter - December 2023 - 8
Supermarket Perimeter - December 2023 - 9
Supermarket Perimeter - December 2023 - 10
Supermarket Perimeter - December 2023 - 11
Supermarket Perimeter - December 2023 - 12
Supermarket Perimeter - December 2023 - 13
Supermarket Perimeter - December 2023 - 14
Supermarket Perimeter - December 2023 - 15
Supermarket Perimeter - December 2023 - 16
Supermarket Perimeter - December 2023 - 17
Supermarket Perimeter - December 2023 - 18
Supermarket Perimeter - December 2023 - 19
Supermarket Perimeter - December 2023 - 20
Supermarket Perimeter - December 2023 - 21
Supermarket Perimeter - December 2023 - 22
Supermarket Perimeter - December 2023 - 23
Supermarket Perimeter - December 2023 - 24
Supermarket Perimeter - December 2023 - 25
Supermarket Perimeter - December 2023 - 26
Supermarket Perimeter - December 2023 - 27
Supermarket Perimeter - December 2023 - 28
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Supermarket Perimeter - December 2023 - 31
Supermarket Perimeter - December 2023 - 32
Supermarket Perimeter - December 2023 - 33
Supermarket Perimeter - December 2023 - 34
Supermarket Perimeter - December 2023 - 35
Supermarket Perimeter - December 2023 - 36
Supermarket Perimeter - December 2023 - 37
Supermarket Perimeter - December 2023 - 38
Supermarket Perimeter - December 2023 - 39
Supermarket Perimeter - December 2023 - 40
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