Supermarket Perimeter - December 2023 - 39

claims-based meats. " Kirstyn Lipson, director of marketing for Verde
Farms, noted that unlike its other adjacent categories like dairy and eggs,
the meat category is often a confusing shelf set for consumers to shop
without a lot of at-shelf signage to help them navigate good/better/best
options.
" While research shows that 45% of shoppers say a verification seal would
make them more likely to buy a product, there is also an opportunity
for brands and retailers alike to help educate shoppers on what those
verifications mean and which ones are right for them, " she said.
" A few key strategies retailers can implement to help increase sales
for claims-based meats include helping educate consumers about the
benefits of all BFY claims through in-store signage and encourage brands
to offer QR codes on their packaging to explain more benefits of the claims
they offer. "
Ehrlich also suggests stores run cross-category deals (such as organic
steak and eggs combo) to help attract new customers who may be
shopping BFY in other categories but haven't yet made the transition to
BFY meats.
" BFY shoppers are interested in these attributes across categories,
not just in dairy and eggs, " Ehrlich said. " Leverage at-shelf signage
that groups brands/products by similar attributes or attribute stacks.
Providing consumers with a good/better/best framework makes
shopping the shelf-set less intimidating and is a structure they're
familiar with from other categories. " Consumers are looking to feed
their families high-quality protein that aligns with their personal values.
So, companies see an opportunity for retailers to prominently display
products with attributes that meet their needs.
" Highlighting nutritional information such as protein content, or
production claims such as all-natural or grass-fed, can capture these
shoppers' interest, " Marta said.
For example, Thomas Foods International USA recently launched new
packaging that prominently displays its all-natural claims and Pasture
Raised on lamb products, and Organic and Grass Fed & Grass Finished
on beef products.
" It also features a QR code to help busy consumers with recipe
inspiration, solving the meal planning mental load and making the
purchase an easy decision, " Marta said. " This carries benefits for the
retailer as well, as fresh meat purchases tend to result in an overall
increased basket ring. "
Meat is the cornerstone to most people's meals. As such, it's personal
for many consumers - not only do they want something that is better
for them, better for the animals, and better for the planet, but they also
want something that brings them joy, especially coming out of these
past heavy few years.
" There may be a blip in what people are prioritizing, " Salguero said.
" But people are feeling guilty about the meat they are eating, which is
only going to continue, and they are finding ways to feel better about
their purchases. "
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Dragon Fruit
DECEMBER 2023 - 39

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Supermarket Perimeter - December 2023

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