Supermarket Perimeter - February 2024 - 19

t
to provide shoppers with enhanced
transparency, added nutrition and
health information and meal ideas
and solutions while supporting the
shopper's evolving value matrix.
What are you most excited about
looking ahead to AMC 2024?
We're looking forward to the
presentation of the Power of
Meat 2024 report and our
continued partnership with the
North American Meat Institute.
The research will prompt new
conversations regarding labor,
markets, and technology with our
collective membership to enable
collaboration. We're also looking
forward to the programming planned
for the AMC, particularly with the
discussions around applications for
new technologies like generative
artificial intelligence, one of the
hottest topics right now across
all industries. Notably, I'll be
interested in hearing updates from
our members on how they're meeting
their sustainability and governance
commitments as consumers become
more attentive to not only price
and quality, but also aligning with
food products from companies that
share their values. Meat is having a
moment. The Power of Meat 2023
report underscored the central role
of meat in Americans' diets - and
in U.S. grocery stores. According
to that report, meat is the most
powerful of retail fresh departments,
with a whopping 98.3% household
penetration and $87.1 billion in sales.
Data also supports the notion that a
strong meat department reputation
drives traffic for the entire store.
The prominence of meat in everyday
meals and retail shopping carts
continues even during a time of sticky
inflation. Consumers may be trading
down or across cuts of meat, but, by
and large, have not cut it out.
Leveraging
the customer
journey
Midan Marketing on the right approach
to shopper and social media marketing
Omnichannel marketing strategies are evolving
to focus on shopper marketing. This approach
involves targeting shoppers throughout their
purchase journey, but particularly at the point
of purchase (either in-store or online) with
effective campaigns and promotions. Shopper
marketing used to be tactics that a brand would
work directly with a retailer to offer, but now
retailers like Instacart and apps like Ibotta offer
additional ways to message shoppers at the
point of purchase.
The takeaway?
" Reaching customers where they are is the
name of the game. And while digital advertising
is leading the charge, it's also important to keep
in mind that most consumers still shop in a
brick-and-mortar store. "
62%
of meat/poultry
shoppers look
1/3
consider animal
welfare, the
planet and social
responsibility.
supermarketperimeter.com
for products that
are better for
their health
40%
of meat shoppers
occasionally
feature production
claims, such as
organic, free
purchased meat
or poultry that
range, grass-fed
or locally raised.
(Source: FMI - The Food Industry Association)
A recent survey of grocery shoppers revealed
that 79% of consumers' most recent grocery
trip was in-store (versus 21% online). As always,
it requires a deep dive into your specific
customer base to determine who they are and
how they shop to land on just the right mix of
digital and in-person shopper marketing.
When it comes to social media, there's been a
lot of talk in recent years about the importance
of utilizing influencers to help promote your
brand or products.
Influencers come with a built-in audience with
whom they have already established trust.
Young consumers like those in Generation Z
are particularly averse to traditional advertising,
though, and don't want to feel like they're
being advertised to.
To reach these shoppers, influencers are having
to lean more into incorporating products into
their life instead of simply showcasing the
products. This is leading to a movement away
from " influencers " toward " creators. "
FEBRUARY 2024 - 19

https://midanmarketing.com/blog/top-takeaways-successful-omnichannel-campaigns-webinar/ https://midanmarketing.com/blog/top-takeaways-successful-omnichannel-campaigns-webinar/ https://midanmarketing.com/blog/tomorrows-meat-industry-generation-z/ https://midanmarketing.com/blog/tomorrows-meat-industry-generation-z/ https://midanmarketing.com/blog/tomorrows-meat-industry-generation-z/ https://midanmarketing.com/blog/tomorrows-meat-industry-generation-z/ http://www.supermarketperimeter.com

Supermarket Perimeter - February 2024

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