Supermarket Perimeter - February 2024 - 54

Meat & Poultry
CHICKEN
By Andy Nelson
DEMAND FOR FRESH CHICKEN SOLD IN GROCERY STORES IS
STEADY and looking more like pre-Covid demand, but inflation is still
very much on producers' and retailers' minds, industry experts say.
" We're experiencing more normalized seasonality shifts, " said David
Gadd, vice president of retail sales for Wayne-Sanderson Farms. " In
2024, we're optimistic that demand will remain strong, especially in our
core markets. And we feel well positioned to meet that demand. "
Sustainable (non-polystyrene) packaging will be a major focus for
Wayne-Sanderson this year, Gadd said. The company is constantly
researching and testing alternative options for fresh tray pack chicken
and is optimistic about rolling out new options for interested retail
partners soon.
The merger of Wayne Farms and Sanderson Farms has given the
combined company more capability to introduce other new products,
Gadd said.
Also in the pipeline are NAE fresh tray pack chicken products, which
should be available soon. Products with vegetable-fed and other cleanlabel
claims are also on the horizon.
" They're options we're putting on the table for our retail partners to
respond to the customer demand in those areas, " Gadd said.
Wayne-Sanderson is also developing fully cooked options for the
frozen foods section, such as wings and breaded white meat products.
" As we continue to expand our offerings in the retail segment, we
believe the addition of these products provides our retail partners more
offerings for their shoppers who continue to expect more offerings
across the meat case. "
54 - FEBRUARY 2024
Inflation's long shadow
A few decades ago, another period in our nation's history when food
inflation was also a hot issue, the US government rolled out a " whip
inflation now " (WIN) program.
Chicken marketers were among the many throughout the food
industry who wore WIN buttons to show their support for the campaign,
said Tom Super, spokesperson for the National Chicken Council.
Whether or not it's time to bust out those buttons again, food
inflation continues to be a challenge for many, if not most, grocery
shoppers, Super said.
Despite that, consumers are actively seeking more convenient
foods that often are a bit more costly than products used for scratch
preparation and cooking.
For instance, price promotions for favorite meat department foods
like boneless/skinless chicken breasts are " likely to be an inefficient
strategy to boost meat department sales, " according to Circana.
Such measures " don't take into account consumer wants and
needs beyond finding a good price. " Instead, retailers should think of
pushing affordable fresh ready-to-heat chicken products that combine
convenience and value.
Convenience yes, good
nutrition yes, affordable please. "
Tom Super, National Chicken Council
supermarketperimeter.com
Wayne-Sanderson Farms, Perdue
http://www.supermarketperimeter.com
Supermarket Perimeter - February 2024

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