Supermarket Perimeter - June 2022 - 33

Despite inflation concerns, beef can remain in the center of
consumers' plates with the right beef offerings, but today's
shoppers are seeking value, and they want variety.
" Consumers are taking many steps to mitigate the effects of
inflation on their grocery budgets, including trading down on their
beef purchases, " he said. " We know, though, that in uncertain times,
consumers reach for products that deliver value and consistency. "
Still, retail customers are reporting consumers trading up at the
meat case when they are entertaining as well as when it saves money
compared to dining out, so it's important the retailer understand that
if they have a customer base that will be looking to trade up for a
premium product, they have that product on hand.
Tyson Foods, headquartered in Springdale, Ark., has expanded its
value-added beef offerings quite a bit over the last two years to alleviate
price concerns for those looking for beef.
Kent Harrison, vice president, fresh meats marketing and premium
Keeping ground
With more and more entries into the meat department in recent years,
with the rise of organic offerings, value-added products and non-meat
substitutes, beef often is one of the categories losing space.
" To ensure beef maintains its shelf space in the years to come, the
beef industry must provide both top-quality product and dependable
retail relationships, " said Mike Drury, president of Greater Omaha
Packing Company, based in Omaha, Ne.
" We work daily to do both. Our Angus and Hereford cattle are
sourced within a 200-mile radius of our Omaha production facility,
helping us provide consistently high-quality beef. We then ensure that
the product and support materials get to retail shelves through our
dependable sales team. "
Wasser noted that a quality product with strong consumer demand
will earn its shelf space.
" As we continue to communicate the taste, value and nutrition of
beef, we can keep meat at the center of the table, " she said.
Inflation matters
Jim Rogers, senior vice president of sales at Creekstone Farms, Arkansas
City, Kan., noted that in 2022, the consumer has a lot on their mind
when shopping for beef, including inflation and finding a product that
meets their health and quality standards.
" For example, our Creekstone Farms Natural Black Angus brand delivers
for consumers seeking premium beef with no antibiotics or added
hormones, " he said. " Our brand offerings provide retailers the chance to
deliver high-quality beef options for today's claims-based shopper. "
Right now, Rogers sees two conflicting issues when selecting beef
products-inflation and premiumization. According to the U.S. Bureau
of Labor Statistics, inflation at the meat case is currently over 13%, the
highest it has been in recent history.
programs for Tyson, noted case ready products offer countless benefits
to both retailers and consumers.
" For the retailer, exact weight products can reduce backroom labor
costs, " he said. " The compact design is easy to merchandise, and
vacuum-sealed, leakproof packaging extends shelf life, may reduce
shrink and leaves the meat case cleaner. Shoppers appreciate the
variety and freshness that case-ready products have to offer. Also,
exact-weight packaging is easy to add to shoppers' carts, whether they
are in-store or online. "
Improving sales
Despite inflation concerns, beef can remain in the center of consumers'
plates with the right beef offerings, but today's shoppers are seeking
value, and they want variety.
" Trimming beef well, offering multiple grades of beef, and
maintaining a reliable supply of ground beef can help retailers keep beef
at the top of consumers' grocery lists, " Drury said. " Even with inflation,
consumers often find it less expensive to cook a high-quality steak at
home. But being a confident cook doesn't mean these consumers don't
appreciate shortcuts. Convenience products like a well-trimmed steak
or ready-made premium burgers set shoppers up perfectly for their next
barbecue, dinner party or Thursday night. "
And don't forget about the health benefits of beef. Today's
information-hungry shoppers want to know where their food comes
from and how their choices impact their overall health. According to
the 2021 Power of Meat study, 83% of consumers are looking for at least
one " better for " claim when buying meat or poultry.
Most often they were seeking out " better for me/my family, " but
" better for the planet " and " better for the animal " were also top
responses.
" Consumers are embracing overall wellness and foods that fuel their
well-being and there is room for brands and retailers alike to tap into
these more contemporary indicators of health, " Harrison said.
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JUNE 2022 - 33
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Supermarket Perimeter - June 2022

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