Supermarket Perimeter - June 2022 - 39

compared to 37% in 2016. When asked their
reason for purchasing value added meat
products, the top replies from shoppers were
time savings (28%), better taste or flavor (22%)
and simply for something different (20%).
Value added meat protein was in extremely
VALUEADDED
JUMPS!
high
demand during the pandemic.
" In the years leading up to the pandemic,
consumers we surveyed began to view case
ready offerings as equal or better quality than
full-service products, " Worpel said. " Then, the
pandemic fast-tracked grocery ecommerce
adoption by several years. We're seeing that
a lot of shoppers who moved online plan
to stay there, even as pandemic restrictions
loosen. Further, as consumers continue to
prepare more meals at home, convenience
and variety are of increased importance, so
they are experimenting with seasoned and
marinated products for variety, or cubed/
diced meats to save time. "
Annie Hennen, senior account executive
for Chicago-based Midan Marketing, noted
that with reduced foodservice options during
the pandemic, retail convenience items
had a chance to shine in the value-added
meat space.
" Now, after two years of cooking at home,
adventurous eaters are looking for bold,
authentic foods that are also simple and do
not require complex pantry items or a full
day of cooking, " she said. " Value-added meat
delivers a time-saving solution that delivers
on flavor and eating experience. Value added
meat offers the ability to align with a variety
of dietary habits and even personal values. "
Consumers are also depending on
convenient meal solutions and meal prep
inspiration as they are not only accepting of
inspiration from retailers, they depend on it
as they continue to cook more meals at home
while battling cooking fatigue.
Lisa Selk, vice president of marketing, meat
products at Hormel Foods, based in Austin,
Minn., noted the value-added meats category
has seen significant growth over the last
few years as more meals are being sourced
from home, and new shoppers have joined
the category to continue that growth into
the future.
" During the last couple of years, many
people rediscovered the joys of cooking and
enjoyed their time in the kitchen recreating
their favorite comfort dishes, " she said. " The
4.7%
increase in dollar sales growth
representing more than
$5 billion
in 2021.
+
Two-thirds of meat
shoppers surveyed said
that they " frequently " or
compared to 37% in 2016.
" sometimes " purchased
value-added products,
REASONS FOR
PURCHASING
VALUE ADDED
MEAT PRODUCTS
t28%ime savings
22%
better taste or flavor
New!
20%
something different
Source: 2022 Power of Meat report.
supermarketperimeter.com
Improving product offerings
As retailers consider the possibility of valueadded
meats, Hennen noted it's important
to remember to have a broad offering
throughout the store, as seasoned, readyto-cook
cuts that are ready for the grill will
be popular in the summer months, creating
many valuable opportunities for retailers to
cross merchandise.
Hormel Foods is focused on innovating
in the value-added meat space with high
quality, convenient meal solutions and
providing recipes that inspire creativity to
those who are looking for fresh meal ideas.
Products like its Hormel Square
Table entrees and Lloyd's Barbeque brand
partnership with two-time world barbeque
sauce champion Pig Beach Mustard BBQ
Sauce are just some of the options it offers
for shoppers that meet their need for great
tasting, restaurant quality products that are
convenient and easy to make.
For Tyson Foods, value-added captures
a lot of different products. This includes
everything from case ready to further
processed and even labeling and packaging.
" To that end, we've invested in some
key areas to support our customers in this
area, " Worpel said. " For starters, last year we
JUNE 2022 - 39
use of value-added meats became part of
that rediscovery. One of the fastest growth
segments in the category are heat-and-eat
meat entrees which gives the preparer a jump
start on the main component of a dish. "
Another benefit value-added meats bring is
the ability to have a quick, satisfying meal on
hand in the refrigerator for those busy nights.
Ed Hinson, chief sales officer for Farmer
Focus, based in Harrisonburg, Va., noted
consumers seem to be cutting back on
restaurant spend to fight inflation, as trading
off a restaurant meal for a restaurant inspired
pre-seasoned item at grocery is often viewed
as a cost saving by consumers.
" There is huge potential for innovation and
category expansion in this space-especially
in more culinary inspired and clean preseasoned
products, " he said. " Retailers are
excited about and willing to make space for
value-added products because they bring
excitement to their stores and/or websites
and they are a reason for their shoppers to
shop there. "
Supermarket Perimeter - June 2022

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