Supermarket Perimeter - June 2022 - 41

" Earth Day and International Farmers Day are two examples of
" We often encourage our clients to complement their brick-andholidays,
not traditionally celebrated at grocery, where we partner with
grocers to create unique programs that drive growth for both teams, "
Hinson said. " Additionally, we take a data and insights focused approach
to our POS and packaging in order to ensure we are differentiated at
shelf and keeping up with shifting consumer trends. "
Hormel Foods' communications and promotions focus on helping
the shopper plan for weeknight meals they can look forward to serving.
It's highly recommended that retailers create a seamless shopping
experience, in-store and online.
" Offering preparation suggestions, recipe inspiration and detailed
product information differentiates the retailer and helps busy
consumers, " Worpel said. " Value-added products offer convenience and
variety and can help inspire repeat purchases. "
Tyson Foods supports its retail partners by equipping them with datadriven
consumer insights, strategic omnichannel marketing solutions
and unparalleled ecommerce support.
Packaging is critical and has become even more so in recent years.
" Ground beef represents more than a third of online meat sales, so
packaging like brick pack and chub ensure for a convenient, no-mess
experience, " Worpel said. " Vacuum and roll stock packaging ensure freshness
and convenient portions to cook immediately or easily store in the freezer. "
Hennen said that the majority of value-added meat consumers are more
likely to purchase online, so this creates many marketing opportunities.
mortar stores with e-commerce capabilities, as value-added meat
shoppers tend to be loyal online customers and have higher basket
rings, " she said. " The online shopping space creates even more
opportunities to tell a brand's story than in the retail meat case, a
valuable tool for consumers interested in transparency. "
Still, the type of marketing that is effective for value-added
meats depends on which demographic is seeking the product. For
instance, consumers seeking its convenience are often less driven
by label claims, but coupons and cross-merchandising in-store
can be valuable marketing tools to use with these shoppers.
Meanwhile, consumers seeking value-added meats /flavor align
more with the consumer segment of " protein progressives " and can
be greatly influenced by label claims, along with online cooking
demonstrations.
Hennen noted value-added meats are sought after because of the old
saying, " Less is more. "
" Less waste, prep ingredients, knowledge, etc. " she said. " This all
equals more value to the consumer, and they're willing to pay more
for those benefits. Consumers have come to love the flavor and family
time associated with cooking at home, but they need convenience to
accommodate their busy schedules. Retailers able to ease the burden of
meal planning through meal kits and prepared entrees will capture the
value-added meat consumer. "
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Supermarket Perimeter - June 2022

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