Supermarket Perimeter - March 2021 - rmt - 14

Innovation

Ideas
seared to
perfection
Three hot trends from an industry analytics leader
by Anne-Marie Roerink

14

retail MEAT TRENDS

Meat_SP_0321.indb 14

wallet a little further when reminded of the farmer up
the street or a reduced environmental impact.
And, what inspires current buyers may inspire a few
non-buyers as well! After all, while organic continues to
see distinct pockets of interest, local sees broad demographic interest.
BRINGING IT HOME
What I love about this?  The pandemic has uprooted
many long-standing traditions, during  everyday  and
seasonal times. All pandemic-affected holidays, from
Easter to Christmas, experienced smaller gatherings
and more at-home celebrations. Valentine's Day, St.
Patrick's Day, Super Bowl, Easter and many other primary and secondary holidays are around the corner.
Making at-home celebrations easy will help consumers
do something special instead of skipping the occasion.  
Some holidays, like Thanksgiving or Christmas,  are
already largely retail-based occasions. Others are massive eating out events. Take Valentine's Day or Mother's
Day , for instance. Valentine's Day is celebrated by 55%
of Americans and 34% take the occasion to have an evening out - spending a collective $4.3 billion, according
to the National Restaurant Association in their 2020
holiday research. Mother's Day is an even bigger eating
out holiday, in fact, the biggest restaurant day of the year
in ordinary times. But in many states, restaurants are still
closed altogether or limited to outdoor dining. In others,
restaurants are open with limited or full capacity but

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Demand for locally grown
foods continues to explode.
Retailers need to work
closely with their supplier
partners to tell the stories
that make local such a draw
for consumers.

GO LOCAL  
What I love about this? Local is hot and shoppers want
more. They buy local for very specific reasons and linking marketing messaging to shoppers' thought process
can help drive increased purchases and penetration for
a higher-margin item.
In the commodity meat business, differentiation can
be difficult. Yet, for brands and retailers alike, there is
an ever-present challenge: fending off growing competition. While having the right items at the right price
for customers is important, this addresses the rational
side of customer decision-making and neglects the
emotional connection that can be made with customers.  When I surveyed shoppers about why they buy
local meat specifically, keeping the dollar in the community, freshness and environmental impact emerged
as the top three reasons. Why not remind shoppers
about that when in-store?
Most stores sell local items, but not everyone tells a
good story in a way that is differentiating and emotionally compelling. Local heritage and roots are not just
the result of being located in the state, region or even
country, but often reflect its unique values. What binds
people together is that these values can invoke a sense
of pride as well as trust, whether tradition, hard work,
genuineness or animal welfare. Campaigns focused on
local taps into this pride and trust and gives customers a
reason to feel good about making their purchase beyond
feeding their families. Customers just may open their
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Supermarket Perimeter - March 2021

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