Supermarket Perimeter - March 2021 - rmt - 6

Consumer research

On trend

Understanding consumer attitudes and shopping habits to help bolster meat case activity

W

e've all heard and likely even used the phrase,
" 2020 will be a year like no other. " While most
did not shed a tear to see the year pass, the mark 2020
made on the meat industry and the meat buying consumer will have a long-term impact.
As the COVID-19 pandemic changed the way consumers were purchasing food, Midan Marketing surveyed meat consumers to get a better understanding of
what was on their minds when making protein decisions.
One of the most significant changes we identified
in our meat consumer research was the rise of e-commerce. According to data from IRI, grocery e-commerce dollar sales grew by 53% between October 2019
and October 2020. When looking solely at the refrigerated meats section, that number nearly doubles with
94% dollar sales growth from 2019.
This increase also was reflected in our September

6

retail MEAT TRENDS

Meat_SP_0321.indb 6

research where we found that 53% of meat consumers
purchased meat or chicken online during the pandemic.
For about a quarter of these consumers, shopping
for meat online was something they had never done.
One-third of meat consumers say online shopping will
be their primary method for purchasing meat in the
future. As a result of this change, branding, packaging
and online interfaces are areas retailers and processors
will need to focus on to make the meat case adaptable
to grocery pickup and delivery.
Other major shifts in consumer behavior came in the
form of freezing meat, experimental cooking and even
trying new cuts. Early in the pandemic, consumers were
seeing headlines of meat plant closures and experiencing empty shelves at meat cases around the country.
This caused a sense of panic and a behavioral change
that may outlast the pandemic itself.

MCLITTLESTOCK - STOCK.ADOBE.COM

by Michael Uetz

supermarketperimeter.com

3/1/2021 12:46:50 PM


http://www.supermarketperimeter.com

Supermarket Perimeter - March 2021

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