Supermarket Perimeter - March 2021 - rmt - 8

Consumer research

MEAT CONSUMER SEGMENTATION SHIFTS DURING COVID-19
21%
Aging
Traditionalists
30%
Convenience
Chasers

18%
Family-First
Food Lovers

39%
Convenience
Chasers

21
21
16
12
30
+
16
+3882018

21%
Family-First
Food Lovers

16%
Aging
Traditionalists

12%
Wellness
Divas

JANUARY 2019

Plant-based meat
alternatives are becoming
an increasingly important
part of many traditional
suppliers' product rosters.

8

retail MEAT TRENDS

Meat_SP_0321.indb 8

research, initially released in 2019. We wanted to see
if the global health crisis affected the five meat and
chicken consumer segments we identified in the previous year. A nationally representative sample of the
meat-eating population was surveyed to determine if
the distribution of segments had changed.
We learned the defining characteristics of each segment remained unchanged, but the number of consumers in certain segments did change, creating opportunity for the meat industry to identify and respond to
the preferences of the meat-buying consumer.
Compared to the Segmentation 2.0 results from
early 2019, there was a significant shift in four of
the five consumer segments during the COVID-19
pandemic. The segment with the largest shift was
Convenience Chasers which increased by 9%. This is
the largest group of consumers and encompasses those
who are time-pressed, shop for convenience first and
are price-conscious.
As of October, 24% of meat consumers reported a
decrease in household income since the beginning of
the pandemic. Combined with the number of ways consumers have been stretched during this global health
crisis - remote working, providing teaching support,
etc. - it makes sense that this group is looking toward
convenience when preparing meat/poultry meals.
Other consumer segments that saw significant shifts
included Protein Progressives, Aging Traditionalists and
Wellness Divas. Another segment that increased was
the Protein Progressives. This group likes to experiment
and will increasingly replace meat and poultry with
plant-based proteins. Aging Traditionalists, that group

20%
Protein
Progressives

8%
Wellness
Divas

SEPTEMBER 2020

(Midan)

of consumers who keep meat at the center of their
plate, decreased by 5%. It's important to keep reminding this group of meat's awesome nutritional profile.
When we revisited the Segmentation survey, we also
asked consumers to indicate their level of agreement
with a variety of statements. Among the statements,
four increased by more than 10% and are highlights for
the industry.
Likely due to the amount of at-home cooking that
has taken place since the beginning of the pandemic,
the number of consumers who noted they love to cook
meat grew by 14%. That is great news for the industry. It seems that the number of YouTube videos, blogs
and social media posts consumers watched for how-to
instructions and recipe ideas showed them that meat
wasn't so difficult to cook. Another statement found
more favorable was that meat contains nutrients not
found in any other foods (11 point increase). So, now
they like to cook meat and they recognize it is packed
with key nutrients.
If you carry a branded meat product in the meat case,
consumers also agree that they look for a name-brand
meat and believe it's worth the extra spend (11 point
increase) and they recognize and look for meat that is
USDA certified (up 11 points).
As you develop your marketing plans for your 2021
meat program, there's a lot of good news to talk about
when it comes to the meat case. In order to be successful, you will need to understand who your target
consumer is and what their particular preferences and
needs are so you can keep them coming back.
Michael Uetz is principal of Midan Marketing.

ANDRIY BLOKHIN - STOCK.ADOBE.COM

16%
Protein
Progressives

supermarketperimeter.com

3/1/2021 12:46:55 PM

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