Supermarket Perimeter - March 2022 - 39

Meat
OVER THE PAST TWO YEARS, the pandemic has required that people
stay home more than ever, and that meant consumers cooking a lot
more of their own meals. Not surprisingly, many turned to grilling,
especially during the typical summer grilling season, and interest in the
meats being used rose substantially.
According to data from Nielsen, last year saw strong demand for
barbecue-related cuts of meat, and there's little reason to expect this
trend to slow. Retail sales of cuts like ribs, shoulders and briskets rose
26% from year-over-year levels, compared to the overall fresh meats
category, which rose 11%.
Another recent study from The Hartman Group revealed that grilling/
barbecuing was one of the most improved or acquired cooking skills
during the pandemic.
" Grilling is seeing a continued interest with consumers, " said Damita
Crouse, consumer insights manager at Hormel Foods, Austin, Minn.
" Grills themselves are also changing with the emergence of indoor
grills. They made it easier for consumers to achieve grilled flavors any
time of year and without any special knowledge on how to make a
fire, whether to use wood or charcoal, tend a grill, weather and other
considerations. "
Sarah Findle, director of marketing and communications for Coleman
Natural Foods, Westminster, Colo., noted budgets continue to be
tightened in an uncertain economy and shoppers today want to make
sure when they do spend money, they are buying quality food they feel
good about feeding their family-and many have turned towards meats
for the grill for dinner options.
" When supplies on the shelf were
low, people bought sausages, hot
dogs and other cuts of meat they
normally would not have, " she said.
" This unexpected trial has resulted
in consumers understanding that natural sausages and grilling meats
made with clean ingredients are a great source of protein, provide great
taste and can be used for multiple eating occasions. "
When it comes to grilling, consumers have generally grown much
more comfortable with food preparation in the last couple of years.
" That confidence has resulted in an increased desire for
experimentation, especially with more premium cuts of meat, " said
Britney Banuelos, senior brand manager of fresh meats for Springdale,
Ark.-based Tyson Foods. " They may feel better prepared to cook cuts
of meat they previously only purchased at restaurants, for example. For
many, backyard barbecues will also feel a little more special this year, so
they may want to indulge a little during gatherings. "
Plenty of choices
Grilling has become a very social experience with hordes of weekend
BBQers and professional grill masters alike sharing images on their
social accounts of their world-class burgers, tips on how to cook the
perfect steak, and images of family and friends cooking out.
" Whether you're Bobby Flay with 1.7 million Instagram followers
or your BBQ-loving brother-in-law with 32 followers, sharing grilling
content and the grilling lifestyle on social media is exploding, " said
Sarah Crowley, director of marketing for Verde Farms, Woburn,
Mass. " Beyond grilling tips and recipe inspiration, we also know that
consumers frequently look to these channels to consume educational
content about cuts and categories of meat, which very much influences
preferences and purchase decisions. "
The company has seen consumer interest in premium products like
organic, 100% grass-fed beef burgers rise tremendously over the years.
" Since 2017, sales revenue for fresh pre-made beef burgers have
doubled and unit sales are up 80%, " said Dana Ehrlich, founder and CEO
of Verde Farms. " Burgers with inclusions are seeing tremendous growth
What's a barbecue without the buns?
Paul Baker, founder of Manchester, England-based St Pierre Bakery, the No. 1 brioche brand in the
United States, noted the pandemic has been instrumental in strengthening the consumer trend for
premiumization and brioche is a simple way to elevate everyday meals-especially when it comes to a
cookout. After all, the ambient buns category is worth $2.8 billion to the American grocery sector, he
said, and it's growing year-on-year and as a sub-sector.
" Brioche buns are driving this growth by 29%, " Baker said. " Savvy retailers will take note of where
growth is coming from and ensure that their shelves offer multiple spaces to the products driving sales. "
St. Pierre's best-selling product is a four pack of Brioche Burger Buns, but it will soon be launching a
six pack.
" Our approach to customization, in collaboration with retailers, means that we're also making an eightcount
available as well as our regular four-count pack of our Brioche Hot Dog Rolls available. " The
company is creating new displays for this grilling season, as well, specifically for cross-merchandising
with meats.
supermarketperimeter.com
MARCH 2022 - 39
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Supermarket Perimeter - March 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - March 2022

Supermarket Perimeter - March 2022 - Intro
Supermarket Perimeter - March 2022 - 1
Supermarket Perimeter - March 2022 - 2
Supermarket Perimeter - March 2022 - 3
Supermarket Perimeter - March 2022 - 4
Supermarket Perimeter - March 2022 - 5
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