Supermarket Perimeter - May 2023 - 66

Meat & Poultry: Chicken
to inform them of deals and coupons are starting the
conversation well before the shopping journey begins.
" Retailers should provide inspiration to consumers for
cuts of chicken they may not purchase on a regular basis, "
Bell said. " We've partnered with a retailer to incorporate
cups into the case for ease of use in the back of the store. "
Staying versatile
Ground chicken and burgers substitute well for ground
beef and is more nutritious, Super noted, while shredded
chicken is a convenient serving option, especially if
nearby in the meat department are sauces and flavorings
accompanying the chicken display.
" Dark meat is a great source for shredded chicken and
offers value, " he said. " Chicken sausages rotate with new
flavors and ingredients. While most often positioned for
breakfast and dinner, these sausages are great on the grill
and lunch time sandwiches and snacks. "
Retailers have seen ongoing success with their private
brands, both regular and premium options. Chicken has
played a key role in this trend.
" Retailers expect meat department shoppers to
continue, if not increase, their barbell buying pattern, "
Super said. " That is, many shoppers and shopping
occasions are for buying meat and poultry that will be
used in a few days. At the same time, there are plenty
in all these appliances. Reminding chicken shoppers of this versatility
via point-of-purchase literature, in-ad suggested serving ideas, on-line
information, in-store demonstrations, and other ways will be important
to build greater usage of chicken. "
At the start of 2023, Perdue debuted Chicken Plus Snackers and
Flavor-Infused Chicken, which were respectively inspired by the
growing trends of snacking amongst teens and young adults, and
international flavors, while also tapping into the trend of convenience.
Merchandising matters
Today's retailers are working to keep good traffic in their meat
departments and calling more attention to the chicken products they
have available. Chicken is beginning to benefit from retailers' renewed
interest in having more affordable offerings in their meat departments.
As such an adaptable protein, companies have the unique
opportunity to align their chicken products with a variety of cultural and
seasonal trends. For example, at the start of the year, Perdue introduced
its Flavor-Infused Chicken to the portfolio, which includes three globally
inspired flavors-Sesame Ginger Diced Chicken, Greek-Inspired Diced
Chicken, and Green Chili Diced Chicken.
" This innovation not only demonstrates how we leverage
cultural flavor trends, but also the versatility of chicken, " a company
spokesperson said. " Another example of this is the opportunity grilling
season holds for the category during the late spring and summer
months. During this time, it's important for us to provide consumers
with new products or recipes that tap into this to ensure Perdue stays
top-of-mind whether you're cooking on the stove or on the grill. "
Retailers who can reach their consumers and customers digitally
66 - MAY 2023
of shoppers seeking to take advantage of deals and promotions at
the meat counter. These shoppers and buying occasions are for the
intent to stock/re-stock their freezers. Since much of the packages in
this situation need to be re-portioned before being put in the home
freezer, retailers should consider packaging that makes this option more
convenient. "
For instance, tear and share freeze-ready packages that have only
one or two chicken parts/portions should be given full consideration.
Bell noted he's seeing a boost in several packaging and messaging
trends, such as minimalist designs and messaging, and a push for more
health- and performance-minded labels.
" The most common tray types are still polystyrene (PS) and polyvinyl
chloride (PVC), " he said. " While long established as a standard format
that is familiar to consumers, PS and PVC trays are at odds with the
consumer preference for sustainable packaging. To accommodate this
preference, manufacturers are exploring more sustainable options like
recyclable and even compostable trays made from different materials. "
Sustainability has become a common theme across all industries in
recent years, and that is certainly the case for the poultry industry, as
consumers are looking for more sustainable packaging options.
Perdue, for one, is constantly looking to improve its sustainability
efforts and has made more sustainable options available, such as its PET
trays, resealable bags and more.
Chicken will do its part to help food shoppers better manage their
household budgets in 2023, yet a record supply of chicken this year is
just the first step toward that achievement. Retailers working with their
meat department shoppers about the many attributes and versatility of
chicken will be the most important step in the months and years ahead.
supermarketperimeter.com
Perdue
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Supermarket Perimeter - May 2023

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