Supermarket Perimeter - September 2023 - 53

SUPERMARKETS NEVER NEED TO WORRY about turkey sales during
Thanksgiving and Christmas seasons, but establishing turkey as a yearround
staple can require some creativity. To help secure non-holiday
sales, it's important to highlight turkey as a versatile protein option.
After all, according to a recent report by Brandwatch, online search
interest for the term " high protein " reached a five-year high in early 2023
and has remained high since.
" It is lean, high in protein, and pairs well with a multitude of flavors, "
said Annie Hennen, senior account executive at Midan Marketing.
Recent Circana data indicates that the turkey category continues to
be strong and even on the upswing. Over the last 52 weeks (ending
7/16) in the fresh meat category, total fresh turkey increased 5.4% in
sales and continues to be a great value relative to many other protein
options. Turkey is a lean, versatile protein that that can take on many
different flavor profiles and be used as an alternative to other proteins in
many recipes.
One of the biggest keys to establishing a year-round turkey business
is offering a complete portfolio of turkey options, according to a
spokesperson for Springdale, Ark.-based Tyson Foods.
Additionally, innovation is important for the category's success as it
keeps things " fresh and exciting. "
" Consumers and operators also need to have tools such as recipe
inspiration to allow them to explore the many ways turkey can be
used, including it as the main feature or an ingredient in a dish, " the
spokesperson said.
Being innovative
Though the holiday season is the most popular time for consumers
to be thinking about turkey, there are a variety of ways retailers can
highlight the versatility of this protein.
Rebecca Welch, director of brand management, retail and
international for Garner, N.C.-based Butterball, noted the company has
developed an extensive product portfolio that meets consumers' needs
throughout the day, from turkey bacon for breakfast to ground turkey as
a perfect go-to for quick weeknight meals.
" New product development is also key for solving consumers' pain
points throughout the year, " she said. " We keep a pulse on the trends
and deliver with new innovations like the all-natural, refrigerated Turkey
Breast Roast. Butterball has seen breast meat options drive growth
in the fresh turkey set over the past couple of years. The fresh roast
brings gives health-oriented shoppers another fresh option for small
gatherings and meal prepping. "
Turkey has seen strong growth in the value-add format, following
the trend of other proteins. According to the 2023 Power of Meat
study, two-thirds of consumers regularly purchase value-added meat
or poultry. Turkey has seen its fair share of this demand - both in
seasoned turkey items or paired with other products. In fact, since 2017,
value-added turkey paired with hickory has grown more than 196.8%,
paired with cheese more than 117.6% and Cajun more than 67.5%.
Grinds and sausages are great product opportunities for turkey,
according to Hennen.
" Ground turkey, which has taken more of a mainstream role as a
healthy and affordable alternative to red meat grinds, is a consistent
option for year-round success, " she said.
supermarketperimeter.com
SEPTEMBER 2023 - 53
Michelle Lieszkovszky, brand manager, new consumer solutions for
Butterball, noted that today's consumers are seeking convenience and
simplicity more than ever before.
" A 2021 IRI Shopper Survey stated that 74% of consumers say a nice
meal can be made without having to make everything from scratch, "
she said. " Taking that into consideration, easy-to-make turkey products
are desirable, especially when they can be combined with other
ingredients to complete a delicious, quick meal. "
With this in mind, the Butterball innovation team designs product
solutions to help time-strapped cooks experiencing recipe fatigue by
providing inspiration and ease. For instance, this year the company
launched Hearty Turkey Sausage, a fully cooked turkey link with the
robust flavor, coarse texture and juicy snap of a traditional pork or beef
sausage.
" The links are fully cooked, so a busy family can quickly heat and eat,
either on a bun or sliced into a skillet or sheet pan recipes, " Lieszkovszky
said. " Not only are the links easy to prepare, but also contain 70% less fat
than traditional beef or pork sausage links. We knew this was important
to consumers after a 2021 Attitude and Usage study with Ipsos found
that among buyers of turkey products, 51% were buying dinner
sausage. "
In that report, the primary reason households gave for buying turkey
dinner sausage was because of its health benefits, and actively trying to
reduce the amount of pork and beef from their diets.
" Turkey being under-represented in the fully cooked sausage
category makes Hearty Turkey Sausage a win for consumers when it
comes to convenience, health and versatility, " Lieszkovszky said.
Making connections
To assist its retail customers, Butterball recently launched
a new marketing platform around " Today, we turkey " that
taps into the emotional connection people have with the
Butterball brand at the holiday and carries it through into
everyday offerings.
" The catalyst for the new campaign was directly aligned
with our company's purpose - why Butterball exists
in the world - which is to help people pass love on, "
said Christa Leupen, director of purpose and consumer
communications for Butterball.
The " Today, we turkey " campaign has not only been
successful in promoting the company's wide array of
everyday turkey products but has also resonated with
the next generation of consumers, as they build an
understanding of the Butterball brand, centered on
enabling togetherness, caring and sharing. The campaign
includes interactive streaming video, streaming audio and
dynamic display ads, Leupen said.
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