The Perceptions & Realities of Meat
GMA’s Key Takeaways
This month at the Annual Meat Conference in Dallas, Anne-Marie Roerink from 210 Analytics presented the latest Power of Meat Study; a consumer study on meat usage, attitudes and trends. The 18th annual study reflects a year affected dramatically by the ongoing effects of the COVID-19 pandemic, inflation and challenges across the supply chain. From the research, Anne-Marie built her own outcomes; the Perceptions and Realities of Meat, which she later shared with us on 13 April.
Looking at the original Power of Meat study (POM), GMA’ takeaways were inflation’s impact as a major issue for the entire meat industry - where the report found that consumers spent at least 25% more on food in 2022 than in 2019, according to IRI data. This means that in the USA, 76% of Americans change what groceries they purchase in line with the above impact. What is clear is the same can be seen in the rest of the world, and across the globe countries changed trends and habits according to tough economic times.
According to the Power of Meat report “50% of meat eaters purchase meat and poultry for use over the next few days.” The total package price rose in importance versus prior years, likely due to the above circumstances indirectly if not directly, but overall shoppers emphasize value — which to consumers we take as quality hand-in-hand with price. The study found within this finding, that price plays a much more important role among younger meat eaters “whereas Boomers emphasize quality and appearance.”
Because the meaning of value shifts among consumers and their age brackets or demographics, the research suggests that retailers should provide solutions that deliver across major value components: price (such as specials on staples like ground meats as one suggestion), meal planning inspiration for those needing ideas (especially online) and convenience, would all fair well in light of the findings.
Furthermore, the POM study revealed more at-home meal preparation and pressures on time – and we can see the link to the above reasons for why this is a logical trend. Workers are increasingly working from home, and eating out can be more expensive. So, the opportunity for industry is to branch out to sales of value-added, with fully cooked, ready-to-eat and ready-to-heat solutions available.
Since consumers cited frequent meat and poultry for special occasion meals as well as within their everyday shop, we can align a trend globally, beyond just the US, that nearly all (9/20 Americans) households celebrate and include meat and/or poultry in celebrations such as birthdays and holidays. It is safe to say that even if numbers weren’t quite this high in other countries, it is true that meat is present on the table at such celebrations. As such, this is where we can encourage engagement with the holiday season and pitch as a celebratory food - a meat prepare at home versus eating at a restaurant is the second angle worth pushing. In everyday and special occasion circumstances though, convenience still plays a very important role. Value-added meat, heat-and-eat or deli-prepared meats could be a key to prompting more at-home meal preparation and shoppers choosing easy preparation versions at home.
New methods and appliances in the changing times, mean new cooking routines and practises. That provides the meat industry with an opportunity to be involved with new routines from the ground up, and start from scratch with being there to guide traits. Industry could look to search engine optimization (SEO) along with a range of outreach across social media, on-pack cooking instructions and meal-based merchandising and recipes could be a way to tie into these market trends as early as possible.
Explanations in the areas of health and nutrition, animal welfare, worker safety and the environment can help build a better understanding to consumers and remains an important concern for buyers. It potentially alleviates some of the guilt felt about eating meat in a world where plant-based meat options are so readily available. The competition associated with changing trend in this area, and sales for plant-based meat alternatives however, peaked in 2020 and household engagement is dropping. That said, the shoppers who do emphasize planet, people and animals tend to align their values with those of the store they choose and the brands they purchase. This provides an opportunity to actively communicate about sourcing standards and raising practices along with efforts in minimizing energy, water usage, waste etc and engage with the remainder of consumers still drawn to a plant-led diet.
Lastly, shoppers who are in fact actively trying to reduce the amount of meat they consume tend to emphasize health as the reason for doing so. This means sharing information about animal protein’s nutrient delivery is another key to optimising meat favourability and acceptance to this market. With health in mind, the increased focus on cholesterol may be an interesting opportunity for animal proteins such as bison, grass-fed beef and grass-fed lamb, which are found to be higher in Omega 3 and/or lower cholesterol. Additionally, highlighting leaner cuts and portion sizes may also be a way to stay connected with flexitarians of this kind who eat meat less frequently.
On 13th April, GMA hosted Anne-Marie Roerink who joined us to share her perspective on the above current wants and needs of the meat consumer. She summarised the outcomes with an easy-to-digest “Triangle of affordability, permissibility, and favourability.”
These three factors were presented as the winning formula of key drivers within the meat category for consumers choosing and buying meat:
Affordability being; The impact of price on the purchase Money-saving behaviours; Package size; Promotions, and; Brands
Permissibility being; Areas of guilt; Better-for perceptions and attitudes; Health; Animal welfare; Planet, and; Community and worker welfare
Favourability being; Winning the next meal; Sampling, and; Preparation
In summary, both the Power of Meat study and Anne-Marie’s consequent Perceptions and Realities of Meat research presented to our network, conclude there is a big opportunity for the entire industry to shift and make changes to make these findings work for us. The sector can educate consumers on welfare matters, including feed, raising conditions, processing and sourcing standards and be more transparent in easing minds of the consumers. Because consumers are not necessarily aware of these facts, clear and accurate communications are key to improved consumer awareness.
For the full study, please contact Anne-Marie Roerink directly here.