Archives for May 2017

Not Your Average Carnivore

Alexandria Tyre is an Account Executive at Midan Marketing

I love cooking for family and friends. Whether it’s during the holidays, watching a college football game, or a simple weekday dinner, I take pride in preparing my guests a delicious meal. My husband actually says that the easiest way to insult me is to say that you were a guest in my home and left HUNGRY. I guess that is my Sicilian heritage surfacing!

To me, a meal is not complete without meat – unless maybe if it is a delicious bowl of risotto, but even then, a little pancetta never hurt. One of our vegetarian friends (yes, I have friends who are vegetarians) planned to join us for dinner and I was panicked. Despite being a fairly adept home cook, how was I going to make a satisfying dinner for everyone invited without meat? Needless to say, meat is the centerpiece of my meals.

So what does all of this have to do with consumer research? Well, apparently…a lot! Midan recently conducted a study to learn more about the different types of consumer segments in today’s market. According to the Meat Consumer Segmentation survey, I am a Voracious Carnivore. This surprised me as I’ve never considered myself a meat-and-potatoes type of gal. As a millennial, I’m younger than the average age of a Voracious Carnivore, and I am not from a small or rural community. But as I continue to read the segment profile, I realize that I am indeed a Voracious Carnivore.

Our household is motivated to eat more meat because it is easy and quick to prepare. Grilling a few ribeye or NY strip steaks is one of the most satiating meals, especially because clean-up is so minimal. On a regular basis I prepare a lot of chicken or ground beef because they are affordable and versatile for recipes from fajitas to meatballs. I like to keep my pantry and fridge well-stocked with basics so with the addition of protein, I can make a variety of dishes.

I also eat a lot of beef, chicken and pork because it works for my health. Despite my love of pasta and pancakes (really any carb in any format), carbs don’t work well for my waistline. Eating a protein-rich diet helps me not only maintain my weight but feel energized throughout the day. Even when I want to indulge, beef is still on the menu in the form of filet mignon with béarnaise sauce or steak frites with aioli.

To keep my diet on track, I make lists and plan my meals in advance whenever possible. Unlike most Voracious Carnivores, I do a lot of my recipe planning and grocery shopping in advance on my smart phone. However, like my fellow Voracious Carnivores, I have go-to recipes that I use frequently. Despite my routines, I appreciate stores that offer a variety of products in the meat case. I also like stores that value my loyalty and reward it with exclusive promotions or discounts because it helps me keep meat a part of my weekly meals.

Want to know what type of meat consumer segment you’re a part of? Download the FREE Meat Consumer Segmentation Executive Summary to learn more about Voracious Carnivores and its five consumer segment counterparts today!

The Selective Foodies Party

Gibson and Scout out on the town

Coca-Cola. Team Fitz. Vinegar-based BBQ sauce. Dog lover. Millennial.

Thanks to the Meat Consumer Segmentation research study, I can now add a new label to my list: Selective Foodie.

In December of 2016, Midan surveyed 2,200 meat eaters to better understand attitudes and behaviors surrounding meat purchasing and preparation. The results yielded six distinct segments of meat consumers, for which we created unique profiles to illustrate a multi-dimensional view of purchase drivers and shopping habits.

I’m a member of the smallest meat consumer segment, but what we lack in numbers, we make up for in passion! It’s never just about putting food on the table – it’s about finding the perfect recipe, crafting a complete grocery list, preparing with love (and wine) and enjoying a home-cooked meal with the fam. It’s about the experience.

If you’re hoping to appeal to Selective Foodies like me here are the two biggest ways to do so:

Build Your Brand

Because we’re a family-oriented group who values quality over price, we want to buy products we can depend on, and our devotion to national brands accomplishes that. I didn’t realize what a brand loyalist I was until my rehearsal dinner, when two of my college roommates gave my groom tips for living with me. Making the list was the need to always purchase Aveeno skin products. What can I say…they smell good!

This is also where my Millennial-ism starts showing. My generation likes finding brands they can believe in, like Endangered Species Chocolate, which does a pretty sweet job of turning cravings into philanthropy. What does your brand stand for? What’s your brand story? What are people saying about your brand? If you aren’t asking these questions, now’s the time – because Selective Foodies already are.

Sell the Experience

From community-style seating to farm-to-table décor, the restaurant industry has a strong handle on how to create an interesting dining experience that makes a perfect backdrop for Instagram posts. But a foodie is not exclusively defined by their attraction to trendy restaurants or the hottest new ingredient – again, it’s about the experience.

The Selective Foodies segment indexes high in the South, which comes as no surprise, because if there’s one thing we love in the South, it’s a story – and what’s a story without an experience? If you can illustrate what kind of experience your products offer, whether it’s a nostalgic holiday feast or lively Memorial Day bash, then you’ll get those storytelling wheels turning.

Like I said – it’s never just about putting food on the table. It’s about birthday burgers and a Panthers half-time on the half-shell. It’s watching Friday Night Lights with brisket and Shiner, because “Texas Forever.” It’s brunch with girlfriends and Ben & Jerry’s with my husband.

I could go on and on, but now I’m hungry and want to plan a party.

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