What We Can Learn from the Grassfed Movement: Amplify to Multiply

The Grassfed Movement has got it going on.

Recent Nielsen data tells the story of grassfed beef’s dramatic domestic growth: U.S. retail sales of labeled fresh grassfed beef grew from $17 million in 2012 to $272 million in 2016, doubling every year.

But beyond these impressive numbers, I recently saw firsthand how the commitment and passion of grassfed producers and processors are helping fuel this momentum when I attended the 2018 Grassfed Exchange in Rapid City, South Dakota. At this conference for regenerative producers and sustainable food supporters, more than 500 individuals from 41 states, four Canadian provinces, two Australian territories, New Zealand, England and Denmark gathered to talk about the future of grassfed beef.

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Tomorrow’s Meat Consumer: Are You Ready?

I recently had the honor of presenting at the 2018 World Meat Congress (WMC) in Dallas on June 1. Hosted by The International Meat Secretariat and the U.S. Meat Export Federation, WMC brought together more than 700 meat industry leaders from 40 countries to discuss the wide-ranging, complex issues impacting meat production across the globe.

My charge was to pinpoint the ways that today’s meat consumers, more demanding and discerning than ever, are driving the trends that are disrupting the industry. Here are the action steps I shared that can help us get ready for (and stay one step ahead of!) tomorrow’s meat eaters:

  1. Drill Down: It’s more critical than ever that we get to the bottom of what makes today’s meat consumers tick. Segmenting and targeting are essential to determine your customers’ values and purchase drivers in order to meet their diverse needs.
    • Due to increasingly different approaches to meat consumption, customization will play an expanding role in product development, sales and marketing. According to the 2018 Power of Meat Study, the “one size fits all” approach must transition to “one size fits one.”
  2. Think Globally: World demographic shifts in population growth, aging, urbanization and the rising middle class will dramatically alter the face of the globe in the coming decades. The balance of international power will also swing:
    • By 2030, Asia will have surpassed North America and Europe combined in terms of gross domestic product, population size and technological investment.
  3. Stand Your Ground: Meat will continue to face threats from alternate protein sources, including the growing number of plant-based and lab-grown products; however, protein is still one of meat’s greatest selling points, and the industry must loudly proclaim the nutritional benefits of meat in order to reclaim ground lost to other protein sources.
    • Today’s meat eaters have an evolving relationship with meat. More than 60% of fresh meat eaters report eating non-meat protein as the “center of the plate” item once to several times per week, according to a 2014 Midan Custom NPD Survey.
  4. Collaborate to Educate: When the meat industry works together, everyone benefits. Universal, “big picture” issues, like sustainability or nutrition, are better tackled by establishing industry-wide standards and/or messages that offer clear guidance to consumers.
    • Recent research by Midan Marketing revealed that only 47% of fresh beef consumers could provide any definition for sustainably raised beef. This is an opportunity to work together so that sustainability doesn’t go the way of the “natural” claim, where multiple industry definitions confused consumers so much that they no longer perceive the value of “natural” products.
  5. Embrace Change: While disruptions to the meat industry can initially wreak havoc, they also offer opportunities for significant advancement.
    • New technology like blockchain and robotics have the capability to revolutionize production, while consumer-driven shifts like the e-commerce boom and rise of alternate proteins are compelling the meat industry to rethink how to more effectively market and merchandise meat products.

I’d love to hear your thoughts about how meat consumers are evolving—please leave a comment!

Top Six Meat Industry Trends

The Midan Team at the 2018 NAMI
Meat Industry Summit

There’s a saying in the Midan office: “What got us here, won’t get us there.” It’s a reminder that we need to keep our game sharp to compete in the ever-evolving meat industry. It was in that same vein that my partner Danette Amstein and I presented the top meat industry trends at the 2018 North American Meat Institute (NAMI) Meat Industry Summit in San Antonio in April. When the finish line is always moving, keeping your eye on these macro trends is one way to set yourself up for success in 2020 and beyond:

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Top Meat Industry Headlines of 2017

Oh 2017—what a news-filled, exciting year you have been!

Here at Midan we work hard to stay on top of news and trends in the meat industry. As this year wraps up, I wanted to reflect with you on some of 2017’s prominent trends that we believe will impact 2018.

  1. The Evolution of Retail: It has been a big year for retailers — no one can deny that. This year, retailers have moved at a fast-pace to keep up with consumer trends and the demand for convenience. Retail consolidation is a trend that started some time ago and continues to gain momentum. Major retailers like Kroger have purchased smaller specialty grocers—and we can’t forget the $13.7 billion check Amazon wrote to add Whole Foods to its portfolio. These changes in strategic posturing require retailers to pause and give thought to how they will continue to differentiate themselves. Many are focusing on the areas of consumer convenience: online ordering, curbside delivery and in-home delivery, as well as creating their own meal solutions.

    Outlook for 2018: Expect more posturing, more niche playing and more convenience for consumers.

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How to Spot an Aging Idealist

Diana (r) with her sister Patty, the Aging Idealist

This blog is the final in our series detailing each of six distinct meat consumer segments from our recent Meat Consumer Segmentation research.

My sister and I have always been very different. She likes the heat, I like the cold. She likes spicy foods, I like sweet foods. So after learning that I am a Wavering Budgeteer, I was curious to see what category she fell into.

Turns out my sister is an Aging Idealist. They make up 13% of the meat-eating consumer population. While Patty enjoys a good deal as well as the next person, it’s not the only criterion for purchases and can get tossed right out the window if she really wants it. (I will forfeit a much wanted item for cost – her, never!) If she knows the meat is a product of the United States and the brand cares about sustainability, she will purchase it regardless of price.

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Urban Eclectics, Demystified

Jo Ann and Joseph

Jo Ann with her son Joseph, her favorite Urban Eclectic

I have raised an Urban Eclectic. I am not exactly sure how it happened: one day I was doling out Cheerios to an infant in a high chair and the next I was sitting across from a 23-year-old eating kimchi for breakfast.

If you’re not familiar with Midan’s recent Meat Consumer Segmentation research yet, Urban Eclectics are one of six distinct meat consumer groups. Each consumer segment is unique with its own way of thinking about and eating meat. Urban Eclectics tend to be younger, urban, upscale and have families with children. Forty-one percent of them are Millennials (21-34 years old) and slightly more than half are male. You can also define Urban Eclectics by what they care about: novelty, variety, convenience, healthiness and animal welfare.

Based on these characteristics, it didn’t take long for me to realize that my son is likely an Urban Eclectic, although he’s on the younger end of the spectrum and doesn’t have any children. He just finished his first year of law school.

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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.

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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.

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This Wavering Budgeteer Doesn’t Waver on a Good Deal

Diana and her Voracious Carnivore, Jeff.

My name is Diana Patulak Ross and I am the new proofreader at Midan Marketing. I am also new to the meat world (my background is in journalism, not meat!), so I was excited to attend our recent Meat Consumer Segmentation webinar. I was fascinated by the various meat consumer segments and curious to see which one I fit.

When it comes to shopping I am very thrifty so I wasn’t surprised to learn that I fall into the Wavering Budgeteer segment. The research was spot on!

Being a former newspaper reporter, I still love the smell of a hard copy newspaper so I go through the Sunday paper and circulars for coupons and store advertisements. After doing my research I know which stores have the best prices on meats and I am not afraid to travel to more than one to capture a good deal.

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I’m a Premium Player. What About You?

haley-frazierWhen it comes to my shopping habits, I have always been one to know exactly what I need. I am big on making lists and hate going out of my way to make my purchases.

Hello, my name is Haley Frazier and I am a Digital Content Coordinator at Midan Marketing. But I recently found out I am also a Premium Player.

I am referring to one of the six consumer segments Midan developed from our Meat Consumer Segmentation study. We conducted research to learn more about the different types of meat consumers in the U.S. today.

I am a millennial, but don’t let my age fool you—I pay for the meat I want because I care about having quality food! That’s one of the key characteristics of a Premium Player.

Ready to learn about this Premium Player’s habits?

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