At Midan, it is our job to pay attention to what is happening in the meat industry and beyond. Each week we comb the headlines, not only to keep up-to-date, but to identify patterns that could become trends that impact our industry. As we look back at the past year, a few prominent themes emerge that are likely to continue to require our attention in 2017.
Millennials: The challenge is different with this generation – we simply can’t lump them into a nice, neat category. After all, these “kids” have redefined individualism! One thing is certain: they are a large population force to be reckoned with and their impact has led to shifts in how businesses market to them. Millennials grew social media, heightened consumer consciousness about issues like sustainability and led the charge for clean labels, all while demanding bold flavors and convenient meal options. Complicated? Yes! Worth the effort? You bet!
Want to learn more about Millennials? Check out Michael’s blog on meat-specific Millennial research that we released this year and get additional insight from these articles:
- Millennials will determine next healthy eating trends
- Millennials and Gen Z are crafting their own journey
Clean Labels: “Free From,” “Does Not Include” and “No <insert here>” – You are familiar with these kinds of claims because many of you make them. We have evolved from touting USDA grade to branded meat products to branded meat products that differentiate themselves with key attributes. Most of these attributes now focus on what is not in the product.
“Natural” as a claim is losing staying power with beef, but not so much with other proteins, according to Nielsen data. Claims such as “Antibiotic-Free” and “Minimally Processed” have seen significant growth: antibiotic-free beef sales for the 52 weeks ending 8/27/16 were $321 million. The numbers prove this is more than a fad.
If you are in the beef business and not talking about what to do with your “natural” labels, it’s time. If you are in the prepared business and aren’t removing words consumers don’t understand from your ingredient list, it’s time. If you are a retailer, take note of how you describe what is in your meat case. If you are a chef, it’s time to add to your next round of menus.
Read more about the impact of clean labels:
- Consumers buying more ‘clean’ meat despite costs
- Retailers grow share with organic, clean label store brands
GMOs: As a meat industry, we have (for the most part) been able to sit on the sidelines and watch this one unfold. Turns out the National Academy of Sciences (NAS) unveiled two years’ worth of review and proclaimed, “There is no evidence that GMOs are risky to eat.” This declaration did not stop consumers or Congress. Sales of non-GMO food products have soared in the past four years and aren’t showing signs of slowing…yet. Lawmakers brought forth new regulations on how GMOs should be labeled. Although the bill (penned after NAS’s proclamation) exempts foods where meat and poultry are the main ingredients, we still need to keep our eye on it.
This issue is really about something much bigger than GMOs. It is about transparency and consumer trust, and how easy it is to lose one without the other. Whatever the next hot topic is for the meat industry, we need to be prepared to leave the safety of the sidelines and respond.
Read more about 2016 GMO news:
- Science Academy Judges GMOs Safe To Eat, But With Caveats
- Non-GMO Demand Soars Despite Lack of Consumer Understanding
Social Media: Don’t groan! We need to talk about it, because social media has exploded beyond just B2C. Marketing is about relationships and it turns out both customers and consumers are …wait for it…human! Marketing is moving to more of a “human-to-human” (H2H) philosophy. So whether you participate in the social media world or not, your customers and your consumers do. If you want them to know about you, you’ve gotta be where they are. Period.
Not sure where to start with social media? Get tips from a variety of helpful blogs in our archives.
Read more about the social media explosion:
- Why have B2B brands fallen behind on social media
- Why B2B brands should be experimenting on Snapchat
Got other 2016 topics that should be on this list? Please leave me a comment – I always love to hear from you!
About the author:
As a Principal of Midan Marketing, Danette is always thinking strategically about how to move the meat industry forward. Her lifelong love for the meat industry began on her family’s farm in Kansas and continues today in her passionate work for meat clients. Midan provides integrated marketing strategies, branding programs, digital media platforms, creative communications, public relations and market research services designed to help make meat more relevant to consumers.