Consumers still willing to pay a premium for branded meat products

Caroline Ahn
Midan Marketing


Consumers still willing to pay a premium for branded meat products
May 14th webinar shows the Power of Brands at the meat case

CHICAGO (May 1, 2013) – Are consumers more loyal to some branded meat products than others? How much of a premium are they willing to pay for their preferred brands? In a webinar on May 14, Midan Marketing and Shugoll Research will present the findings of the second installment of the Power of Brands study, a research study that looks at how consumers purchase branded meat products.

The 2013 Power of Brands study, conducted jointly by Midan Marketing and Shugoll Research, is a continuation of the 2008 Power of Brands study, the first of its kind to assess the role that brand plays when consumers select and purchase meat.

“The Power of Brands webinar will highlight opportunities for national, private label, natural/organic and local brands,” said Michael Uetz, Principal at Midan Marketing . “This webinar will be valuable to representatives from both branded meat companies and retailers with responsibility for brands and marketing.”

The one-hour webinar will cover:

  • Drivers for Purchase: Consumers have changed the way they purchase meat. Attendees will learn how taste, quality and price affect branded purchases by protein.
  • Meat Brands and Store Selection: One-third of shoppers say they choose a grocery store because of the brands of fresh beef, pork and chicken it carries. Attendees will find out how store brands factor into consumer preferences for proteins.
  • Brand Loyalty: Despite the economy, a surprising number of consumers say they would still pay a premium for branded meat products. Attendees can learn about the percentage of their customer base willing to pay more, and exactly how much more.

“Our goal for this follow-up research was to identify any major shifts in brand preference that developed as the economy moved through the recession and into recovery,” said Merrill Shugoll, President of Shugoll Research.

The Power of Brands research was conducted with 600 primary grocery shoppers in four geographicallydiverse metro markets: Chicago, Denver, Dallas and Philadelphia. Each market included a wide array of beef, pork and chicken brands.

Webinar details:
Date: Tuesday, May 14, 2013
Time: 2pm CST
Cost: FREE
Register: Click here

Learn more about the Power of Brands.

About Shugoll Research
Shugoll Research is one of the leading privately held research firms in the nation. Headquartered in the Washington D.C. metropolitan area, Shugoll Research provides its clients with a full range of both qualitative and quantitative research services. Shugoll research has maintained one of the highest client satisfaction ratings, according to the Council of American Survey Research Organizations, and has received numerous awards including being named one of Best Companies Supporting the Arts in America by the Business Committee for the Arts and Forbes Magazine. For more, please visit

About Midan Marketing
Midan Marketing is a full-service marketing firm with offices in Chicago, IL and Statesville, NC. Midan Marketing brings together a team of creative strategic thinkers who serve as a catalyst for growth in the meat industry, and is the only marketing firm that understands the complete meat channel, from farmer to consumer. The Midan Marketing Team has a vision for meat, and puts the full force of creative marketing, public relations and market research toward making meat more relevant to consumers. For more information, visit