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!

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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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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AMC 2017 Top 10

midan-marketing-team-photoBigger than ever before (with 1,300 attendees!), the Annual Meat Conference (AMC) 2017 was an awesome opportunity to hear from experts across all phases of the meat industry about what’s next for our favorite proteins. We came prepared with our trusty notepads and pens to capture the key takeaways, and we had our work cut out for us. See below for our Top 10 learnings. What were your key findings from AMC 2017? Please share below!

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