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.

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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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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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Today’s Natural vs. Organic Fresh Meat Consumer

Two years ago, we launched our Consumers’ Case market research platform. This research is our ongoing effort to help the meat industry stay in-tune with the ever-changing consumer. Our Market Research Team is continuously analyzing changes in consumer attitudes and behavior in an effort to determine how those changes will directly affect the meat case. Our goal is to identify opportunities to help the meat industry capitalize on shifts in consumer behavior.

As part of the Consumers’ Case platform, today we’re launching the results of Today’s Natural vs. Organic Fresh Meat Consumer. This research takes a deep dive into who is purchasing natural and organic meat products, their perceptions of the category and the factors that are driving purchases.

The reason we chose natural and organic meat as our next Consumers’ Case topic is that we continue to see a huge void in relevant information on this topic as it relates to fresh meat. There are several resources that regularly report on natural and organic products, but very little is actually reported for fresh meat. We haven’t been able to find answers to the questions we’ve had or those that we’ve been asked by our clients, so we decided to conduct a study ourselves.

If you have a natural and/or organic program or are thinking about offering products in this category, this research report will help you better understand your target consumer, and the best ways to engage and educate them.  This is the first research report focused specifically on natural and organic fresh meat products. For this research we looked at natural meat users separate from organic meat users, and also looked at three specific proteins for each:  beef, pork and chicken.

The number of natural meat products offered at retail continues to grow. Organic meats continue to account for a relatively small but growing percentage of total meat sales. We see continued strong growth for both these products categories in the future. Understanding purchasers of natural and or organic meat will help you better market your products to your current consumers, and also better communicate with potential new customers.

Please check out this new research and let me know your thoughts. You can purchase the report by going to our website, MidanMarketing.com. If you have any questions or feedback, feel free to email me directly m.uetz@midanmarketing.com. I hope you enjoy this latest installment of Midan’s Consumers’ Case market research.

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