Five Opportunities to Sell More Fresh Meat

sell-more-fresh-meatAt Midan, our Market Research Team is always scoping out the consumer trends that are having the biggest impact on the meat industry. A key part of our job is to help our clients understand the implications those trends can have on their business. By assigning meaning to facts and figures, we can help turn meat trends into opportunities.

So what opportunities should be on your radar? I’ve outlined five that you might find helpful as you jump into the new year:

  • Embrace Multi-Generations and Multi-Ethnicities
    If you pay attention to the media, you might think that Millennials are the only consumers shopping the meat case. I’m joking, of course – today’s broad and deep consumer base actually spans various cultures and generations and brings with it a range of differing values and habits.  There are four primary consumer segments affecting meat consumption trends: Millennials, Boomers, Hispanics and Asian-Americans. Members of these groups are actively influencing how fresh meat is prepared and consumed in the U.S. It’s critical to tune into the preferences and tastes of these key players so you can adjust your branding, marketing and communication efforts accordingly.

     
    Meet today’s top 4 consumer groups.

  • Promote Transparency Over Traceability
    Significant numbers of consumers value full disclosure over trace back – they’re more concerned that companies are transparent about their production practices when it comes to meat and poultry, versus exact tracking. In the 2016 Power of Meat study,  90 percent of consumers indicated a strong desire to know where their meat comes from, while only 68 percent were interested in tracing meat back to specific animals. Consumers want to know things like: Have hormones or antibiotics been used? What ingredients have been added?Are your production practices an open book when it comes to this kind of information? Being transparent is one of the fastest ways to build trust with consumers.
  • Own Protein and Other Meat Nutrients
    The meat industry has always had the best protein story, hands down. The trouble is, we aren’t telling it effectively. We are competing with yogurt and other foods on the protein battlefront when we should be the automatic victor. According to our Protein and the Plate research (conducted jointly with Meatingplace and sponsored by Yerecic Label), 70 percent of consumers said they substitute non-meat protein for fresh meat once a week.
    Unless it’s okay with you that close to three-quarters of consumers are replacing meat for at least one meal a week, we need to up our game. One way to combat this kind of substitution is to get back to the basics with consumers by reminding them that meat is one of the best protein sources on the planet as well as an excellent source of other key nutrients. We know that consumers love a good story, and we need to be telling ours.

     
    Read Danette Amstein’s blog: Resolve to Own Protein

  • Develop Value-Added Products
    Value-added items in the meat case are experiencing strong growth and there are several reasons why. Along with offering reduced preparation time and minimizing the decision-making process, these products can be sold in packages of one, two or multiple servings. More than ever, consumers crave convenience and simplicity, and the variety of package sizes meets the needs of smaller households, like Boomers. And for that younger generation that’s less educated about meat, value-added products help make dinner stress-free. It’s all about offering meal solutions that meet the needs of your consumer base.

     
    See how we helped develop the Tyson Crafted Creations brand.

  • Build Meat Brands
    You’ve heard it here before and are no doubt seeing it in our industry: commodity products are making way for branded products. Along with helping you compete in the meat case, branding is a way for you to attract new customers and generate loyalty. Branding helps build trust and a solid relationship with your company. Although the meat industry tends to be slow to change, this trend is picking up speed fast, so the time to act is now.

     
    Get meat branding tips.

Are any of these trends on your radar? Please leave a comment; I’d love to hear your feedback!

GMOs: Fact vs. Fiction

If you’re like me, you’ve begun to notice that the term “GMO” is popping up everywhere.

At Midan, we make it our business to be aware of the concerns consumers have about the food they eat. Our Market Research Team conducts research on emerging trends when we see them begin to mainstream. Once I hear certain buzz words at school drop-off where moms are gathered, I know for sure it’s time to start thinking about researching the topic. I knew that questions about GMOs weren’t going away anytime soon, and I figured they would probably grow once I saw the popularity of the new documentary GMO OMG on social media. This well-done documentary chronicles a father’s quest to get answers about GMOs.

Midan conducted focus groups in Chicago among people aware of the term GMO and fielded an online quantitative survey on the topic. We will be releasing some of those results later this month. People are pretty uneasy; they don’t truly understand what GMO really means, beyond playing back the words “genetically modified organism.” The focus group conversation reminded me a lot of how people talked about growth hormones and antibiotics in past research we have conducted.

Keep your eyes peeled for our research. In the meantime, take a look at these great articles debunking GMO myths in mainstream publications:

The New Yorker: Debate over GMO labeling 

Forbes: Results of large-scale GMO study 

My head says OK, my budget says no way…

So you’re thinking about conducting consumer research, but you haven’t pulled the trigger.

You are not alone. As consumer research specialists, we’ve found that many clients have trouble making the leap from considering consumer research to actually doing it. Often, the stumbling block is cost. If you aren’t saying it out loud, you are probably thinking it, “How much did you say this research will cost? That’s more than the price of going to market! We can’t possibly afford that, just forget it.

While you might feel some sticker shock initially, consider the long-term value of the information you can glean about your customers by surveying them. The reality is that without making some investment to talk with and listen to your target audience, you could be missing a huge opportunity.

What can consumer research do for you?

Research sheds the kind of light on consumer behavior that can keep you from blindly taking risks that lead to failure. Customers can make or break a business, so understanding what matters to them is vital. Let their way of thinking guide you. Consumer research can help you:

  • determine market demand for a new product and confirm whether consumers have a real need for what you’re offering.
  • gain insights about a target group about whom you have little or no understanding.
  • gather feedback about new concepts that you are interested in pursuing, so that you can modify your plans or switch gears before it is too late.
  • assess the impact of marketing on product sales at the store level, before a national roll-out.

Make consumer research work for you

Consumers can’t make decisions for your business, but the insights that come from surveying them can help you make informed decisions that have a critical impact on your business.

According to Rich Thoma, vice president of sales and marketing for Yerecic Label, conducting consumer research was one of the smartest decisions his company made for their marketing programs. “Taking new products to market that are supported by consumer research not only brings validity to our products, but also increases our access to potential clients who are hungry to hear from consumers,” says Thoma.

Thoughtfully-conducted consumer research can generate real results, like increased sales. MilkPEP studied consumer reactions to the positioning concept for a new program to increase milk usage, Latte Love, which ultimately drove a 1% increase in milk volume sales. Progresso Soup used consumer research to determine its competitive advantage over other soup brands among the Hispanic population, which lead to targeted messaging that increased both dollar volume and Hispanic-specific dollar volume.

Consumers are not only our targets; they are incredible resources for our industry. Making the investment in consumer research gives you a wealth of knowledge that can translate to real dollars and cents. So if you want to know what consumers think, it’s worth it to ask.

If you’d like to learn more about talking to consumers, please contact Mary Pat Anders at m.anders@midanmarketing.com.

Transforming a vision into reality

There’s more than meets the eye when it comes to photography, and I never thought about what goes into a shoot until I started producing them. Producing a photo comes down to two very important things: preparation and detail. It all starts with a vision, and when everything goes according to plan, the vision is realized.

Producing photos is one of the most exciting responsibilities of my job. During a typical photo shoot, I’m running on pure adrenaline (which comes in handy during overnight shoots). Basically, I live for photo shoot days!

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