The key takeaway here for packer/processors and retailers: The meat industry must market differently to today’s Natural and Organic meat consumers.
Unlike the average meat consumer, Natural and Organic meat eaters are actively seeking claims-based meat products based on their perceived health benefits and gravitating toward companies and brands that care about social causes and the environment. COVID-19 has helped ramp up purchasing by Natural and Organic meat consumers, as they are more concerned about the pandemic and have turned to claims-based meat to help boost their immunity. Understanding what these consumers care about, and why, can help you develop messaging and a brand story that acknowledges their concerns and aligns with their values.
There is also another key opportunity with this group of consumers: education. Even purchasers of Natural and Organic meats are confused about the definition of “natural” vs. “organic.” Helping these consumers, who have a strong interest in knowing about the foods they purchase, understand the differences between natural and organic meat products will create more informed meat eaters and foster greater brand and product loyalty.