Understanding the why behind the buy is key to crafting messaging that drives trial and purchase. We’ve been digging into what motivates consumers — in January 2025, we conducted a survey evaluating messaging around topics in health, sustainability, regenerative...
Earlier this year, Midan Marketing released our Meat Consumer Segmentation 3.0 research, giving a snapshot of today’s meat consumers. One way to get to know the five new segments is to understand how they each feel about three of the top drivers that have a growing...
In theory, every product that goes into the food supply chain should be created with the end user (the consumer) in mind. And that thinking applies just as much to fresh beef, pork and chicken as it does to ice cream or Goldfish® crackers. Starting with the end in...
The last several years have changed consumers. The COVID-19 pandemic and the economic uncertainty that followed have altered consumers’ habits and behaviors in all aspects of their life, including grocery shopping. Now it’s time to get to know your meat customers...
Earlier this year, “The societal role of meat – what science says” was published in the Animal Frontiers journal. This paper, along with the series of secondary papers quoted throughout, is the culmination of the work done during the International Summit on the...
Earlier this year, I had the privilege of meeting in person once again with individuals from all parts of the meat industry during the 2023 Annual Meat Conference. In the three years since the last conference, our world has been completely disrupted by COVID-19. Every...
In March, members of the Midan team descended upon Dallas to join the rest of the meat industry for the 2023 Annual Meat Conference. Data and insights were shared from all sides of our industry – from using influencer marketing effectively to the value of supply chain...
Through all the ups and downs of the last several years, shopper demand for meat products has remained strong. But as consumers continue to navigate economic pressures, health and sustainability concerns, the meat industry and retailers will need to collaborate to...
At Midan, we talk a lot about “sharing your story” with consumers in an effort to make animal agriculture more accessible. Those of us in animal ag must make a conscious effort to step back to understand the consumer perspective. Getting a clear understanding of what...
The use of antibiotics and hormones in animal agriculture is a conversation that we’ve been having for years, and I imagine we will continue to have. In 2021, consumers gravitated toward antibiotics claims to the tune of more than $8 billion in sales of meat and...