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 agriculture and the term “organic.” The findings not only highlight which messages resonate with consumers but also reinforced a core marketing truth: knowing your audience is everything.
We know that consumers today are bombarded with brand messages, from their daily commutes to their phones to grocery shopping in stores. With constant competition for attention, it’s essential to ask — is your messaging truly resonating? Let’s dive into our findings to help you connect more meaningfully with shoppers.
Leveraging Our Consumer Knowledge
In the spirit of knowing your audience, we incorporated our proprietary Meat Consumer Segmentation 3.0 research into the survey. This research is a powerful tool to get actionable insights into who your target consumer segments are and how they behave at the meat case. Our 3.0 study revealed five key consumer segments, which are represented in our Health & Sustainability Messaging Research.
Why Messaging Matters
Today’s shoppers aren’t just reading messages — they’re evaluating them and letting their dollars do the talking. Health and sustainability are trending topics for meat consumers, but not all claims are created equal. Understanding which claims resonate with whom can help you understand:
- What types of messages inspire purchase with your target
- What messages consumer segments find authentic and trustworthy
- Where and how they prefer to receive messages
- Who they trust to deliver health & sustainability messages
Messaging That Drives Purchase
“Whenever you deliver messages to consumers or even individuals or groups within our industry, take the time to understand your target audience. What is going to resonate with them? Put it in a format, language and place that will ensure it is received, understood and has an impact.”
– Molly Shelton, Director of Marketing Services
In our research, respondents were shown two versions of a similar message and asked a series of questions. In this example, we asked which message would most inspire purchase. We categorized each respondent using our consumer segmentation tool to provide insight into why they selected one message over the other.
Health Message 1:
Meat is a whole and nutritious part of a balanced diet.
Health Message 2:
Meat is an excellent source of complete protein, providing all the essential amino acids your body needs for muscle growth, tissue development and repair, and supporting immune function.
The Results?
Different messages appeal to different consumer segments
Convenience Cravers (lead busy lives and prefer quick, easy meals) were most likely to choose health message #1. Claim Seekers (pay careful attention to what they eat in terms of health, animal welfare and sustainability) were most likely to choose health message #2.
More on the implications of this for marketing to follow…
Sustainability
Messaging focused on general sustainability performed better than technical definitions (like “regeneratively raised”). Classic Palates responded to simple sustainability claims, while Claim Seekers and Connected Trendsetters cared more about ecosystem impacts.
Trust
Depending on the type of message, consumers most trust USDA, dieticians/nutritionists, certified bodies regulating claims and branded companies to provide them with details about a claim and why it’s important.
Top Claims
The top three consumer claims are all-natural, grass-fed and raised with no antibiotics.
Opportunity for Protein
When conveying nutritional benefits of meat, there is an opportunity to expand upon protein claims.
Technical Terms
In general, consumers are unfamiliar with many of the terms we use to differentiate and promote meat products. As their understanding of health and sustainability claims continues to evolve, marketers have an opportunity to inform and guide. For example, while “regeneratively raised” may not resonate with them today, we can build awareness and educate over time.
Putting It All Together
Pairing this Health & Sustainability Messaging Research with our Meat Consumer Segmentation 3.0 allows us to drill deeper into a client’s target audience to craft messaging that inspires purchase. It affords us the insights to:
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- Identify the right message for the right consumer
- Build more personalized campaigns
- Guide packaging, in-store signage and digital content
- Align brand purpose with actual buyer values
