NEW RESEARCH TO HELP YOU UNDERSTAND MEAT CONSUMERS
One of the best ways to really get to know meat consumers is through segmentation research. Segmentation helps group consumers with similar attitudes, preferences and drivers in order to more accurately target them with customized messaging and promotions.
In our never-ending quest to better understand meat eaters, Midan Marketing conducted a segmentation study of U.S. meat and poultry consumers at the end of 2018. This new study is the second edition of our ground-breaking segmentation research first conducted in 2016.
EXPLORE EVOLVING ATTITUDES ABOUT MEAT
Our initial 2016 Meat Consumer Segmentation study yielded key insights about six distinct meat consumer groups. But consumers are constantly evolving. In just a few short years, the U.S. population has changed significantly, driven by younger generations with increasingly diverse ethnic profiles and attitudes. Topics like grass-fed beef, no antibiotics ever and plant-based meat alternatives that were emerging then are now at the forefront. In order to incorporate these important topics, we repeated our segmentation study at the end of 2018.
GET TO KNOW THE FIVE MEAT CONSUMER SEGMENTS
We surveyed a national sample of U.S. adult consumers who had eaten meat or poultry (beef, pork, chicken or turkey) in the past three months. With the addition of new topical areas moving from fringe to mainstream, our total number of segments shifted from six to five and their defining attributes evolved. These new segments shed light on how the American appetite for meat is changing.
NEW research on the meat consumer groups shaking up the meat industry: Grass-Fed Beef Eaters, Plant-Based Meat Eaters, Flexitarians, Gen Zs and Millennials.