May 23, 2017

Fresh Meat Claims That Drive Purchase

Meat ClaimsIn today’s premium beef landscape, claims – from where the beef was raised to how the animal was treated – vary greatly across the case. Understanding which product attributes are most meaningful to consumers is key to stocking the right assortment.

That’s why Cargill Protein invested in proprietary consumer research to better inform the claim prioritization that will make customers most successful with their shoppers.

“We found that upwards of 30-percent of the fresh meat case today is misaligned with consumer demand,” said Sarah Frick, Cargill Protein brand manager. “This study gave us the insights to help our customers identify the most impactful product claims across 12 different categories.”

The study included 3,178 fresh red meat consumers, male and female, age 25 and above. All participants indicated that they had purchased fresh red meat in the past month, cooked and/or prepared fresh red meat at least one time per week, and were responsible for grocery shopping for their household.

In total, 114 claims were evaluated, falling into the following categories:

  • Where Raised
  • What Fed
  • Breed
  • Traceability
  • How Raised
  • How Treated
  • Aging
  • USDA Certification
  • Tenderness
  • 3rd Party Verification
  • Nutrition
  • Environmental Commitments

“It is well reported that consumers are looking for a story behind the products they buy,” Frick added. “We’re committed to helping our customers get the right story that drives purchase with their shoppers.”

To learn more about the results of this study and how Cargill is helping align product claims with consumer demand, contact your local Cargill Protein representative.


Source: 2016 Cargill Beef Claims Study, n=3,178