When it comes to fresh meat, flavor is a key driver for consumers when deciding what to purchase, prepare and ultimately serve their family and friends. The challenge for retailers is understanding how consumers define flavor today and how to keep up with the emerging features, benefits and claims that consumers see as adding flavor.
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In 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.”
There’s no question that summer grilling is a favorite pastime. From special occasions to a break from the ordinary to everyday, grilling is a fresh meat cooking method that goes across consumer need states. Nearly 75-percent of US adults own a grill or smoker1 and one-third of fresh meat consumers said they were driven to eat meat because they felt like grilling2.