Cargill invested in a proprietary research study of over 5,000 consumers to understand what shoppers wanted in fresh meat. “We found that consumers feel 20-30% of the fresh meat case doesn’t meet their needs,” said Sarah Frick Cargill Value Added Brand Manager. “This translates to dollars walking out the door. We want to change that by partnering with our retail customers to keep those dollars in store.”
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.
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.”
“Millennials are changing how food is being consumed, just like baby boomers did,” said Brian Sikes, Cargill Protein Corporate Vice President. “In the protein space, they are driving a global call to do things differently.”
So how do you deliver what millennial consumers value?