The term “Value Added Meat” is used a lot in today’s retail environment, and it’s one of the fastest growing and most profitable categories in the meat case today. Thus, many stores across all formats offer some form of a value-added meat selection. However, do they all truly understand the mindset of the shopper and the benefits they’re seeking? Understanding the mindsets and benefits is critical to developing winning strategies around messaging, assortment, merchandising, pricing and promotion.
Packaging that resonates with consumers has and will continue to be a large factor in driving sales in the fresh meat case. As consumer demand for the meat they purchase evolve, the expectations from the packaging continues to shift as well. While claims and the design on-pack remain important, consumers are also concerned with the functionality of the packaging.
Using Cargill’s proprietary research study of more than 5,000 fresh meat consumers and Mintel’s ‘Food Packaging Trends’ report, we’ve identified these 3 key packaging trends that are becoming increasingly important to consumers.
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.