Progressive Grocer

FEB 2017

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80 | Progressive Grocer | Ahead of What's Next | February 2017 2017 Retail Meat Review Eff E ctiv E n E ss of Promotional a ctiviti E s Rated on a scale of 1-6, where 6=extremely effective Source: Progressive Grocer Market Research, 2017 Y E ar c urr E nt a go tE m P orar Y P ric E r E ductions 4.40 4.90 B ogo s 4.23 4.09 Product d E mos/sam P ling E v E nts 4.17 4.69 m ix-and-match B undl E s (i. E ., four for $20) 4.05 4.00 f lash sal E s 3.89 4.75 s ocial m E dia 3.86 4.28 Point-of- P urchas E information 3.80 4.62 d ir E ct mail 3.70 3.93 c ross- P romotion within th E stor E 3.67 4.47 o nlin E mark E ting 3.58 4.13 v alu E -add E d P roducts (marinated, kebabs, gourmet burgers, loaves, meatballs, etc.) 54.3% 12.0% 33.7% v alu E - P ric E d (ground, flat steaks, etc.) 53.1 5.2 41.7 f r EE -from P roducts (antibiotic-free, hormone-free, msg-free, additive-free, etc.) 51.6 4.4 44.0 g rass-f E d BEE f 42.2 6.0 51.8 o rganic m E ats 39.3 13.1 47.6 Pr E mium- B rand BEE f 38.7 14.0 47.3 s mall E r P ortions/ P ack siz E s 37.5 9.4 53.1 l ocall Y rais E d m E at 28.2 7.7 64.1 a lt E rnativ E P rot E ins (e.g., bison, venison, ostrich) 11.9 16.4 71.6 - i ncr E as E d d Ecr E as E d s ta YE d th E s am E Source: Progressive Grocer Market Research, 2017 c onsum E r dE mand In the past year, here's how consumer demand has changed: production claims around organic/natural and how the animal was raised (antibiotic-free, hormone-free, etc)," Schmansky says, citing a recent Nielsen survey showing that consumer meat purchases are most influenced by the claims of being hormone- and antibiotic-free. More than half (51.6 percent) of PG's survey respon- dents said that consumer demand increased in the past year for meats with free-from claims (followed by grass-fed and organic), down a bit from a year ago, but still achieving a solid third place among top customer requests. Leading the pack: value-added products like mari- nated, seasoned and other ready-to-cook items, with 54.3 percent of respondents reporting an increase in demand. at's a significant leap since last year, when value- added meats ranked seventh among reported in-demand products. "Convenience continues to be a key driver for a majority of shoppers, but in particular for Millennials who have families and careers," Midan's Uetz observes. Curiously, demand for smaller pack sizes dropped from first to seventh place since last year's survey. But consum- ers' taste for value-added meats is an indication of the growing desire for easier meal solutions, to which grocers should be responding with appropriate merchandising throughout the store. "e industry believes the deflation and high supply levels of late 2016 will absolutely carry into 2017, which means meat will continue to be relatively inexpensive, and therefore compete more closely with other afford- able meal solutions in the battle for more share of consumers' stomachs," Schmansky says. "is will likely translate to continued softness in dollars, which manufacturers and retailers can combat by understanding consumer demand for benefits, deliv-

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