Store Brands - May 2018 - 46

FOCUS ON FRESH

Solving
the

Six o'clock
scramble

Updated flavor profiles, convenient packaging
and prominent positioning are helping retailers
differentiate their value-added meats and
poultry offerings By Nevenka Jevtic

Dinnertime can be the most stressful time of
the day. When the six o'clock scramble rolls around,
most of us could use some help getting a healthy meal
on the table quickly. Sure, you could go through the
trouble of meal planning for the week or simply heat
and serve something from the freezer. But today's consumers want fresh and easy meal preparation options
that serve up plenty of protein and flavor.
Value-added meat and poultry items are fast becoming the new go-to dinner solution. These fresh offerings
have at least one step of further preparation and include
pre-marinated, pre-cut or pre-seasoned items such as
meatloaf, meatballs, kabobs and chicken wings. Their
convenience and ease of preparation is striking a chord
with retailers as well.
"Value-added meat dollar sales growth is currently outpacing the total fresh meat department,"
says Jonna Parker, principal for Fresh Center of
Excellence at market research firm IRI in Chicago.
Value-added meat is up 2.5 percent while the fresh
meat department is only up 1.1 percent for the latest
52 weeks ending March 26 versus the prior year, according to IRI point-of-sale data.
Despite the faster sales growth, retailers can still
maximize the opportunities and benefits of an expanded value-added meats and poultry presence within the
fresh department.
46

Store Brands / May 2018 / www.storebrands.com

"From a sales perspective, value-added meat items
tend to have higher consumption frequency as well
as higher household penetration, so they can help
drive sales in the department," says Jill Tomeny, senior
category manager of category solutions for Daymon, a
retail services firm in Stamford, Conn.,
In fact, value-added meat and poultry can help
support private brand solutions that cross and connect the entire store.
"For example, a limited-time only program
focused on maple flavor could encompass marinated
meats, grocery BBQ sauces, bakery items and prepared foods," Tomeny says. The result is a destination
experience for shoppers built on signature private
brand value-added items.

KEEP THEM COMING BACK

To be a regular dinnertime hero, private brands
retailers will need to make sure they are hitting the
mark on a few important targets, starting with pricing.
"Price remains important to consumers, both per
pound and total package price," Parker says. "But the
meat department must also offer high quality both in
how it looks and how it tastes at home."
Grant Lorsung, president of Buena Park, Calif.based True Fresh HPP, which offers high pressure
processing, agrees and says, "Having great quality,


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Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
Store Brands - May 2018 - 5
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Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
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