Weight Loss, Category Gains - Corbion 2024 - 5

supporting marketing materials, producers and
brands can relay how their meat and poultry
solutions fit into busy lifestyles, including
those that now include GLP-1 use. Marketing
strategies can be enhanced with educational
information added to on-package messaging
as well as supporting resources found instore,
such as point-of-sale signage, or online,
including social media platforms and websites.
" While the content of marketing messages will,
of course, vary by product and company, meat
and poultry brands in general can benefit by
emphasizing high protein levels and the health
benefits of their products, " said Sophia Simecka,
Marketing Manager at Corbion. " Highlighting the
convenience and versatility of different package
sizes is also an effective approach to increasing
visibility and, ultimately, customer satisfaction. "
In addition, just as there are nuances to each
GLP-1 consumer, there are subtle differences
in opportunities for food manufacturers in this
evolving marketplace. " Changing packaging
sizes and modifying flavor profiles can be large
undertakings. However, there are smaller
initiatives that still target this group of users,
such as thinking about the right packaging claims
or looking at a targeted marketing initiative.
There's a spectrum of opportunities to reach
this group depending on what the manufacturer
would like to accomplish, " Simecka explained.
BALANCING SHIFTING NEEDS
While meat and poultry companies adjust
their offerings and marketing efforts in
light of growing GLP-1 medication use, they
continue to seek ways to ensure quality and
safety of their products. Those attributes
become even more paramount in a market
in which consumers may be buying less
overall for health and budget reasons.
Prioritizing taste and freshness, then, is just
as important as catering to the specific needs
Corbion Proprietary Study, 2024

Weight Loss, Category Gains - Corbion 2024

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