Supermarket Perimeter - August 2019 - 40

Meat & Poultry: Self-serve

Sales, volume growth
Pork continues to grow in popularity with U.S. consumers, says Jason
Menke, director of marketing communications for the National Pork
Board, Clive, Iowa.
For the 52 weeks ending May 25, pork dollar sales were up 1.3%, and
overall poundage was up 0.2%. Pork was the only major protein that saw
volume growth during that time.
"We also know that pork is a basket builder for grocers and retailers, and pork shoppers spend more and make more trips to the store,"
Menke says.
Loin and shoulder continue to see solid growth in terms of dollars,
and ribs remain fairly steady, likely driven by the increased interest in
barbecue, he adds. "While we don't have data to back this up, I'd guess
that increased popularity of pellet smokers may be driving this. It's
increasingly easier for at-home pitmasters to achieve steady and consistent results."
The pork industry is also seeing increased interest in meal kits and
prepackaged meal solutions, as consumers look for increased convenience in their busy lives, Menke says. Meal kits provide consumers a
quick, easy-to-prepare, healthy option for busy adults and families.

"We're working to help the industry better understand the needs of
today's consumer," he says. "It's a much different marketplace than it
was 30 years ago, and while consumer needs have changed, not much
in the fresh pork set has."
A tray of ten assorted chops, for instance, may have met the needs
of boomers and their parents, but that's not necessarily the case today.
Understanding the needs of a more diverse customer whose time constraints and cooking skills are much different than a generation ago is
critical to driving innovation that will create long-term success for pork.
"Making pork more relevant is paramount," Menke says. "It's got to be
convenient, so solutions like easy-to-prepare marinated pork cubes that
can be added to a stir fry or shredded for tacos help take a few steps
out of the cooking process and save time. We've got to do more on the
nutrition front as well."
The pork tenderloin and sirloin have the American Heart Association's
"Heart Healthy" certiﬁcation, so reminding consumers that pork is more
than bacon is paramount, he adds. The pork industry has a great protein
story to tell as well, Menke says, so making sure producers call that out
on packaging is a must in an environment where protein is a key macro
for many diets and lifestyles.

Fresh department as traffic driver:
insights from the National Pork Board
IRI data shows that within multioutlet in the latest 52 weeks, total
store sales continue to grow
Total store sales are up by $12 billion,
total fresh is up by $1.6 billion
Fresh perimeter represents 23% of
total store sales and 14% of growth
Fresh meat buyers are big spenders,
especially fresh pork buyers, who
make 21 trips on average a year
and spend over $1,600 a year
Meat/pork sales are up in dollars sales
According to Nielsen POS data,
through May 25, overall meat
department dollars sales were up
by 2%; volume was down .5%

40 - AUGUST 2019

Dollar sales across proteins are
also evident: 1.3% for total pork
during the latest 52 weeks.
Total pork volume is up .2%

54% of consumers note that their
dietary philosophy centers around
fresh, less-processed products
with fewer harmful ingredients

The dollar growth of total pork
was driven by stronger growth
rates in bacon and sausage in the
latest 52 weeks; in fresh pork, loins
and shoulders are bright spots

The implications for the meat
department are that there are
opportunities to evolve to meet
the needs of today's consumers

Consumers are leading busy
lifestyles. The way that people,
live, eat, and shop has shifted
with convenience being a primary
driver. Pork Board research has
shown that consumers do not
want to think too hard about
getting dinner on the table.
Use signage effectively, e.g. "Dinner
is almost ready with fresh pork."

www.supermarketperimeter.com

Leverage pork as a simple,
healthy, versatile meal solution
Highlight pork's relevance
in protein and health
Offer smaller pack, ready to heat,
pre-seasoned/pre-marinated options
Focus on ease and promote recipes
for fast-cooking options (e.g., instant
pot) or cook while away (slow cooker)
http://www.supermarketperimeter.com
Supermarket Perimeter - August 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - August 2019
