Supermarket Perimeter - December 2019 - 31

contribute to the success of its Hatﬁeld® dry
rubbed marinated portfolio, says Kiersten
Hafer, the company's vice president of
marketing.
Clemens also has refreshed its labeling to
call out protein value per serving, all natural and no hormones or steroids added
and other health and nutrition messages,
Hafer says.
"We saw an opportunity to help consumers
understand the value of protein in pork so we
started providing a protein callout per serving
on the front of our labels," she says. "Calling
out protein across our entire Hatﬁeld®
branded portfolio creates a consistent way
for consumers to identify the protein per
serving making it easier for the consumers
to shop."
According to the 2019 Power of Meat
study, Hafer says, three in 10 shoppers look
for "better for" claims relative to the animal
and planet, with younger shoppers driving
the demand.
"Through the work we have done with
concept testing to validate the importance
of the attributions on our labels, we found
that calling out 'all natural' on packaging
yielded a 96% purchase likelihood," Hafer
says. "Shoppers are willing to pay more for
all natural products, placing a higher value
on products such as Hatﬁeld® Dry Rubbed
Marinated pork."

Calling out beneﬁts
According to Nielsen, Free from Hormones
pork volume accounts for 32% of packaged
pork products, and it increased by 5.3% vs.
last year.
Free from Added Sugar pork volume
accounts for 3.4% of packaged pork products,
similar to last year.
Vegetarian Fed (+10.6% vs. YA) and Free
from GMO Ingredients (+9.4%) are top-growing labels for packaged pork products.
Menke says there's ample room for those
numbers to keep growing.
"We need to do a better job of actively calling out fresh pork as a good protein source
and highlight its relevance in protein and
health," he says. "Emphasize leaner cuts and
cooking temperature to educate consumers
and drive engagement."
Retailers can also use signage to effectively
to show how pork is a simple, quick and

health meal solution, keeping in mind that
84% of consumers say health and wellness is
an important reason to buy fresh food.
Producers, meanwhile, can provide
on-pack suggestions for younger shoppers
who say they "just manage" or "need help"
when cooking meat, or for other consumers
seeking meal ideas, Menke says.
Although not permitted by USDA standards, Clemens Food Group also made the
decision to call out No Hormones or Steroids
Added on the front of its Hatﬁeld® labels.
That helps shoppers understand that its animals were raised without added hormones
and the use of steroids or growth promoters.
Although not a nutrition call out, Clemens'
Family Owned. American Made slogan is an
important call out for the Hatﬁeld® brand
because it speaks to who Clemens is as a
company, Hafer says.
"This attribution ties directly to our Pork
with a Pledge® platform, which we use to help
communicate who we are and what we have
always done when it comes to progressive
farming practices, animal care and food safety."
According to a National Pork Board study
on generational shifts, key factors that
are driving younger shoppers at grocery
include transparency, convenience and
value. Because of this, Hafer says, labels have
become a critical marketing tool and perhaps harder to read for the typical shopper
because of all the information and attributes.
"The desire to grab share of the millennial
wallet is what drives Hatﬁeld® to amplify
nutritional call outs, all natural attribution and
our commitment around transparency."

46% of Americans stated
that claims on food
products inﬂuenced
their purchasing.
Another 54% of
consumers say
"high protein" is an
important attribute
when purchasing food
for their household.
67% of consumers
stated a desire to know
everything that is going
into the food they eat.
(Source: Nielsen)

Providing consumers
with preparation and
cooking advice is a
great supplement to
nutrition callouts.

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Supermarket Perimeter - December 2019

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