Supermarket Perimeter - June 2022 - 34

Meat & Poultry: Beef
Consumers are embracing overall
wellness and foods that fuel their wellbeing
and there is room for brands and
retailers alike to tap into these more
contemporary indicators of health, "
Kent Harrison, Tyson
Midan compared in-house consumer segmentation research in
January 2019 and September 2020 to study the effects of the pandemic
on consumers' perceptions of meat. The findings showed the number
of consumers who love to cook meat grew 14%, and more consumers
said they believed meat contains nutrients not found in any other foods.
" YouTube videos, blogs and how-to social media posts helped
consumers learn to enjoy cooking meat, and many became more
health-conscious during the COVID-19 pandemic, " Wasser said.
Harrison emphasized that retailers must have an engaging digital
presence to reach all consumers, not just those ordering online.
" Creating a seamless experience across both physical and digital
touchpoints is essential to driving purchases across the store, including
at the meat case, " he said. " Now more than ever, search habits, social
media influences and online advertising are driving shoppers' decisions
at the grocery store as online and brick-and-mortar shoppers alike seek
cooking inspiration. For click-and-collect shoppers, this also means
high-quality photos and keyword-rich product descriptions. "
Creekstone Farms provide its retail partners with a comprehensive
portfolio of point-of-sale materials to help tell the brand story and
support their efforts in driving meat case sales.
" Our sales team members are also located strategically throughout
Stay on top of marketing
Beef is a tried-and-true favorite in the United States, and taste is the
number one reason consumers choose beef.
" Because consumers gravitate to beef because of its great taste,
retailers should lean into the quality of beef they offer and provide
shoppers with the best eating experience possible, " Wasser said.
" Additionally, consumers are increasingly interested in protein and
nutrition. This is where beef stands out from plant-based alternatives,
and marketing tools like callouts on packaging, in-store marketing and
nutritionist partnerships must highlight this advantage. "
Tyson Foods offers comprehensive support for its retail customers,
from foundational brand support to personalized customer-specific
marketing plans.
" Perfecting the omnichannel experience means going beyond the
physical store; grocers should seek out brands engaging consumers,
meeting them where they are, " Harrison said. " To reach today's
omnichannel shopper, it's important to create a seamless experience
at every touchpoint, from social media to influencer engagement, to
blogs, recipes, other digital platforms such as the store website or app,
all the way in-store to POS or on-pack materials. "
34 - JUNE 2022
the country to ensure customer service and overall satisfaction of our
retail partners, " Rogers said.
Packaging counts
Beef packaging performance has become increasingly important with
the shift to online grocery shopping in the last couple of years.
" Consumers are focused on food safety, ease of use and convenience,
and are seeking the benefits of packaging options such as vacuumpacked
steaks or meal kits, or brick packs or chubs of ground beef over
their counterparts, " Harrison said.
Additionally, there are increased opportunities for storytelling on
packaging, especially as the virtual world continues to blend into the
retail meat space, Wasser said.
For example, QR codes are seeing increased popularity again, and
this creates increased opportunity for transparent storytelling of beef's
production story.
" GPS technology can identify the farm where a steer was raised
with the package a consumer holds in their hands at the grocery store
thousands of miles away, " Wasser said. " This is an exciting frontier, and
we are excited to see where our clients try new marketing opportunities
like these. "
supermarketperimeter.com
NAT BOWORNPHATNON - STOCK.ADOBE.COM
With inflation
high, more
consumers are
looking for good
value in their beef
purchases.
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Supermarket Perimeter - June 2022

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