Supermarket Perimeter - November 2022 - 35

Transparency and education continue to be trends evolving in
messaging around claims-based meats. But properly educating
consumers can be a tall task.
In the case of Creekstone, for instance, many consumers' only
interaction with the company's products is at the retail meat case.
Providing point-of-sale materials for its retail partners and ensuring
accurate and timely orders is central to that educational mission.
" Retailers face many challenges, from supply chain disruptions to
labor shortages, and their time is precious, " Rogers said. " We consider
it our responsibility to support retailers every step of the way. We strive
to build a relationship with each one of our partners and provide tools
like training cards to educate retail staff or developing point-of-sale
materials to help drive their sales. "
The meat case and full-service meat counter both serve an important
role in showcasing Creekstone Farms beef. Most shoppers rely on
the meat case for routine purchases and the full-service counter for
special occasions and requests, according to Midan. Supporting retail
partners in both avenues, Rogers said, is essential to promote claimsbased
meats.
Educating consumers and retailers on the meaning of claims in the
limited amount of space available on a package of protein is difficult,
Gerard said.
Digital solutions are becoming increasingly important to how Cargill
tells its claim stories. Many of the company's protein packages have QR
codes to direct shoppers to websites to help educate them on products
and their specifications.
More than two-thirds buy based on claims
Nearly three in four beef-eating Americans can't imagine giving up the
taste of beef, and more and more are interested in beef with claims,
according to new research from Midan Marketing.
Among the study's top findings:
* 88% purchase at least some conventional beef
* 72% can't imagine giving up the taste of beef
* 68% purchase beef with production claims at least some of the time
* 62% purchase premium beef
" Recent data from Mintel shows that 81% of American consumers
eat beef, " said Bridget Wasser, associate director of customer insights
at Midan. " We know that consumers are seeking out several attributes
when shopping for beef, so we set out to determine which claims are
most impactful. This data provides incredible insights to our industry
partners and we're excited to share our findings. "
The survey presented a nationally representative sample of US beef
consumers with 28 different product attributes. Claims tested ranged
from quality claims including USDA Prime or Choice grade, production
claims like grass-fed or carbon neutral, and sourcing claims such as
locally raised or product of the US.
" We weren't surprised to find that price continues to be a major
consideration for many shoppers when they buy beef, " Wasser
said. " However, the sheer volume of data we collected means that
we can tailor insights to any size retailer or processor, uncovering
consumer expectations beyond price. We can validate current
strategies or shed new light on which claims motivate a particular
group of shoppers. "
supermarketperimeter.com
Nearly 90% of
consumers purchase
beef with production
claims or premium
attributes.
68% purchase beef
with claims at least
some of the time.
Midan Marketing
63% of consumers
like to know more
about the who,
what, where and
how behind the
food they buy.
34% said they were
specifically looking
for the claims
versus availability.
Power of Meat
Meat raised without
antibiotics already
represents 10% of
sales, and 44% of
consumers said they
would like to see more
meat raised without
added hormones.
IRI
NOVEMBER 2022 - 35
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Supermarket Perimeter - November 2022

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