- Meat gross sales surged to $82.5 billion in 2020, up 19.2% over the earlier yr, in response to The Energy of Meat 2021 report printed by the Meals Trade Affiliation (FMI) and the Basis for Meat & Poultry Analysis & Schooling. Beef accounted for the very best share of gross sales because it introduced in $5.8 billion, the report famous.
- Many consumers mentioned they purchased in a different way in 2020, together with forms of meat (42%), cuts (40%) and types (45%), as a consequence of numerous components together with out-of-stocks, a need to strive new recipes, meals fatigue and the necessity for higher worth.
- Customers sought out value-added meat — pre-marinated, pre-cut or pre-seasoned gadgets — in 2020 and 18% mentioned they plan to purchase extra in 2021. Customers are additionally persevering with to purchase merchandise which are simple to cook dinner, match their dietary wants and match their values, the report famous.
The 2020 gross sales surge occurred at the same time as shoppers had been reducing again on their general meat consumption, highlighting potential difficulties forward for retailers. In accordance with the Energy of Meat report, the proportion of shoppers who recognized as “meat eaters” declined from 85% in 2019 to 71% in 2021. Flexitarianism grew from 10% of shoppers saying they practiced consuming this fashion in 2019 to 19% in 2020.
The report, which was ready by 210 Analytics, additionally discovered that roughly 34% of customers are attempting to chop again, however not remove, meat from their diets with the principle issues being the healthiness of pink meat together with the presence of antibiotics and hormones.
To maintain tempo with evolving shopper demand, meat managers have to deal with comfort together with well being wants, the report famous. The variety of customers who say they purchase value-added meat a minimum of generally or continuously elevated 31 share factors between 2016 and 2021. Customers are additionally more and more fascinated with fully-cooked meat and meal stations as they search for easier-to-prepare meals, and grocers and producers are suggested to experiment with flavors to fight meals fatigue and broaden kid-friendly choices
“To drive trial and better utilization amongst low-frequency consumers, it will be significant that the worth differential is in step with the perceived comfort advantages of value-added,” the report famous.
The frequency of value-added meat purchases tracks with elevated curiosity in blended and plant-based alternate options. Refrigerated plant-based meat gross sales elevated nearly 84% in 2020 to $475.3 million however nonetheless stays area of interest at simply 10% family penetration. Roughly 25% of customers need alternate options within the meat division, whereas 28% are very fascinated with blended merchandise.
Pushed by high quality and well being beliefs, curiosity in case-ready meat can be rising.
“Additional evaluation additionally reveals handy meal options are key and that meals retailers have alternatives to offer extra selections, together with extra info and schooling on shopper priorities like diet and meal preparation — build up what we name shoppers’ Meat IQ,” Rick Stein, vp of contemporary meals for FMI, mentioned in a press release.
Responding to diet and well being wants may assist hold meat gross sales up, the report famous. For instance, customers mentioned they need extra protein, fats and calorie content material prominently displayed on the packaging. Claims like “Raised within the USA,” no added hormones and all-natural are additionally one thing they mentioned they need extra of, with the report noting that claims-based meat, which customers usually see as a “better-for” choice, jumped greater than 18% in gross sales in 2020.
Whereas offering extra info on dietary advantages is essential, The Energy of Meat additionally means that merchandise promote environmental and animal welfare enhancements and seize on academic alternatives.
Correction: A earlier model of this story recognized the Meals Trade Affiliation by its former title.