STATE OF FRESH MEAT
From a usage standpoint, Nielsen’s research reveals
that pre-store behavior is influenced by cooking attitude:
people tend to buy and prepare what they know. From a
cost and value standpoint, consumers in larger “
cosmopolitan” centers are drawn to “free-from” attributes, while
consumers in affluent suburbs spend the most on meat,
usually for larger families, and with time-saving a priority.
Generating excitement in the meat case to keep animal proteins top of and center of plate is also achieved
by new ways of meat merchandising. To that end, the
2017 Power of Meat study shows that shopper interest is
piqued when stores position fresh meat as part of a total
meal solution rather than a component. Further, ready-to-prepare meal kits appeal to 53% of shoppers, according to that study, which also pointed to the potential of
“meat–inspired events” and high-quality meal solutions
for secondary holidays.
Finally, research shows that more Americans are snacking more frequently. That too, speaks to the desire for
value, convenience and flavor. According to findings from
Nielsen, the meat snack category has experienced annual
sales growth of more than 7 over the last four years and
is now a $2.8 billion category.
TRUE AUSSIE BEEF & LAMB
Some of the most stringent quality, safety and animal welfare
standards in the world not only fit consumer demands, they also deliver
an enviable 120-day shelf life for beef, and 90 days for lamb.
SUPPLIER PERSPECTIVES GRASSFED BEEF
What are some of the key
changes in this category?
While beef category sales have
lately been largely flat, a bright spot
has been in 100% grassfed beef.
Much of the consumer interest in
grassfed beef is driven by a belief
that it is natural and better for their
health and the environment. More
importantly, the US consumer has
developed a taste for grassfed
too – in a recent survey, 53% of
consumers said that grassfed beef
was not only healthier, but better
tasting as well.
How has your company been
a category leader?
Australia is a world leader in
grassfed beef and lamb exports, and
a leading supplier to the US – the
largest among imported grassfed
beef and lamb producers. For
retailers, this means we can provide
consistent, high-quality and stable
supply for the meat case year-
round at volume. Some of the most
stringent quality, safety and animal
welfare standards in the world not
only fit consumer demands, but
deliver an enviable 120-day shelf life
for beef, and 90 days for lamb.
How do you partner with
food retailers to help them
Our national consumer promotional
campaign is engaging US consumers
and driving them to seek Australian
grassfed beef and lamb; we stand
ready to work with retailers to make
the most of this growing opportunity
in the meat case.
What’s next for True Aussie
Beef & Lamb?
We have a hands-on program
coming up in March exclusively for
retail meat buyers to learn about
Aussie meats to see and taste them
in action, and participate in a “taste
the trends” tour of the Vegas market.
Interested readers should drop a
line to email@example.com.