Portable Shady Brook
Farms Turkey Dippers
are loaded with 17
grams of protein.
Predicting Buying Behavior With AI
“Because there is so much data that goes into understanding the
consumer, retailers are challenged to keep pace with the rapid
disruption,” says Patty McDonald, global solution marketing
director for Symphony RetailAI.
As the grocery supply chain evolves, retailers are looking
to implement new technology, especially in the areas of AI and
machine learning, McDonald says. “This emerging technology
can understand and keep up with fluid alerts and insights for the
most challenging and shelf-sensitive items like meat,” she says.
Retailers and suppliers can use AI to analyze shopper trends,
understand complex consumer buying behavior and predict
buying patterns throughout the year.
“True data-driven decisions will incorporate all events that
may have an impact, whether positively or negatively, specific to
[the grocer’s] meat items and exact location,” says Shaina Finch,
Symphony RetailAI’s solutions consulting manager, supply chain.
doesn’t seem to have an end.” And yet Cargill Protein’s
consumer insights reveal that many shoppers don’t know
how much protein is in fresh meat.
“We see this as an opportunity for the fresh meat industry and our retail customers to celebrate protein more,”
Lommel says. Cargill Protein recently redesigned its cer-ti;ed ground beef package to include a “prominent claim
on protein,” he says.
Talk vs. Walk: Data insights can also o;er grocers
an informative reality check when it comes to what con-
sumers claim is important to them vs. their purchasing
habits. “In the meat category, data has de;nitely been a
disrupter,” says Steve Hixon, strategic business services
director for Midan Marketing, Chicago. “What people say
they want and what they buy can be completely di;erent
For example, earlier this year, Midan released its Meat
Consumer Segmentation ;.; study, which found that ;;;
of meat shoppers say they look for meat with no antibi-
otics, but only ;;; say that they regularly purchase it.
Furthermore, while ;;; of meat shoppers say they look
for meat with no added hormones, only ;;; say they reg-
ularly purchase meat having no hormones.
To understand the mind of the shopper at a particular banner and at individual stores—each with unique
demographics—data and marketing specialists such as
Midan engage with consumers in person around products in store. “You get a lot of great information about
the product and the category when you interact live with
Meat & Seafood
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Meat Consumer Segmentation 2.0: Research that elevates meat sales