Haas has identified five keys of premium
meat and pork category success at grocery:
1. Strategic store location (luxury car dealerships in town are a good indication).
2.Product support through a sampling
3. Offer a variety of different price points.
4. Focus on Thursday to Sunday promotion.
5. Provide brief, but compelling, product
descriptions via in-store signage, circulars
Dallas-based Central Market has found
success with premium proteins through a
similar strategic approach. Its website and
weekly circulars feature a range of fresh meat
products at different price points from Wagyu
Beef Whole Tenderloin Roast for $49.99 per
pound to USDA Prime Natural Angus Beef
Chateaubriand for $34.99 per pound and
USDA Choice Natural Angus Beef Standing
Rib Roast for $13.99 per pound.
Its product descriptions are also relevant
and concise, such as “Group-Raised, Milk-
Fed Veal Loin Chops: Compassionately
raised in groups and 100% tether-free” and
“Lamb Loin Chops fresh from Rocky Moun-
tain pastures and raised without added hor-
mones or antibiotics.”
Central Market supports its meat pro-
gram with in-store sampling. “That helps a
lot, because once the consumer tries it, they
understand it’s a special product,” says Haas.
Haas also recommends sampling that
showcases a product’s versatility and afford-ability, such as quick-cooking wagyu flank
steaks for tacos. The easy-to-prepare meat is
comparably priced to brisket, which takes 12
to 13 hours to cook.
Grocers who take a weekend-warrior
approach to premium proteins also stand to
gain. They should also stock their highest-end
premium proteins Thursday to Sunday, when
shoppers are entertaining and treating themselves, says Haas. “That’s the main purchase
time. You don’t want to put your most expensive wagyu tenderloin out on a Tuesday.”
About half of today’s premium-protein con-
Top Trends in Beef and Pork
Research from the Power of Meat 2018
report indicates the following emerging
trends in beef and pork:
19% of beef consumers choose a premium product.
18% of consumers prefer beef raised with no added hormones.
17% of beef-consuming purchasers are buying USDA organic beef.
15% of consumers also seek either grass-fed beef or beef raised
with no antibiotics ever.
There are retailers
who sell wine for $500
a bottle and olive oil for
$300 a bottle, but they
don’t think they can
sell a steak for $40
a pound.” —Tim Haas, Premier Proteins
and ultrapremium beef.
sumers plan their purchase ahead of their
shopping trip and use local grocery store
apps either often or frequently in their purchasing decisions. These trends are dramatically influencing how grocers and producers
connect with shoppers. “For today’s premium
consumer, digital support, in addition to traditional point-of-sale materials, is becoming
increasingly important,” says Kent Harrison,
VP of marketing and premium programs for
Tyson Fresh Meats in Dakota Dunes, S.D.
Midan Marketing in Chicago, which conducted custom research in 2018 to identify
the target market for Tyson Fresh Chairman’s
Reserve Premium Meats, discovered the
power of digital when courting this consumer.
The research revealed the key consumer
of Chairman’s Reserve Premium Meats plans
their purchases prior to entering the store, with
about 50% of the sample noting that they not
only plan their purchase ahead of their shopping trip but that they also plan which cuts
they are going to buy before entering the store.
What’s more, nearly 50% of those surveyed
also indicated that they use local grocery
store apps either often or frequently. “[This]
again indicates the importance of connecting
with these consumers in their digital world,
and providing information at their fingertips
to help them make a smart choice in the meat
aisle,” says Harrison.
CV’s Family Foods, based in Van Buren,
Ark., carries Chairman’s Reserve Premium
Beef and Pork. The grocer advertises digitally
and in printed placements, as well as in-store
Meat & Seafood Fresh Business