Meat & Poultry: U.S. Retail Market Trends & Opportunities

Apr 26, 2017
153 Pages - Pub ID: LA15253692
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Meat & Poultry: U.S. Retail Market Trends & Opportunities

Packaged Facts projects retail sales for meat, poultry, and meat substitutes will approach $100 billion in 2021. Concerns over the health impacts of red meats have caused an ongoing shift in consumption of poultry, while also reinvigorating the market for pork. Yet the consumer market for beef and poultry still shows signs of life, with consumers increasingly trading quantity for quality. 

Consumer Meat Market Trending Toward Premium Products

Across the consumer meat market, gains in disposable income have resulted in consumers focusing on premium products such as organic, grass-fed, and cage-free meats. As a result, premiumization—alongside meats positioned as snacks and the growing nutritional emphasis on dietary protein—is a key trend driving retail sales in the meat and poultry market as a whole.

Further analysis in Meat & Poultry: U.S. Retail Market Trends & Opportunities reveals that concerns over animal welfare, health, the environment, and supply chain transparency will continue to present challenges and opportunities to marketers of meat, poultry, and substitute products. Even the largest meat and poultry processors are being forced to reconfigure their production practices and marketing to address evolving consumer preferences.

Nevertheless, a subset of consumers have adopted meat-free vegan or vegetarian diets, aided in doing so by a plethora of products that allow them to enjoy the familiar flavor of comfort foods like bacon and burgers without eating meat. Continuing innovation in this category of the market is helping to win over even committed meatarians, particularly those seeking healthy forms of protein regardless of its source.

Scope of this Report

Meat & Poultry: U.S. Retail Market Trends & Opportunities looks at the current and forecasted U.S. retail market for meat and poultry products, including fresh, frozen, and processed products, as well as meat substitutes. The discussion includes key trends driving consumer purchases within this food category, including demand for locally sourced, natural, and/or organic products. Value-added products that reduce preparation steps are also appealing to busy consumers. Other major influences on the market, such as concerns over the treatment of animals, are also discussed. Long-term trends and year-to-year volatility in product prices – influenced by factors such as weather conditions and outbreaks of animal disease – significantly impact consumption patterns. Consumer attitudes regarding meat, poultry, and meat substitutes are also investigated.

Methodology

Meat & Poultry: U.S. Retail Market Trends & Opportunities encompasses sales of meat, poultry, and meat substitutes in retail outlets such as convenience stores, supermarkets and other grocery stores, general merchandise stores (including warehouse clubs and supercenters), and specialty food stores. Sales of meat, poultry, and meat substitutes by non-store retailers such as e-commerce and mail-order direct sellers are also included. Sources of market and consumer data consulted for this report include:
  • IRI sales tracking through selected U.S. retail outlets;
  • government agencies such as the U.S. Census Bureau, U.S. Department of Agriculture, and the U.S. International Trade Commission;
  • meat and poultry processors and representative trade associations;
  • a wide range of pertinent industry sources, including business newspapers and magazines, company websites, consumer blogs, press releases, and trade publications.
Consumer data in this report come from two primary sources. The first source is the Packaged Facts National Online Consumer Survey, which includes a panel of 2,000 U.S. adults (aged 18 and older) that is balanced to the national population on primary demographic measures such as age cohort, gender, geographic region, marital status, race/ethnicity, presence or absence of children in the household, and household income.

Another source of consumer data in this report is the Simmons National Consumer Study from Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of large and randomly selected sample of consumers (approximately 25,000 for each 12-month survey compilation), which, as an aggregate, is intended to represent a statistically accurate cross-section of the U.S. population as a whole.
CHAPTER 1: EXECUTIVE SUMMARY
Figure 1-1 | Key Trends & Future Growth in the U.S. Meat & Poultry Retail Market
SCOPE OF THIS REPORT
METHODOLOGY
CHAPTER 2: THE MARKET
MARKET SIZE & SEGMENTATION
Scope & Methodology
Product Definitions
Market Size & Historical Trends
Table 2-1 | Retail Sales of Meat, Poultry & Meat Substitutes: 2011-2016 (U.S.$ mil)
Figure 2-1 | U.S. Per-Capita Consumption of Select Meat & Poultry, 2011-2016 (pounds per capita)
Figure 2-2 | U.S. Beef Consumption, Price, and Retail Sales Trends, 2011-2016
Figure 2-3 | U.S. Pork Consumption, Price, and Retail Sales Trends, 2011-2016
Figure 2-4 | U.S. Chicken Consumption, Price, and Retail Sales Trends, 2011-2016
Market Segmentation
Figure 2-5 | U.S. Meat Retail Sales by Product Segment, 2016 (% share of retail sales in U.S.$)
Table 2-2 | Retail Sales of Meat by Product Segment: 2011-2016 (U.S.$ mil)
Figure 2-6 | U.S. Dried Meat Snack Retail Sales, 2011-2016 (U.S.$ mil)
Figure 2-7 | U.S. Poultry Retail Sales by Product Segment: 2011 vs. 2016 (% share of retail sales in U.S.$)
Table 2-3 | Retail Sales of Poultry by Type: 2011-2016 (U.S.$ mil)
PROJECTED MARKET GROWTH
Market Projections
Table 2-4 | Projected Retail Sales of Meat, Poultry & Meat Substitutes, 2016-2021 (U.S.$ mil)
Factors Influencing Market Growth
CHAPTER 3: MARKETING & RETAILING
MARKETERS AND BRANDS
The Range of Marketers
Leading Marketers
Brand Leaders
Table 3-1 | Selected Leading Meat and Poultry Brands by Product Category Penetration Rates,
2008-2016 (percent of U.S. households)
A Taste for Meat Substitute Acquisitions
MARKETING & NEW PRODUCT TRENDS
Culinary Forecast: Telling the Product Story
Beef Trends
The Chicken Comes First
Wild Boar and Exotics as the New Natural
The New Meat (Skin) Snacks: Crackling and Chicharonnes
Illustration 3-1 | 4505 Chicharonnes
Meat-Centric Meal Kits Offer the Foodie Experience at Home
Illustration 3-2 | Omaha Steak’s Asian BBQ Crock-Pot Meal
Illustration 3-3 | Tyson Food’s TasteMakers Spicy Korean-Style Steak Tacos Meal Kit
Charcuterie: A Cut Above the Standard Appetizer
Illustration 3-4 | 5J Sliced Ibérico de Bellota Shoulder from La Tienda
Illustration 3-5 | Wild Idea Bufallo’s Buffalo Bresaola
Illustration 3-6 | Epic Provisions’ Venison Sea Salt Pepper Snack Strips
Illustration 3-7 | Epic Provisions’ Lamb Currant-Mint Epic Bar
Illustration 3-8 | Applegate Farms product package with the “Applegate Humanely Raised” label
Telling the Story: The Quest for Supply Chain Transparency
Illustration 3-9 | “Our Story” feature on the website for Eel River Organic Beef
Illustration 3-10 | Marketing Video for Cargill’s Pasture Crafted Beef
Illustration 3-11 | The Impossible Burger by Impossible Foods
Illustration 3-12 | The Beyond Burger by Beyond Meats
Illustration 3-13 | Louisville Vegan Jerky Company’s Reuben’s Smokey Carolina BBQ Variety
Illustration 3-14 | Cocoburg’s Coconut Jerky
RETAILING & INTERNET TRENDS
Retail Channel Shares
Figure 3-1 From which sources have you purchased fresh refrigerated meat or poultry in the past 30 Days?
Illustration 3-14 | Crowd Cow allows consumers to become “steakholders” of grass-fed cows
CHAPTER 4: THE CONSUMER
PRODUCT USAGE RATES
Figure 4-1 | Overall Retail Purchasing Patterns for Meat and Poultry Products: By Type, 2016(percent of U.S. households)
Bacon, Boneless Chicken Are Top Gainers in Consumer Base
Figure 4-2 | Top Gainers in Consumer Base by Meat and Poultry Product Types for 2008-2016 Period (in millions of households)
Table 4-1 | Retail Purchasing Patterns for Fresh Red Meat: Overall and by Type, 2008-2016(percent of U.S. households)
Table 4-2 | Retail Purchasing Patterns for Fresh/Frozen Poultry: Overall and by Type, 2008-2016(percent of U.S. households)
Table 4-3 | Retail Purchasing Patterns for Cold Cuts: Overall and by Deli vs. Packaged, Kind, Level of Consumption, and Brand, 2008-2016 (percent of U.S. households)
Table 4-4 | Retail Purchasing Patterns for Bacon: Overall and by Level of Consumption and Brand,2008-2016 (percent of U.S. households)
Table 4-5 | Retail Purchasing Patterns for Hot Dogs: Overall and by Type and Brand, 2008-2016
Table 4-6 | Retail Purchasing Patterns for Sausage: Overall, by Mealtime, by Types, Forms, and Flavors Used Most Often, and by Level of Consumption, 2008-2016 (percent of U.S.households)
Table 4-7 | Retail Purchasing Patterns for Fresh Bratwurst: Overall and by Flavors and Brands Used Most Often, 2008-2016 (percent of U.S. households)
Table 4-8 | Retail Purchasing Patterns for Beef Jerky/Meat Snacks, 2008-2016 (percent of U.S.households)
Table 4-9 | Retail Purchasing Patterns for Canned Meat: Overall and by Brand Used Most Often,2012-2016 (percent of U.S. households)
Table 4-10 | Retail Purchasing Patterns for Meat Alternatives: Overall and by Forms, Types, and Brands Used Most Often, 2008-2016 (percent of U.S. households)
CONSUMER PSYCHOGRAPHICS
Gourmet, Home Chef, and Natural/Organic Shoppers Draw for Specialty Offerings
Figure 4-3 | Selected High Indicators by Consumer Psychographics for Purchase of Meat and Poultry Products by Type, 2016 (indexes for “agree a lot”)
Skews by Product Type for Hot Dogs and Sausage
The Vegetarian Angle
Table 4-11 | Selected Psychographic Patterns for Purchasers of Retail Meat and Poultry Products by Type, 2016 (indexes for “agree a lot”)
CONSUMER DEMOGRAPHICS
Purchasing Indicators by Product Type
Fresh Meat and Poultry
Cold Cuts
Bacon
Hot Dogs
Sausage and Bratwurst
Meat Jerky/Snacks
Canned Meats
Meat Alternatives
Table 4-12 | Purchasing Rates for Retail Meat and Poultry Products by Type: Overall and by Generational Cohort, 2016 (percent of households)
Table 4-13 | Consumer Base for Retail Meat and Poultry Products by Type: Overall and by Generational Cohort, 2016 (number of households in thousands)
Table 4-14 | Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Generational Cohort, 2016
Table 4-15 | Retail Purchasing Rates for Meat and Poultry Products by Type: By Race/Ethnicity,
2016 (percent of households)
Table 4-16 | Consumer Base for Retail Meat and Poultry Products by Type: By Race/Ethnicity, 2016(number of households in thousands)
Table 4-17 | Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Race/Ethnicity, 2016
Table 4-18 | Retail Purchasing Rates for Meat and Poultry Products by Type: By Geographic Region,2016 (percent of households)
Table 4-19 | Consumer Base for Retail Meat and Poultry Products by Type: By Geographic Region,2016 (number of Households in thousands)
Table 4-20 | Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Geographic Region, 2016
Table 4-21 | Retail Purchasing Rates for Meat and Poultry Products by Type: By Top Metro Area Grouping, 2016 (percent of households)
Table 4-22 | Consumer Base for Retail Meat and Poultry Products by Type: By Top Metro Area Grouping, 2016 (number of households in thousands)
Table 4-23 | Household Purchasing Indexes for Meat and Poultry Products by Type: By Top Metro Area Grouping, 2016
Table 4-24 | Retail Purchasing Rates for Meat and Poultry Products by Type: By Household Income,2016 (percent of households
Table 4-25 | Consumer Base for Retail Meat and Poultry Products by Type: By Household Income,2016 (number of households in thousands)
Table 4-26 | Purchasing Indexes for Retail Meat and Poultry Products by Type: By Household Income, 2016
Table 4-27 | Retail Purchasing Rates for Meat and Poultry Products by Type: By Number of Persons in Household, 2016 (percent)
Table 4-28 | Consumer Base for Retail Meat and Poultry Products by Type: By Number of Persons in Household, 2016 (number of households in thousands)
Table 4-29 | Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Number of Persons in Household, 2016
Table 4-30 | Retail Purchasing Rates for Meat and Poultry Products by Type: By Children in Household, 2016 (percent)
Table 4-31 | Consumer Base for Retail Meat and Poultry Products by Type: By Children in Household, 2016 (number of households in thousands)
Table 4-32 | Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Children in Household, 2016
Table 4-33 | Retail Purchasing Rates for Meat and Poultry Products by Type: By Type of Residence,2016 (percent of households)
Table 4-34 | Consumer Base for Retail Meat and Poultry Products by Type: By Type of Residence,2016 (number of households in thousands)
Table 4-35 | Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Type of Residence, 2016
PACKAGED FACTS SURVEY DATA ON ANIMAL WELFARE ISSUES
Spotlight on Food Animal Welfare Issues
Table 4-36 | Please indicate the extent to which you agree or disagree with the statement: “I’m satisfied that animals raised for food are treated appropriately under current practices and regulations,” 2017
Table 4-37 | Please indicate the extent to which you agree or disagree with the statement: “I ammmore concerned than I was a few years ago about the treatment of animals raised for food,”2017
Equating Humane Conditions to Healthier Products
Table 4-38 Please indicate the extent to which you agree or disagree with the statement: “Meat and poultry is healthier for me if the animal was raised humanely.”
Questioning Agricultural Product Safety
Table 4-39 | Please indicate the extent to which you agree or disagree with the statement: “Food safety/contamination is a major concern for me with fresh meat and poultry.”
Table 4-40 | Please indicate the extent to which you agree or disagree with the statement: “I am concerned about livestock animals and poultry being given antibiotics for production reasons.”
Table 4-41 | Please indicate the extent to which you agree or disagree with the statement: “I am concerned about livestock animals and poultry being given growth hormones.”
Table 4-42 | Please indicate the extent to which you agree or disagree with the statement: “I am concerned about livestock animals and poultry being fed genetically modified ingredients.”
Meat, Poultry, and Dairycase Product Claims Rank High on Consumer Radars
Figure 4-4 | In the last few years, are you paying more attention to the product claims or nutritional information for any of the following?, 2017

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