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

Dec 24, 2015
115 Pages - Pub ID: LA5656447
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Meat and Poultry: U.S. Retail Market Trends and Opportunities

The meat and poultry industries seem always to be under attack, whether from angry animal rights groups, burdensome government regulations, or foreign countries upset over trade status. Even nature seems to be going after the meat and poultry industries, adding avian flu epidemics and other health issues to the challenges the industry already faces. In addition, consumers always appear to be deserting meat and poultry to become vegetarians or flexitarians, that is to say consumers who are reducing the number of meat meals they eat each week in favor of more vegetarian meals.

Despite these daunting challenges, Packaged Facts’ report Meat and Poultry: U.S. Retail Market Trends and Opportunities projects a period of continued growth for the meat and poultry market, with retail sales to reach the $100 billion mark by 2019. The industries will continue to move forward, dealing with health crises, adjusting to regulations, improving animal treatment, and coming up with new products that keep consumers coming back for more. In fact, although about a third of the respondents to a Packaged Facts consumer survey said they were currently eating more meatless meals than in the past and 15% said they avoid red meat completely, 70% of those surveyed said they still prefer to get their protein from animal sources.

In addition, the survey found that one in four consumers say they have switched to healthier meat and poultry products within the last year, and over half were willing to spend more for better-for-you meat and poultry products. These consumers are seeking out alternative shopping venues, such as farmers markets and natural food stores, as well as purchasing organic and natural meat and poultry products.

Producers are actively engaged in finding ways to meet the changing needs of consumers. Efforts are centered in the “free-from” category, with manufacturers pointing out all the ingredients they don’t contain. The major exception is protein, which is the ‘nutrient de jour’ and a natural fit for both meat and meat alternative products. Industry participants are offering increasing numbers of natural and/or organic products, choicer cuts, and more gourmet quality options.

The dried meat segment in particular has been invigorated over the last few years with new products that are positioned as healthy, gourmet meat snacks. Some of the varieties combine meat and vegetable and/or fruit ingredients. With snacking replacing the traditional three-meal a-day eating pattern marketers have moved beyond jerky-like products to include bite-sized snacking items and even trail mixes with meat as the key protein ingredient. All day breakfasting, another strong trend, has led to the introduction of many new breakfast sandwich items both for foodservice and for eating at home.

In addition to reviewing the current state of the market, Packaged Facts looks at how conditions will evolve in terms of consumer preferences, the ongoing shift away from at home meals, economic issues, and the regulatory environment, including such important issues as how a government definition of the product description “natural” could impact the meat and poultry industry.

Scope and Methodology

Market trends and market size estimates within Meat and Poultry: U.S. Retail Market Trends and Opportunities are based on both public and syndicated data sources. Sales, market size, and consumer data sources consulted and used include:
  • IRI sales tracking through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart, but excluding Walmart) with annual sales of $2 million or more;
  • U.S. Department of Agriculture reports
  • Public information provided by meat and poultry producers and the associations representing these industries; grocery retailers; and foodservice operators.
Packaged Facts also draws on a proprietary Packaged Facts National Consumer Survey, conducted in April 2015 and again in November 2015 with a sample size of 2,000 U.S. adults age 18+. The sample composition is representative of the national population by gender, age bracket, geographic region, race/ethnicity, household income bracket, and presence of children in the household. In addition, the report draws on data from the Experian Marketing Services, Spring 2015 Simmons NCS Adult Study 12-Month.
Chapter 1 Executive Summary
Scope of This Report
Market Trends
Table 1-1 Meat and Poultry Retail Sales, 2010–2015 (in millions $)
Table 1-2 Meat and Poultry Retail Sales 2015–2020 (in millions $)
Health and Diet Trends
Figure 1-1 Package Label Claims Consumers Seek on Foods and Beverages, 2015 (percent of U.S. adults)
Product Trends
Retail and Foodservice Trends
Table 1-3 Menu Presence Rates by Meat Type, 2015
Consumer Trends
Table 1-4 Meat/Poultry Usage Trends by Segment, 2011-2015(percent of U.S. households)
Chapter 2 Market Trends
Key Points
A Consumer Driven Market
Table 2-1 Purchases Made In Past 30 Days, November 2015
In Pursuit of Health and Wellness
Table 2-2 Consumer Attitudes Regarding Meat and Poultry, 2015
The WHO Factor
Willingness to Spend More for Health
In Pursuit of Animal Health and Wellness
Food Safety as a Driving Force
In Pursuit of a Healthier Environment
Marketers Buy Into Natural
Quality and Health
Erasing the Lines Between Retail and Foodservice
An International Marketplace
COOL Repeal Appears Likely
Market Size and Growth
Table 2-3 Meat and Poultry Retail Sales, 2010–2015 (in millions $)
Figure 2-1 Share of Total Meat and Poultry Market by Segment,2015
Figure 2-2 Shares of Meat Category by Segment, 2015
Figure 2-3 Shares of Poultry Category by Segment, 2015
Future Developments
Snacking, Away-From-Home Competition, and the Flexitarians
Role of Interest Rates
The Natural Decision
Market to Reach $100 Billion by 2018
Table 2-4 Meat and Poultry Retail Sales, 2015–2020 (in millions $)
Dried Meat Snacks, Refrigerated Meat Show Strong Growth
Table 2-5 Meat and Poultry Retail Sales by Segment, 2015–2020(in millions $)
Refrigerated Meat Leads in Market Growth
Table 2-6 Meat and Poultry Share Of Overall Sales Increase by Segment, 2015–2020
Figure 2-4 Projected Shares of Meat and Poultry Market by Segment, 2020
Figure 2-5 Projected Shares of Meat Category by Segment, 2020
Figure 2-6 Projected Shares of Poultry Category by Segment,2020
Chapter 3 Health and Diet Trends
Key Points
Health and Nutrition
A Host of Information Sources
A Host of Misinformation Sources, Too
Looking to Nutrition Facts Panels
Overall Shopping Habits and Purchase Influences
Figure 3-1 Information Consumers Seek on Nutrition Facts Panel, 2015 (percent of U.S. adults)
Table 3-1 Information Consumers Seek on Nutrition Facts Panel: Demographic Indicators, 2015 (percent of U.S. adults)
Consumers Seek Information on Positive and Negative Characteristics
Figure 3-2 Package Label Claims Consumers Seek on Foods and Beverages, 2015 (percent of U.S. adults)
Table 3-2 Package Label Claims Consumers Seek on Foods and Beverages: Demographic Indicators, 2015 (percent of U.S. adults)
Dietary Concerns and Food Purchases
Table 3-3 Presently Watching Diet: Demographic Indexes, 2015(percent and index of U.S. adults)
Figure 3-3 Reasons for Watching Diet, 2015 (percent of U.S. adults)
Table 3-4 Reasons for Watching Diet: Demographic Indexes, 2015 (index of U.S. adults)
Table 3-5 Types of Foods Bought When Watching Diet:Demographic Indicators, 2015 (percent and index of U.S. households)
Chapter 4 Product Trends
Key Points
Products Go Clean to Meet Consumer Demands
Illustration 4-1 Empire Kosher Old Logo
Illustration 4-2 Empire Kosher New Logo
Illustration 4-3 Applegate Naturals Good Morning Bacon
Illustration 4-4 Johnsonville Naturals Original Bratwurst
Illustration 4-5 Hormel Always Tender Pork Loin Filet
Illustration 4-6 Cargill Our Certified Brand Ground Beef
Illustration 4-7 Farmland Foods Premium Farms Pork Shoulder Blade Roast
Illustration 4-8 Bartels Farms Grass Fed Natural & Organic Case Ready Specialty Items
Illustration 4-9 Valley Fresh Organic Chicken Breast
Heart Association Approval
Illustration 4-10 American Heart Association Heart-Healthy
Food Certification
Illustration 4-11 Chef’s Requested 100 Calories Steaks
Improving Plant-Based Meat Alternatives
Illustration 4-12 Beyond Meat Beast Burger
Illustration 4-13 Beyond Meat Beastly Sliders
Pushing Protein
Illustration 4-14 Lightlife Smart Patties Original Burger with Quinoa
From Vegetarian to Vegan
Illustration 4-15 Yves Grain Meat Strips with Sweet Chili Thai Sauce
Illustration 4-16 Yves Grain Meat Strips in BBQ Sauce Flexitarianism
Illustration 4-17 Wild Zora Beef & Veggie Bars
Illustration 4-18 Omnibar Chipotle Barbecue Bars
Illustration 4-19 EPIC Lamb Currant-Mint Bar
Illustration 4-20 EPIC Bison Bites
Illustration 4-21 EPIC Bison Bits
Illustration 4-22 EPIC Hunt & Harvest Mix
Healthier Products
Illustration 4-23 Tyson Grilled & Ready Pulled Chicken Breast
Illustration 4-24 Oscar Mayer Selects Uncured Turkey Sausage
From Jerky to Healthy Snack
Illustration 4-25 Three Jerks Jerky
Illustration 4-26 New Zealand Jerky
Illustration 4-27 Ball Park Flame-Grilled Jerky
Ball Park Extends Frankfurter Line
Illustration 4-28 Park’s Finest Ball Park Jalepeño Cheddar Franks
Illustration 4-29 Park’s Finest Ball Park Slow Cooked Chili Dog
Products for Snacking
Illustration 4-30 Tyson anytizers Boneless Chicken Wyngz
Illustration 4-31 Tyson anytizers Grillin’ Wings
The Breakfast Boom
Illustration 4-32 Eggo Sausage, Egg, Cheese Breakfast Sandwich
Illustration 4-33 Eggo Bacon, Egg, Cheese Breakfast Sandwich
Chapter 5 Retail and Foodservice Trends
Key Points
Health and Wellness, Snacking and Convenience Are Retailer Parameters
Supermarkets Offering Healthier Store Brands
Illustration 5-1 Open Nature Logo
Sampling for Growth
Convenience To-Go
Snacking a Convenience, Too
C-Stores Meet the Snack Trend
Illustration 5-2 Slim Jim Big Boss Sticks
Illustration 5-3 Slim Jim Flavors of America Meat Sticks
Illustration 5-4 Tyson State Fair Mini Corn Dogs
Illustration 5-5 Tyson Crispitos Filled Tortillas
Illustration 5-6 Advance Pierre Hot ‘n’ Ready Sausage, Egg and Cheese Square Wrap
Illustration 5-7 Advance Pierre Signatures Chicken Salad with Bacon on a Croissant
Illustration 5-8 Advance Pierre Signatures Chicken Salad with Bacon on a Croissant
Illustration 5-9 Jimmy Dean Spicy Split Smoked Sausage & Cheese on a Croissant
Illustration 5-10 AdvancePierre Foods’ Cheeseburger Roller Grill
Illustration 5-11 BIG AZ Schmidt’s Bahama Mama Spicy Split Sausage Sandwich
Foodservice Also Customer Driven
Chicken And Beef On Over 80% Of All Menus
Table 5-1 Percent of Menu Appearances by Meat Type, 2015
QSR to Grow in 2016
The Breakfast All Day Factor
Illustration 5-12 Dunkin’ Donuts Tailgater Breakfast Sandwich
Upscale Innovation
Illustration 5-13 Carl’s Jr. and Hardee’s Steakhouse Thickburger
Convenience and Snacking
Illustration 5-14 Arby’s Sliders
Hispanic Influence
Illustration 5-15 Applebee’s Blazin’ Texan
Illustration 5-16 Burger ing Extra ong Jalapeño Cheeseburger &
Fiery Chicken Fries
Illustration 5-17 Taco Bell Dare Devil Loaded Grillers
Not Just Mexican
Meat-Based Comfort Food Mash-Ups
Illustration 5-18 Firewurst ReubenDog
Chapter 6 Consumer Trends
Key Points
Consumers Solid in Consumption of Leading Segments
Table 6-1 Meat/Poultry Usage Trends: By Segment, 2011-2015(percent of U.S. households)
Focus on Segments
Cold Cuts: Kinds, Types, Quantities
Figure 6-1 Kinds of Cold Cuts Eaten, 2015 (percent of U.S.households)
Figure 6-2 Types of Cold Cuts Eaten, 2015 (percent of U.S. households)
Figure 6-3 Pounds of Cold Cuts Eaten Last 30 Days, 2015(percent of U.S. households)
Bacon: Quantities & Brands
Figure 6-4 Pounds of Bacon Eaten Last 30 Days, 2015 (percent of U.S. households that eat bacon)
Frankfurters/Hot Dogs: Types and Quantities
Figure 6-5 Types of Frankfurters & Hot Dogs Eaten, 2015 (percent of U.S. households)
Figure 6-6 Packages of Frankfurters/Hot Dogs Eaten Last 30 Days
2015 (percent of U.S. households that eat frankfurters/hot dogs)
Sausages: Kinds, Types, Forms, Flavors, Meal Occasions, &Quantities
Figure 6-7 Kinds of Sausage Eaten, 2015 (percent of U.S.households)
Figure 6-8 Types of Sausage Eaten, 2015 (percent of U.S.households)
Figure 6-9 Forms of Sausage Eaten, 2015 (percent of U.S.households)
Figure 6-10 Flavors of Sausage Eaten, 2015 (percent of U.S.households)
Figure 6-11 Meal Occasions for Sausage, 2015 (percent of U.S.households)
Figure 6-12 Pounds of Sausages Eaten Last 30 Days, 2015(percent of U.S. households that eat sausages)
Fresh Bratwurst: Flavors
Figure 6-13 Flavors of Fresh Bratwurst Eaten, 2015 (percent ofU.S. households)
Demographics by Type of Meat/Poultry Product
Table 6-2 Demographic Indicators for Use of Meat and Poultry,by Type, 2015 (Percent of U.S. households)
Table 6-3 Demographic Indicators for Use of Meat and Poultry:By Type, 2015 (index for household use)
Demographics by Segment of Meat/Poultry Product
Table 6-4 Demographic Indicators for Use of Meat and Poultry:By Segment, 2015 (percent of U.S. households)

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