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

Published: December 24, 2015 - 115 Pages

Table of Contents

  • Executive Summary
    • Scope of This Report
    • Methodology
    • Market Trends
      • Table Meat and Poultry Retail Sales, 2010–2015 (in millions $)
      • Table Meat and Poultry Retail Sales, 2015–2020 (in millions $)
    • Health and Diet Trends
    • Product Trends
    • Retail and Foodservice Trends
      • Table Menu Presence Rates by Meat Type, 2015
    • Consumer Trends
      • Table Meat/Poultry Usage Trends by Segment, 2011-2015 (percent of U.S. households)
  • Market Trends
    • Key Points
    • A Consumer Driven Market
      • Table Purchases Made In Past 30 Days, November 2015
      • In Pursuit of Health and Wellness
        • Table 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 Meat and Poultry Retail Sales, 2010–2015 (in millions $)
      • Future Developments
        • Table Meat and Poultry Retail Sales, 2015–2020 (in millions $)
        • Table Meat and Poultry Retail Sales by Segment, 2015–20201 (in millions $)
        • Table Meat and Poultry Share of Overall Sales Increase by Segment, 2015–2020
  • Health and Diet Trends
    • Key Points
    • Health and Nutrition
      • A Host of Information Sources
      • Overall Shopping Habits and Purchase Influences
        • Table Information Consumers Seek on Nutrition Facts Panel: Demographic Indicators, 2015 (percent of U.S. adults)
      • Consumers Seek Information on Positive and Negative Characteristics
        • Table Package Label Claims Consumers Seek on Foods and Beverages: Demographic Indicators, 2015 (percent of U.S. adults)
      • Dietary Concerns and Food Purchases
        • Table Presently Watching Diet: Demographic Indexes, 2015 (percent and index of U.S. adults)
        • Table Reasons for Watching Diet: Demographic Indexes, 2015 (index of U.S. adults)
        • Table Types of Foods Bought When Watching Diet: Demographic Indicators, 2015 (percent and index of U.S. households)
  • Product Trends
    • Key Points
      • Products Go Clean to Meet Consumer Demands
      • Improving Plant-Based Meat Alternatives
      • Healthier Products
    • From Jerky to Healthy Snack
      • Ball Park Extends Frankfurter Line
      • Products for Snacking
      • The Breakfast Boom
  • Retail and Foodservice Trends
    • Key Points
    • Retail
      • Health and Wellness, Snacking and Convenience Are Retailer Parameters
    • Foodservice
      • Foodservice Also Customer Driven
      • Chicken And Beef On Over 80% Of All Menus
        • Table Percent of Menu Appearances by Meat Type, 2015
      • QSR to Grow in 2016
  • Consumer Trends
    • Key Points
      • Methodology
      • Consumers Solid in Consumption of Leading Segments
        • Table Meat/Poultry Usage Trends: By Segment, 2011-2015 (percent of U.S. households)
      • Focus on Segments
      • Cold Cuts: Kinds, Types, Quantities
      • Bacon: Quantities & Brands
      • Frankfurters/Hot Dogs: Types and Quantities
      • Sausages: Kinds, Types, Forms, Flavors, Meal Occasions, & Quantities
      • Fresh Bratwurst: Flavors
      • Demographics by Type of Meat/Poultry Product
        • Table Demographic Indicators for Use of Meat and Poultry, by Type, 2015 (Percent of U.S. households)
        • Table Demographic Indicators for Use of Meat and Poultry: By Type, 2015 (index for household use)
      • Demographics by Segment of Meat/Poultry Product
        • Table Demographic Indicators for Use of Meat and Poultry: By Segment, 2015 (percent of U.S. households)
        • Table Demographic Indicators for Use of Meat and Poultry: By Segment, 2015 (index for household use)

Abstract

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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.

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