Meat+Poultry - June 2018 - 86
R E TA I L T R E N D S DISRUPT THE ROUTINE A majority of consumers prefer to self-select their meat. 86 that is up from 4 percent in 2015." Hesitance is turning into a much greater willingness to try as fewer people express concerns about freshness, transit and meat quality. The main reason consumers don't buy meat online is the desire for self-selection. Therefore, differentiation is key for driving meat sales at brick-and-mortar stores. "Be sure that people understand your brand as a product and your department, what your strengths are," Roerink said. "Signature items are another great way to bring differentiation because signature items are items nobody else has. It's also a great way to include variety just like restaurants do with their limited-time offers." Also, it doesn't hurt to brag a little. "If you are the best, then say that you're the best and start building that position," Roerink said. An advantage for traditional retailers is the power of premium brands. Roerink said people believe brands deliver better quality, value and consistency. These are attributes that retailers can leverage in the meat department. "Retailers are doing a great job of driving their brand positioning and leveraging brands that are throughout the store in the meat department as well," she noted. "It really comes down to telling the brand story as effectively as you can all throughout. Make sure you have an online and offline strategy. Make sure that as some of these purchases move online, make sure they ask for your brand and shop at your store." MEAT+ POULTRY | 06.18 | www.meatpoultry.com The biggest enemy to growth in retail meat purchases is routine, Roerink told attendees at the Meat Conference. Consumers buy what's familiar and safe. Research for the Power of Meat report found 83 percent of shoppers only buy a handful of cuts despite the variety available. It's time to disrupt consumers' routines, Roerink said. Implementing a full-service meat counter is a great way to start a conversation with shoppers and disrupt their typical meat buying pattern. "Leverage people in the meat department to coax consumers out of their 'comfort zone' meat cuts," she advised. "Full-service meat counters can drive awareness of different cuts and kinds of meat. Seventy-two percent of shoppers who have a full-service meat counter at their store said they are glad it's available. "If we have a counter, let's make sure we leverage the value of it to the full ability," Roerink said. Retailers should ensure that consumers recognize the value of the full-service meat counter. For example, talk about the combined years of craft among counter attendants, Roerink offered. Also, full-service meat counters provide a path to start conversations with customers. Attendants can point out items in the case or offer ideas for dinner. Elevate the profile of the butcher by creating "Butcher's Favorite" promotions. Additionally, support the meat case with signs offering personalized service. Develop recipes for dishes that are familiar with consumers. Add other recipes to the mix once trust is established with shoppers. "A lot of people have the idea that meat at the counter is more expensive or more difficult to cook, and a lot of times people don't even realize their store has a counter," Roerink noted. HEALTH MATTERS... Health and wellness remains top-of-mind for consumers. Roerink noted that sales are growing across the store of products that provide some type of health benefit. With 40 percent of households dealing with at least one ailment - diabetes or high blood pressure, for example - consumers are turning to food as medicine to treat or prevent illness.