Meat+Poultry - August 2018 - 78
Consumers put a premium on meat and poultry
touting natural claims, and price doesn't deter
BY D O N N A B E R RY | m e a t p o u l t r y @ s o s l a n d.c o m
- ANNE-MARIE ROERINK
atural labeling attracts shoppers.
Refrigerated, frozen, ready-to-eat or
ready-for-cooking, all types of meat
and poultry increase their chance of purchase
when the package sports a natural claim, even
when the claim comes with a higher price.
All natural draws the highest awareness
among shoppers who have seen production
claims on packages of fresh meat and poultry,
according to the Power of Meat 2018 report.
On the other hand, as important as claims of
being humanely raised and vegetarian-fed are
to some shoppers, these claims have gone
unnoticed by the majority of shoppers.
"Natural is the largest segment with the
highest awareness," says Anne-Marie Roerink,
principal, 210 Analytics, San Antonio, Texas,
MEAT+ POULTRY | 08.18 | www.meatpoultry.com
and author of the report. "Dollar sales for
natural meat and poultry are nearly four times
that of the organic segment, with sizeable sales
across all proteins. Organic has the secondhighest awareness, despite being a small
segment. It is likely that awareness is affected
by organic availability.
"Claim awareness is the first step in
potentially justifying a price differential and
building a point of differentiation for the
retailer or brand," she says. "For each claim,
the share of shoppers who would be more
likely to buy it when they see it is higher than
the share who say the claim has no impact
on their likelihood to purchase. The gaps are
particularly significant for humanely raised,
hormone-free, antibiotic-free and all natural."
Oscar Mayer; Tyson Foods
the first step
a point of
for the retailer