SPECIAL SUPPLEMENT: Bacon Trends + Technology - March 2023 - 4

BY THE NUMBERS
Despite the small share turkey holds in the
bacon category, it has seen a positive year in
terms of dollar sales, up 5.5% from the previous
year. However, much of that increase is attributed
to high price inflation, Evans explained.
Where pork price inflation is up about 4.5%, turkey
price inflation is up about 23%.
" Turkey has had quite a bit of increase in price,
and that's due to inflation within commodities
that are super high right now, the tight labor market
impact of this, and then the big thing that
impacted them was avian influenza this summer,
where the industry lost so many birds that it
really impacted and disrupted the supply chain, "
she said.
FOR THE LOVE OF BACON
No less than 75.2% of American
households purchased bacon in 2022.
Consumers spend an average of
$8.87 on bacon per trip.
Consumers spend $74 on bacon a year.
The average number of product trips
per buyer is 8.4 times per year.
BACON INNOVATIONS
This is one category
consumers are not giving
up, which is great to see. "
Amanda Evans
BREAKFAST CHAMP
Bacon has long been a staple in the breakfast category,
and it continues to perform strongest in that
daypart. Evans noted that consumers commonly
purchase bacon with known breakfast items such
as hash browns, English muffins, waffle batter and
pancake batter, suggesting its strong association
as a breakfast item.
In comparison to other breakfast proteins,
bacon performs similar to products like breakfast
sausage and chorizo. However, it outpaces
them substantially, Evans said. While
bacon sales total $6.3 billion, sausage sales
total about $2.2 billion.
Evans said to watch out for sausage, though,
considering its cheaper price per pound during
a time when consumers are looking for ways
to stretch their dollar. Breakfast sausage costs
around $4.77 per lb, while bacon is about $6.62
per lb.
While holding fast to its breakfast roots,
bacon demonstrates room for growth into other
dayparts as an ingredient component in dishes
like pasta, salads and burgers.
" Bacon has definitely figured out breakfast, but
there's still a lot more opportunity for it to become
part of the entire day occasion, " Evans said.
4
2023 BACON TRENDS + TECHNOLOGY MEAT+POULTRY
The area to watch for more diversification and
distinction within the bacon category is through
claims, according to Evans. Many meat products
have increasingly been making natural, sustainability
and animal welfare claims to appeal more
to consumers. Bacon, however, has yet to fully
immerse itself in this trending marketing strategy.
" [Animal welfare claims and sustainability
claims] have a lot more opportunity to continue
to grow as consumers kind of want more transparency
with where their protein products are
coming from, " Evans said.
Aside from packaging claims, bacon is distinguishing
Bacon
proteins
94%
PORK
5% TURKEY
1% OTHER
(plant-based,
beef and chicken)
itself through new flavor innovations.
A few unique flavor offerings this past year
include maple, maplewood, pecanwood, double
smoked and no sugar. Evans believes flavor
will be key to capturing consumers' interest
in coming years, allowing bacon to expand
its presence. Flavor can also be a tool to target
specific consumer groups. For example,
younger generations flock more toward flavors
like maplewood.
Anne-Marie Roerink, principal at 210 Analytics,
echoed Evans, saying many bacon innovations
revolve around flavor. Retailers are experimenting
with craft bacons, testing out limited-time flavors,
thicker cuts and cubed bacon, she said.
" Bacon remains a really fun space for experimentation
and has also proven to bring that premium
touch that can help drive incrementality, "
Roerink said. " Think about bacon-wrapped asparagus
sold out of the meat case or bacon-wrapped
turkey that suddenly premiumizes the cut. "
Tom - stock.adobe.com
SPECIAL SUPPLEMENT: Bacon Trends + Technology - March 2023

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