The Annual Meat Conference (AMC) in Nashville, USA, brought together numerous industry experts to speak on an array of topics related to how consumers perceive and purchase meat at retail stores.

At the conference was Midan Marketing whose team of analysts put together this top 10 list of what they perceived to be the most important issues brought up during the conference.

  1. Forget the focus on a certain protein or cut — it’s all about application
    • Consumers don’t buy meat; they buy what they can do with it. 57% of raw meat is purchased with a specific recipe/application already in mind. Give them ideas on what to do with your product and they will buy it. (Jack Li, Dataessential, Consumer Trends Driving Meat Innovation)
  1. Retailers have the opportunity to convert Millennials at the meat case
    • When buying meat, 64% of Millennials are open to being influenced at the store: 90% do not list a brand when meat shopping, 32% plan meat purchases, but decide at the store, and 36% make the entire meat purchase decision in-store. (Larry Levin and Chris Dubois, IRI, “Meat”ing Millennials!)
  1. Corporate Social Responsibility (CSR) factors heavily in Millennial decision-making
    • 87% of Millennials think business success should be measured by more than financial performance; they want to work for and buy from companies who are doing good things for society. (Andrew Winston, The Big Pivot, Doing Business in a Hotter, Scarcer, More Open and Connected World [2016 Deloitte Millennial Survey])
  1. There is a dramatic increase in consumers’ concern about chemicals in their food
    • 36% of consumers said it is the most important food safety issue they considered when shopping for food, up from 23% in 2014. (Janet Riley, NAMI, Turning Up the Heat: Confronting Current Challenges to Meat Nutrition and Safety)
  2. Don’t forget about Boomers; they are responsible for greater spend overall on meat
    • Boomers purchase from the meat department 5 times more per year than Millennials, driving $2.3 billion in incremental sales. 78 million Boomers hold 70% of the disposable income and account for 50% of CPG sales. (Sherry Frey & Mikael Nielsen, Nielson, Polarized Consumers are the New Norm)
  3. Retailers and packer/processors who embrace digital are winning loyal followers
    • 70% of consumers who get a quick response from companies on social media are more likely to recommend that brand to others. (Art Yerecic & Kristin Yerecic, Yerecic Label, Connect with Consumers at the Speed of Technology)
  4. Consumers are moving from ethnic buckets to more specific foods
    • Consumers today are more interested in specific food items and their associated flavors rather than cuisines: not Mexican, but tacos; not Italian, but Chicken Parmigiana.  Food trucks have helped this trend grow. (Jack Li, Dataessential, Consumer Trends Driving Meat Innovation)
  5. The argument against GMOs has shifted from the fear of consequences to “consumers have a right to know.”
    • With respect to GMOs, consumers favor product information disclosure: 68% would like labels to indicate if a product has GMOs, but in 2015 only 1 in 4 consumers (26%) indicated that they would buy products with a non-GMO label. (David Fikes, FMI, Addressing Consumer Concerns with GMOs)
  6. The steady “drip” of adverse health news erodes consumer confidence in meat
    • The meat industry must counteract this with a flow of facts that gives consumers permission to eat our products.  Check out http://meatpoultrynutrition.org/ for a wealth of science-based information that can help do this. (Janet Riley, NAMI , Turning Up the Heat: Confronting Current Challenges to Meat Nutrition and Safety)
  7. What consumers look for on nutrition labels is changing
    • Shoppers will be paying more attention to serving size, calories, carbohydrates, sugar content and iron, while focusing less on fat, calcium, cholesterol, sodium and vitamins. (David Portalatin, NPD, The State of the Meat Eater)