Megatrends in retail: Transparency, convenience, wellness drive up the sales
Transparency, convenience, value, personalization, customer service, health and wellness are the basic things that American consumer is searching when he buys meat from the grocery store, according to the "Power of Meat" report presented this week by the Food Marketing Institute (FMI) and the Foundation for Meat and Poultry Research and Education, the foundation for the North American Meat Institute.
Although they may lack preparation knowledge, 79 percent of shoppers said that they believe they have enough information available to them to make informed decisions on the nutrition and healthfulness of various meat and poultry cuts, up by 10 percentage points in 2016 — the last time the study posed this question.
Seven in 10 shoppers said they were interested in a range of package sizes for portion control, in addition to on-pack dietary callouts/information, with protein content, total fat and sodium the most cited. The research also found that transparency is spurring purchases, as consumers seek products with more information relating to companies’ corporate and social responsibility practices.
"Meat and poultry companies have responded to the demand for more information about their products, offering a range of options including natural, organic, hormone-free and antibiotic-free, which have proven popular with consumers. The industry has also developed numerous resources to help educate consumers about how our products are made, from our Glass Walls videos to Meat MythCrushers to the MyMeatUp app developed to help shoppers navigate the meat department.", said Barry Carpenter, president and CEO of the Washington, D.C.-based Meat Institute, quoted by Progressive Grocer magazine. Online shopping for meat is one of the biggest trends noted in the report, the percent of buyers rising from 4% to 19% in less than 3 years.
Culinary routine seems to be the biggest enemy for both retail and meat industries as 83% of shoppers tend to buy a limited range of products due to the lack of knowledge in cooking and eating. "Eighty-three percent of shoppers only buy a handful of cuts despite all that we have out there. On our own end, we are so focused on driving volume and minimizing shrink and minimizing markdowns that we tend to also focus on the things that people buy.", explained Anne-Marie Roerink, one of the authors of the study.
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