Convenience and health claims drive meat sales


In many ways, life is just as busy, if not busier, than it was before the pandemic.

But most Americans are still cooking far more than they did in the pre-COVID era of 2019. While many people initially enthusiastically invested in pots, pans, knives and cutting boards cutting, fatigue has set in and people are starting to juggle again. a lot in one day, said Anne-Marie Roerink of 210 Analytics. They look for shortcuts and are willing to pay a little more to save a little time.

“We see it in everything from online shopping to convenience-focused solutions like value-added meats, fully cooked meats and deli meats. It is clear that consumers continue on the path of the hybrid meal. This means that they prepare certain items from scratch and mix them with convenience-focused solutions from the frozen aisle, the refrigerated section, or even the deli. »

This can be pre-marinated meat, a meal kit, having items such as fajita meat right next to chopped peppers and onions, or fully cooked meat, including prepared deli meats. Some days consumers cook meat from scratch and combine it with convenient options in produce or starches. Other days they cook vegetables and use meat solutions to heat and eat. It’s this hybrid meal where retailers can make big inroads by being a helping hand in inspiration and execution.

Food shoppers will find more freshly prepared and semi-prepared chicken products in the meat aisle, said Tom Super of the National Chicken Council.

“They want convenience, but they also want to continue using the heightened cooking skills they’ve learned during the pandemic,” he said. “Fresh, fully cooked chicken sausages for breakfast, dinner and in between are gaining more consumer interest and usage. As some of these sausage flavors prove to be long-term winners, it can be expected that these flavors will be offered as marinades in boneless/skinless breasts and thighs.

healthy choices

People are paying more attention to what is and isn’t in the food they eat, but more than anything, health is part of a bigger equation that includes animal, planet, community and social and economic responsibility in general. , said Roerink.

“We cannot simply view nutritional health as a single agent of change that drives different meat choices today, but rather the collective value system relating to health, the planet, the animal, etc.”

For example, claims such as organic always generate above-average gains. Some consumers think organic is healthier, others see it as a better choice for the planet. Similarly, some opt for smaller portions of meat for their health, others believe that reducing meat consumption is better for the planet.

“I don’t think we can separate these factors so easily, which is precisely why I’m such a big fan of NAMI’s Protein Pact,” she said. “It’s important for the industry to foster eligibility (meat is part of the diet) and favor (meat tastes amazing) through high levels of trust in animal agriculture.”

With the pandemic reinforcing the importance of health for so many Americans, the appeal of a lean, vitamin-rich protein like turkey is clear, said Beth Breeding of the National Federation of Turkey.

“Consumers are increasingly buying with health and wellness in mind. Highlighting the healthy eating factor of turkey, including how easily ground turkey can be replaced with other proteins, is a great way to reach the growing audience of health-conscious consumers.


Comments are closed.