Get an In-Depth Look at Meat through the Shoppers’ Eyes

Posted to BeefRetail.org in conjunction with May 2010 issue of Retail Beef Blast.

As we have transitioned from 2009 to 2010, the only constant seems to be change. With the job market and economy constantly fluctuating, customers are certainly changing their spending habits. With only 56% of households having the same income and 35% having less income compared to 12 months ago, customers certainly have to find ways to keep costs down.

How does all this affect your meat department sales? The Power of Meat: An In-Depth Look at Meat Through the Shoppers’ Eyes is based on a recent survey of 1,100 shoppers to measure how shopper trends, protein preferences, purchases, etc. are changing.

Bringing the Steakhouse to Their House
Many consumers have chosen to save money by eating at home more and eating out less. This provides a great opportunity to you because customers are coming to your meat case more and more for meal solutions they can prepare at home. Use the Beef Recipes & Photography section of our Web site to create labels, recipe cards or brochures you can share with your customers. They'll appreciate you providing them with quick and easy meals ideas they can add to their menus. Here are a few stats showing this trend:

• Americans eat at home 5 times a week.
• 56% of workers regularly bring lunch from home.
• 67% eat breakfast at home 5 days a week.

Customers Want Savings

"We are much more price-conscious when buying meat. I read the flyers and plan my meals around what’s on sale." -Consumer Surveyed

With more than 90% of household incomes decreasing or remaining the same, customers are looking for a deal.

• 78% read grocery store advertising more often and more carefully.
• 74% stock up on meat when it is on sale.
• 73% look more at price per pound, rather than package price.
• 72% purchase in bulk packages.

In addition to featuring great beef sales in your weekly ads, you can also give customers big savings with the Bargain Beef Bundles program. This program creates bundles with different beef cuts so customers can buy their favorite cuts in bulk and save money.

Slice ‘n Save is another program offering savings for your customers interested in stocking up. This program gives customers information to buy subprimals and cut into steaks and roasts.

What’s the Lowest Price?
Not only are consumers comparing prices across stores (30% say they do this every time), but consumers are also comparing prices within the store (45% say they do this every time).

Since consumers are so focused on price, sales promotions and in-store signage ranked #1 as their influence on what type of cut to buy. Meat coupons ranked #2.

Key Factors Influencing Purchase Sales promotions and in-store signage most influence customers' decisions to buy a specific cut.

Use signage and sales promotions to keep beef top of mind for your customers. We have many great promotions available for you to tie into this summer. Check them out on the promotional calendar.

What’s the healthy option?
Consumers are concerned with eating healthy and providing healthy foods to their families.

• 45% of shoppers put some effort into eating healthy.
• 25% of shoppers put a lot of effort into eating healthy.

Implement an on-pack nutrition labeling program so you can use nutrition messages and point-of-sale materials to show customers how beef fits into a healthy diet.

Source: All statistics and information is from The Power of Meat: An In-Depth Look at Meat Through the Shoppers’ Eyes, Food Marketing Institute^®,2010.