WATT PoultryUSA - May 2017 - 13

WATTPoultryUSA

Retailer success in converting
shoppers with meat claims

Price relief drove switching
between proteins
2016 vs. 2015
Avg. price/lb

$ growth

Volume growth

Some success

Value-added
Grass-fed
Premium
Natural
Organic
Local

Beef

Chicken

Pork

Turkey

0

Lamb

Source: Anne-Marie Roerink, The Power of Meat 2017 survey

Positives in 2016 included an increase in
volume of sales, gross margins at retail and
the willingness on the part of shoppers for
experimentation and trading up.
Roerink said poultry producers should partner with grocers to leverage their products' 'meat protein' attributes.
■ Tell the story of poultry's nutritional advantages
(leanness, protein content, etc.) in pre-trip and instore promotion and on-pack messaging.
■ Package poultry products to provide
smaller portion sizes.
■ Engage shoppers in-store and on-pack with ideas for
meal-preparation variety.

2

Great success

ABF

Percent change

8
6
4
2
0
-2
-4
-6
-8
-10

Source: Anne-Marie Roerink, The Power of Meat 2017 survey

Sharpen sales promotion
messaging/demographics.

"Do you have the hottest ad or the most relevant ad
on the most relevant platforms?" Roerink asked.
With store trips down 2 percent and meat trips
down 2.8 percent, using promotions to drive higher trip
frequency can benefit marketers and grocers.
■ Target promotions/messaging in a fragmented market by having the right product, right price, right
messaging and right timing for different shoppers.
■ Shoppers most prefer price-per-pound discounts,
but buy-one-get-ones (BOGOs) are popular among
younger demographics.
■ Leverage technology to include education, tips, list
generation, ordering, etc.
May 2017 ❙ www.WATTAgNet.com

10

20

30

40

Percentage

50

60

Are you telling the story of your products'
special attributes?

3

Exploit new opportunities
in brand preference.

4

Capture premiums for specialty poultry.

Brand preference is rising for both fresh and processed meat and poultry, the study reported.
Outright preference for brands (manufacturer and
store brands) in fresh meat and poultry has risen in the
last 10 years. The percentage of shoppers reporting no
preference fell from 71 percent in 2007 to 56 percent in
2017. Supplier brands have the edge in preference over
private brands (26 percent vs. 18 percent).
In processed meat and poultry, consumers are rewarding innovation and image. Manufacturer/supplier
brands have the edge in preference over private brands
(43 percent vs. 15 percent).

Sales of meat and poultry with specialty claims
increased by 7 percent in dollars and 9 percent in
volume last year, according to Nielsen. The numbers
included double-digit dollar increases for organic (13
percent) and hormone-free/antibiotic-free (11 percent)
claims. On the other hand, sales of meat and poultry
with no claims decreased by 4 percent.
Premium attributes are expected to continue to
drive growth in meat and poultry sales with shoppers
most interested in the animal's diet, treatment and origin. The Power of Meat ranked consumer concerns:

❙ 13


http://www.WATTAgNet.com

Table of Contents for the Digital Edition of WATT PoultryUSA - May 2017

TOC
Editor's Comments: Poultry’s fresh opportunity in local chicken, turkey
WATTAgNet news
US poultry industry weighs in on Trump presidency
Journey’s Steve Perry goes from turkey farm to rock hall
6 strategies to increase retail poultry sales in 2017
100TH YEAR SERIES: Future of poultry welfare: What producers should expect
Antibiotic-free animal feed production grows worldwide
How to improve broiler feed effi ciency beyond genetics
Product Review
Market Place
Ad Index
WATT PoultryUSA - May 2017 - CT1
WATT PoultryUSA - May 2017 - CT2
WATT PoultryUSA - May 2017 - Cover1
WATT PoultryUSA - May 2017 - Cover2
WATT PoultryUSA - May 2017 - TOC
WATT PoultryUSA - May 2017 - Editor's Comments: Poultry’s fresh opportunity in local chicken, turkey
WATT PoultryUSA - May 2017 - 3
WATT PoultryUSA - May 2017 - WATTAgNet news
WATT PoultryUSA - May 2017 - 5
WATT PoultryUSA - May 2017 - US poultry industry weighs in on Trump presidency
WATT PoultryUSA - May 2017 - 7
WATT PoultryUSA - May 2017 - 8
WATT PoultryUSA - May 2017 - 9
WATT PoultryUSA - May 2017 - 10
WATT PoultryUSA - May 2017 - Journey’s Steve Perry goes from turkey farm to rock hall
WATT PoultryUSA - May 2017 - 6 strategies to increase retail poultry sales in 2017
WATT PoultryUSA - May 2017 - 13
WATT PoultryUSA - May 2017 - 14
WATT PoultryUSA - May 2017 - 15
WATT PoultryUSA - May 2017 - 16
WATT PoultryUSA - May 2017 - 17
WATT PoultryUSA - May 2017 - 18
WATT PoultryUSA - May 2017 - 19
WATT PoultryUSA - May 2017 - 100TH YEAR SERIES: Future of poultry welfare: What producers should expect
WATT PoultryUSA - May 2017 - BB1
WATT PoultryUSA - May 2017 - BB2
WATT PoultryUSA - May 2017 - 21
WATT PoultryUSA - May 2017 - 22
WATT PoultryUSA - May 2017 - 23
WATT PoultryUSA - May 2017 - 24
WATT PoultryUSA - May 2017 - 25
WATT PoultryUSA - May 2017 - 26
WATT PoultryUSA - May 2017 - 27
WATT PoultryUSA - May 2017 - 28
WATT PoultryUSA - May 2017 - 29
WATT PoultryUSA - May 2017 - Antibiotic-free animal feed production grows worldwide
WATT PoultryUSA - May 2017 - 31
WATT PoultryUSA - May 2017 - 32
WATT PoultryUSA - May 2017 - 33
WATT PoultryUSA - May 2017 - 34
WATT PoultryUSA - May 2017 - 35
WATT PoultryUSA - May 2017 - 36
WATT PoultryUSA - May 2017 - 37
WATT PoultryUSA - May 2017 - How to improve broiler feed effi ciency beyond genetics
WATT PoultryUSA - May 2017 - 39
WATT PoultryUSA - May 2017 - 40
WATT PoultryUSA - May 2017 - 41
WATT PoultryUSA - May 2017 - 42
WATT PoultryUSA - May 2017 - 43
WATT PoultryUSA - May 2017 - 44
WATT PoultryUSA - May 2017 - 45
WATT PoultryUSA - May 2017 - Product Review
WATT PoultryUSA - May 2017 - Market Place
WATT PoultryUSA - May 2017 - Ad Index
WATT PoultryUSA - May 2017 - Cover3
WATT PoultryUSA - May 2017 - Cover4
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