National Brands Gain Ground, Private-Brands Hold Steady
While shoppers continue to display a great degree of flexibility, switching between brands, species and cuts, a greater share of shoppers reported preferring national brands outright. Despite that trend, shoppers preferring private-brand meat and poultry held steady. Higher income households, in particular, reported a return to an outright preference for national brands.
Natural/Organics Making Post-Recession Comeback
The share of shoppers who have purchased natural and/or organic meat and poultry rose to 26%, with a particularly high penetration among higher-income shoppers. Most notably, 73% of supermarket shoppers purchase organic/natural meat at their primary store, the highest level in eight years – moving the natural/organic purchase from the specialty channels to supermarkets, warehouse clubs and supercenters.
Digital References Reign for Preparation; In- Store Tools Seen as Useful
While "mom" was the leading resource for how to best prepare meat and poultry in 2012, she was edged out by digital resources (websites, apps, blogs) this year. Twenty-seven percent of survey respondents said they would consult online resources compared to 23% who prefer to ask family members. In addition, the report also explores nutrition tools and how shoppers are making more educated decisions in the meat department. Indeed, consensus among shoppers was that the industry provides adequate tools to help them make informed decisions, jumping from 57% in 2009 to 72% in 2013.