If You Could Read Your Meat Shoppers Minds, What Tales Their Thoughts Would Tell

By: David Fikes, Vice President, Consumer/Community Affairs and Communication, Food Marketing Institute

We may not have a device like that from the 1982 movie, Brainstorm, which would enable us to know exactly what consumers are thinking when they stand in front of the meat case trying to make their purchase decision; but we do have the next best thing.  The research piece, Power of Meat -published by the Food Marketing Institute (FMI) and North American Meat Institute (NAMI) allows us a peek into the consumer thought process. 

Three findings from that study are particularly compelling and revealing of what is currently on the consumer mind as they visit the meat department:

• Price per pound remains a top factor as increases in beef and pork prices drove many to buy less meat or look to different species, cuts and brands.
• Nutrition has gained importance as shoppers are putting greater emphasis on leaner cuts and portion control.
• Shoppers recognize the variety of nutrition benefits meat and poultry products offer – with poultry being viewed as key in a balanced diet and red meat seen as a source of valuable nutrients.

In short, what these three pieces of information tell us is that while nutrition and wellness considerations are growing as factors in the consumer thought process, when deciding what kind, what cut and what portion of meat to buy, the compelling influence remains price.  The wise retailer is finding the way to appeal to all the factors influencing the consumer thought process; educating their shoppers about the nutritional value of meat, helping them make healthy decisions about the type and portion and most importantly,  providing these options at an affordable price.