Grand Ole Protein

Latest consumer research rolled out at Annual Meat Conference in Nashville.

Topics ranging from marketing and merchandising to food safety and economics were the focus of the 2013 Annual Meat Conference, held Feb. 24 to Feb. 26 in Nashville, Tenn.

Jointly hosted by the American Meat Institute (AMI) and Food Marketing Institute (FMI), the gathering of meat processors, marketers and retailers was the venue for the debut of new extensive research conducted by the National Pork Board and the Beef Checkoff Program that indicates today's consumers are as confused as ever when it comes to purchasing fresh meat.

This cross-industry effort was established to increase consumer confidence by working to simplify common names for meat and create consistent, easy-to-follow preparation instructions.

The results of consumer research have culminated in changes to the Uniform Retail Meat Identification Standards (URMIS) nomenclature, the development of better on-pack label information and other educational tools, all designed to help retailers stimulate meat case sales.

"We believe this is a real game-changer for our industry," said Patrick Fleming, director of retail marketing for the Des Moines, Iowa-based National Pork Board. "The update to URMIS nomenclature will be more consumer-friendly by removing redundancies and using familiar terms that are more consistent across multiple channels. Pork will specifically benefit by the ability to utilize some consumer-friendly beef nomenclature, allowing customers to recognize cut names more easily."

The goal is to simplify the meat case, and consumers have indicated that consistency is key.

Fleming and Michael Uetz, principal with Chicago-based Midan Marketing, which conducted the study, outlined the new qualitative and quantitative consumer research that identified key consumer issues with meat cuts and set the stage for the development of a more simplified, consumer-friendly URMIS.

New, cutting-edge in-store and in-lab eye-tracking research results provide insights as to what draws consumers' attention and motivates their fresh meat purchases. Online research results provide insights into effective message development for shopper communication, point of sale and more.

Focus groups conducted in Los Angeles, Chicago and Washington, D.C., queried multiple generations of meat shoppers who expressed confusion about the terminology for various meat cuts — such as "top," "arm" and "mock tender" — as well as how to prepare them.

The study found that shortening the cut names was effective in improving consumers' understanding, as well as using terms common for beef to comparable cuts of pork, and including preparation guidance on the label.

Overall, the new labeling techniques were found to "provide variety and confidence to shoppers," Uetz said. "If you offer this in your store, you're going to connect with your customers."

Proposed guidelines call for a three-line label, with the first line featuring a common name, the second line identifying the cut and the third line noting the cut family.

The new URMIS nomenclature system is available at www.MeatTrack.com; insights on merchandising opportunities are available at www.PorkRetail.org and www.BeefRetail.org. The system could roll out as early as this spring, pending USDA approval.

Fleming told PG that retailers that have tested the new system have seen sales increase and shrink decrease in their meat departments. "Most think it's about time we've done this," he said. "When you start talking to consumers, you realize we have a communication problem."

Power of Meat

Price and value continue to lead meat-purchasing decisions, but the focus on price is no longer as strong as it's been in the past two years, as high-income shoppers ease up on money-saving measures.

That's according to the annual Power of Meat survey, which further notes that at dinner, convenience is growing in importance, as demonstrated by a greater interest in heat-and-eat and ready-to-eat meats, as well as the ease/time of preparation in consumer purchasing decisions and the types of meals people are preparing more often, including under-20-minute meals and one-pot meals.

The joint AMI-FMI study, sponsored by Cryovac and unveiled at the conference, detailed the findings of a national online poll of 1,425 consumers, conducted last December.

For the first time in eight years, the number of meals grocery shoppers prepared that featured a portion of protein declined from 4.1 to 3.6 meals per week, but the share of shoppers eating meat and poultry at least once a week remained stable, at 93 percent. Portion control, driven by the quest to save money, and protein diversity, is the primary catalyst for change.

While shoppers continue to display a great degree of flexibility, switching between brands, species and cuts, a greater share of shoppers reported that they preferred national brands outright. Despite that trend, shoppers preferring private-brand meat and poultry held steady. Higher-income households reported returning to national brands.

The share of shoppers who've purchased natural and/or organic meat and poultry rose to 26 percent. Most notably, 73 percent 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.

While "mom" was the leading resource for how best to 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 with 23 percent who prefer to ask family members. Consensus among shoppers was that the industry provides adequate tools to help them make informed decisions, jumping from 57 percent in 2009 to 72 percent in 2013.

Other conference sessions addressed the nation's shift from a cooking culture to an eating culture, the impact of economic trends, crisis management, the meat department's role in total health, and in-store marketing. Opening the conference were Food Network celebrities Gina and Pat Neely, who discussed the importance of meat to their barbecue restaurants.

Tasting Reception

The tasting reception this year hosted no fewer than 35 companies sampling their latest products, from beef and pork to lamb and poultry, plus exotic meats and heat-and-eat side dishes.

Among the more notable examples:

Johnsonville sampled its reduced-fat pork and chicken breakfast sausage, Grillers pork patties with cheddar and bacon, and Italian-style chicken sausage with cheese.

John Morrell displayed its Curley's smoked sausage and Cracker Barrel-branded spiral-sliced, bone-in ham.

National Beef sampled its Nature Source natural beef cuts.

Land O'Frost displayed its Premium Minis, snack-size cuts of its leading luncheon meat varieties, designed for snacks, party trays and kids' lunches.

MaMa Rosa's sampled its Piccoletto individual mini pizzas and Pizzetta pizza slices.