We've outlined the details of the "Meat to Meals" Reseach Study¹ to help you better understand how to reach your customers at the meat case.

Competing for Shoppers' Attention

 

Shoppers have a higher standard for engagement at retail that will impact the meat department.

Competition is fierce for shopper satisfaction and loyalty, as consumers choose between supermarket, convenience store, restaurant, and fast food channels for their meal needs. This competition means now, more than ever, the meat case needs to appeal to consumers; however, consumers claim shopping is more difficult in the meat department than in other areas of the grocery store because:
• Everything in the meat department is a similar shape and color.
• Products are often mixed together, such as pork chops and roasts.
• The amount of products can be overwhelming.

The meat department needs to “step up” its ability to entice shoppers, to effectively compete with other categories and channels.

 

The meat department is a “centerpiece” in shoppers’ lives, serving as a core element in determining important decisions about their families’ meals.

Because the meat department is a primary factor in store selection and meal planning for shoppers, retailers must focus on this critical area to grow share of meals.
• 42% say the meat department is very important in choosing the store where they do most of their grocery shopping.
• However, many shoppers’ meat needs are not fully satisfied by a single store: 1/3 of shoppers are purchasing less than 75% of their meat at the same store where they do the majority of their grocery shopping.
• In addition to price, shoppers choose other stores for meat purchases due to quality (38%), cleanliness (33%) and variety (30%).

 

As the center of shoppers’ meal planning, the meat department has the opportunity to improve “shopability”.

Retailers face the challenge of making the meat department more shopper-friendly and focused on providing viable meal solutions.

• Pre-prepared (value-added) meats are not fulfilling shoppers’ meal needs. This is a great opportunity for you to revisit the SKU’s you are offering as well as the flavor profiles. Reviewing your sales figures will show you the best sellers.
• 45% say a homemade meal is healthier than prepared foods from the grocery store. Help your customers keep the focus on nutrition by using recipe cards or simple signage to suggest healthy sides that can help round out a meal.
• Only 8% say the store’s meat department is useful for giving new meal ideas. This low percentage should be a call to action -- customers are begging for new ideas so that they can buy more product from your department! Focus on training your staff to engage customers by offering creative meal solutions; this exceptional customer service will generate amazing loyalty plus boost sales. For times when customers can’t be engaged face-to-face, be sure there are multiple materials available to help inspire them.

 

There are three distinct types of shoppers when it comes to planning prior to a shopping trip: Pre-Planners, In-Between and Ad Hoc/Last Minute.

Retailers must engage each shopper type differently at the meat case:

 

This study points to the need to address the challenges faced by today’s meal shoppers and implement changes to help realize the meat department’s full potential to provide meal solutions.

 

View the "Meat to Meals" Research Summary presented at the 2010 Annual Meat Conference.

 

¹“Meat to Meals” Shopper Research Study, Meridian, June 2010