Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The red meat market
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- Figure 1: Total market sales and fan chart forecast of red meat, at current prices, 2008-18
- Market drivers
- Key players
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- Figure 2: MULO sales of packaged red meat, by leading companies, rolling 52 weeks 2012 and 2013
- The consumer
- Red meat consumed by 90% of consumers at least once a month
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- Figure 3: Red meat consumption frequency, July 2013
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- Figure 4: Change in consumption behavior in past year, July 2013
- Improved packaging may appeal to consumers
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- Figure 5: Red meat and pork attitudes, by gender, July 2013
- What we think
Issues and Insights
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- How can red meat overcome health issues?
- Insight: Market meat as a premium quality protein source
- How should industry address consumer backlash to increasing prices?
- Insight: Create a value proposition and provide a value-added experience
- How can the industry create more excitement about red meat?
- Insight: Think outside the box with new cuts and new packaging
Trend Applications
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- Trend: Hungry Planet
- Trend: The Power of One
- Mintel Futures: Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Red meat category sinking without inflationary prices
- Sales and forecast of market
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- Figure 6: Total U.S. retail sales and forecast of red meat, at current prices, 2008-18
- Figure 7: Total U.S. retail sales and forecast of red meat, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 8: Total market sales and fan chart forecast of red meat, at current prices, 2008-18
Market Drivers
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- Key points
- Eating healthy means cutting out red meat for many consumers
- Meat prices influence consumer purchase decisions
- Young adults key to driving growth in red meat
Competitive Context
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- Poultry, seafood battle for share of consumers’ wallets
- Foregoing animal proteins an increasing trend
- Eating out presents a more attractive alternative for some
Segment Performance
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- Key points
- Beef enjoys higher growth rate, sits safely on top the red meat category
- Sales of market, by segment
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- Figure 9: Total U.S. retail sales of red meat, by segment, at current prices, 2011 and 2013
Segment Performance – Beef
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- Key points
- Persistent health concerns and high prices discourage red usage
- New cuts and packaging could help drive beef usage
- Sales and forecast of beef
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- Figure 10: Sales and forecast of beef, at current prices, 2008-18
- Figure 11: Sales and forecast of beef, at inflation-adjusted prices, 2008-18
Segment Performance – Pork
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- Key points
- Pork sales driven by high prices, not increased usage
- Healthier image may be in jeopardy with new name system
- Sales and forecast of pork
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- Figure 12: Sales and forecast of pork, at current prices, 2008-18
- Figure 13: Sales and forecast of pork, at inflation-adjusted prices, 2008-18
Segment Performance – Other Red Meats
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- Key points
- Interest in other red meats growing faster than beef, pork
- Sales and forecast of other red meats
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- Figure 14: Sales and forecast of other red meats, at current prices, 2008-18
- Figure 15: Sales and forecast of other red meats, at inflation-adjusted prices, 2008-18
Retail Channels
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- Key points
- Supermarket channel lengthens lead in red meat retail sales
- Sales of red meat, by channel
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- Figure 16: Total U.S. retail sales of red meat, by channel, at current prices, 2011-13
Leading Companies and Brands
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- Key points
- Tyson Foods leads sales in highly fragmented red meat category
- Pork giant Smithfield Foods to be purchased by Chinese meat company
- Manufacturer sales of market
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- Figure 17: MULO sales of packaged red meat, by leading companies, rolling 52 weeks 2012 and 2013
- Despite new product releases, Hormel sales are stagnant
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- Figure 18: MULO sales of packaged refrigerated red meat, by leading companies, rolling 52 weeks 2012 and 2013
- Private label thrives in packaged frozen and shelf-stable meat segments
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- Figure 19: MULO sales of packaged frozen red meat, by leading companies, rolling 52 weeks 2012 and 2013
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- Figure 20: MULO sales of packaged shelf-stable red meat, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- New red meat product launches down from 2008 to 2012
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- Figure 21: New red meat product launches, 2008-13
- Private label accounts for about a third of new red meat products
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- Figure 22: New red meat product launches, by brand vs. private label
- New products could better address consumer priorities
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- Figure 23: Claims on new red meat product launches, 2008-13
- Flavor, convenience define new red meat product launches
- Innovation in new cuts of meat could invigorate category
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis – BUBBA Burger
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- Figure 24: Brand analysis of brand, 2011
- Online initiatives
- Events and sponsorships
- TV presence
- Brand analysis – Walmart
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- Figure 25: Brand analysis of brand, 2011
- Online initiatives
- TV presence
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- Figure 26: Walmart, Walmart Steak-over Chicago: Frank the Skeptic, 2012
- Events
Consumption of Red Meat
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- Key points
- Nine in 10 consumers eat red meat once a month
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- Figure 27: Red meat consumption frequency, July 2013
- Men more likely than women to eat most kinds of meat
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- Figure 28: Eaten in past month, by gender, July 2013
- Age and income influence meat selections
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- Figure 29: Eaten in past month, by age, July 2013
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- Figure 30: Eaten in past month, by household income, July 2013
Change in Consumption Habits
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- Key points
- Consumers cutting back on beef more than any other meat
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- Figure 31: Change in consumption behavior in past year, July 2013
- Youngest consumers most likely to be eating more red meat
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- Figure 32: Change in consumption of beef and other red meat, by age, July 2013
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- Figure 33: Change in consumption of pork, by age, July 2013
- Lower-income consumers eating less beef and other red meat
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- Figure 34: Change in consumption of beef and other red meat, by household income, July 2013
Reasons Consumers Are Eating Less Red Meat
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- Key points
- Health leads reasons for eating less red meat
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- Figure 35: Reasons for eating less red meat, by gender, July 2013
- Price second largest red meat deterrent, especially for older consumers
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- Figure 36: Reasons for eating less red meat, by age, July 2013
- Premium quality meats may be more appealing to older Millennials
Preferred Red Meat Attributes
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- Key points
- Consumers seek premium quality, U.S. raised red meat above all else
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- Figure 37: Characteristics of meat/seafood bought in past three months, July 2013
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- Figure 38: Characteristics of red meat bought in past three months, by gender, July 2013
- Not all fats are created equal
Red Meat Purchase and Usage Behavior
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- Key points
- A third of red meat consumers use private label
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- Figure 39: Red meat and pork usage behavior, July 2013
- Prepared meats appeal to men, 18-24 year olds
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- Figure 40: Beef and other red meat usage behavior, by gender, July 2013
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- Figure 41: Red meat usage behavior, by age, July 2013
- Figure 42: Pork usage behavior, by age, July 2013
- Purchase behavior heavily influenced by concern for red meat safety
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- Figure 43: Beef and other red meat usage behavior, by consumer concern about red meat safety, July 2013
Consumer Attitudes on Red Meat
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- Key points
- Men more likely to perceive red meat as necessary to healthy diet
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- Figure 44: Red meat and pork attitudes, by gender, July 2013
- Women want more functionality from meat packaging
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- Figure 45: Red meat and pork attitudes, by gender, July 2013
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- Figure 46: Reason for eating less poultry, by change in consumption behavior in past year – red meat, July 2013
Race and Hispanic Origin
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- Key points
- Hispanics are above average red meat consumers, Asians below average
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- Figure 47: Eaten in past month, by race/Hispanic origin, July 2013
- Hispanics more likely to be eating less beef, pork, and other red meat
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- Figure 48: Change in consumption of beef and other red meat, by Hispanic origin, July 2013
- Figure 49: Change in consumption of pork, by Hispanic origin, July 2013
- Hispanics less likely to notice price increase, buy store brand
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- Figure 50: Beef and other red meat usage behavior, by race/Hispanic origin, July 2013
- Companies can appeal to Hispanics with partially prepared meat
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- Figure 51: Red meat usage behavior, by Hispanic origin, July 2013
Correspondence analysis
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- Methodology
- Consumers looking for more out of red meat than any other meat
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- Figure 52: Correspondence Analysis, September 2013
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- Figure 53: Characteristics of meat/seafood bought in the past three months, September 2013
IRI/Builders – Key Household Purchase Measures
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- Overview of refrigerated meat
- Refrigerated uncooked meat
- Consumer insights on key purchase measures
- Brand map
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- Figure 54: Brand map, selected brands of refrigerated uncooked meat (no poultry) buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 55: Key purchase measures for the top brands of refrigerated uncooked meat, by household penetration, 2012*
- Overview of frozen meat
- Frozen meat (no poultry)
- Consumer insights on key purchase measures – frozen meat (no poultry)
- Brand map
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- Figure 56: Brand map, selected brands of frozen meat (no poultry) buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 57: Key purchase measures for the top brands of frozen meat, by household penetration, 2012*
Appendix – Market Drivers
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- Consumer confidence
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- Figure 58: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 59: U.S. Unemployment Rate, by month, 2002-13
- Figure 60: U.S. unemployment and underemployment rates, 2007-13
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- Figure 61: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 62: Changes in USDA Food Price Indexes, 2011-14
- Obesity
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- Figure 63: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity – highest in decades
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- Figure 64: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 65: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 66: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
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- Figure 67: U.S. population, by age, 2008-18
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- Figure 68: U.S. households, by presence of own children, 2002-12
Appendix – Other Useful Consumer Tables
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- Figure 69: Red meat consumption frequency, July 2013
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- Figure 70: Red meat consumption frequency, July 2013
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- Figure 71: Eaten in past month, by red meat consumption, July 2013
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- Figure 72: Eaten in past month, by household size, July 2013
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- Figure 73: Eaten in past month, by presence of children in household, July 2013
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- Figure 74: Eaten in past month, by region, July 2013
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- Figure 75: Change in consumption of red meat, by gender, July 2013
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- Figure 76: Change in consumption of red meat, by household size, July 2013
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- Figure 77: Change in consumption of red meat, by presence of children in household, July 2013
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- Figure 78: Reasons for eating less red meat, by race/Hispanic origin, July 2013
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- Figure 79: Reasons for eating less red meat, by presence of children in household, July 2013
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- Figure 80: Reasons for eating less red meat, by meat/seafood purchased in past three months, July 2013
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- Figure 81: Reasons for eating less red meat, by meat/seafood purchased in past three months, July 2013
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- Figure 82: Meat/seafood purchased in past three months, July 2013
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- Figure 83: Meat/seafood purchased in past three months, by age, July 2013
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- Figure 84: Meat/seafood purchased in past three months, by household income, July 2013
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- Figure 85: Meat/seafood purchased in past three months, by race/Hispanic origin, July 2013
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- Figure 86: Meat/seafood purchased in past three months, by presence of children in household, July 2013
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- Figure 87: Characteristics of red meat bought in past three months, by race/Hispanic origin, July 2013
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- Figure 88: Pork usage behavior, by race/Hispanic origin, July 2013
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- Figure 89: Red meat and pork attitudes, by race/Hispanic origin, July 2013
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Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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