Culinology - June 2021 - 13

EMERGING trends
The
pandemic's
impact on
the meat
department
Market researchers that track the food
manufacturing industry are trying to identify
which consumer behaviors will persist as
states and municipalities begin to ease
pandemic-related restrictions. Larry Levin
and Chris DuBois of market research firm IRI
explained the major themes emerging from
their research that will drive growth in the
meat department and the CPG segment in a
post-pandemic world. The presentation was
part of the 2021 Meat Conference, hosted by
FMI - the Food Industry Association and the
North American Meat Institute.
A higher comfort level among consumers
in the kitchen drove 44% of gains in the meat
segment, according to IRI. Mr. Levin said the
confident cooks and cooking enthusiasts are
slightly more affluent with larger households,
and older children. The shoppers also are
ethnically diverse. These high-meat-IQ
shoppers also tend to prepare more dinners
with meat and poultry.
A second theme uncovered by IRI research
is the evolution of premiumization. Mr. DuBois
said significant growth in sales of premium
and super-premium food items occurred
throughout the store. The trend toward
premiumization cuts across income levels, so
it's not solely driven by " ...rich people buying
more stuff. "
" It's not about expensive products; it's
about making my life better, " Mr. DuBois said.
" It's about simplifying packaging to make
my meal easier to cook. It's making it easier,
more flavorful, more accessible. "
Consumers were willing to pay more for
premium-level proteins, IRI found. Prime beef
was an example.
" That explosion in growth and volume
was tremendous all the way through; we
12 | Culinology | JUNE 2021
saw a 4x change, " Mr. DuBois said.
The work-from-home and school-at-home
state-of-affairs spurred by pandemic-related
lockdowns has led to new eating occasions
or more emphasis on the breakfast and lunch
dayparts.
Three-quarters of meat shoppers who
increased meat purchases since the start of
the pandemic point to more at-home dinners
as a reason, according to The Power of Meat,
an annual study conducted by the market
research company 210 Analytics.
Additionally, 56% of meat shoppers bought
more meat and poultry because of preparing
more lunches at home. This figure was even
higher among those working from home, at
65%, and those working a mix of at home
and at the place of business (67%).
The federal government conservatively
estimates that 20% to 25% of the working
population (roughly 155 million people) will
be working from home, up from just 7% of
the working population working from home
in 2017.
" That's a displacement; that's a big change
from not going to the cafeteria at the office, "
Mr. DuBois said. " That's a big change from
not going to a downtown business location
commuting. " This new dynamic represents a
significant opportunity for food manufacturers
and grocers to innovate and offer products
that help consumers plan for meals.
" If you think of Egg McMuffins and going
to McDonald's, maybe that Egg McMuffin
looks a little different at home. Do you bring
some of the foodservice items over? What
about lunch? Does Uber Eats win that?
Does McDonald's win that? Or does the
supermarket and the manufacturers behind it
find solutions that make a difference? "
Culinology - June 2021

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