Mil­len­ni­als keep in­flu­enc­ing meat counter choices, dis­plays

Moose Jaw - - News - By Ron Wal­ter For Agri-Mart Ex­press

The Amer­i­can mil­len­nial gen­er­a­tion con­tin­ues to view meat pur­chases some­what dif­fer­ently than older con­sumers. A pre­sen­ta­tion at the an­nual Power of Meat Con­fer­ence re­veals that this younger gen­er­a­tion, aged 18-38, places more em­pha­sis on con­ve­nience and less em­pha­sis on price.

Sur­veys found baby boomers rate price per pound 4.7 on a scale where six is high­est while mil­len­ni­als rate price at 3.9. Mil­len­ni­als rate ease of prepa­ra­tion at three while baby boomers gave it a low 1.6 pri­or­ity.

Mil­len­ni­als rated ap­pear­ance 3.8 with baby boomers rat­ing of 4.5. Mil­len­ni­als’ pri­or­i­ties in choos­ing meat range from 61 per cent want­ing some­thing dif­fer­ent to 38 per cent choos­ing health, 51 per cent choos­ing ease of prepa­ra­tion and 36 per cent choos­ing lower cost items. Not sur­pris­ingly, a sur­vey on try­ing new things found mil­len­ni­als more will­ing than boomers.

Fifty-two per cent of mil­len­ni­als are will­ing to try a new restau­rant. Only 44 per cent of boomers will do that. Fifty-six per cent of mil­len­ni­als will try a new recipe with fa­mil­iar meat, com­pared with 38 per cent of boomers.

Thirty per cent of mil­len­ni­als will shop at a new meat depart­ment, while only 15 per cent of boomers will. Mil­len­ni­als shop less, av­er­ag­ing 96 trips a year for meat, com­pared with an av­er­age of 119.

Sev­enty-seven per cent of shop­pers re­search be­fore the trip, with store cir­cu­lars de­liv­ered to the home still the most used means of re­search.

Pro­tein claims, once rarely used to pro­mote meat, were used 36 per cent more on meat in 2016.

The sur­vey found sales vol­ume of meat with any claim was up nine per cent with price up seven per cent.

Vol­ume of meat sold with no claim was up two per cent with av­er­age price down four per cent.

Among claims, vol­ume of or­ganic meat in­creased 10 per cent, hor­mone/an­tibi­otic free meat vol­ume was up 14 per cent, nat­u­ral meat vol­ume was up nine per cent and grass-fed meat vol­ume in­creased 20 per cent.

Price in­creases for meat with these claims ranged be­tween four and 16 per cent. At­tributes shop­pers want to have in meat fo­cus on an­i­mal di­ets, ori­gin and treat­ment.

• Four in 10 pre­fer hor­mone free, an­tibi­otic free, grass-fed, raised in U.S.A. and raised lo­cally.

• Three in 10 value hu­manely raised an­i­mals, or­ganic, nat­u­ral and non-GMO.

• One in five value sus­tain­ably raised and “some­thing dif­fer­ent.”

Be­tween 2009 and 2017 shop­pers’ top rea­sons for choos­ing meat shifted. While long term health ef­fect was num­ber one in 2009, “free from” was num­ber one in 2017.

Bet­ter nu­tri­tional value, num­ber two in 2009, was re­placed by bet­ter health/treat­ment of an­i­mals.

Sur­veys showed 53 per cent of con­sumers are in­ter­ested in buy­ing meal kits where the whole meal has been pack­aged.

Ron Wal­ter can be reached at ron­joy@ sask­

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