Meat and Poultry Trends in the U.S.

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Meat and Poultry Trends in the U.S.

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Meat and Poultry Trends in the U.S.

 

Meat consumption in the U.S. has been on the decline for nearly a decade. Several factors account for this change, but two in particular stand out. The first is consumer health concerns, based on a public perception that a high level of red meat consumption is unhealthy. The other main factor is the economy, specifically the recession that began in 2008 and which is still having a negative impact on the economy in 2013. As a result, consumers have been eliminating meat from one or more meals per week and/or reducing the size of portions served.

 

The health concerns also drove a switch by many consumers from red meat to poultry as a healthier source of animal protein or to switch to plant-based meat substitutes as their protein source. The economic considerations have led consumers to switch to poultry as a less expensive per pound protein source and also seen them switch to less expensive cuts or to retailers' store brands that offer a better price/value proposition than do branded products as well as to seeking out discounts and sales whenever possible.

 

But even as consumption per capita has decreased, overall dollar sales have increased thanks to more value-added products entering the marketing mix. These are often convenience products targeted to an overworked population as well as to younger consumers who lack cooking skills. Also helping to keep the dollar sales up are in increase in high-end fresh meat cuts that appeal to that part of the population that has survived the recession or recovered economically more quickly than the population as a whole and want to enjoy upscale products.

 

As a result, Packaged Facts estimates that retail sales of meat and poultry products topped $85 billion in 2012, up from nearly $73 billion in 2008. Looking ahead, sales are projected to grow to $98.3 billion by 2017. Supporting that growth will be an economic recovery that, while it has been very slow, is underway and likely to pick up steam with each passing year.

 

 

 

Chapter 1: Executive Summary Scope of Report

 

Scope

Methodology

 

SymphonyIRI

Packaged Facts National Consumer Survey

Experian Marketing Services

 

 

 

The Market

 

Meat and Poultry in American Life

 

Market Participants

The Products

Meat and Poultry Product Distribution

 

 

Regulation

 

Labeling

Trade Associations

 

 

Market Size

 

Meat and Poultry Sales Topped $85 Billion in 2012

Table 1-1 Meat and Poultry Retail Sales 2008–2012 (in millions $)

Unit and Volume Sales Down

Table 1-2 Retail Meat Sales by 2008–2012 (in millions $)

Table 1-3 Retail Poultry Sales by 2008–2012 (in millions $)

 

 

Market Trends

 

Recession Dominates Market Development

Health Concerns Rise in Importance

Demographic Shifts Impacting the Market

 

 

Market Forecast

 

Table 1-4 Meat and Poultry Retail Sales 2012–2017 (in millions $)

 

 

The Competitive Environment

 

JBS/Swift is Leading Competitor

Convenient, Health-Oriented Products, Adventurous Flavors Among Key Trends

Challenging Times for Meat and Poultry in Retail and Foodservice

Dealing with Declining Consumption

 

 

 

The Consumer

 

Consumer Have Many Concerns

 

Table 1-5 Relative Importance of Consumer Food Concerns

 

 

Consistency in Consumption

 

Figure 1-2 Percentage of U.S. Households Consuming Meat and Poultry Products Summer 2008-Summer 2012

 

 

 

Chapter 2: Market Overview

Meat and Poultry in American Life

Market Participants

The Products

Meat and Poultry Product Distribution

Labeling

 

Nutrition Labeling

Table 2-1 Aware of the Government's 'My Plate' Eating Recommendations

Streamlining Meat and Poultry Labeling

Highlighting Healthfulness on Labels

COOL Controversy

 

 

Consumers Look to Labeling

 

Table 2-2 Ingredient and Labeling Interest When Shopping

 

 

Meat and Poultry Regulation

 

Focus on Additives

Relevant Government Agencies

Animal and Plant Health Inspection Service (APHIS)

Center for Nutrition Policy and Promotion (CNPP)

Centers for Disease Control and Prevention (CDC)

Environmental Protection Agency (EPA)

Food and Drug Administration (FDA)

Food and Nutrition Service (FNS)

Partnership for Food Safety Education (PFSE)

Non-Governmental Consumer Organizations

Center for Science in the Public Interest (www.cspinet.org)

Consumer Federation of America (www.consumerfed.org)

 

 

Industry Organizations

 

American Farm Bureau Federation (www.fb.org)

American Lamb Board (www.americanlamb.com)

American Meat Institute (www.meatami.com)

Cattlemen's Beef Board (www.beefboard.org)

Food Marketing Institute (www.fmi.org)

Grocery Manufacturers Association (www.gmaonline.org)

National Chicken Council (www.nationalchickencouncil.org)

National Grocer's Association (www.nationalgrocers.org)

National Hot Dog & Sausage Council (www.hot-dog.org)

National Pork Board (www.pork.org)

National Pork Producers Council (www.nppc.org)

National Turkey Federation (www.eatturkey.com)

North American Meat Processors Association (www.namp.com)

Ranchers-Cattlemen Action Legal Fund, United Stockgrowers of America (www.r-calfusa.com)

Shelf-Stable Food Processors Association (www.meatami.com/ht/d/sp/i/8423/pid/8423)

U.S. Poultry & Egg Association (www.uspoultry.org)

 

 

 

Chapter 3:The Market

Market Size

 

Meat and Poultry Sales Topped $85 Billion in 2012

Table 3-1 Meat and Poultry Retail Sales 2008–2012 (in millions $)

Unit and Volume Sales Down

Table 3-2 SymphonyIRI-Tracked Unit Sales of Packaged Meat and Poultry: By Category, 2012 vs. 2008 (in millions)

Table 3-3 SymphonyIRI-Tracked Volume Sales of Meat and Poultry: By Category, 2012 vs. 2008 (in millions)

 

 

Market Trends

 

Recession Dominates Market Development

Survey Backs Store Brands Switch Trend

Table 3-4 Opinions on Store Brands

Survey Backs Discount Shopping Trend

Table 3-5 Purchase a Lot of Groceries On Sale or Promotion

Figure 3-1 Looked for Information on Sales and/or Specials for Most Recent Grocery Shopping Trip

Health Concerns Rise in Importance

Figure 3-2 Seek Grass-Fed Meat Products

Locavore Movement Contributes to Changing Market

Figure 3-3 Looked for Local Products on Most Recent Grocery Shopping Trip

Demographic Shifts Impacting the Market

 

 

Market Share by Category

 

Major Divisions Within Meat and Poultry Market

Fresh vs. Frozen/Refrigerates/Shelf-Stable Meat

Table 3-6 Retail Meat Sales by 2008–2012 (in millions $)

Fresh vs. Frozen/Refrigerates/Shelf-Stable Poultry

Table 3-7 Retail Poultry Sales by 2008–2012 (in millions $)

Category Sales Within the Frozen/Refrigerated/Shelf-Stable Meat and Poultry Markets

Figure 3-4 Percent Share of Frozen/Refrigerated/Shelf-Stable Meat and Poultry Retail Sales by Category 2008

Figure 3-5 Percent Share of Frozen/Refrigerated/Shelf-Stable Meat and Poultry Retail Sales by Category 2012

 

 

Market Size and Growth By Category and Segment

 

Lunchmeat Sales are Largest Category

Table 3-8 Lunchmeat Retail Sales 2008–2012 (in millions $)

Breakfast Meats Sales Top 5 Percent Growth Rate

Table 3-9 Breakfast Meats Retail Sales 2008–2012 (in millions $)

Frozen/Refrigerated Turkey Sales Pace Overall Frozen/Refrigerated Poultry Sales

Table 3-10 Frozen/Refrigerated Poultry Retail Sales 2008–2012 (in millions $)

Dinner Sausage Category Has Solid Sales Growth

Table 3-11 Refrigerated Dinner Sausage Retail Sales 2008–2012 (in millions $)

Chicken is Dominant Sector in Processed Refrigerated Poultry

Table 3-12 Processed Frozen/Refrigerated Poultry Retail Sales 2008–2012 (in millions $)

Refrigerated Frankfurters Grow Nine Percent

Table 3-13 Refrigerated Frankfurters Retail Sales 2008–2012 (in millions $)

Refrigerated Meat Category Has Highest CAGR

Table 3-14 Refrigerated Meat Retail Sales 2008–2012 (in millions $)

Frozen Meats Sales Grow 17 percent

Table 3-15 Frozen Meat Retail Sales 2008–2012 (in millions $)

Shelf-Stable Meat Trails Refrigerated and Frozen Categories

Table 3-16 Shelf-Stable Meat/Refrigerated Ham Retail Sales 2008–2012 (in millions $)

Meat and Poultry Substitutes Less Than Two Percent of Market

Table 3-17 Meat and Poultry Substitutes Retail Sales 2008–2012 (in millions $)

 

 

Market Outlook

 

Slow Economic Recovery Restrains Big Gains

Potential Impact from Slowdown in Meat Inspections

Impact of Horsegate

Food Safety Concerns of Consumers

Table 3-18 Ingredient and Labeling Interest When Shopping

Ongoing Health Concerns

Table 3-19 Consumer Preference for Meatless/Vegetarian Meals 2012

Impact of Droughts

 

 

Opportunities for Growth

 

Covering the Meat Substitute Market

Diversifying Meat and Poultry Sources

Leveraging Locavore

Focus on Value-Added

Table 3-20 Preference for Nutritionally Enhanced Food and Beverage Products

Table 3-21 Grocery Product Manufacturers Should Do More to Help Consumers Eat More Healthily

Appealing to Ethnic Markets

Using Social Media

Outside the Box

 

 

Market Forecast

 

Market to Top $98 Billion by 2017

Meat Substitutes Will Have Strongest Growth

Table 3-22 Meat and Poultry Retail Sales 2012–2017 (in millions $)

Fresh Meat Will Pace Meat Category Growth

Table 3-23 Retail Meat Sales by 2012–2017 (in millions $)

Frozen, Refrigerated and Shelf-stable Poultry Will Pace Category Growth

Table 3-24: Retail Poultry Sales by 2012–2017 (in millions $)

Market Forecast By Category and Segment

Lunchmeats Will Remain Largest Meat Category

Breakfast Meats Will Grow by Three Percent

Dinner Sausages Sales Slow

Frankfurters Stable Through Forecast Period

Refrigerated Meats Lose to Alternatives

Frozen Meats May Gain as Convenience Foods

Shelf-Stable Growth Slows as Economy Improves

Frozen/Refrigerated Poultry Should Continue Solid Growth

Processed Frozen/Refrigerated Poultry Another Convenience Winner

Table 3-25 Meat and Poultry Retail Sales By Category 2012–2017 (in millions $)

 

 

 

Chapter 4: Competitive Trends

The Competitive Environment

 

Global Marketers Lead the Competition

Estimate of Overall Meat and Poultry Market Shares

Figure 4-1 Overall Market Shares for Combined Meat and Poultry Companies, 2012

Estimate of Refrigerated/Frozen/Shelf-Stable Market Shares

Figure 4-2 Marketer Shares for Combined Meat and Poultry Companies, 2012

Leaders in Meat Category

Figure 4-3 Marketer Shares for Leading Meat Companies, 2012

Leaders in Poultry Category

Figure 4-4 Marketer Shares for Leading Poultry Companies, 2012

Smaller Companies Challenged in Niche Markets

Leading Companies Work Within and Across Categories

Table 4-1 Category Participation Among Top Marketers in Meat and Poultry

Acquisitions: The Big Get Bigger

Expanding Product Lines

Targeting Demographic Groups

Looking for Alternative Protein Sources

Pressure to Lower Costs

Value of Corporate Responsibility

Pink Slime: Devastating Impact of Health Concerns

 

 

Selected Company Profiles

 

Applegate Farms

AdvancePierre Foods (Barber Foods)

Beef Products, Inc.

Butterball LLC

Cargill

Cargill Grows

Plant Closing an Industry Game Changer

ConAgra Foods

Fieldale Farms

Foster Farms

GNP (Gold'N Plump)

Heinz

Hillshire Brands

Hormel Foods Corporation

Jennie-O Turkey Store

Skippy Acquisition

JBS

Swift & Company

Pilgrim's

JBS Pork

Recent Acquisitions

Johnsonville Sausage

Kayem/al fresco

Kellogg

Kraft Foods

Oscar Meyer

Lunchables

Boca Foods Company

Laura's Lean Beef

National Beef

OK Foods

Perdue

Rocky Mountain Natural Meats

Smithfield

Tyson

 

 

 

Chapter 5: Product Trends and Opportunities

Convenient, Health-Oriented Products, Adventurous Flavors Among Key Trends

 

Convenience

Making Fresh Meat and Poultry Convenient

Better-For-You

Table 5-1 Trying to Eat More Healthfully

Table 5-2 Selected New Better for You Meat/Poultry Products

Table 5-3 Willing to Pay More for Better-For-You Food Products

Foodies

More Variety, Trendy Flavors

 

 

Special Dietary Needs

 

Gluten-Free and Hidden Allergens

Kosher and Halal

 

 

Packaging

Value

 

Private Label Value Solution

Bacon Nation

 

 

Beyond Bacon: Opportunities in Other Meat Products

 

Table 5-4 Variety Meats Popular in Non-U.S. Cuisines

 

 

New Product Positioning

 

Table 5-5 Selected New Meat and Poultry Products: Fresh/Refrigerated, 2011-2012

Table 5-6 Selected New Meat and Poultry Products: Frozen, 2011-2012

 

 

 

Chapter 6: Retail/Foodservice Trends

Challenging Times for Meat and Poultry in Retail and Foodservice

Challenge Being Met

Dealing with Declining Consumption

 

Price Tops Health Concerns as Reason for Slower Purchases

Chicken Declines Despite Being Viewed as Healthier Than Beef

Traditional Circulars Tailored to Local Markets & Consumers

Consumers Using Circulars

Table 6-1 Consumers using Circulars for Most Recent Grocery Shopping Trip

Circulars Support Holiday Specific Sales

Cooking Suggestions Support Sales

Social Media Not Overlooked

Traditional Promotional Activities Also Thrive

Aiming for a New Generation of Consumers

Grilling Promotions a Summer Tradition

Walmart Offers New Steaks with Grilling Challenge Promotion

Promoting Low Prices

 

 

Improving Service in the Meat Department

 

BI-LO Ties Service to Store Brand and More

Illustration 6-1 BI-LO Gold Star Pork

 

 

Supply Chain/Sourcing

 

Local Sourcing of Meat and Poultry

Women and Older Consumers Top Targets

Government Support for Locavore Movement

Illustration 6-2 Rancher's Reserve Tender Beef

Stressing Family Ties in Local Sourcing

Illustration 6-3 Mid-Atlantic Country Farms

 

 

Demand for Healthier Meat Sparks Positive Actions

 

Table 6-2 Food Stores Should Do More to Help Customers Eat Healthily

Rejection of Lean Finely Textured Beef

Antibiotic-Free Lines Introduced

Animal Welfare Concerns are Addressed

Ending Use of Gestation Crates

Whole Foods Provides Transparency for Supplier Meat-Raising Practices

Harris Teeter Also Follows GAP Guidelines

 

 

Products for Human Health

Role of Private Label

 

Illustration 6-4 Wegmans Private Label

Illustration 6-5 A&P's Woodson & James Private Label

 

 

Labeling and Packaging

 

Nutrition Labeling Guidelines Continue to Evolve

Labeling in Retail Locations

Eco-Friendly Packaging

New Pork Packaging

 

 

Foodservice Trends

 

Locavore Tops Trend List

Healthier Meat and Poultry

New and Different

Upscale Burgers Everywhere

Tasting Menus Feature High End Meat Samples

Increased and Varied Chicken Offerings

Challenge from "Meatless" Meats

 

 

Opportunities in Schools

 

Chicken Fits Healthier School Menus

 

 

Hospitals Look to Go Leaner and Meatless

 

Foodservice in Retail

 

 

 

Chapter 7: Consumer Trends

Note on Experian Marketing Services Consumer Data

Consumer Have Many Concerns

 

Eating Healthier Top Concern

Concern Over Food Safety

Cost is Also Critical

Table 7-1 Relative Importance of Consumer Food Concerns, 2012

Consumer Concerns are Consistent

Table 7-2 Preference for Healthier Eating, 2008 and 2012

Table 7-3 Seeking Freshest Ingredients, 2008 and 2012

Table 7-4 Importance of Nutritional Value in Selecting Foods, 2008 and 2012

Table 7-5 Always Look for Brand Name, 2008 and 2012

Table 7-6 Practicing Vegetarianism, 2008 and 2012

 

 

Cold Cuts Most Often Consumed Meat or Poultry Product

 

Figure 7-1 Percentage of U.S. Households Consuming Meat and Poultry Products Summer 2008-Summer 2012

 

 

Most Consumer Segments Are in Normal Range

Consumer Product Preferences – Beef

 

Beef - Steak

Table 7-7 User Demographics Focus: Beef – Steak, Summer 2012(U.S. Household Indices)

Other Ground Beef

Table 7-8 User Demographics Focus: Other Ground Beef,

Summer 2012 (U.S. Household Indices)

Beef –Hamburger (Fresh or Frozen Patties)

Table 7-9 User Demographics Focus: Beef –Hamburger(Fresh or Frozen Patties), Summer 2012 (U.S. Household Indices)

Beef - Roast

Table 7-10 User Demographics Focus: Beef – Roast, Summer 2012 (U.S. Household Indices)

Beef - Other

Table 7-11 User Demographics Focus: Beef – Other, Summer 2012 (U.S. Household Indices)

 

 

Consumer Product Preferences – Pork

 

Pork Chops

Table 7-12 User Demographics Focus: Pork Chops, Summer 2012 (U.S. Household Indices)

Pork Roast

Table 7-13 User Demographics Focus: Pork Roast, Summer 2012 (U.S. Household Indices)

Other Pork

Table 7-14 User Demographics Focus: Other Pork, Summer 2012 (U.S. Household Indices)

 

 

Consumer Product Preferences – Other Meat

 

Lamb

Table 7-15 User Demographics Focus: Lamb, Summer 2012 (U.S. Household Indices)

Veal

Table 7-16 User Demographics Focus: Veal, Summer 2012 (U.S. Household Indices)

 

 

Consumer Product Preferences – Chicken

 

Fresh Chicken Breast

Table 7-17 User Demographics Focus: Fresh Chicken Breast, Summer 2012 (U.S. Household Indices)

Fresh Whole Chicken

Table 7-18 User Demographics Focus: Fresh Whole Chicken, Summer 2012 (U.S. Household Indices)

Fresh Chicken Parts W/Bones-Not Breasts

Table 7-19 User Demographics Focus: Fresh Chicken Parts w/Bones-Not Breasts, Summer 2012 (U.S. Household Indices)

Frozen Boneless Chicken

Table 7-20 User Demographics Focus: Frozen Boneless Chicken, Summer 2012 (U.S. Household Indices)

Fresh Chicken Parts Boneless-Not Breasts

Table 7-21 User Demographics Focus: Fresh Chicken Parts

Boneless-Not Breasts, Summer 2012 (U.S. Household Indices)

Frozen Chicken – With Bones

Table 7-22 User Demographics Focus: Frozen Chicken with Bones, Summer 2012 (U.S. Household Indices)

Cornish Game Hen (Fresh or Frozen)

Table 7-23 User Demographics Focus: Cornish Game Hen, Summer 2012 (U.S. Household Indices)

 

 

Consumer Product Preferences – Turkey

 

Fresh Whole Turkey

Table 7-24 User Demographics Focus: Fresh Whole Turkey, Summer 2012 (U.S. Household Indices)

Fresh Breast of Turkey

Table 7-25 User Demographics Focus: Fresh Breast of Turkey, Summer 2012 (U.S. Household Indices)

Frozen Turkey – Not Stuffed

Table 7-26 User Demographics Focus: Frozen Turkey – Not Stuffed, Summer 2012 (U.S. Household Indices)

Frozen Breast of Turkey

Table 7-27 User Demographics Focus: Frozen Breast of Turkey, Summer 2012 (U.S. Household Indices)

Fresh Turkey Parts

Table 7-28 User Demographics Focus: Fresh Turkey Parts, Summer 2012 (U.S. Household Indices)

 

 

Consumer Product Preferences – Prepared Meat Products

 

Cold Cuts

Table 7-29 User Demographics Focus: Cold Cuts, Summer 2012 (U.S. Household Indices)

Frankfurters/Hot Dogs

Table 7-30 User Demographics Focus: Frankfurters/Hot Dogs, Summer 2012 (U.S. Household Indices)

Bacon

Table 7-30 User Demographics Focus: Bacon, Summer 2012 (U.S. Household Indices)

Sausages

Table 7-32 User Demographics Focus: Sausages, Summer 2012 (U.S. Household Indices)

Canned Meat

Table 7-33 User Demographics Focus: Canned Meat, Summer 2012 (U.S. Household Indices)

Bratwursts

Table 7-34 User Demographics Focus: Bratwursts, Summer 2012 (U.S. Household Indices)

 

 

Consumer Product Preferences – Meat Alternatives

 

Table 7-35 User Demographics Focus: Meat Alternatives,

Summer 2012 (U.S. Household Indices)

 

 

Appendix: Addresses of Selected Marketers

 

 

 

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Meat_and_Poultry Industry: Meat and Poultry Trends in the U.S.

 

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