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Meat and Poultry Trends in the U.S.

  • April 2013
  • -
  • Packaged Facts
  • -
  • 182 pages

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.

Table Of Contents

Meat and Poultry Trends in the U.S.
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 and 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 and 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 and 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 and 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 AandP's Woodson and 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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