Continuing behaviors adopted during the recession, American consumers are
eating in more, which is beneficial to the fresh protein businesses of meat,
poultry and seafood alike. However, consumers are also choosing less expensive
cuts of meat, stocking up on sales, and looking for deals. Moreover, in the
current market landscape, where even drugstores are selling prepared foods,
groceries are facing more dinnertime competition than ever before, including
from supercenters and warehouse clubs emphasizing fresh center-plate options.
During this “new normal” economy, consumers' value focus has also
given a boost to private-label center-plate proteins, which are growing in
importance as supermarkets use store brands to help differentiate themselves
and build shopper loyalty.
This report examines the proteins that U.S. consumers place “center of
plate” for the dinner daypart, including meats (beef, pork, lamb, etc.),
poultry (chicken and turkey), and seafood (fish and shellfish). It focuses on
fresh (refrigerated) protein products cooked at home, which encompass raw
products in general as well as value-added products for sale at meat and
seafood counters (e.g., pre-marinated meats, pre-skewered kabobs, etc.). The
report examines the forces driving consumer choices, including economic
factors, the healthfulness of various products, personal tastes and
preferences, culinary trends, convenience, cooking skills, and environmental
factors. Consumer shopping habits are also be examined, as are trends among
those involved in this industry, including suppliers of the center-plate
protein products and the retailers in which consumers buy them.
The report covers the market from all angles, including marketer/brand share
by center-plate fresh protein type, marketing and new product trends, retail
and merchandising trends, and consumer trends, with focus discussions on
topics including private label, natural, and alternative retail formats. A
special feature of this all-new report is custom data from Packaged Facts' own
consumer survey, which is based on a national online poll conducted in October
2010.
Table of Contents
Table of Contents
Chapter 1: Executive Summary
Scope & Methodology
Scope of Report
SymphonyIRI Categories
Report Methodology
Market Trends
Center-Plate Dinner Protein Sales at $43 Billion
Packaged Fresh Center-Plate Dinner Proteins Top $5 Billion
Figure 1-1: U.S. Retail Sales of Packaged Fresh Dinner Center-Plate
Proteins: 2006, 2010, 2015 (in millions of $)
SymphonyIRI Sales at Approximately $3 Billion
Poultry Category and Chicken Segment Lead
Meat-Buying Consumers Remain Cost-Conscious
Eating In Tonight
Restaurants Against the Ropes
Competitive Trends
Top Poultry Companies and Brands
Top Meat Companies and Brands
Top Seafood Companies and Brands
Private Label Dominates All Categories
Smaller Companies Seek Niches
Product Trends
Center-Plate Introductions Bounce Back in 2010
“Private Label” Claim on Top for 2010
Grocers Lead New Product Launches
Celebrity Appeal
“Kosher” Connotes Superior Quality
Retail Trends
Center-Plate Protein Resists Crossing Over
Supermarkets Use Meats as a Draw
Resurgence of the Butcher
Farmers' Markets and Communal Buying
Consumer Trends
Recessionary Trends Widen Center-Plate Market
Figure 1-2: Cooking Meals at Home and Center-Plate Protein Choices:
Selected Psychographics, October 2010 (percent of adults)
Hamburger, Chicken Parts Are Most Popular Cuts
Winners and Losers in Weekly Usage Rates
Demographics for Center-Plate Protein Consumers
Chapter 2: Market Trends
Scope of Report
SymphonyIRI Categories
USDA-FSIS Regulates U.S. Meat Supply
Branded, or Not
Marketing Terms Used on Meat Labels
Basted, or Self-Basted
Certified
Certified Humane
Cooking Instructions
Enhanced
Ethical
Free Range
Fresh Poultry
Grass Fed
Natural
Naturally Raised
“Never Ever 3” / USDA Process Verified Program
Organic
Oven Ready
Value-Added
Grades for Meat Products
Table 2-1: Beef Quality Grades
Pork Quality Grades
Poultry Quality Grades
Seafood Claims
Market Size and Growth
Center-Plate Dinner Protein Sales at $43 Billion
Packaged Fresh Center-Plate Dinner Proteins Top $5 Billion
Table 2-2: U.S. Retail Sales of Packaged Fresh Dinner Center-Plate
Proteins: 2006-2010 (in millions of dollars)
SymphonyIRI Sales at Approximately $3 Billion
Table 2-3: SymphonyIRI-Tracked Dollar Sales of Packaged Fresh Dinner
Center-Plate Proteins: By Category and Segment, 2010 vs. 2009 (in millions
of dollars)
Table 2-4: SymphonyIRI-Tracked Unit Sales of Packaged Fresh Dinner
Center-Plate Proteins: By Category and Segment, 2010 vs. 2009 (in millions
of dollars)
Table 2-5: SymphonyIRI-Tracked Volume Sales of Packaged Fresh Dinner
Center-Plate Proteins: By Category and Segment, 2010 vs. 2009 (in millions
of dollars)
Poultry Category and Chicken Segment Lead
Table 2-6: Share of SymphonyIRI-Tracked Dollar, Unit and Volume Sales of
Packaged Fresh Dinner Center-Plate Proteins by Category: Poultry, Meat,
Seafood, 2010 vs. 2009 (percent)
Table 2-7: Share of SymphonyIRI-Tracked Dollar, Unit and Volume Sales of
Center-Plate Poultry by Segment: Chicken, Turkey, Other, 2010 vs. 2009
(percent)
Refrigerated vs. Frozen
Figure 2-1: Share of SymphonyIRI-Tracked Meat Sales: Refrigerated vs.
Frozen, 2010 (percent)
Figure 2-2: Share of SymphonyIRI-Tracked Seafood Sales: Refrigerated vs.
Frozen, 2010 (percent)
Table 2-8: Types of Seafood Consumed, 2008
American Diet Heavy on Red Meat, But Chicken Most Popular
Figure 2-3: Share of Meat Consumption in the United States: Meat,
Chicken, Fish/Shellfish, 2008 (percent)
Table 2-9: Retail Availability of Animal Protein, 2001-2008 (pounds per
capita)
Share of Sales by Retail Channel
Table 2-10: Share of U.S. Retail Sales of Dinner Center-Plate Proteins
by Channel: 2010 vs. 2007 (percent)
Market Outlook
Shoppers, Retailers Adapting to “New Normal”
Consumer Confidence Still in a Trough
Meat-Buying Consumers Remain Cost-Conscious
Longer Shopping Lists
Eating In Tonight
Restaurants Against the Ropes
Figure 2-4: Impact of Recession on Consumer Cooking and Restaurant
Habits, May/June 2010 (percent of U.S. adults)
Food at Home Gains Pricing Edge
Restaurants in Front of Food Trends
A Food-Focused Culture
Sustainable Butchery Trend Gives Beef New Chops
Figure 2-5: Percent of U.S. Households Using Center-Plate Proteins in
Last 7 Days: By Type, 2005 vs. 2010
Dietary Guidelines to Boost Seafood, De-Emphasize Meat
Private-Label on the Ups
Cheap Meat and Health
BP Oil Spill Has Little Effect on Seafood Supply
Food Safety Modernization Act Becomes Law
Looking Ahead
Table 2-11: Projected U.S. Retail Sales of Packaged Fresh Dinner
Center-Plate Proteins: 2010-2015 (in millions of dollars)
Chapter 3: Competitive Trends
Methodology
Top Poultry Companies and Brands
Top Meat Companies and Brands
Top Seafood Companies and Brands
Private Label Dominates All Categories
In the Meat Case, Supplier Brands Losing Out
Figure 3-1: Branded Items in Meat Case: Beef, Ground Beef, Pork and
Chicken, 2004, 2007 and 2010 (percent)
Figure 3-2: Private-Label Meat, Poultry and Seafood Retail Sales and Share
of Total Meat, Poultry and Seafood Retail Sales, 2005-2009 (in millions of
dollars)
Brazilian JBS Pushes into USA
Smaller Companies Seek Niches
Beefing Up Natural Lines
Meat for the Hispanic Market
Meal Kits for Convenience
Check-Offs Promote Meat
Country-of-Origin Labeling
COOL Loopholes
Meat Prices Expected to Go Higher
Table 3-1: Top Center-Plate Poultry Companies by SymphonyIRI-Tracked Sales
and Category Share: 2009 vs. 2010 (in millions of dollars)
Table 3-2: Top Center-Plate Poultry Brands by SymphonyIRITracked Sales and
Category Share: 2009 vs. 2010 (in millions of dollars)
Table 3-3: Top Center-Plate Meat Companies by SymphonyIRI-Tracked Sales
and Category Share: 2009 vs. 2010 (in millions of dollars)
Table 3-4: Top Center-Plate Meat Brands by SymphonyIRITracked Sales and
Category Share: 2009 vs. 2010 (in millions of dollars)
Table 3-5: Top Center-Plate Seafood Companies by SymphonyIRI-Tracked Sales
and Category Share: 2009 vs. 2010 (in millions of dollars)
Table 3-6: Top Center-Plate Seafood Brands by SymphonyIRITracked Sales and
Category Share: 2009 vs. 2010 (in millions of dollars)
Table 3-7: SymphonyIRI-Tracked Sales of Private-Label Dinner Center-Plate
Proteins: Meat, Poultry and Seafood, By Category, 2009 vs. 2010 (in millions
of dollars)
Chapter 4: Product Trends
Center-Plate Introductions Bounce Back in 2010
Table 4-1: Number of Center-Plate Dinner Protein New Product Reports and
SKUs, 2006-2010
“Private Label” Claim on Top for 2010
Table 4-2: Top Package Tags/Claims for New Dinner Center-Plate Protein
Products, 2006-2010 (number)
Grocers Lead New Product Launches
Table 4-3: Number of Dinner Center-Plate Protein Products by Company,
2009-2010 (number)
Celebrity Appeal
Alcohol Brand Extensions
“Kosher” Connotes Superior Quality
Looking to Package Labels
Nutrition Labels
Cooking Information
Natural and Organic Claims
Figure 4-1: Total Production Claims on Meat-Case Products (percent of
packages)
Smart Phone Integration
Local Meats for Safety and Taste
Seafood States Tout Local Advantages
Meat Trends
Natural Beef
Grass vs. Grain
Meats Off the Beaten Path
From Cavemen to Flexitarians
Poultry Trends
Poultry Leads Organic Segment
Backyard Coops
“Enhancing” Chicken with Broth
Fish Trends
Sustainability is Uncertain
Environmentalists Engage Grocers
On the Farm
Tilapia Swims to Center of Plate
(Un)Healthy and (Non-)Organic Fish
Chapter 5: Retail Trends
Center-Plate Protein Resists Crossing Over
Table 5-1: Retail Channel Popularity for Fresh Meat and Poultry Purchases,
2010 (percent)
Table 5-2: Retail Channel Popularity for Raw Fish and Fresh Seafood
Purchases (percent)
Supermarkets Use Meats as Draw
Supermarkets vs. Supercenters
Selecting a Primary Store
Butcher or Meat Packer?
Supercenters Feeling the Power
Mass Merchandisers Carry the Most Items Overall
Target' s PFresh Puts New Emphasis on Perishables
Tesco Sets the Pace for Small Marts
Whole Foods a Natural Standout in Center-Plate Category
Internet Market Small But Growing
Resurgence of the Butcher
Farmers' Markets and Communal Buying
Chapter 6: Consumer Trends
Introduction
Notes on Data
Recessionary Trends Widen Center-Plate Market
Figure 6-1: Cooking Meals at Home and Center-Plate Protein Choices:
Selected Psychographics, October 2010 (percent of adults)
Figure 6-2: Percent Using Fresh Meat, Poultry or Fish Weekly, 2006-2010
(U.S. households)
Health and Flavor Considerations Affect Choices
Table 6-1: Health Considerations and Center-Plate Protein Choices:
Selected Psychographics, October 2010 (percent of adults)
Cooking Skills and Convenience
Table 6-2: Cooking Skills and Center-Plate Protein Choices: Selected
Psychographics, October 2010 (percent of adults)
Contamination, Cost Issues Can Put Off Buyers
Figure 6-3: Cooking Skills and Center-Plate Protein Choices: Cost
Concerns, October 2010 (percent of adults)
Hamburger, Chicken Parts Are Most Popular Cuts
Table 6-3: Most Popular Meat or Poultry Types/Cuts Among Those Who Have
Purchased Fresh Meat or Poultry in the Last 3 Months, October 2010 (percent
of adults)
Salmon and Shrimp Are Top Seafood Choices
Table 6-4: Most Popular Fresh Fish Types Among Those Who Have Purchased
Fresh Fish in the Last 3 Months, October 2010 (percent of adults)
Table 6-5: Most Popular Types of Shellfish Among Those Who Have
Purchased Seafood Other Than Fish in the Last 3
Months, October 2010 (percent of adults)
Beef Steak, Pork Chops, and Chicken Breast Show Broadest Usage
Table 6-6: Overall Usage Rates for Center-Plate Proteins by Type/Cut,
2010 (percent of households)
Usage Rates by Time Frame for Center-Plate Proteins
Table 6-7: Usage Rates for Center-Plate Proteins by Type/Cut: In Last 6
Months, 2010 (percent of households)
Table 6-8: Usage Rates for Center-Plate Proteins by Type/Cut: In Last 7
Days, 2010 (percent of households)
The Long View: Winners and Losers in Weekly Usage Rates
Table 6-9: Percent Using Center-Plate Proteins in Last 7 Days: By
Category, 2005-2010 (households)
Demographics for Center-Plate Proteins Consumers
Demographics of Those Less Likely to Regularly Buy Center-Plate
Proteins
Here' s the Beef
Varied Patterns for Pork Usage
Chicken for the Middle-Class
Young Skew to Turkey Users
Fish and Seafood Appeal to Urban, Educated, and Wealthy
Psychographics of Center-Plate Protein Consumers
Beef Eaters as Weekend Cooks
Pork Has Weaker Draw Among Fitness & Nutrition Crowd
Chicken Consumers Are Not the Convenience Crowd
Trendy Turkey
Fresh Fish Fans Are Foodies
Table 6-10: Demographics of Those Who Have Used Center-Plate Proteins in
Last 7 Days: By Category, 2010 (household index)
Table 6-11: Psychographics of Those Who Have Used Center-Plate Proteins
in Last 7 Days: By Category, 2010 (household index)
Appendix: Addressess of Selected Marketers 800.298.5294
Meat, Poultry, Fish, and Seafood Trends: What's for Dinner 2011 published by Packaged Facts in March 1, 2011. This report consists of 174 Pages and the price starts from US $ 3995.
