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Meat, Poultry, Fish, and Seafood Trends: What's for Dinner 2011

Abstract

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

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)
    • Private-Label Meats, Poultry & Seafood Worth $4.8 Billion
  • 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
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