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Market Research Report

Meat & Poultry: U.S. Retail Market Trends & Opportunities

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Meat & Poultry: U.S. Retail Market Trends & Opportunities
Published: April 26, 2017 Content info: 153 Pages
Description

Packaged Facts projects retail sales for meat, poultry, and meat substitutes will approach $100 billion in 2021. Concerns over the health impacts of red meats have caused an ongoing shift in consumption of poultry, while also reinvigorating the market for pork. Yet the market for beef still shows signs of life, with consumers increasingly trading quantity for quality.

Across the market, gains in disposable income have resulted in consumers focusing on premium products such as organic, grass-fed, and cage-free meats. As a result, premiumization-alongside meats positioned as snacks and the growing nutritional emphasis on dietary protein-is a key trend driving retail sales in the meat and poultry market as a whole.

Further analysis in Meat & Poultry: U.S. Retail Market Trends & Opportunities reveals that concerns over animal welfare, health, the environment, and supply chain transparency will continue to present challenges and opportunities to marketers of meat, poultry, and substitute products. Even the largest meat and poultry processors are being forced to reconfigure their production practices and marketing to address evolving consumer preferences.

Nevertheless, a subset of consumers have adopted meat-free vegan or vegetarian diets, aided in doing so by a plethora of products that allow them to enjoy the familiar flavor of comfort foods like bacon and burgers without eating meat. Continuing innovation in this category of the market is helping to win over even committed meatarians, particularly those seeking healthy forms of protein regardless of its source.

Scope of this Report

This report looks at the current and forecasted U.S. retail market for meat and poultry products, including fresh, frozen, and processed products, as well as meat substitutes. The discussion includes key trends driving consumer purchases within this food category, including demand for locally sourced, natural, and/or organic products. Value-added products that reduce preparation steps are also appealing to busy consumers. Other major influences on the market, such as concerns over the treatment of animals, are also discussed. Long-term trends and year-to-year volatility in product prices - influenced by factors such as weather conditions and outbreaks of animal disease - significantly impact consumption patterns. Consumer attitudes regarding meat, poultry, and meat substitutes are also investigated.

Methodology

This report encompasses sales of meat, poultry, and meat substitutes in retail outlets such as convenience stores, supermarkets and other grocery stores, general merchandise stores (including warehouse clubs and supercenters), and specialty food stores. Sales of meat, poultry, and meat substitutes by non-store retailers such as e-commerce and mail-order direct sellers are also included. Sources of market and consumer data consulted for this report include:

  • IRI sales tracking through selected U.S. retail outlets;
  • government agencies such as the U.S. Census Bureau, U.S. Department of Agriculture, and the U.S. International Trade Commission;
  • meat and poultry processors and representative trade associations;
  • a wide range of pertinent industry sources, including business newspapers and magazines, company websites, consumer blogs, press releases, and trade publications.

Consumer data in this report come from two primary sources. The first source is the Packaged Facts National Online Consumer Survey, which includes a panel of 2,000 U.S. adults (aged 18 and older) that is balanced to the national population on primary demographic measures such as age cohort, gender, geographic region, marital status, race/ethnicity, presence or absence of children in the household, and household income.

Another source of consumer data in this report is the Simmons National Consumer Study from Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of large and randomly selected sample of consumers (approximately 25,000 for each 12-month survey compilation), which, as an aggregate, is intended to represent a statistically accurate cross-section of the U.S. population as a whole.

Table of Contents
Product Code: LA15253692

Table of Contents

CHAPTER 1: EXECUTIVE SUMMARY

  • Figure 1-1: Key Trends & Future Growth in the U.S. Meat & Poultry Retail Market

SCOPE OF THIS REPORT

METHODOLOGY

CHAPTER 2: THE MARKET

MARKET SIZE & SEGMENTATION

  • Scope & Methodology
  • Product Definitions
  • Market Size & Historical Trends
    • Table 2-1: Retail Sales of Meat, Poultry & Meat Substitutes: 2011-2016 (U.S.$ mil)
    • Figure 2-1: U.S. Per-Capita Consumption of Select Meat & Poultry, 2011-2016 (pounds per capita)
    • Figure 2-2: U.S. Beef Consumption, Price, and Retail Sales Trends, 2011-2016
    • Figure 2-3: U.S. Pork Consumption, Price, and Retail Sales Trends, 2011-2016
    • Figure 2-4: U.S. Chicken Consumption, Price, and Retail Sales Trends, 2011-2016
  • Market Segmentation
    • Figure 2-5: U.S. Meat Retail Sales by Product Segment, 2016 (% share of retail sales in U.S.$)
    • Table 2-2: Retail Sales of Meat by Product Segment: 2011-2016 (U.S.$ mil)
    • Figure 2-6: U.S. Dried Meat Snack Retail Sales, 2011-2016 (U.S.$ mil)
    • Figure 2-7: U.S. Poultry Retail Sales by Product Segment: 2011 vs. 2016 (% share of retail sales in U.S.$)
    • Table 2-3: Retail Sales of Poultry by Type: 2011-2016 (U.S.$ mil)

PROJECTED MARKET GROWTH

  • Market Projections
    • Table 2-4: Projected Retail Sales of Meat, Poultry & Meat Substitutes, 2016-2021 (U.S.$ mil)
  • Factors Influencing Market Growth

CHAPTER 3: MARKETING & RETAILING

MARKETERS AND BRANDS

  • The Range of Marketers
  • Leading Marketers
  • Brand Leaders
    • Table 3-1: Selected Leading Meat and Poultry Brands by Product Category Penetration Rates, 2008-2016 (percent of U.S. households)
  • A Taste for Meat Substitute Acquisitions

MARKETING & NEW PRODUCT TRENDS

  • Culinary Forecast: Telling the Product Story
  • Beef Trends

The Chicken Comes First

  • Wild Boar and Exotics as the New Natural

The New Meat (Skin) Snacks: Crackling and Chicharonnes

  • Illustration 3-1: 4505 Chicharonnes
  • Meat-Centric Meal Kits Offer the Foodie Experience at Home
    • Illustration 3-2: Omaha Steak's Asian BBQ Crock-Pot Meal
    • Illustration 3-3: Tyson Food's TasteMakers Spicy Korean-Style Steak Tacos Meal Kit
  • Charcuterie: A Cut Above the Standard Appetizer
    • Illustration 3-4: 5J Sliced Iberico de Bellota Shoulder from La Tienda
    • Illustration 3-5: Wild Idea Bufallo's Buffalo Bresaola
    • Illustration 3-6: Epic Provisions' Venison Sea Salt Pepper Snack Strips
    • Illustration 3-7: Epic Provisions' Lamb Currant-Mint Epic Bar
    • Illustration 3-8: Applegate Farms product package with the "Applegate Humanely Raised" label
  • Telling the Story: The Quest for Supply Chain Transparency
    • Illustration 3-9: "Our Story" feature on the website for Eel River Organic Beef
    • Illustration 3-10: Marketing Video for Cargill's Pasture Crafted Beef
    • Illustration 3-11: The Impossible Burger by Impossible Foods
    • Illustration 3-12: The Beyond Burger by Beyond Meats
    • Illustration 3-13: Louisville Vegan Jerky Company's Reuben's Smokey Carolina BBQ Variety
    • Illustration 3-14: Cocoburg's Coconut Jerky

RETAILING & INTERNET TRENDS

  • Retail Channel Shares
    • Figure 3-1: From which sources have you purchased fresh refrigerated meat or poultry in the past 30 Days?
    • Illustration 3-14: Crowd Cow allows consumers to become "steakholders" of grass-fed cows

CHAPTER 4: THE CONSUMER

PRODUCT USAGE RATES

  • Figure 4-1: Overall Retail Purchasing Patterns for Meat and Poultry Products: By Type, 2016(percent of U.S. households)
  • Bacon, Boneless Chicken Are Top Gainers in Consumer Base
    • Figure 4-2: Top Gainers in Consumer Base by Meat and Poultry Product Types for 2008-2016 Period (in millions of households)
    • Table 4-1: Retail Purchasing Patterns for Fresh Red Meat: Overall and by Type, 2008-2016(percent of U.S. households)
    • Table 4-2: Retail Purchasing Patterns for Fresh/Frozen Poultry: Overall and by Type, 2008-2016(percent of U.S. households)
    • Table 4-3: Retail Purchasing Patterns for Cold Cuts: Overall and by Deli vs. Packaged, Kind, Level of Consumption, and Brand, 2008-2016 (percent of U.S. households)
    • Table 4-4: Retail Purchasing Patterns for Bacon: Overall and by Level of Consumption and Brand,2008-2016 (percent of U.S. households)
    • Table 4-5: Retail Purchasing Patterns for Hot Dogs: Overall and by Type and Brand, 2008-2016
    • Table 4-6: Retail Purchasing Patterns for Sausage: Overall, by Mealtime, by Types, Forms, and Flavors Used Most Often, and by Level of Consumption, 2008-2016 (percent of U.S.households)
    • Table 4-7: Retail Purchasing Patterns for Fresh Bratwurst: Overall and by Flavors and Brands Used Most Often, 2008-2016 (percent of U.S. households)
    • Table 4-8: Retail Purchasing Patterns for Beef Jerky/Meat Snacks, 2008-2016 (percent of U.S.households)
    • Table 4-9: Retail Purchasing Patterns for Canned Meat: Overall and by Brand Used Most Often,2012-2016 (percent of U.S. households)
    • Table 4-10: Retail Purchasing Patterns for Meat Alternatives: Overall and by Forms, Types, and Brands Used Most Often, 2008-2016 (percent of U.S. households)

CONSUMER PSYCHOGRAPHICS

  • Gourmet, Home Chef, and Natural/Organic Shoppers Draw for Specialty Offerings
    • Figure 4-3: Selected High Indicators by Consumer Psychographics for Purchase of Meat and Poultry Products by Type, 2016 (indexes for "agree a lot")
  • Skews by Product Type for Hot Dogs and Sausage

The Vegetarian Angle

  • Table 4-11: Selected Psychographic Patterns for Purchasers of Retail Meat and Poultry Products by Type, 2016 (indexes for "agree a lot")

CONSUMER DEMOGRAPHICS

  • Purchasing Indicators by Product Type
  • Fresh Meat and Poultry
  • Cold Cuts
  • Bacon

Hot Dogs

  • Sausage and Bratwurst
  • Meat Jerky/Snacks
  • Canned Meats
  • Meat Alternatives
    • Table 4-12: Purchasing Rates for Retail Meat and Poultry Products by Type: Overall and by Generational Cohort, 2016 (percent of households)
    • Table 4-13: Consumer Base for Retail Meat and Poultry Products by Type: Overall and by Generational Cohort, 2016 (number of households in thousands)
    • Table 4-14: Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Generational Cohort, 2016
    • Table 4-15: Retail Purchasing Rates for Meat and Poultry Products by Type: By Race/Ethnicity, 2016 (percent of households)
    • Table 4-16: Consumer Base for Retail Meat and Poultry Products by Type: By Race/Ethnicity, 2016(number of households in thousands)
    • Table 4-17: Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Race/Ethnicity, 2016
    • Table 4-18: Retail Purchasing Rates for Meat and Poultry Products by Type: By Geographic Region,2016 (percent of households)
    • Table 4-19: Consumer Base for Retail Meat and Poultry Products by Type: By Geographic Region,2016 (number of Households in thousands)
    • Table 4-20: Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Geographic Region, 2016
    • Table 4-21: Retail Purchasing Rates for Meat and Poultry Products by Type: By Top Metro Area Grouping, 2016 (percent of households)
    • Table 4-22: Consumer Base for Retail Meat and Poultry Products by Type: By Top Metro Area Grouping, 2016 (number of households in thousands)
    • Table 4-23: Household Purchasing Indexes for Meat and Poultry Products by Type: By Top Metro Area Grouping, 2016
    • Table 4-24: Retail Purchasing Rates for Meat and Poultry Products by Type: By Household Income,2016 (percent of households
    • Table 4-25: Consumer Base for Retail Meat and Poultry Products by Type: By Household Income,2016 (number of households in thousands)
    • Table 4-26: Purchasing Indexes for Retail Meat and Poultry Products by Type: By Household Income, 2016
    • Table 4-27: Retail Purchasing Rates for Meat and Poultry Products by Type: By Number of Persons in Household, 2016 (percent)
    • Table 4-28: Consumer Base for Retail Meat and Poultry Products by Type: By Number of Persons in Household, 2016 (number of households in thousands)
    • Table 4-29: Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Number of Persons in Household, 2016
    • Table 4-30: Retail Purchasing Rates for Meat and Poultry Products by Type: By Children in Household, 2016 (percent)
    • Table 4-31: Consumer Base for Retail Meat and Poultry Products by Type: By Children in Household, 2016 (number of households in thousands)
    • Table 4-32: Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Children in Household, 2016
    • Table 4-33: Retail Purchasing Rates for Meat and Poultry Products by Type: By Type of Residence,2016 (percent of households)
    • Table 4-34: Consumer Base for Retail Meat and Poultry Products by Type: By Type of Residence,2016 (number of households in thousands)
    • Table 4-35: Household Purchasing Indexes for Retail Meat and Poultry Products by Type: By Type of Residence, 2016

PACKAGED FACTS SURVEY DATA ON ANIMAL WELFARE ISSUES

  • Spotlight on Food Animal Welfare Issues
    • Table 4-36: Please indicate the extent to which you agree or disagree with the statement: "I'm satisfied that animals raised for food are treated appropriately under current practices and regulations," 2017
    • Table 4-37: Please indicate the extent to which you agree or disagree with the statement: "I ammmore concerned than I was a few years ago about the treatment of animals raised for food,"2017
  • Equating Humane Conditions to Healthier Products
    • Table 4-38 Please indicate the extent to which you agree or disagree with the statement: "Meat and poultry is healthier for me if the animal was raised humanely."
  • Questioning Agricultural Product Safety
    • Table 4-39: Please indicate the extent to which you agree or disagree with the statement: "Food safety/contamination is a major concern for me with fresh meat and poultry."
    • Table 4-40: Please indicate the extent to which you agree or disagree with the statement: "I am concerned about livestock animals and poultry being given antibiotics for production reasons."
    • Table 4-41: Please indicate the extent to which you agree or disagree with the statement: "I am concerned about livestock animals and poultry being given growth hormones."
    • Table 4-42: Please indicate the extent to which you agree or disagree with the statement: "I am concerned about livestock animals and poultry being fed genetically modified ingredients."
  • Meat, Poultry, and Dairycase Product Claims Rank High on Consumer Radars
    • Figure 4-4: In the last few years, are you paying more attention to the product claims or nutritional information for any of the following?, 2017
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