Industry News - PM

Who’s who and how to market to them among meat buyers (updated)

By Lisa M. Keefe on 2/22/2017

DALLAS — Meat-eating consumers fall into one of six categories, according to new research, dubbed “Segmeatation,” by Midan Marketing in Chicago, and was unveiled at the Annual Meat Conference here this week.

Midan principals Danette Amstein and Michael Uetz presented the information, based on the firm’s own research among adults who eat meat, and looking at how, and how often, they prepare a meat dish for home consumption. They followed up with recommendations on how to market to that particular segment for optimal results.

Voracious Carnivores: Most likely to include meat in every meal, and prepare the widest variety of meats in a three-month period. The segment does not represent much growth in meat sales volume; Midan recommends a “maintain and defend” approach of keeping meat at the tops of their minds when it comes to protein and flavor. Price promotions are a way of getting this consumer’s attention, pre-shopping trip or at the store. “Carnivores” also tend to read labels to get necessary information, such as storage and cooking recommendations.

Wavering Budgeteers: Also likely to include meat in nearly all meals, if not every one. Two-thirds of this category are baby boomers or seniors in age. They are frequent readers of newspaper circulars and couponers. They are budget-minded, but can be enticed to try new products via promotions and coupons. Otherwise, Midan recommends a “maintain and defend” approach to this group, too, with an emphasis on pre-shopping trip marketing.

Premium Players: Eat slightly less meat at home than the first two groups, and stick to a smaller variety of meat options. More likely to research their dishes online or via the Food Network and the like, and lean toward ethnic dishes and non-meat alternatives in their protein choices. Their emphasis is on ease and convenience, however, value-added qualities for which they are willing to pay more. Midan recommends that processors “cultivate” these shoppers with options, and long-term marketing programs with messages of health and convenience, to lure them out of restaurants and into retail stores more often.

Aging Idealists: This group is “all about the causes in their lives,” and tends to shop around more for meat products that fit with their global causes. This group also believes in healthy eating as a lifestyle. They like meat, Midan’s research says, but most meat marketing programs currently don’t appeal to this group. They are swayed by “free-from” claims, small packages and an emphasis on nutrition. Midan recommends meat companies and retailers “cultivate” them, as well, with a variety of options to boost sales.

Selective Foodies: An “adventurous” group of cooks who shop for meat with an eye on trying new dishes. They’re on a budget, though, and tend to have larger households, and so their shopping dollar is stretched and they plan their purchases in advance. This group can be reached most effectively by suggestions and recipes offered up through pre-shopping trip channels, such as recipe websites, but they also can be enticed in new directions by in-store promotions and displays, as long as the price is right.

Urban Eclectics: The largest group in the consumer segmentation survey — about one-third of all consumers — and also the most likely to stick to a narrow selection of meat options, or to switch to non-meat alternatives, although 37 percent indicated they are eating more meat now than a year ago. The issue with this group is their lack of knowledge about meat cuts and how to cook them, and so they must be marketed to before they head for the store. This group is most effectively marketed to by introducing them to a variety of cultural experiences via their food, with recipes and instructions, and by making sure to reach out to them online and via mobile devices.

The headine was updated to clarify that the "Segmeatation" study is unrelated to other research done in the retail meat space.

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