Consumer Trends in the Meat Market in the US, 2011


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This report provides the results for the US Meat market from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Why was the report written?
Marketers in the Meat market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Meat market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
Economic pressures have had a real effect on people’s shopping budgets and meat marketers will now need to seek to align products with Consumer Trends and seek out the marketing sweet spots in order to maximize future growth.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Consumer survey data for the following specific categories: ambient meat, chilled raw packaged meat- processed, chilled raw packaged meat- whole cuts, cooked meats- packaged, frozen meat markets

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights
While the share of Private Label varies greatly by category, with its volume share ranging between a little over 10% to around 45%, overall it does have a strong presence in the market. Branded manufacturers will need to work hard to maintain their positions, especially if they are not the market leaders.

Market valuation shows that Fresh Meat from the Counter has the largest value share of more than 25% in the overall meat market. Frozen meat and raw packaged meat are other big market segments.

Retailer analysis shows that the retail Meat market is split evenly between the larger multiples and smaller retailers. However, the top 4 or 5 retailers account for almost 50% of the market, and for any manufacturer or supplier seeking to achieve significant scale in the country establishing effectively relationships with these retailers will be vital.


1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Meat Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Ambient Meat
2.2.2 Cooked Meats - Counter
2.2.3 Cooked Meats - Packaged
2.2.4 Fresh Meat (counter)
2.2.5 Frozen Meat
2.3 Behavioral Trends and Market Value
2.3.1 Ambient Meat
2.3.2 Cooked Meats - Counter
2.3.3 Cooked Meats - Packaged
2.3.4 Fresh Meat (counter)
2.3.5 Frozen Meat
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Ambient Meat
3.1.2 Cooked Meats - Counter
3.1.3 Cooked Meats - Packaged
3.1.4 Fresh Meat (counter)
3.1.5 Frozen Meat
3.2 Consumer Profiles by Product Category
3.2.1 Ambient Meat
3.2.2 Cooked Meats - Counter
3.2.3 Cooked Meats - Packaged
3.2.4 Fresh Meat (counter)
3.2.5 Frozen Meat
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Meat Brand Choice and Private Label Shares
4.2.1 Ambient Meat
4.2.2 Cooked Meats - Counter
4.2.3 Cooked Meats - Packaged
4.2.4 Fresh Meat (counter)
4.2.5 Frozen Meat
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Meat
5.1.2 Ambient Meat
5.1.3 Cooked Meats - Counter
5.1.4 Cooked Meats - Packaged
5.1.5 Fresh Meat (counter)
5.1.6 Frozen Meat
6 Consumption Impact: Market Valuation
6.1 Meat Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Meat Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Meat Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Meat
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Ambient Meat
7.2.2 Retail Share by Volume - Cooked Meats - Counter
7.2.3 Retail Share by Volume - Cooked Meats - Packaged
7.2.4 Retail Share by Volume - Fresh Meat (counter)
7.2.5 Retail Share by Volume - Frozen Meat
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Ahold Switching Analysis
7.3.3 C&S Wholesale Grocers Switching Analysis
7.3.4 Costco Switching Analysis
7.3.5 Kroger Switching Analysis
7.3.6 Publix Switching Analysis
7.3.7 Safeway Switching Analysis
7.3.8 Supervalu Switching Analysis
7.3.9 Wal-Mart Switching Analysis
7.3.10 Other Switching Analysis
7.4 Profiles of End-Consumers of Meat, by Retailer Used
7.4.1 Costco
7.4.2 Kroger
7.4.3 Publix
7.4.4 Safeway
7.4.5 Wal-Mart
7.4.6 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

Once purchased your report will be sent to you electronically via email.  Please allow 1-2 business days for arrival.

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