The last few years have changed the meat industry, and they’ve changed the meat consumer. Pandemic, inflation, sustainability, e-commerce — the list of events and ideas reshaping how consumers make purchase decisions is long. But today’s meat and poultry consumers don’t have to be a mystery. Midan’s new proprietary Meat Consumer Segmentation 3.0 research sorts consumers into five brand-new segments.
“We conducted research throughout 2020 and 2021 to understand how the pandemic was changing meat consumers,” said Michael Uetz, co-founder and principal at Midan, a strategic marketing, research and creative agency that partners exclusively with meat and protein-focused companies. “As things began to return to normal, we were excited to repeat our Meat Consumer Segmentation research to get a snapshot of where consumers landed after all of this change.”