Source: Susan Kelly, MEATINGPLACE, 3/2/18


Eighteen percent of shoppers are buying more fresh meat versus last year, while plant-based meat alternatives are growing 11 percent in units year over year, according to new research from sales and marketing agency Acosta.

Beef and chicken dominate purchases, making up 70 percent of all fresh meat sold, while sales of natural and organic meat are outpacing conventional options, according to the study.

Forty-one percent of Millennials are buying more fresh meat versus a year ago, more than all other generations combined. The Progressing Protein Palates report also showed that generations view protein differently, with older consumers more concerned with the health benefits of protein, and younger generations caring about exercise recovery and feeling full.

Seventy-one percent of shoppers who purchase plant-based meat alternatives also eat meat.

Twelve percent of shoppers said they are buying less fresh meat, mainly due to price and striving to eat healthier – either for themselves or their family.

Label confusion
The researchers also found that shoppers struggle with the wide assortment of product claims, especially with those related to meat products, such as humanely raised and free-range claims. Millennials ranked the highest for label confusion, with 58 percent having some level of confusion. Gen X is the most informed generation of shoppers.

Of shoppers who feel confused/overwhelmed, 85 percent would like to have more information available to understand claims and labels. For Gen X shoppers that feel they are knowledgeable about various product claims, they feel most strongly about no added hormones/antibiotics and all-natural products.

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