Source: Ann Bagel Storck, MEATINGPLACE.COM, 10/30/09

Although the majority of consumers have tightened their belts due to the economic downturn, there are some positive signs for fresh meat and poultry sales at retail, according to new research presented here during the Worldwide Food Expo.

Merrill Shugoll of Shugoll Research and Michael Uetz of Midan Marketing focused on both what consumers said about their meat and poultry purchases and what sales data showed. Their findings covered an online survey of 500 U.S. shoppers in January 2009 and September 2009 as well as FreshLook Marketing sales data.

Two-thirds of consumers surveyed said their shopping patterns have changed in some way due to the economic downturn. Specific behaviors included buying more items on sale, buying cheaper items or looking for cheaper prices.

"Essentially, they're looking for value," Shugoll said. "That was the leading response."

Less and more

Shugoll noted that although 2 percent of respondents said in September they were buying less meat and poultry because of the recession, 5 percent said the same thing in January, indicating stabilization in shopping patterns.

Among those who said they were buying less meat and poultry, reasons why included buying less expensive cuts, buying products on sale and using smaller quantities of meat and poultry in recipes.

The sales data was more encouraging, as Uetz highlighted a 12.3 percent increase in total pounds of fresh meat and poultry purchased in the third quarter of 2009 versus the third quarter of 2008. "Summer grilling was an exceptional time for us," he said. "Even in a recession, the retail environment is going to benefit. Consumers are still buying meat."

Other trends Shugoll and Uetz noted included:

Chicken has been the biggest winner at retail thanks largely to competitive prices.

Consumers are moving back to conventional retailers to buy meat and poultry, although mass merchandisers are also doing well as a secondary option for meat and poultry purchases.

Consumers have purchased more of all branded meat and poultry products in the past year.

"We're not back to business as usual," Uetz said at the conclusion of the presentation. "Consumers are looking for value, and that's probably going to continue."

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