Source: Rita Jane Gabbett, MEATINGPLACE, 5/9/1
 
The meat industry is poised to benefit from five food trends, Nancy Kruse, the founder of Leading Food Consultants, told participants at the Animal Agriculture Alliance Stakeholder Summit here.

The first she characterized as “protein power” noting product claims about protein content have increased by 54 percent in the past five years. While so far top beneficiaries have been Greek yogurt and energy bars, Kruse sees this trend as an opportunity for animal-based proteins.

As a marketing example to be emulated, Kruse noted a dairy industry advertisement that uses the phrase “Protein Fight Club” and a yogurt add dubbed “Brogurt” to appeal to the elusive young male consumer.
The second trend she called “snackification” to describe the millennial trend toward snacking more than eating distinct meals. To appeal to the young consumer, she said meat producers must rethink their center of the plate mentality.

The third trend is “food activism.” This encompasses issues such as antibiotic-and hormone free, and animal husbandry practices such as cage-free, free-range and gestation stall-free.  To engage this trend, Kruse said meat producers must “get into the conversation” and enlist appropriate advocates and spokespeople outside their immediate industry.

“Veggie chic” is the fourth trend Kruse identified. She was quick to explain that vegetable innovation does not mean increased vegetarianism. Rather, meat producers should embrace the trend with entrees that include vegetables. 

She also noted that “Meatless Monday” is losing some steam with many college campuses failing to embrace the concept and Yale University opting instead to improve the quality of the animal proteins it serves.

The final trend Kruse identified is “real foods.” This she sees as a real opportunity for protein providers. She said microwave cooking is giving way to crock pots and toaster ovens as both baby boomers and millennials embrace cooking real food.

Kruse identified the concept of “goodness without deprivation” as a real opportunity for animal proteins.
During a panel following her presentation, Kruse noted that consumers gravitate to emotional terms such as “artisanal” and “rustic” and are willing to pay more for items described as such, even though they don’t know what they mean.

Panelist Nikki Rappaport, brand strategist for Cava Mezze Grill, told attendees that Mediterranean foods are a major trend for millennials who have more international pallets. She note recent research that showed children eating spicy foods four years earlier than in previous generations.

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