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Packaged Red Meat - US - March 2019

Packaged Red Meat - US - March 2019

"Health and environmental impact issues continue to pose challenges to the category, but despite that, red meats remain solidly entrenched in consumer diets. Sales for red meat made modest gains, with beef driven mostly by price increases and declines with pork, triggered by overproduction. Adjusted for inflation, the category is flat. This reflects reported consumer behavior; the majority of consumers report unchanged consumption since last year. While there is some reported attrition, there is also a smaller group of consumers who have increased consumption in a quest for enhanced protein and nutrients. While versatility and convenience are notable assets, taste and enjoyment are the steadfast driver for the category."

- Michael Averbook, Food & Drink Analyst

This Report looks at the following areas:

Despite a tarnished reputation, category makes modest sales gains
Red meats’ bad rap is catching up with it
Consumers “aging” out of the category
Strike while the iron is hot with 25-44 year olds
Target accepters with protein, nutrients, and exploration
Focus on clean
Improved packaging, downsizing


TOC available on request

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