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An In-Depth Look At Meat Through The Shoppers’ Eyes

Summary By: | Published: September 3, 2012
Estimated Reading Time: 2 minutes
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EXTERNAL STUDY This is a summary of an external study
This study examined consumer behavior towards purchases of meat and poultry, where they bought their meat, their motivations for shopping, and purchases of organic meats.

This research study examines purchases of meat and poultry, finding that supermarkets are the top destinations for such purchases, though overall grocery spending has shifted somewhat to “supercenter” type stores. An estimated two-thirds of shoppers name a conventional supermarket as their primary location to purchase groceries, while more than 70% name supermarkets as their primary destination for meat and poultry, specifically.

In 2007, supermarket shoppers made meat purchases at:

  • Supermarkets (90.5%)
  • Supercenter (2.1%)
  • Warehouse Club (3.7%)
  • Natural/Organic (0.6%)
  • Butcher Shop (2.4%)
  • Other (0.7%)

In 2007, Supercenter shoppers made meat purchases at:

  • Supermarkets (26.6%)
  • Supercenter (63.8%)
  • Warehouse Club (4.1%)
  • Natural/Organic (0.7%)
  • Butcher Shop (3.4%)
  • Other (1.4%)

Shoppers are driven mostly by price and value when buying meat. Specifically:

  • About 70% of shoppers compare prices at different stores on a regular basis.
  • 88% of shoppers compare prices within the store.
  • Meat promotions very much influence 29.5% of shoppers on what they purchase and very much influence 25.4% of shoppers on the quantity they purchase.
  • About 30% of shoppers have a brand preference when making fresh meat purchases.
  • 46% show strong brand loyalty for processed meat.

During the week, shoppers prepare 4.2 evening meals that include a meat item, which range from frozen entrees to home prepared meals. Chicken and beef are the most frequently consumed meat, with pork and fish following. 85.2% of shoppers prepare fresh meat at least once a week while 54.5% prepare it three times a week.

About 20% of shoppers have purchased organic/natural meats in the past three months. Those most likely to make these purchases include those age 25-39; those least likely are older shoppers. Conventional supermarkets are the primary outlet for organic meat purchases.

Most consumers purchase organic meats only for certain kinds of meats or cuts or special occasions. Natural/organic chicken is the most frequently purchased item, followed by beef and ground meat. The top two reasons cited for purchasing organic meat and poultry include positive long-term health effects and nutritional value.

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Citations:

Food Marketing Institute, American Meat Institute, Food Marketing Institute, American Meat Institute, 2008 United States (National)

Tags:

Animals Used for Food Behavior Change English Meat / Animal Product Consumption Chickens Cows Farm Animals Fish Pigs Poultry

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