Today’s Retail Meat Case, 2010 National Meat Case Study

The results of the “2010 National Meat Case Study” show that store-branded packages have tripled since 2004, while consumer information including nutrition labeling and cooking information on packaging also increased. Specifically, the number of products with labels including a “natural” claim increased by 10% from 2004 to 2010.

Communication with consumers played a key role in meat case merchandising in 2010. The top production claims observed during the year included “minimally processed,” “hormone free,” “antibiotic free” and “vegetarian fed.” Slightly more than one-quarter (27%) of all fresh meat packages carried the claim “minimally processed” during the year. “Antibiotic free” was found on 5% of all packages, while “vegetarian fed” was found most often on chicken (8%), lamb (4%), and ground beef (3%).

Nutrition labeling on packages also increased from 34% in 2002 to 61% in 2010, while cooking information on packages increased from 32% in 2007 to 39% in 2010.

Packages with a “natural” claim increased from 29% in 2007 to 32% in 2010; 46% of all fresh meat packages included a natural claim and at least one production claim, while 24% included two production claims. Less than 1% (0.9%) of all packages carried the organic seal, though this number has been on the rise since 2002. More specifically, 2% of all chicken, 1.1% of ground beef, and 0.5% of muscle beef cuts carried the organic label claim.