Power of Meat – Consumer perspectives on the environment
The industry has work ahead to maintain loyalty among younger shoppers when it comes to environmental concerns.
Nevil Speer, BEEF Magazine
Jul 23, 2020
This column has provided several snapshots of key results from the Power of Meat 2020 study. The annual report is a comprehensive look into the various trends driving consumer behavior and perspectives. Accordingly, the study is subtitled, “An in-depth look at meat through the shopper’s eyes.” The report is published by FMI (The Food Industry Association) and the Foundation for Meat & Poultry Research & Education, prepared by 210 Analytics LLC and primarily sponsored by Cryovac (a division of Sealed Air).
The first column focused on basic trends in terms of what’s important to shoppers. Most notably, the brand/consumer relationship is becoming more important with time. That has implications throughout the supply chain.
Meanwhile, last week’s column, the second in the series, highlighted the importance of transparency with a majority of shoppers desiring more information about how/where livestock were raised and processed. A majority, 55%, of consumers believe that meat and poultry brands should provide that; meanwhile, 68% believe it’s important for grocery stores to provide that information.
That brings us to this week’s illustration. Consumers provided feedback with respect to the statement: “Ranchers take measures to minimize impact of animal farming on environment.”
In aggregate, only 40% of shoppers agreed with that statement while 22% responded negatively. More significant, though, are the responses broken out by category...
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