Millennials don’t shop for groceries the same way older generations did. Many categories have seen differences in shopping behavior across generations and the meat industry is no exception. I spoke with Julie Anna Potts, president and CEO of the North American Meat Institute (NAMI) and Brad Hanna executive vice president, director of business strategy at Barkley, on trends within the meat industry and what we can expect to see in the future.
Jeff Fromm: How should meat companies rethink what they can do for the meat case to attract a consumer with a high demand for protein?
Julie Anna Potts: American consumers overwhelmingly enjoy meat and poultry for its taste, convenience, nutrition and value. But, for the category to continue to grow, consumers must become aware of the wider variety of cuts and products available to them. The more a consumer increases and diversifies their meat and poultry purchases, the more meat is consumed in the household. Continuing to educate younger consumers on different types and cuts of meat is a major focus of the Meat Institute with our MyMeatUp app. A Prepared Meat Product Center will soon be incorporated into the app. It will allow consumers to find prepared products that fit their nutrition preferences whether they be lower in fat or sodium or American Heart Association Certified. Beyond education, the meat and poultry category is like many other areas of our economy that are undergoing a fundamental transformation, driven in large part by consumer preferences and expectations. Companies within the meat industry are investing in consumer insights more than ever before. Consumer insights will be critical for companies to bring innovation, convenience, health and value to the meat case.
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