The red meat category is facing decreased interest from consumers in light of growing concerns over health and price. Yet the market still has opportunities to infuse some excitement into the category with premium positioning, new cuts of meat, value-added products, and new packaging.
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TABLE OF CONTENT
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The red meat market
Figure 1: Total market sales and fan chart forecast of red meat, at current prices, 2008-18
Market drivers
Key players
Figure 2: MULO sales of packaged red meat, by leading companies, rolling 52 weeks 2012 and 2013
The consumer
Red meat consumed by 90% of consumers at least once a month
Figure 3: Red meat consumption frequency, July 2013
Figure 4: Change in consumption behavior in past year, July 2013
Improved packaging may appeal to consumers
Figure 5: Red meat and pork attitudes, by gender, July 2013
What we think
Issues and Insights
How can red meat overcome health issues?
Insight: Market meat as a premium quality protein source
How should industry address consumer backlash to increasing prices?
Insight: Create a value proposition and provide a value-added experience
How can the industry create more excitement about red meat?
Insight: Think outside the box with new cuts and new packaging
Trend Applications
Trend: Hungry Planet
Trend: The Power of One
Mintel Futures: Access Anything, Anywhere
Market Size and Forecast
Key points
Red meat category sinking without inflationary prices
Sales and forecast of market
Figure 6: Total U.S. retail sales and forecast of red meat, at current prices, 2008-18
Figure 7: Total U.S. retail sales and forecast of red meat, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 8: Total market sales and fan chart forecast of red meat, at current prices, 2008-18
Market Drivers
Key points
Eating healthy means cutting out red meat for many consumers
Meat prices influence consumer purchase decisions
Young adults key to driving growth in red meat
Competitive Context
Poultry, seafood battle for share of consumers’ wallets
Foregoing animal proteins an increasing trend
Eating out presents a more attractive alternative for some
Segment Performance
Key points
Beef enjoys higher growth rate, sits safely on top the red meat category
Sales of market, by segment
Figure 9: Total U.S. retail sales of red meat, by segment, at current prices, 2011 and 2013
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