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Eleventh Annual Power of Meat Study Affirms Meat and Poultry Nutrition Benefits, Places Increasing Emphasis on Millennial Attitudes

Tuesday, March 1, 2016

(North American Meat Institute)

NAMI and the Food Marketing Institute (FMI) last week released the 11th annual Power of Meat Study, which found shoppers continue to recognize the variety of nutrition benefits meat and poultry offer, and place a high value on convenience, variety and transparency when making purchasing decisions in the meat aisle.

According to the report, the majority of shoppers—more than eight in 10—affirmed the important role meat and poultry play as sources of protein and other key nutrients in a healthy, balanced diet. The findings were consistent across generations, with millennials only slightly less likely to cite meat and poultry’s health benefits.

While inclusion of meat and poultry as a portion of a home-cooked dinner remained steady at 3.7 times per week, shoppers changed their purchasing patterns slightly and sought more variety in their dinner lineups, with upticks in pork, lamb, value-added and meat alternatives. Convenience meats, which include heat-and-eat, ready-to-eat and value-added products, also experienced sales growth, particularly among millennial shoppers, who seek flavorful, fast and easy meal solutions. Price per pound, along with total package price, emerged as the dominant factor influencing meat and poultry product purchases, particularly for small households and millennial consumers.

The report, conducted by 210 Analytics, LLC, in partnership with The Cryovac Brand, a part of Sealed Air’s Food Care Division, examines meat purchasing, preparation and consumption trends through the eyes of the shopper. It was unveiled at last week’s Annual Meat Conference in Nashville, Tennessee. The full report is available for purchase here. The report’s top 10 findings are summarized here.

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