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September 2020 Research RevisitUpdated Research to Help You Understand Meat ConsumersAt Midan, we’re keenly aware that what’s happening across town or across the globe can impact today’s meat consumers. In September 2020, against the backdrop of the devastating COVID-19 pandemic, we revisited our groundbreaking Meat Consumer Segmentation 2.0 research, initially released in 2019. How did the global health crisis affect the five meat and poultry consumer segments we identified just the previous year? To find out, we surveyed a nationally representative sample of the meat-eating population to determine if the distribution of the segments had changed.

What We LearnedWhile the defining characteristics of each segment remained unchanged, the number of consumers in certain segments changed, creating opportunities for the meat industry to identify and respond to the preferences of those consumers in the now-larger groups.

Keeping Up With Meat ConsumersToday’s meat consumers are a moving target. The U.S. population is changing significantly, driven by younger generations with increasingly diverse ethnic profiles and attitudes. The meat case also looks different: plant-based (and soon cell-based) meats sit alongside traditional meat offerings. Platforms that seamlessly blend the online, on-the-phone

8%

39%

16%

18%

20%

Protein Progressives

Family-First Food Lovers

Aging Traditionalists

Convenience Chasers

Wellness Divas

and in-person shopping experiences are thriving, accelerated in part by COVID-19. Our Segmentation 2.1 research confirmed that significant health and economic events like the pandemic undoubtedly impact consumer behavior.

Meat Consumer Segmentation 2.1

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Why Segmentation MattersThe goal of segmentation research is to bundle people with similar traits together into a single group or segment. Our original Meat Consumer Segmentation 2.0 study yielded key insights about five distinct meat consumer groups. Each of the five segments we identified holds a discrete set of beliefs and attitudes and exhibits a specific combination of behaviors.

Segmentation is a relatively simple concept, but it has powerful applications. Being able to zero in on different segments of meat eaters, your customers, can have game-changing benefits for your bottom line.

Segmentation Makes Dollars and SenseTapping into the five unique consumer segments can help you:

• Increase meat sales by zeroing in on your target with more customized messaging. How does your end customer respond to claims and attributes?

• Capture incremental dollars by identifying gaps in your product portfolio and seeing what segments are not being served by your current products. What product could you be selling that you aren’t now?

• Stay one step ahead of the competition by keeping your pulse on today’s ever-evolving meat-eating population. How are changing consumer demands drastically re-shaping the meat case?

• Learn how COVID-19 impacted today’s meat consumer segments, creating opportunities to identify and respond to consumer preferences.

Midan can segment your specific customer targets using a unique set of questions that identifies which of the segments they fall into.

How much more meat could you sell if you knew your

customers better?

© 2021 Midan Marketing, LLC

Q: Midan Segmentation 2.0 Typing Tool2019 Midan Marketing Meat Consumer Segmentation 2.0; Base: total respondents (n=1200)2020 Midan Marketing Meat Consumer Segmentation 2.1; Base: total respondents (n = 1000)Arrows indicate statistical differences at a 95% confidence level versus 2019.

Meat Consumer Segments (Jan. 2019 vs. Sept. 2020)Compared to Segmentation 2.0 results from early 2019, there has been a significant shift in four of the five consumer segments during the 2020 COVID-19 pandemic.

© 2021 Midan Marketing, LLC

The Five Segments: How Engaged are Today’s Protein Eaters with Meat?

Protein Progressives

Love all proteins especially meat

Trend setters looking to experiment

Increasingly replacing meat and poultry with plant-based proteins

Lead busy lives

Insight: This is the love ‘em and leave ‘em group; you’ll have to work harder to remind them of meat’s benefits

Family-First Food Lovers

Enjoy meat and poultry (with nothing added)

Believe grass-fed is better than grain-fed

Love to cook and explore in the kitchen

Meal time equals togetherness

Insight: You’ll need to woo this group with recipe inspiration and a romantic brand story

Aging Traditionalists

Meat is the center of their plate

Prefer conventional meat, not interested in claims

Least likely to explore protein alternatives

Insight: Stay the course and remind this segment about meat’s awesome nutritional profile

Convenience Chasers

Look for convenience first

Little interest in claims or health

Price-conscious, coupon and promo- seekers

Insight: Be quick with this group; they are time-pressed, distracted and want easy meal solutions

Wellness Divas

Trying to eliminate meat from diet

Prefer chicken and plant-based proteins

Extreme claim seekers

Very health- and wellness-focused

Insight: Up your claim game to reach and educate this segment

Most Engaged

Least Engaged

Segment for Your SuccessFor additional information about the research, please contact Rick Lowe, Senior Market Research Manager, at r.lowe@midanmarketing.com

Midan Marketing, Meat Consumer Segmentation 2.0, January 2019.