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The Meat Case: Who’s Shopping It and How?...• Making lists, checking ads, clipping coupons •...
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The Meat Case: Who’s Shopping It and How? September Fall RAC – Naples, FL
Transcript of The Meat Case: Who’s Shopping It and How?...• Making lists, checking ads, clipping coupons •...
The Meat Case: Who’s Shopping It and How?
September
Fall RAC – Naples, FL
Who is the Consumer of Tomorrow
• New groups of consumers.
• What is important to each?
• How do they shop in-store?
Social Media & Its Importance
• Digital
• Mobile/Apps
• Websites
ECONOMIC CONCERNS Remain in the forefront of consumer minds
CONCERNS Q4 2012 Q4 2011 CHANGE
ECONOMY 27% 28% SAME
JOBS 13% 17%
DEBT 8% 15%
FOOD PRICES 7% 3%
HEALTH 7% 4%
FUEL PRICES 5% 5% SAME
UTILITY PRICES 6% 4%
WORK LIFE BALANCE 5% 5% SAME
What are your biggest concerns over the next six months…
Source: Nielsen Global Omnibus Consumer Confidence Survey 4Q12
Food remains a top Household budget ITEM U.S HH ALLOCATIONS
Transportation
Pleasure Travel
Medical
Housing
F&B at Home
Electronics
Education
Dining Out
Communication
Apparel
5%
3%
8%
2%
5%
23%
20%
3%
3%
7%
10%
6%
Q3 2012 Q3 2011
Note: (1) Allocation of spend on “Other” miscellaneous items not included. Global includes 56 countries across North America, Europe, Latin
America, Asia-Pacific and the Middle East and Africa
Source: Nielsen Global Online Survey; TCG Analysis
5%
3%
8%
3%
5%
24%
18%
3%
3%
6%
10%
8%
Recreation/Entertainment
Savings/Investment
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AS WE HEAD THRU 2013…..
U.S. Recession Officially Ends
Nearly 4 years June 2009 NBER April 2013 NIELSEN
78% of consumers say we are in a recession
Source: Nielsen Global Omnibus Consumer Confidence Survey 1Q13
What does all of this mean at retail?
More Targeted Marketing
+
Showing Value
(without deep discounts)
=
More Sales!!!
$$$$$
The Consumers of Tomorrow
• Value Shoppers
• Manfluencers
• Convenience Shoppers
What is Important to Each?
• Price/Perceived Value
• Quality
• Brand
Value Shoppers
“The pause before the purchase”
• Two Types • Those that need to be as money dictates it
• Those that choose to be and are proud of it
• Price isn’t always bottom line…but “do I need it?”
• Not defined by income
• Pre-trip planning is essential • Making lists, checking ads, clipping coupons
• In-store must communicate the value at the shelf • “the moment of truth”
• Cooking at home more often
Source: Marketing to Value Shoppers: Understand that value or 'smart' shopping is the new normal as behaviors and attitudes have undergone permanent changes By April Miller |March 31, 2013 Source: NPB Path to Purchase Research 2012
Value Shoppers
To reach Value Shoppers we need to:
• Get on the shopping list
• Make them think of pork before entering the store with ads, coupons, recipes
• Path to Purchase
Source: Marketing to Value Shoppers: Understand that value or 'smart' shopping is the new normal as behaviors and attitudes have undergone permanent changes By April Miller |March 31, 2013 Source: NPB Path to Purchase Research 2012
If pork is on the list, chicken and beef are
also likely to be on the list
Sale, family request or ad feature help pork
make the list Developed list
Did not develop list
Shopping list developed (Pork is typically not on a list, but if so, it is drilled
down to cut)
Pre-Trip Path
Store selected (Influenced by pork
purchases)
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Type of shopping trip decided
Need discovered and home stock explored
*
*
*
Value Shopper
Source: NPB Path to Purchase Research 2012
* Indicates impact point, an impact point is a point in the decision process where retailers could influence shoppers
Half of pork is purchased on sale
Pork purchasers are confident in their
purchases
Pork purchasers will switch cuts if what
they wanted was not available
If no purchase was made, it was likely due to price and
selection
At shelf purchase decision relies on price, appearance
and cut
Half of meat case shoppers are
browsers
Pork purchasers amend their lists based on in-store
ads List & non-list
shoppers
Over one-third say in-store elements
and sales/ads trigger pork purchases at
the meat case
Half of their pork purchases are made spontaneously at the
case
Non-list shoppers
In-Store Path
Meat is picked-up mid way through the
shopping trip
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Pork purchasers are meat purchasers
*
* *
*
*
*
Source: NPB Path to Purchase Research 2012
* Indicates impact point, an impact point is a point in the decision process where retailers could influence shoppers
And over half of pork purchasers state that
sales signs capture their attention
*
Value Shopper
Value Shoppers
To reach Value Shoppers we need to:
• Show the value and versatility of pork
• Offer quick, easy and flavorful recipes ideas
• Use clear signage at the meat case
• Eye Tracking Research
Source: Marketing to Value Shoppers: Understand that value or 'smart' shopping is the new normal as behaviors and attitudes have undergone permanent changes By April Miller |March 31, 2013 Source: NPB Eye Tracking Research 2012
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21% of participants looked at the pork Q3 ironman.
They spent 3/10 sec looking at it, on average.
Q3
37% of participants looked at the pork Q4 ironman.
They spent 2/10 sec looking at it, on average.
Q4
Value Shopper
Source: NPB Eye Tracking Research 2012
Manfluencers Meat eater and purchaser who is responsible for at
least half of his household’s grocery shopping and meal preparations = 47%
Midan Marketing ManfluenceTM 2013
Of these 47%....
• 58% Are responsible for all the household shopping
• 88% Do the household grilling
• 77% Make a grocery list
Manfluence
Midan Marketing ManfluenceTM 2013
Households with Manfluencers…
Manfluence
• Eat pork and beef at home more frequently than households where women are in charge of food purchases
Manfluencers…
• Eat more meals each week with beef and pork than women
• LOVE meat, all meat, more than women do
Midan Marketing ManfluenceTM 2013
Manfluencers
Women
Q. If each of the following items were available in the full service meat counter (where the butcher is), how likely would you be to purchase it the next time you go shopping? Manfluencers base: n = 400; Women base: n = 400
Manfluencers are more likely than women to be interested in value-added meats offered at the full service meat counter
63% 57% 79% 72%
72% 67% 58% 52%
Pre-seasoned Burger
Brat/Sausages
Stuffed/Rolled Meats Marinated Meats
Midan Marketing ManfluenceTM 2013
Convenience Shoppers
Convenient Locations
A Good Variety of Products
Attractive Pricing and Promotions
Fast and Easy Checkout
What are they looking for in a grocery store?
Hamstra, Mark, The Convenience Shopper, Supermarket News May 10, 2010
Convenience Shoppers
Good Taste
Easy to Prepare
Healthy
What are they looking for in products?
Hamstra, Mark, The Convenience Shopper, Supermarket News May 10, 2010
Convenience Shoppers
What’s Next…
To…
Social Media
SOURCE: Pew Research Center Studies from August 2013, May 2013 and February 2013
Social Media
SOURCE: Pew Research Center Studies from August 2013, May 2013 and February 2013
Social Media
• 86% of marketers indicate that social media is important for their business, up 3% from last year.
• Nearly half of marketers chose Facebook as their most important platform, followed by LinkedIn (16%), blogging (14%) and then Twitter (12%).
• 96% of those surveyed use Facebook.
• For the third year in a row, YouTube is the top area where marketers plan on increasing their social media efforts (69%), followed by Facebook (66%), blogging (66%), LinkedIn (65%) and Twitter (64%).
How important is it?
Social Media
2013 Social Media Marketing SocialMediaExaminer.com Industry Report © 2013 Social Media Examiner
Social Media = Increased Exposure!
• Who is your audience?
• Where is your customer?
• More to show or more to say?
• Make sure it’s managed. • Listen and interact; less is better than too much; don’t rely on
auto-posts; be engaged.
• Use more than one platform at varying levels. • Use Facebook and Twitter to pull your audience to YouTube.
Craig, Duane, Putting social into a B2B perspective, Social Media in the Enterprise, June 13, 2013
How Retailers Can Use:
• Twitter/Tweet Chats • Become an Authority on Health and Wellness
• Solicit Feedback from Consumers
• Emerge as a Meal Planning Expert
• Facebook • Post Recipes
• Contests/Giveaways
• Highlight Ads/Post your Weekly Ad Circular
• Coupons
• Instagram/Vine • Meal Ideas
• Featured Items
• Photo Contests
Social Media
Thermos, Georgina, 3 Ways Retailers Can Use ‘Tweet Chats’, Supermarket News Social, Aug. 20, 2013
This message funded by America’s Pork Checkoff Program.
Questions?
