Price is becoming even more important in the final decisions of US consumers at supermarket meat departments, according to the Power of Meat study, which was presented at the 2012 Annual Meat Conference recently. The conference is a joint production of the American Meat Institute and the Food Marketing Institute.
The price per pound of meat was named the most important consumer decision factor with total package cost now the second most important factor that shoppers consider. Total package cost is considered more important than product appearance for the first time in the study's seven-year history.Meanwhile, the popularity of private label meats shows no sign of abating. While the study indicated that shoppers may not particularly prefer private label meat and poultry, they were more willing to buy private label brands because of its price.
“It's all about price. We've got some incredibly savvy consumers out there, and they're really cautious about what they are doing with their dollar today,” said presenter Micheal Uetz, principal of Chicago-based Midan Marketing, at the conference. (29 Feb)
© 2012 ESM: European Supermarket Magazine
