Zach Corish, New York office, Bord Bia – The Irish Food Board

The United States of America is one of the largest meat consumers in the world but in 2016 sales fell and consumption was less frequent. Even with meat prices being low consumers are trying new sources of protein and being discouraged to eat meat by bad media publicity. The millennial market has been part of the drop in consumption due to the fact they like to make meals quick and easy, traceability and sourcing is a key factor when purchasing and the adoption of new proteins especially poultry. This article explains some of the techniques used by US meat sellers and foodservice companies to convince millennials to consume more meat.

Labelling

The US millennial pays a lot of attention to labelling when it comes to meat as they like to be informed on what they’re buying. The word “fresh” has been used on a lot of labelling as consumers in the US are going through a period where eating healthy and clean is a large trend with fresh food playing a major role. Millennials are also becoming more interested in traceability, sustainability and animal welfare. This has led to many companies introducing animal welfare programmes and showing consumers how the meat travels from farm to fork/store. Many US meat companies are using brand stories, animal welfare standards or new health claims on their labelling. Claims that are now evident on a lot of US meat labelling are “free from”, “Organic” and “Grass Fed”.

Convenience & Dieting

Time is of the essence with the US consumer especially the millennial population. Preparing meals and having a healthy/balanced diet has become time consuming so convenience is vital. New diets like the Paleo diet have encouraged more people to increase their protein intake for healthier fats. This has led to many companies producing protein bars and meat snacks to cater for this market and to stabilise meat consumption. Meat snacks are now the fastest growing segment of the US snack food industry showing the effect of these two trends.

Education and Nutrition

According to Mintel it is a lot easier for Millennials to walk away from meat and try other sources of protein due to the varieties available. The US meat companies are now trying to educate their consumers on the health benefits and nutrition in lean meat while also showing millennials how to prepare meat correctly. There is a fear amongst millennials about preparing the meat incorrectly from a personnel stand point as well as a family standpoint showing that it easier to cook something else if not shown correctly. US companies are now starting to show consumers the nutritional value of meat and how it can help children’s development as well as an adult. This strategy is for the long term so people can continue to be informed about meats health benefits as well as how to prepare it.

Social Influences

Many of the US meat companies have come under heavy criticism from vegetarian and vegan consumers about the damage of meat production and general animal welfare. People may not be vegan or vegetarian but still may be concerned about sustainability and their health which creates a gap in the social atmosphere. This area has not been explored directly by any US meat companies as of yet but something that may start happening. US meat companies will need to focus on this group and how social influences can dictate a consumers purchasing habit especially if it is decreasing consumption of that product.

For more information please contact Zach.Corish@BordBia.IE