grocery stores? wal-martkroger what’s the difference
TRANSCRIPT
Retail Meat Marketing
• Is there a system to the madness?
• How is the grocery store set up?
• In the past– Stores were set up to
attract a certain clientele
– No attention to flow or customer traffic
Retail Meat Marketing
• Now– More focus on
consumer traffic patterns
– More focus on perishable departments
• Food Court set ups
– Are you price driven or quality driven
– Specialty Stores• Whole Foods• Mexican Grocery
Stores
Check-out Stands
Produce
Deli / B
akeryMeat Department / Lunchmeat / Frozen MeatMilk
Dai
ry P
rodu
cts
Bre
ad /
Sod
a
Fro
zen
Foo
ds
Entrance
Chi
ps /
Sna
cks
Controlling Customer Traffic
Food Court Set upEntrance
Produce
Deli
Dairy / C
heese
Bak
ery
Meat DepartmentMilk / Frozen Foods / Dairy ProductsS
oda
Chi
ps /
Sna
ck
Grocery Store Secrets• Fresh Baked Bread or
Home-cooked food odors
• Larger shopping carts• End caps or wing
displays are not always on sale
• Mark down the big items (milk, bread, eggs, toilet paper)
Grocery Store Secrets
• Shorter isles• Name brands
toward the bottom• Pairing foods
(apples w/ caramel; cheese w/ ground beef)
• Expensive liquor cabinet
Classification of Consumers• Students
– Cheap and easy
• Adults– 20 to 30 somethings; out of school; more money want
some quality, healthy, environmentally friendly– 40 to 50 somethings; established in life, family; label
readers, quality– Golden years; quality, healthy, portion size
• Women– Tend to be label readers, functional foods, more brand
conscious
Classification of Consumers
• Men– Price driven, easy,
can be very brand loyal
• Locovores– Locally produced
and grown foods
• Foodies– High quality, price
not important, rare foods
Classification of Consumers
• Vegetarians– Total Vegetarians; no animal foods– Vegans; no animal foods or animal
derived foods– Lacto-vegetarians; dairy products– Lacto-ovo-vegetarians; eggs and dairy– Pesca-vegetarians; fish– Pollo-vegetarians; chicken– Fruitarian; only products where
something did not have to die
The Super Store
• Individual stores– Bakery, Produce
Stand, & Butcher
• Supermarket• The Super Store
– One Stop Shopping– Wal-Mart Supercenter,
Meijer, Super Target, Big K (K-Mart)
Focus on the Meat Department
• Should have specific set up
• Ground Beef and Chicken toward end of the traffic flow
• Will re-arrange meat case to focus on seasonality – Focus on middle meats
in the summer– Focus on roasts in the
winter
Evolution of the Meat Department
• Butcher Shop• Supermarket• Personal, one on one
service• Combination meats and
deli• Self service case• Fresh meat• Carcasses to boxed
meat• Now totally changed
The New Meat Department
• What’s for dinner• 4:30 meal problem
– >70% of Americans do not know what they are having for dinner at 4:30 pm
• Products needed to solve this problem
• Homemakers have 15 minutes to prepare dinner
Solving the 4:30 Meal Problem
• Convenience – User friendly– Heat ‘n Eat– Ready to Eat– Pre-flavored– Pre-marinated
Returning to the Kitchen
• Food Network
• Foodies– Looking for high
quality beef– Difficult recipes
• Adding recipes to the packages– Recipe Peel Labels
Other Trends/ Niche Markets
• Organic• Natural• Grass/ Forage Fed• Free Range• Greenhouse Cattle• Predator Friendly • Animal
Compassionate • Kentucky Proud• No added nitrites
Organic Meats
• 2010 total sales increased 1%, organic 7.7%
• $28 Billion in 2010• Requirements
– Fed 100% Organic feed and Pasture
– No synthetic pesticides or fertilizers
– No GMO’s– No sewage sludge as
fertilizer– No irradiation of final
product
Natural Meats• USDA states Natural is “do not contain any
artificial ingredients or are minimally processed, such as those that are smoked, roasted, frozen, or ground”
• No antibiotics, or growth promotants are in the new volunteer definition
Grass/ Forage Fed
• More Popular• Lower levels of
Saturated fat • Higher Omega-3
Fatty Acids• 90% of the animals
energy must come from forage
No Added Nitrites
• Carcinogen (MIT Study)– 40#/ d for 40 years to
develop cancer
• Add sea salt, vegetable purees which contain natural nitrites
Top Retailers in 2010
1.) Wal-Mart = $307,736,000,0002.) Kroger = $78,326,000,0003.) Target = $65,815,000,0004.) Walgreens = $61,240,000,0005.) Home Depot = $60,194,000,0006.) Costco = $58,983,000,0007.) CVS Caremark = $57,464,000,0008.) Lowe’s = $48,175,000,0009.) Best Buy = $37,110,000,00010.) Sears Holdings = $35,362,000,000
Top Grocery Stores
1.) Kroger2.) Safeway3.) Supervalue4.) Publix5.) Ahod6.) Delhaize7.) H-E-B8.) Shop Rite9.) Whole Foods10.) Aldi