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Red Meat - US - November 2010

With total U.S. sales of $71.9 billion estimated in 2010, red meat sales have grown 15% since 2005; however, the industry experienced its first single-year decline from 2009-10. In this report, Mintel presents sales trends of red meat, including performance by company and brand, as well as by market segment—beef, pork and other red meat. The heart of the report is Mintel’s exclusive consumer research and analysis including:

  • Usage of meat by type, as well as frequency of overall consumption and recent consumption
  • Analysis of preparation styles by meat type, as well as comparative assessment of each meat type’s popularity among households
  • Insight into where consumers buy meat, both at foodservice and for at-home preparation
  • Identification of consumer attitudes and perception of red meat compared to other meat types
  • Consumers’ attitudes toward the safety and healthfulness of each meat type, with additional focus on perceptions of red meat users
  • Investigation of what types/qualities in red meat consumers currently buy or would be most interested in buying
  • Cohesive analysis regarding the impact of race/Hispanic origin on usage and attitudes toward meat
  • The influence of the recession, rising food prices and media-driven attention regarding health and safety of meat products on market sales
  • Profiles of the leading players and brands in terms of their impact on the market
  • Analysis of marketing strategies of major industry advertisers
  • Identification and discussion of innovations and innovators in the market, and what key attributes are driving product launches.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Economic uncertainty causes consumer price-sensitivity
                        • The question of health
                          • Primary competition from poultry
                            • Beef generates more than half of market sales
                              • Fragmented supply chain led by Moran Ground Beef
                                • Convenience and health the focus of innovations
                                  • Ad spend on the rise to promoting convenience, health and premium
                                  • Insights and Opportunities

                                    • Overview
                                      • Targeting the Hispanic consumer
                                        • Figure 1: Population, by Hispanic origin, 2005-15
                                      • Opportunity
                                        • Engage young consumers now for future success
                                          • Insight
                                            • Caution
                                              • Opportunity
                                                • Figure 2: Population aged 18 or older, 2005-15
                                              • The price is right for pork, underscore with health and convenience
                                                • Opportunity
                                                  • Figure 3: Nutritional profiles of pork, beef, and chicken
                                              • Inspire Insights

                                                  • Trend: "Familiarity Through Food"
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Frugal consumers cut back on red meat consumption
                                                        • The future of the red meat market
                                                          • Sales and forecast of red meat
                                                            • Figure 4: Total U.S. retail sales of red meat, at current prices, 2005-15
                                                            • Figure 5: Total U.S. retail sales of red meat, at inflation-adjusted prices, 2005-15
                                                          • Fan-chart forecast
                                                              • Figure 6: Total U.S. retail sales of red meat, with fan-chart forecast, 2005-15
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Consumer confidence shattered by recession
                                                                  • Figure 7: Real disposable personal income, January 2007-August 2010
                                                                  • Figure 8: Consumer Sentiment Index, March 2007-September 2010
                                                                • Rising food prices favor at-home dining
                                                                  • Figure 9: Consumer price index for food, September 2008-September 2010
                                                                  • Figure 10: Strategies for dealing with recessionary pressures, by household income, October 2009
                                                                • But … red meat remains most expensive
                                                                  • Figure 11: Consumer price index for all meat, September 2008-September 2010
                                                                • Safety concerns influence usage of meat
                                                                  • Figure 12: Consumer attitudes regarding safety of each meat type, July/August 2010
                                                                • Food safety concerns drive support of animal welfare and all-natural/ organic meats
                                                                  • Red meat perceived as least healthy
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • The power of poultry
                                                                        • Figure 13: Recent consumption frequency, by meat type, July/August 2010
                                                                      • Flexibility, price, and health are competitive advantages that favor chicken consumption
                                                                        • Cheap eats at restaurants
                                                                          • Figure 14: Outlets where consumers buy meat, July/August 2010
                                                                        • The vegetarian movement
                                                                            • Figure 15: Attitudes toward meat alternatives and the environment, by age, July/August 2010
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Beef accounts for majority of red meat sales
                                                                              • Sales of red meat in all retail outlets
                                                                                • Figure 16: Total U.S. sales of red meat, by segment, 2008-10
                                                                            • Segment Performance—Beef

                                                                              • Key points
                                                                                • Beef sales have withered in wake of recession
                                                                                  • Sales and forecast of beef
                                                                                    • Figure 17: Total U.S. sales of beef, 2005-15
                                                                                • Segment Performance—Pork

                                                                                  • Key points
                                                                                    • Despite low prices, pork sales stifled by health and safety concerns
                                                                                      • Sales and forecast of pork
                                                                                        • Figure 18: Total U.S. sales and forecast of pork, at current prices, 2005-15
                                                                                    • Segment Performance—Other Red Meat

                                                                                      • Key points
                                                                                        • Other red meat sales improve at a steady pace
                                                                                          • Sales and forecast of other red meat
                                                                                            • Figure 19: Total U.S. sales and forecast of other red meat, at current prices, 2005-15
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Grocery and specialty food stores lead retail distribution of red meat
                                                                                              • Sales of red meat, by channel
                                                                                                • Figure 20: Total U.S. sales of red meat, by channel, 2008 and 2010
                                                                                              • Grocery and specialty food stores’ sales of red meat
                                                                                                • Figure 21: Grocery and specialty food stores’ sales of red meat, at current prices, 2005-10
                                                                                              • Supercenters and warehouse clubs’ sales of red meat
                                                                                                • Figure 22: Supercenters and warehouse clubs’ sales of red meat, at current prices, 2005-10
                                                                                              • Other retailers’ sales of red meat
                                                                                                • Figure 23: Other retailers’ sales of red meat, at current prices, 2005-10
                                                                                            • Retail Channels—Natural Foods Supermarkets

                                                                                              • Key points
                                                                                                • Overview
                                                                                                  • Natural channel sales by segment
                                                                                                    • Figure 24: Natural supermarket sales of red meat, by segment, 2008 and 2010
                                                                                                • Leading Companies

                                                                                                    • Key points
                                                                                                      • Fragmented supply chain led by Moran Ground Beef
                                                                                                        • Growth in private label meats
                                                                                                          • Figure 25: Manufacturer FDMx sales of red meat in the U.S., 2009 and 2010
                                                                                                      • Brand Share—Refrigerated Uncooked Meat

                                                                                                          • Key points
                                                                                                            • Cargill Meat and Tyson Foods deliver positive performance
                                                                                                              • Private label maintains strong competitive advantage
                                                                                                                • Manufacturer and brand sales of refrigerated uncooked meat
                                                                                                                  • Figure 26: Selected FDMx brand sales of refrigerated uncooked meat, 2009 and 2010
                                                                                                              • Brand Share—Frozen Meat

                                                                                                                  • Key points
                                                                                                                    • Diverse supply chain in frozen meat
                                                                                                                      • Manufacturer and brand sales of frozen meat
                                                                                                                        • Figure 27: Selected FDMx brand sales of frozen meat, 2009 and 2010
                                                                                                                    • Innovations and Innovators

                                                                                                                      • Key points
                                                                                                                        • Red meat product launches drop during recession
                                                                                                                          • Product launches dominated by chilled meat offerings
                                                                                                                            • Figure 28: Red meat product launches, by storage type, 2005-10
                                                                                                                          • Product innovations
                                                                                                                            • Convenience-inspired products
                                                                                                                              • Health and wellness
                                                                                                                                • Premium
                                                                                                                                  • Innovation trend spotlight: Grass-fed beef
                                                                                                                                    • Figure 29: Top 10 claims on red meat product launches, 2005-10
                                                                                                                                  • Product Innovators: Private label an active participant
                                                                                                                                    • Figure 30: Private label launches vs. name brands, red meat, 2005-10
                                                                                                                                • Marketing Strategies

                                                                                                                                  • Key points
                                                                                                                                    • Key marketing strategies: Promote convenience, premium and health
                                                                                                                                      • Convenience via time
                                                                                                                                        • Figure 31: Hormel Compleats television ad, February 2010
                                                                                                                                      • Convenience via ease of use
                                                                                                                                        • Figure 32: Cook’s Ham television ad, August 2010
                                                                                                                                        • Figure 33: Smithfield Spiral Sliced Ham television ad, August 2010
                                                                                                                                      • Premium positioning
                                                                                                                                        • Figure 34: HoneyBaked Ham television ad, March 2010
                                                                                                                                      • Health qualities
                                                                                                                                        • Figure 35: Gradwohl’s Farm Beef television ad, June 2010
                                                                                                                                      • The value of food television shows and websites
                                                                                                                                      • Red Meat Trends in Restaurants

                                                                                                                                          • Key points
                                                                                                                                            • Restaurant menu trends precede at-home dining trends
                                                                                                                                              • Corned beef, bacon and prosciutto rising in popularity
                                                                                                                                                  • Figure 36: Top 20 red meat types on menus, 2007-10
                                                                                                                                                • Increasing presence of natural and organic meat claims on menus
                                                                                                                                                    • Figure 37: Top five nutritional claims with red meat on menus, 2007-10
                                                                                                                                                  • Spicy flavor profiles pair well with meat
                                                                                                                                                    • Figure 38: Top 20 red meat flavors on menus, 2007-10
                                                                                                                                                • Meat Usage

                                                                                                                                                  • Key points
                                                                                                                                                    • Household usage of various meat products and types
                                                                                                                                                      • Figure 39: Household usage of meat, by household income, April 2009-June 2010
                                                                                                                                                  • Recent Meat Consumption Frequency

                                                                                                                                                    • Key points
                                                                                                                                                      • Overall consumption frequency
                                                                                                                                                        • Figure 40: Overall meat consumption frequency, by meat type, July/August 2010
                                                                                                                                                      • Under-25s least likely to eat meat
                                                                                                                                                        • Figure 41: Overall meat consumption frequency, by top three red meat types, by age, July/August 2010
                                                                                                                                                      • Households with kids more likely to eat ground beef frequently
                                                                                                                                                        • Figure 42: Overall meat consumption frequency, by top three red meat types, by presence of children, July/August 2010
                                                                                                                                                      • Recent consumption frequency
                                                                                                                                                        • Figure 43: Recent meat consumption frequency, by meat type, by gender, July/August 2010
                                                                                                                                                      • Meat preferences vary by age
                                                                                                                                                        • Figure 44: Recent meat consumption frequency, by meat type, by age, July/August 2010
                                                                                                                                                      • Household income impacts recent consumption frequency for all meat types
                                                                                                                                                        • Figure 45: Recent meat consumption frequency, by meat type, by household income, July/August 2010
                                                                                                                                                      • Frequency of usage in the last week
                                                                                                                                                        • Figure 46: Frequency of meat usage in the last week, by meat type, July/August 2010
                                                                                                                                                    • Meat Preparation and Popularity in the Household

                                                                                                                                                      • Key points
                                                                                                                                                        • Meat preparation by meat type
                                                                                                                                                          • Figure 47: Meat preparation, by meat type, July/August 2010
                                                                                                                                                        • Under-25s less likely to use oven and crock-pot preparations
                                                                                                                                                          • Figure 48: Beef or red meat preparation, by age, July/August 2010
                                                                                                                                                        • Consumer attitudes toward each meat type
                                                                                                                                                          • Figure 49: Consumer attitudes toward each meat type, July/August 2010
                                                                                                                                                        • Consumer attitudes toward red meat
                                                                                                                                                          • Figure 50: Consumer attitudes toward red type, by age, July/August 2010
                                                                                                                                                      • Outlets Where Consumers Buy Meat

                                                                                                                                                        • Key points
                                                                                                                                                          • Outlets where consumers buy meat
                                                                                                                                                              • Figure 51: Outlets where consumers buy meat to eat out, by age, July/August 2010
                                                                                                                                                            • Lower incomes frequent cafeterias less but use takeout more
                                                                                                                                                                • Figure 52: Outlets where consumers buy meat to eat out, by household income, July/August 2010
                                                                                                                                                              • Outlets where consumers buy meat eaten at home
                                                                                                                                                                  • Figure 53: Outlets where consumers buy meat eaten at home, July/August 2010
                                                                                                                                                                • Under-25s most likely to buy meat from nontraditional outlets
                                                                                                                                                                    • Figure 54: Outlets where consumers “most often” buy meat eaten at home, by age, July/August 2010
                                                                                                                                                                • Attitudes Toward Meat

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Attitudes toward meat
                                                                                                                                                                      • Figure 55: Attitudes toward meat, by gender, July/August 2010
                                                                                                                                                                    • Under-25s least concerned about food safety
                                                                                                                                                                      • Figure 56: Attitudes toward meat, by age, July/August 2010
                                                                                                                                                                    • Less-affluent respondents show degree of indifference toward meat purchased
                                                                                                                                                                      • Figure 57: Attitudes toward meat, by household income, July/August 2010
                                                                                                                                                                    • Attitudes toward red meat
                                                                                                                                                                        • Figure 58: Attitudes toward red meat, by age, July/August 2010
                                                                                                                                                                      • More affluent are likely to understand terms Kobe and Angus beef
                                                                                                                                                                        • Figure 59: Attitudes toward red meat, by household income, July/August 2010
                                                                                                                                                                      • Attitudes toward the safety and healthfulness of red meat and alternatives
                                                                                                                                                                        • Figure 60: Attitudes toward the safety and healthiness of red meat, by gender, July/August 2010
                                                                                                                                                                      • Younger consumers bear negative perceptions of red meat
                                                                                                                                                                        • Figure 61: Attitudes toward the safety and healthiness of red meat, by age, July/August 2010
                                                                                                                                                                    • Innovations/Types of Meat of Interest to Consumers

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Types/positioning of meat that consumers buy or are interested in
                                                                                                                                                                            • Figure 62: Types/positioning of meat that consumers buy or are interested in, July/August 2010
                                                                                                                                                                          • Top three types/positioning of meat that consumers buy or are interested in
                                                                                                                                                                              • Figure 63: Top three types/positioning of meat that consumers buy or are interested in, by household income, July/August 2010
                                                                                                                                                                            • Convenient/premium meat varieties that consumers buy or are interested in
                                                                                                                                                                                • Figure 64: Convenient/premium meat varieties that consumers buy or are interested in, July/August 2010
                                                                                                                                                                              • Top three convenient/premium meat varieties that consumers buy or are interested in
                                                                                                                                                                                  • Figure 65: Top three convenient/premium meat varieties that consumers buy or are interested in, by age, July/August 2010
                                                                                                                                                                                • Higher incomes far less likely to use/buy convenience meal kits with meat
                                                                                                                                                                                  • Figure 66: Top three convenient/premium meat varieties that consumers buy or are interested in, by household income, July/August 2010
                                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                                • Overview
                                                                                                                                                                                  • Asians least likely to use red meat
                                                                                                                                                                                    • Figure 67: Household usage of meat, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                  • Meat-preparation tactics reflect cultural differences
                                                                                                                                                                                    • Figure 68: Beef or red meat preparation, by race/Hispanic origin, July/August 2010
                                                                                                                                                                                  • Hispanics less likely to say red meat is a family favorite
                                                                                                                                                                                    • Figure 69: Consumer attitudes toward red meat, by race/Hispanic origin, July/August 2010
                                                                                                                                                                                  • Hispanics lack knowledge of beef terminology
                                                                                                                                                                                    • Figure 70: Attitudes toward red meat, by race/Hispanic origin, July/August 2010
                                                                                                                                                                                  • Fresh and frozen meal kits are preferred by Hispanics
                                                                                                                                                                                    • Figure 71: Top three convenient/premium meat varieties that consumers buy or are interested in, by race/Hispanic origin, July/August 2010
                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                    • Great Plains
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Reducers
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Bulls
                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                                              • Figure 72: Red meat clusters, August 2010
                                                                                                                                                                                                              • Figure 73: Attitudes toward red meat, by red meat clusters, August 2010
                                                                                                                                                                                                              • Figure 74: Attitudes toward meat, by red meat clusters, August 2010
                                                                                                                                                                                                              • Figure 75: Attitudes toward the safety and healthiness of red meat, by red meat clusters, August 2010
                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                              • Figure 76: Red meat clusters, by gender, August 2010
                                                                                                                                                                                                              • Figure 77: Red meat clusters, by age group, August 2010
                                                                                                                                                                                                              • Figure 78: Red meat clusters, by household income, August 2010
                                                                                                                                                                                                              • Figure 79: Red meat clusters, by race, August 2010
                                                                                                                                                                                                              • Figure 80: Red meat clusters, by Hispanic origin, August 2010
                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Older men are most frequent meat eaters
                                                                                                                                                                                                                    • Figure 81: Overall meat consumption frequency, by top three red meat types, by gender and age, July/August 2010
                                                                                                                                                                                                                  • Women are commanding the grill
                                                                                                                                                                                                                      • Figure 82: Beef or red meat preparation, by gender and age, July/August 2010
                                                                                                                                                                                                                    • Affluent males are least concerned with brand and safety
                                                                                                                                                                                                                        • Figure 83: Attitudes toward meat, by gender and household income, July/August 2010
                                                                                                                                                                                                                      • Affluent men demonstrate greater understanding of beef terms
                                                                                                                                                                                                                          • Figure 84: Attitudes toward red meat, by gender and household income, July/August 2010
                                                                                                                                                                                                                        • Young men favor meat alternatives
                                                                                                                                                                                                                            • Figure 85: Attitudes toward the safety and healthiness of red meat, by gender and age, July/August 2010
                                                                                                                                                                                                                        • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                          • Frozen meat
                                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 86: Brand map, selected brands of frozen meat (no poultry) buying rate by household penetration, 2009*
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 87: Key purchase measures for the top brands of frozen meat (no poultry), by household penetration, 2009*
                                                                                                                                                                                                                                • Refrigerated meat/poultry products
                                                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 88: Brand map, selected brands of refrigerated uncooked meats buying rate by household penetration, 2009*
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 89: Key purchase measures for the top brands of refrigerated uncooked meats, by household penetration, 2009*
                                                                                                                                                                                                                                    • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                      • Usage and attitudes
                                                                                                                                                                                                                                        • Figure 90: Overall meat consumption frequency, by top three red meat types, by region, July/August 2010
                                                                                                                                                                                                                                        • Figure 91: Consumer attitudes toward red meat, by region, July/August 2010
                                                                                                                                                                                                                                        • Figure 92: Outlets where consumers buy meat, by race/Hispanic origin, July/August 2010
                                                                                                                                                                                                                                        • Figure 93: Attitudes toward red meat, by gender, July/August 2010
                                                                                                                                                                                                                                      • Food Network and Food Network.com usage
                                                                                                                                                                                                                                        • Figure 94: Food network (television) usage, by age, April 2009-June 2010
                                                                                                                                                                                                                                        • Figure 95: Food network.com usage, by age, April 2009-June 2010
                                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                      • American Association of Meat Processors (AAMP)
                                                                                                                                                                                                                                      • American Meat Institute (AMI)
                                                                                                                                                                                                                                      • American Sheep Industy Association
                                                                                                                                                                                                                                      • Bureau of Economic Analysis
                                                                                                                                                                                                                                      • Burger King Corporation
                                                                                                                                                                                                                                      • Eastern Perishable Products Association (EPPA)
                                                                                                                                                                                                                                      • Food Marketing Institute
                                                                                                                                                                                                                                      • Smithfield Foods Inc.
                                                                                                                                                                                                                                      • Stop & Shop
                                                                                                                                                                                                                                      • Tyson Foods Inc.
                                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                                                      • Whole Foods Market Inc

                                                                                                                                                                                                                                      Red Meat - US - November 2010

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