Lunch Meat - US - May 2012
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Sales in the $12.6 billion lunch meat category grew by only 1.8% in 2011 (only 0.2% when adjusted for inflation). The slowed growth is likely due to a slowdown in volume sales due to product price increases, a failure of new product innovation to resonate with consumers, and an improving economy that has consumers seeking other food options. Category saturation ensures a robust consumer base (lunch meat of some form is eaten in 94% of respondent households). However, usage has seen no growth among households over the past few years. In fact, 32% of respondents to Mintel’s custom consumer survey were buying less pre-packaged or deli counter meat at the start of 2012 than previously.
Future sales growth will require increasing usage frequency in these households, along with the development of higher price point items that will help raise the bottom line. The category is hurt by an impression that the products within it are overly processed. Room exists for manufacturers to position and effectively promote products as natural, premium offerings that consumers would seek out in place of prepared goods (47% of lunch meat eaters would eat more lunch meat if it was less processed looking and tasting).
Throughout this report, Mintel will address key issues facing the category, including:
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.