US Bacon and Lunchmeat Market Report 2021
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This report provides comprehensive and current information and analysis of the US Bacon and Lunchmeat market including US Bacon and Lunchmeat market size, anticipated market forecast, relevant market segmentation, and industry trends for the Bacon and Lunchmeat market in the US.
Despite brand efforts to detach from consumers’ limited perception of suitable occasions, there is still a constituency of consumers (about half) who largely reserve consumption of bacon and lunch meat to breakfast and lunch occasions, respectively. Yet consumers are still hungry for new ideas, indicating that brands may need to get creative and refresh how and where they communicate with consumers to edge into new uses, especially to reach younger adults.
Despite considerable sales growth for the category in 2020-21, the number of consumers who disengaged from the category could be cause for alarm: nearly a fifth of all consumers, including more than a sixth of those aged 18-34. Much of this is due to the increased time spent at home and less demand for quick, easy, and portable lunch. As cooking fatigue grows and at least part-time working from home becomes more of the norm, brands have the opportunity to shift strategy to reestablish their foothold to be grounded in convenience and versatility.
While price is important to product choice, brand also remains a driver in the category. As supply chain and inflationary challenges lead to rising prices, brands will have to double down on messaging that conveys other elements of value to remain competitive. Still, the category’s overall value proposition should leave it well-positioned relative to other protein cuts that will also be subject to price increases. As price volatility occurs across most proteins, shifting “down” to more affordable packaged meats or trading up to premium brands may occur.
Read on to discover more about the US Bacon market and the US Lunchmeat consumer market, understand the US processed meats industry, read our US Cooking in America Market Report 2021, or take a look at our other Food and Foodservice Market research reports.
Brands include: Oscar Mayer, Hillshire Farm, Johnsonville, Jimmy Dean, Dietz & Watson Inc, Carl Buddig & Co, Hormel Black Label Bacon, Applegate Farms, Niman Ranch, Sendik’s Food Market, Da Becca Natural Foods, Nature’s Rancher.
This report, written by Billy Roberts, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
In the pandemic’s first year, with a significant number of consumers and school-aged children at home with few away-from-home food options, bacon and lunch meat saw dramatic increases in sales: 21% in 2020 and another 6% in 2021. Yet, this growth also reflects the strongly established usage patterns of the category; fully half of consumers reserve bacon to the breakfast occasion, with nearly the same number limiting lunch meat to lunchtime. The opportunity is there for brands to encourage consumers to break these established routines, increase frequency and remain a part of newly established routines. It is inevitable that brands will forfeit a handful of occasions to foodservice operators: consumers are eager to dine out for lunch at least occasionally going forward. Still, just as the extreme limitations of the pandemic altered behavior, so will the loosening of them. Category sales are poised to correct in 2022-23 and return to the slow growth rates seen in the years prior to the pandemic.
Billy Roberts
Sr. Analyst, Food and Drink
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