The majority of your customers don’t start thinking about dinner until about an hour before. That means many of your meat department customers between 5:00-6:00 pm on any given day haven't decided what they'll buy yet. They need to find something fast that they can quickly and confidently put on the table that night.
What the Beef Industry is Doing
The above scenario is common, and the beef industry has worked hard in recent years to get more products in the store that meet customers’ needs for a grab-and-go meal. According to a research study funded by the beef checkoff and conducted by Mintel International Group, the number of new products that include beef are increasing.
Beef products launched as the center of the plate protein increased 31% from 2004 to 2008. Launches in 2009 slowed to below the 2008 launch rate, attributed to the impact of the financial downturn.
The top 20 claims on new food products containing beef demonstrate the trend toward convenient products. Three out of the top four claims reference convenience, while the other top claims focus on nutrition and the environment. Here is a list of the top four claims and the percentage of new products using the claim:
•Microwavable – 55%
•Ease of use – 26%
•No additives/preservatives – 23%
•Time/speed – 21%
The top companies launching food products containing beef are ALDI Group, Schwan’s Consumer BrandsTM, Kraft Foods® and Topco Associates®.
Beef had more product launches than chicken, pork and turkey from 2004 to the first five months of 2009. In 2008, there were 130 beef product launches, 96 chicken, 92 pork and 36 turkey.
The top 10 sub-categories for food product launches containing beef in North America are:
1.Meat Products
2.Prepared Meats
3.Meat Snacks
4.Pizzas
5.Hors d’oeuvres/Canapes
6.Sandwiches/Wraps
7.Meal Kits
8.Baby Savoury Meals & Dishes
9.Pastry Dishes
10.Pasta Sauces
Top flavors of products launched are beef flavor, beef and teriyaki, beef and vegetable and teriyaki. Others include beef and cayenne pepper, beef and chicken and pork, marinara and pepperoni (obviously pizza), mushroom and wine, and beef and pepper and smoke.
Your customers are asking for more convenient and easy meal solutions like these. You can meet their needs by bringing more convenient beef products into your stores.
New and Innovative Beef Products
The Beef Innovations Group (BIG), funded by the beef checkoff, is always working to develop concepts for products that meet the consumer's demand for convenience. View all products.
Not only are companies here in the US launching new products, but companies across the Americas are catching on to the trend as well. Here are a few examples:
•The Jose Ole® brand under Windsor Foods® company has launched a new Steak and Cheese Burrito. This product was launched in the USA in June 2010 and falls into the subcategory of sandwiches and wraps. The microwaveable wrap is made with real cheese and retails in a 5-oz. pack.
•Schwan' Consumer Brands in the USA launched a Fire Baked Artisan Crust Pepperoni Pizza under the Freschetta® Brick Oven name. Launched in July 2010, this product has new packaging that emphasizes the fresh taste from the hearth. The product retails in a recyclable 21.75-oz. pack featuring a new look.
•Camino Real Kitchens® has launched Breakfast Wraps in the USA under Tina’s® brand name. Launched in July 2010, this is a new variety for the brand. Tina’s Breakfast Wraps include eggs, potatoes, beef, cheese and bacon. The microwaveable wrap contains 0g of trans fat per serving and is retailed in a 3-oz. pack.
•Beef Flautas is a product launched in the De la Cocina de La Luz brand by the Productos La Luz company. The product was launched in Mexico in July 2010 and falls in the sub-category of sandwiches and wraps. This product is retailed in a 350g pack containing 20 pieces.
•Belmont Meat Products® in Canada launched Lean Angus Beef Mini-Burgers. The product was launched in July 2010 and falls into the meat products subcategory. The burgers are labeled as an environmental choice. The product retails in a 684g pack containing 12 x 57g sliders.
Many more new products in all categories are being launched in North America including Garden-Style Tripe and Baked Ziti Pasta.
Signage Ideas
When your customers are rushing into your store looking for a quick dinner solution or an on-the-go snack, encourage them to try these new convenient beef products with clever signage ideas. Since these customers are already busy, a hidden sign won’t do. It has to be out in front!
Here are a few ways to get their attention:
•Group all of the innovative and convenient products in your meat case together and label the section
•Use signage that provides the meal prep time, like “A Beef Dinner in 10 Minutes,” to show customers there is a quick and convenient option.
•Use signage like “No time to cook dinner? You can still provide a home-cooked meal” to show customers there is a healthy and delicious option for a home-cooked meal.
For more information on these new products and concepts, please contact your Marketing Manager or State Beef Council.
Sources:
Product Launches with Beef as Ingredient, Mintel GNPD e-mail alert, July 2010
Food Product Launches Containing Beef, Prepared for NCBA by Mintel, July 2010
Research Education Innovation, “Trends in U.S. Retail Product Launches,” July 7, 2009, funded by the beef checkoff.
Protein Review, Mintel International Group, June 30, 2009.
Source: The Beef Checkoff
