Once Upon a Protein: The Story of the Meat Department

Transcription

1 Once Upon a Protein: The Story of the Meat Department Insights from new consumer research Prepared by: SHUGOLL RESEARCH and MIDAN MARKETING

2 Study Objectives Understand the needs of today s consumers when shopping for fresh meat Understand current perceptions of the fresh meat department Understand shopping behaviors in the fresh meat department Understand how media influences today s meat department shoppers Identify problems and test solutions for the fresh meat department to excite consumers and increase revenue 2

3 Methodology Conducted four, 45-minute shop along interviews in Washington DC Conducted four, 2-hour mini focus groups in two geographic regions: Bethesda, MD December 13, 2010 Chicago, IL December 16, 2010 One group in each city was conducted with consumers: years old years old 3

4 Methodology Other respondent specifications: Head of household Primary grocery shopper or share responsibility Primary meal preparer or share responsibility Mix of family status Eat fresh meat and poultry Eat meals at home at least two nights a week. All respondents qualified per one of the following: Watch Food Network or other cooking themed show Subscribe to a cooking magazine and regularly use featured recipes Use online recipe websites (e.g. recipe.com) Top two box agreement with I enjoy cooking and preparing meals. 4

5 Respondent Profiles Impressionable Izzies Grill Master Gregs Blasé Brendas Doubtful Dougs 5

6 21-29 Year Old Women Impressionable Isabella s Insight: Impressionable Izzie s want a meat department that fits with their lifestyle (healthy, active, busy). They want more information on how to prepare meats, and need options that are quick, healthy and easy to prepare. I am intimidated by the meat department. I try to be healthy. Fresh and healthy trumps price. I m usually cooking for one, sometimes two people. I m on a budget and I don t want to waste food. I wish for...more meat education, more information on how to prepare a healthy meat meal, ease/convenience to fit with my busy schedule, inspiration in the meat department, smaller portion sizes. I shop wherever is most convenient. I am willing to ask questions when I need more information. I am interested in trying new meats but I tend to buy what I know. Impressionable Izzies I am delighted when I get good customer service (personal and customized) and it improves my perception of a store or department. I am afraid of wasting money and of wasting food. I have a fear of the unknown. 6

7 21-29 Year Old Men Grill Master Gregs Insight: Grill Master Gregs care about the quality of their meat, but they don t really know much about how to prepare it well. They would appreciate easily available information in their local meat department about how to prepare different cuts so that they don t have to ask someone else for help, and they can still impress their significant others with a nice, home cooked meal. I love good meat! I shop wherever is most convenient. I get a high off of grilling and preparing meat, and I think meat is manly. I wish for easily accessible information (e.g. meat diagram) that I can pick up when I need it so that I don t have to ask for help. Grill Master Gregs I am not very knowledgeable about meat outside of burgers, steaks, ribs and chicken. 7

8 30-54 Year Old Women Blasé Brendas Insight: Blasé Brendas shop the meat department in order to provide a balanced meal for their families. They I m want always a more looking pleasurable for inspiration shopping so that experience I can mix and their goal is to create something things new up and in the delicious kitchen for their myself families. and my family. I shop in multiple grocery stores and get particular items from each store. I am more bored by the meat department. I always get the same old thing because I m unsure how to prepare other cuts. I am afraid of not providing nutrition and variety for my family. I don t want to try a new recipe and fail. I am delighted when I get good customer service (personal and customized) and it improves my perception of a store or department. Blasé Brendas I wish for...inspiration, variety and convenience to fit my busy lifestyle. I am seeking a variety of meal ideas. I think of the meat department as utilitarian. It definitely lacks inspiration. I dislike the current meat packaging. I tend to buy meat in bulk to feed my whole family. I am interested in trying new meats, but I m unsure where to find them in my meat department and how to prepare them. 8

9 30-54 Year Old Men Doubtful Dougs Insight: Doubtful Dougs lack the confidence to navigate the meat department without additional information Getting on meal good ideas customer and preparation service in the instructions. meat department They would love to surprise their would significant be an others added by bonus, making but something it s not a requirement. new. I help out my wife by doing some of the grocery shopping, but I m not usually the primary cook. When I do prepare a meal, I get lots of advice from my wife. I am not very confident about understanding different cuts of meat and what to do with them. Doubtful Dougs I am somewhat willing to ask questions, but I would still prefer to get answers on my own. I shop in multiple grocery stores and get particular items from each store. I wish for more information to guide me through the meat department, more inspiration so that I can come home and impress my wife. I am not very knowledgeable about meat outside of burgers, steaks, ribs and chicken. I am afraid of coming back from the store unprepared to cook a meal. I am afraid of trying something new and failing. 9

10 Areas of Opportunity for Meat Department 10

11 Areas of Opportunity for the Meat Department Retailers have an opportunity to increase sales in the meat department. Consumers are willing to buy more meat if some improvements are made to ease their shopping experience. I am looking for inspiration in the meat department and believe that if it is provided, I am likely to increase my impulse purchases. Areas of Opportunity I recognize the importance of meat as the center of the plate item. I want to buy more meat, but I m unsure of how to prepare it well and where to find unique and different options in my meat department. 11

12 Inspiration for Dinner Meal Ideas 12

13 Where Consumers Find Inspiration for Dinner Meal Ideas TV (e.g. Food Network and Top Chef) Online (e.g. allrecipes.com) Eating out Family recipes passed down through the generations Cookbooks Magazines (e.g. Real Simple and Cooking Light) Whatever is in the fridge or freezer that day Leftovers Friends 13

14 Current Perceptions of the Meat Department and Other Perimeter Grocery Departments Meat Department Bakery Produce Department 14

15 Positive Perceptions of the Meat Department What I like about the meat department 1. You can ask the butcher to customize the meat for you Trade-off: takes time, might have to wait in line, some don t realize this is an option 2. It is predictable/i know what to expect Trade-off: predictability can be boring 15

16 Negative Perceptions of the Meat Department Don t have a variety of portion sizes Lack of visuals/color/ excitement Hard to find someone who can help Not enough information/ education Not as much thought/care is put into it as other depts. Hard to find new and different meats/cuts Negative Perceptions of Meat Department Don t like the styrofoam packaging (boring, unappealing, messy) Meat case is confusing, things are not always properly labeled Expensive Intimidating Cold, uninviting, under-lit Messy and disorganized Basic, bare bones, boring 16

17 Meat Department Metaphors Use arrows to play Intimidated Disappointed The Dentist Boring/Utilitarian Overwhelming Mountain Disappointed Baby Making a Meal Out of Meat Boring Closet Alone in a Cave A Woman who Wonders 17

18 Meat Department Perception Spectrum Do-it-Yourself Utilitarian/Necessity Frustration Intimidation/Fear It s rare to find knowledgeable staff in the meat department and, as a result, you often feel you have to do-it-yourself. I shop in the meat department because I have to, not because I want to or it s enjoyable. It s a useful/functional department because meat is the center of the plate item, but it s not inspirational. The meat department is often over-crowded and sometimes there are lines at the butcher. I can t find enough helpful staff or preparation information, so I typically settle for what I know/what s most familiar and that is frustrating to me. The meat department is confusing, cold and uninviting. I don t know what to buy or how to prepare different cuts. In general, I find the meat department intimidating. 18

19 Meat Department Problem g 19

20 Problem in the Meat Department PROBLEM: I think the meat department is cold, uninviting and under lit. The meat department as a necessary evil. I purchase what I need, and do not have any positive sensory experiences to motivate me to try new things. Plainly put, the meat department is boring and uninviting. Use arrows to play Use arrows to play 20

21 How the Perimeter Departments Appeal to the Five Senses Sight Smell Touch Taste Sound Bakery Beautiful colors Theatrical (employees seen baking, icing, etc.) Warm/bright atmosphere Smells delicious Fresh products baking Can squeeze bread packages for freshness Often have samples Produce Dept. Beautiful colors Open environment/can see across the department Looks like a fresh market Smell the fresh fruits and vegetables Hands-on Can touch products Often have samples Hear sounds of a fresh market Sprinklers Thunder before the sprinklers Meat Dept. 21

22 How the Bakery and Produce Departments Appeal to the Five Senses Bakery Produce Dept. Use arrows to play Use arrows to play 22

23 strong liking liking Customers can always smell something delicious cooking at the meat case. These smells are seasonal, from hearty crock pot roasts to sizzling burgers on the grill. Cooking tips and recipe ideas on what s cooking are available to provide dinner ideas for the night yrs yrs Male Female Click to play 23

24 strong liking liking yrs yrs Male Female The meat department plays a recording of a steak sizzling on the grill or searing in a pan to entice customers through the sense of hearing. 24

25 strong liking liking The meat department offers customers free samples of easy to prepare meat dishes that give new ideas for dinner solutions yrs yrs Male Female Click to play 25

26 Problems in the Meat Department PROBLEM: I find it difficult to get my meat related questions answered while shopping, and I m forced to figure things out myself. There are not many well versed employees present at the meat case to assist me. As a result, I end up buying the same cuts over and over again. Click to play 26

27 strong liking liking yrs yrs Male Female A customer liaison is on site during key shopping hours to answer customer questions related to meal solutions, preparation and food safety. The liaison is the go to person for all things related to buying and cooking meat. Click to play Click to play 27

28 Problems in the Meat Department PROBLEM: I believe there is a lack of information in the meat department. I don t know enough about fresh meat preparation, and I often get confused, overwhelmed and intimidated when shopping there. I am fearful of ruining a cut of meat because it costs me more than most other items in my cart and it will make or break the success of my family's meal. Use arrows to play Use arrows to play 28

29 strong liking liking Recipes are available at the meat case that include pictures and step by step instructions on how to prepare the recipe. The recipes can be included on-pack (shown to be most effective based on research). Other options include having recipes in a kiosk, on a turnstile, or in a display on the full service meat counter yrs yrs Male Female Click to play 29

30 strong liking liking The retailer s website includes recipes and video demonstrations with an option to text me the ingredients. A retailer spokesperson can be tied into this communication yrs yrs Male Female Click to play 30

31 strong liking liking The meat department has cooking demonstrations so customers can better understand how to prepare certain cuts yrs yrs Male Female Click to play 31

32 strong liking liking The meat department displays cards by type of cut to tell you where the cut is from and how to prepare it yrs yrs Male Female Click to play 32

33 Problems in the Meat Department PROBLEM: I think the meat department is messy and disorganized. It doesn t come across as professional as other departments and all of the packages look the same. I dislike when there are purge drops from meat packages all over, and packages get handled a lot and put back in the wrong place. I have to dig around too long in order to find what I need. Use arrows to play 33

34 s strong liking liking Retailers provide clearer signage in the meat case to distinguish between cuts/types of meat yrs yrs Male Female Click to play 34

35 Problems in the Meat Department PROBLEM: I don t think the meat department facilitates a quick shopping experience to fit my busy and hectic lifestyle. Portion sizes are often too large for me, and I m forced to buy more meat to reach a lower price per pound. Use arrows to play Use arrows to play 35

36 strong liking liking A retailer promotes an Easy Meal of the Week that is convenient, easy to prepare and nutritious. Items for this meal will be located in a separate bunker or section for easy recognition and grab and go yrs yrs Male Female Click to play 36

37 strong liking liking Retailers provide more variety in portion sizes so consumers can get smaller or larger quantities if they need them yrs yrs Male Female Click to play Median Age of Marriage is Increasing Versus Impressionable Izzies 37