A new generation is shopping at the meat counter these days, and connecting with the emerging generation of carnivores requires a different approach to everything from packaging to marketing.
The annual Power of Meat report, released in March, found that Gen Z and Millennials are leading all demographic categories in increasing their meat purchases, and that 36% of Gen Z and 35% of Millennials were more likely to have increased their meat consumption during the past year.
These younger consumers aren’t just ordering meat-based dishes at their favorite restaurant; they're also incorporating more animal protein into their meals prepared at home.
While these shoppers are embracing meat, they are demanding transparency and accountability in how their meat is sourced, processed, and packaged.
Danette Amstein, founder and president of Midan marketing agency, noted during a recent Flower Hill Institute online roundtable that younger shoppers tend to fall into categories labeled “Connected Trendsetters and Claim Seekers”.
These generations don’t shop the way their parents do.
To connect with these shoppers, forget about traditional print flyers and instead, focus on TikTok, Instagram, and other social media platforms. The Power of Meat notes that nearly 60% of Gen Z and Millennial shoppers rely on social media for meal inspiration, and more than 40% regularly use Google or other online search engines.
Younger shoppers also tend to use air fryers, Instant Pots, sous vide, and other devices to prepare their meals, so offering cuts and recipes tailored to these methods can help drive sales.
Smaller processors may want to consider the changing demographics for beef consumption as they consider submitting an application for funding through the next Meat and Poultry Processing Expansion Program grant. New equipment and packaging that can appeal to these younger shoppers can also help build resiliency and profitability.
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