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Oscar Mayers

Industry Analysis
Overall total meat consumption is relatively flat with a slight increase over the past five years. Although the total pie is not growing, according to Nielsen, the white meat category (27% of consumption) is gaining ground at the expense of the red meat category (73% of consumption).
Figure 1. White vs Red meat consumption

The consumer trend toward nutrition is driving some of this migration to white meat. Indeed, white meat rates higher on customer satisfactions surveys when asked about nutrition. Convenience is another emerging trend impacting both red and white meat. With over 55% of women working outside of the home, the need for quick prep/microwave meals is rising.

Consolidation in the meat industry is driving brand value and recognition – in turn marketing sophistication. National companies such as Hormel, Sara Lee have bought out smaller, regional players. These national companies have better product development, distribution capabilities

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Posted by: Jason Pinsky

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