Exploring global meat
trends
October 2016
Research
partner:
SETTING THE SCENE : THE CHALLENGE
The global meat industry is feeling
the pressure from many angles.
4
From consumers who are increasingly motivated to protect their environment
“[x] motivates me greatly to lead a more
environmentally conscious life”
I want to make a positive difference as a good global citizen
I am directly affected by environmental problems (e.g. air pollution,
extreme weather events, water scarcity)
It's cool and popular these days
It is core to my sense of identity and personal values
2015
2016
There is strong societal pressure to 'do your bit'
The government makes it a legal requirement
It Enables Me To Save Money
I Want To Preserve The World For My Grandchildren/future
Generations
I Am Concerned About My Own Health And My Family's Health
0%
10% 20% 30% 40% 50% 60% 70% 80%
% agree
They’re made especially aware of the impact of the meat industry…
“ If you eat a plant based diet, in one day
you could save:
1100 gallons of water
45 lbs of grain
30 sq ft of forest
10 lbs of CO2
and 1 animal
You have the choice every single day.”
…and are overloaded with information and
guidance around its health impact.
“Reducing red meat
consumption in the UK
will reduce incidences
of heart disease,
diabetes mellitus and
colorectal cancer in the
long term”
70g / DAY
Suggested max red
meat intake
WORLD CANCER
RESEARCH FUND
UK Department of Health
“Shift fat
consumption away
from saturated fats
… remove the
fatty part of your
meat”
WHO
While health-focused user-generated online content attracts consumers to
increasingly meat-free diets
8
Millennials drive the meat-free movement
4.1
MILLION
‘Coca-Cola’
social media
mentions
4.3
MILLION
‘Vegan’ or
‘vegetarian’ social
media mentions
Ethical concerns increasingly push consumers away from meat consumption
Vegetarian kid video went viral
on Facebook this month
10
Have you stopped buying from companies you feel are
acting unethically in the last few years, in order to live a
more environmentally conscious life?
67%
Yes
No
And businesses respond.
60%
Rise in global food and beverage new
product launches bearing a vegetarian
claim in the last five years.
12
Technology has also advanced to be able to create innovative and attractive
meat alternatives
But from change and challenge
comes opportunity.
Exploring Meat Trends
Understanding consumer trends
is the key to unlocking that
opportunity.
Trends are an inspiration for
new ideas and a spur for
innovation
THE BENEFITS
Using trends lets us become....
The benefits:
More outward looking
More forward looking
More consumer focussed
© HCHLV 2008
THE TRENDS : OUR PROCESS
It is important to look at trends at
different levels to get the whole
picture.
MACRO
Trend level
High level changes
affecting future
operating context
Smaller, specific
changes in brand and
consumer behaviour
MICRO
It is important to look at trends at
different levels to get the whole
picture.
Trend level
MACRO
MICRO
Important cultural nuances have
been identified by a network of
‘streetscapers’
Meet our streetscapers
Lauren, West Coast US
John, Asia
Charles, Australia
The meat category is explored through the lens of our 6 core consumer
lifestyle trends
T H E T R E N D S & C AT E G O RY I M P L I C AT I O N S
1. BUSY LIVES
Convenient portion sizes for instant snack gratification
Semi-scratch meal preparation options
Ready-to-go, fuss-free cuts
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INSIGHTS FROM OUR STREETSCAPERS
“Saving time is the most
important thing for me.
When I’m cooking, I look for
technology laden devices
such as apps and
thermometers
that help me streamline my
at home cooking process
and save time”
“Why Taiwan's people like
convenience stores so much
remains in dispute. One
argument says the fascination
dates back to the Taiwanese
general store... Others say it
comes from the busy
Taiwanese lifestyle, giving rise
to workaholic lonely hearts
who don't know how to cook.”
- Cultural Streetscaper, United
States
– Cultural Streetscaper, Asia
“Currently in Australia,
miscellaneous
commitments place a
considerable limit on the
amount of time that a
working individual has to
consume the typical three
meals a day”
– Cultural Streetscaper,
Australia
Marketplace Manifestations
Raw and Healthy Fast Food Bars
Meat Cooking Service in Supermarkets
Freshly Cut Meat Delivered to your Door
United States
Taiwan, Asia
Australia
‘Let Us Cook for You’ is a free meat/meal cooking
The Butcher Direct is a on-demand delivery service
that allows consumers to select the meat cuts they
want online, and then have it delivered to their
house the same day. For people who don’t have the
time to do their groceries, this service allow people
to avoid peak hour queues at the supermarket and
instead simply pick up the chilled meat at their front
door. This saves active people leading busy lives
invaluable time when leaving the office.
Poke bars are now the hottest food trend in LA. Poke
is a Hawaiian staple appetizer of chopped, seasoned
raw fish and meats with vegetables and rice. The
benefit is that they are low calorie, super healthy, fast
to prepare and save people a lot of time when they are
on the go and need something convenient to eat.
Although the concept of convenient food isn’t new,
there is increasing demand for a fresh high protein
option to have during a busy day.
service at Jason’s (an upscale supermarket in
Taiwan) where customers can reserve a time to pick
up their meat, or have purchases cooked while they
continue shopping in the supermarket. This free
cooking service frees up some of the consumers
time while giving them some schedule flexibility
during the day. The meat is still fresh and personally
picked by you but cooked in a more artisan way by a
chef, which makes it cheaper than having a steak at
a restaurant.
O P P O R T U N I T I E S F O R T H E M E AT I N D U S T R Y
1
Meaty Snacks
Snackification of meat and packaging of smaller formats
that make meat consumption convenient.
2
Gourmet Fuss-Free Meals
Gourmet fuss free meals that give the feeling of a homecooked meal in a few minutes.
3
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Express Scratch Cooking
Making scratch meat cooking easier and more appealing
with special recipes for different cooking levels such as
medium rare or well-done meat.
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2. SHARED EXPERIENCES
Portion/format adapted to sharing groups
Mix and match selections, including more unusual cuts
Premiumised out of home offers
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INSIGHTS FROM OUR STREETSCAPERS
“The shared meal in Asia is a
timeless tradition among
family, friends and coworkers.
Sharing those experiences
online often amounts to the
pervasive taking of food photos
and group photos at a big
dinner. Meals eaten together
are becoming more special,
and people tend to choose
more premium options when it
comes to eating meat”
–Cultural Streetscaper,Asia
“ In Australia, the rise of social media
forums, such as Instagram, has
inspired and promoted a sort of
renaissance period in eating meat
that has been cooked in a different
cuisine styles. The explosion of
foreign cuisine BBQ’s, such as
Korean and Brazilian Churrasco, has
offered Australian residents a
completely different perspective in
eating and sharing meat, and
innovating around local wild meats”
– Cultural Streetscaper, Australia
Marketplace Manifestations
Crafted cured meats delivered to your door
Experimental out of home dining
experiences, Korea, Japan
United States
Carnivore Club is the world’s first curated cured
meat of the month club featuring artisan products
from around the world in a packaging that makes it
perfect to share with large groups.
Each month’s box is themed around one producer,
also specializing in a particular style of cured meat
such as French Charcuterie, Italian Salumi, Spanish
Chorizo, South African Biltong or Artisanal Jerky to
name a few.
Izakaya (Japanese) and Korean BBQ (Korean)
continue to grow across Asia, and even Europe.
This special dining experience allows consumers to
cook raw meat themselves on a special bbq, while
they are special sticks and raw sauced vegetables to
create their own unique meal. This two types of
restaurants have gained popularity recently and
became the perfect after-work/weekend hangout
spot for big group of friends, who wants to enjoy a
nice long conversation while having a special shared
experience together.
Venturing into exciting meats, Australia
Artisan chefs in Australia are experimenting with
local wild meats and create super-premium
experiences for consumers who want to make their
time out together a bit more special. For example,
the world- famous Attica resraurant in Melbourne
now offers Kangaroo and wallaby, two meats that
have been either dismissed as too culturalcringeworthy or simply too lean to have a place on
restaurant menus. These type of socially sharable
and conversation starter dishes are seeing a real
push, at both ends of the dining spectrum, and its
beneficial for the eco-system as well.
O P P O R T U N I T I E S F O R T H E M E AT I N D U S T R Y
1
In-home Entertainment
Making large cuts or variety packs available so that the
meal is easy to share in large groups.
2
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New Sensations
Experimenting with new and different meat products,
creating different sensory experiences that serve as a
conversation starter.
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3 Social Currency
Creating experiences with cooking and eating meat that
people want to share to demonstrate knowledge,
showcase status and entertain guests.
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3 . H E A LT H & W E L L B E I N G
Unprocessed, ‘free-from’ demand
Smart management tools for personal meat
recommendations
Mainstreaming of lean protein seekers
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INSIGHTS FROM OUR STREETSCAPERS
“…adoption of lifestyles which
embrace more vegetarian
based diets …. In addition,
those wishing to maintain meat
within their diet are also
changing their
preferences for the types
of meat that they eat as
illustrated by the movement
away from red meat and the
preference for white and pork
meat”
“Consumers
consciously choose
non-additive and
GMO options, while
these conversations
are becoming bigger
topics in Asia, with
consumers pushing
for transparency from
brands”
Marketplace Manifestations
Healthy Gourmet Jerky
United States
Healthy Cooking
Australia
This gluten-free, low-calorie snack is all-natural and
From their bestselling cook book, The Art of Living
a good source of protein. Krave Jerky offers low fat
Well, The Hemsley and Hemsley sisters introduce
(less than 100 calories per serving), 100% lean cuts
innovative, tasty and healthy ways of cooking your
meat snacks- perfect as a pre or post workout
meat through introducing recipes for healthy sides
nutrition boost. These snacks also come in various
that provide fuel for the body when combined with
different flavours such as black cherry, basil citrus
particular meats.
and chili lime- with no artificial ingredients involved.
Hormone and Antibiotic Free Meats
United States
Health conscious consumers increasingly prefer
‘free-from’ meat options that are antibiotic-free,
hormone-free, preservative-free and grass fed.
Brands such as Simple Truth Organic from the US
are leading the way in this trend, while also offering
lean meats rather than more fatty ones.
O P P O R T U N I T I E S F O R T H E M E AT I N D U S T R Y
1
Pure and Primal Benefits
Reminding consumers why meat consumption is necessary for
our development – and always has been – through simple
comms and aesthetics. Clean, intuitive labelling.
2
Play up Protein + Added Benefits
Ride the wave of lean protein seekers, amplifying the natural
protein benefits of meat, and adding nutrient value beyond
this.
3
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Data Partnerships for Personal
Recommendations
Consulting consumers on different types of meats based on
their complex and personal health needs, as shown by data
collected by devices
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4. RESPONSIBLE LIVING
Comms around sustainable production and consumption
The unstoppable rise of local
‘Nose to tail’ eating hits mainstream
INSIGHTS FROM OUR STREETSCAPERS
“People are now being conscious
of how much meat they eat,
where their meat comes from and
how often they choose to indulge.
Factory farming, animal suffering,
environmental factors that animal
slaughter has on the environment
and health concerns have people
re-defining what responsible meat
eating is”
- Lauren,
Cultural Streetscaper,
North America
“Super markets are reporting
that sale prices on “last day”
(soon to expire) meat and
produce have helped drive
overall numbers for the
industry. Hypermarkets, such
as Carrefour, are also now
packaging meats in a variety of
sizes, with new options
trending smaller for single
eaters or small families to
decrease waste”
“Australians these days want
to be assured that when they
buy meat either directly from
the market or eat meat from a
restaurant, the animal involved
has been humanely and
ethically processed”
- John,
Cultural Streetscaper,
Asia
- Charles,
Cultural Streetscaper,
Oceania
Marketplace Manifestations
Meat from a laboratory
Becoming a resourceful cook
Ethical certification on meat products
United States
United Kingdom
Australia
Meat without murder, or “animal” flesh grown in a lab
for human consumption, has been touted as an
responsible life dream for nearly a century and
Modern Meadow laboratory have made this a
reality. Modern Meadow claim to develop “animal
products with no animal slaughter”. For example,
they produce “steak chips” by growing animal
tissues in a laboratory and then using a 3D printer to
form three-dimensional layers of the meat which is
then turned into a potato chip-sized edible.
The famous British chef Hugh Fearnley
In all Australian supermarkets these days, the
RSCPA has provided a certification for certain meat
products, like Chicken, that notifies the animal has
been produced in an manner that is approved by the
RSCPA. Again increased interest in ethical
production practices has meant the consumer now
desire more information when choosing their meat
products.
Whittingstall, from River Cottage, educated viewers
on how to resourcefully cook and eat poultry in his
series and book Love Your Leftovers. Minimising
the food waste around in home cooking, the chef
offered a more responsible and delicious way of
consuming meat.
The RSCPA sticker on meat products serves as
such an ‘ethical certification’.
Opportunities For The Meat Industry
1
Championing off-cuts
Making all cuts of meat aspirational and desirable for
consumers to minimise food waste.
2
Responsible Supply Chain Model
New ways of producing, distributing and selling meats that
create social change in the world- from environmental
impact to social benefits.
3
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Leveraging Leftovers
Providing consumers with recipes for leftover food and
meat combinations, making responsible living easier for
them.
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5 . P E R S O N A L VA L U E S E E K E R S
Work with flexitarianism, not against it
#makemeatmagic
Cater for greater levels of diversity
Trend Overview: Personal Value Seekers
Getting the best value out of any purchase remains a top priority for consumers, although
what ‘value’ represents continue to evolve and differ from one person to the other.
Functional attributes are still critical, however consumers are increasingly scrutinising
brand values and personalities on a more emotional level to ensure they align with their
own values. They are also increasingly prioritizing brands whose personalities and values
align with their own.
For the meat industry this means that they now serve to a set of consumers with a more
diverse set of values and expectations. Current personal values around flexi dieting or
vegetarianism, for example, result in consumption of meat in smaller quantities, less
frequently but on higher quality. Whereas different religious values look out for options that
fit best with their belief systems such as halal cuts.
INSIGHTS FROM OUR STREETSCAPERS
“ In LA, the part-time
vegetarian diet, or
flexi-dieting, has
broader appeal
because it helps us
balance food cravings
with health and global
sustainability.
– Lauren,
Cultural Streetscaper,
North America
M A R K E T P L A C E M A N I F E S TAT I O N S
Honest Chops
United States
Honest Prep
United States
Honest Chops is a halal butcher based in New York’s Greenwich Village. The butcher was found by three friends who were frustrated by the lack of decent halal meat options in New
York. They created Halal Chops to create a transparent and radically simpe meat store accessible to all New Yorkers.
O P P O R T U N I T I E S F O R T H E M E AT I N D U S T R Y
1
Redefining Values
Increasingly personal definitions of ‘value’, including both
functional benefits and alignment with consumers’ personal
values
2
Sharing Values
Offering people better prices and products in return for their
input, information and promotion – rewarding new two-way
value relationships.
3
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Packing Added Values
Adding in extra benefits beyond the product itself – like advice
and value-based recipes that cost little to produce and can
scale easily.
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6. KEEPING IT REAL
Leave no room for doubt
Proactive communications from farm to fork
Involve and educate consumers along the way
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INSIGHTS FROM OUR STREETSCAPERS
“With all the bad press
around GMO meats,
consumers are more likely
to use technology that
checks where their meat
is coming from”
“Small scale recalls and
food safety stories get
blown out of proportion by
sensationalist Taiwanese
media – the result is that
Thomas Meats, our best
branded butcher, uses
Food Safety, A Top Priority
on all its branded
properties”
- John,
Cultural Streetscaper,
Asia
Marketplace Manifestations
Hungry Yet: Open Kitchen
Royal Sydney Easter Show
Trace your chicken
Taiwan
Australia
United States
Food delivery app,餓了麼 (Hungry Yet) is working
For ~3 weeks every year, Australian farmers bring
Every package of Just BARE chicken features a
with several restaurants to let consumers watch their
their cattle to Sydney in a unique opportunity to
unique traceability code where consumers can find
food being prepared, live, on their mobile phones.
show off their stock to the consumers. This
the manufacturer's freshness date stamp and
Creating transparency throughout the process and in
emphasises that Australian meat is real, and that
discover the origins of the chicken once the code is
the kitchen environment is an attempt to secure
people can be assured of its quality when they
scanned through a mobile app.
consumer trust in safety in the food delivery industry.
choose local Australian meats.
O P P O R T U N I T I E S F O R T H E M E AT I N D U S T R Y
1
Instantaneous Transparency
Finding out where your meat is coming from at the point of
purchase.
2
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Keeping It Local
Highlighting Irish local produce and its historic natural
processes.
3 As Nature Intended
Authentic, natural meats with minimal processing,
promising great quality and all the wholesome nutrients
that nature itself provides.
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A SU MMA RY…
1. BUSY LIVES
2. SHARED EXPERIENCES
3. HEALTH & WELLBEING
4. RESPONSIBLE LIVING
5. PERSONAL VALUE
SEEKERS
6. KEEPING IT REAL
For further information on this study please contact
[email protected] or
Tel: +353 (0)1 668 5155
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