CHICAGO – Midan Marketing, a marketing firm specializing in the meat industry, released the second edition of its Meat Consumer Segmentation study on March 1. The group surveyed 1,200 US adults over the age of 18 at the end of 2018 who eat meat or poultry. The results showed that meat consumers break down into five segments with each representing different attitudes and purchasing behaviors. The first segmentation study was done in 2016.
The first group Midan identified was Rising Flexitarians (16 percent of people surveyed), which the firm labeled as consumers who love all proteins and are willing to experiment with their consumption. This group is replacing red meat and poultry in their diets with plant-based proteins and are busy and budget-conscious consumers.
Second, is the Family-First Food Lovers (21 percent). This segment enjoys red meat and believes grass-fed is better than grain-fed meat. The Family-First group also values meal time as an opportunity to bring people together and they enjoy cooking and experimenting with different foods.
Midan also recognized the Aging Traditionalists (21 percent). This group plans their meals with red meat at the center of the plate. Traditionalists are the least likely to explore plant-based proteins.
The largest group of consumers is the Convenience Chasers, at 30 percent. According to the study, this group is looking for convenience first and has little interest in product claims or the health and wellness aspect of their consumption. They are also price conscious, often using coupon and take advantage of promotional offers.
Finally, the Wellness Divas make up the smallest segment of consumers, at 12 percent. This group is focused on eliminating red meat from their diet and prefer chicken and plant-based protein. The group is also health-and-wellness focused.
“In just a few short years, the US population has changed significantly, driven by younger generations with increasingly diverse ethnic profiles and attitudes,” the Midan report said. “Topics like grass-fed beef, no antibiotics ever and plant-based meat alternatives that were emerging then are now at the forefront.”