Meat Product Research Report

Meat is an animal-derived protein source (e.g., beef, pork, poultry, lamb) used primarily for human consumption, providing essential nutrients like protein, iron, and B vitamins while serving as a staple in meals for flavor, satiety, and cultural traditions.[4][5]

What Meat Does

• Supplies high-quality protein for muscle repair, growth, and overall bodily function, often emphasized by segments prioritizing protein intake.[1][3]
  
• Delivers taste, texture, and versatility in cooking, from grilling to family meals, with 96% of Committed Carnivores citing inability to give up its taste.[4]
  
• Meets demands for convenience through packaged/fresh options and emerging cultural varieties like chorizo or Asian pork.[3][7]
  
• Supports protein-rich diets in emerging economies via products like fresh pork (41.2% of WH Group revenue).[3]
  
  

  Problems Meat Solves
  

• Addresses nutritional gaps in protein-deficient diets, especially for Protein Maximizers and those seeking high-protein options amid rising global demand for protein-rich foods.[1][3]
  
• Fulfills sensory and habitual needs for enjoyable, familiar meals, countering boredom in routines for Classic Palates who stick to known products despite price concerns.[4]
  
• Provides affordable, convenient protein for mass-market families and busy households, navigating economic uncertainty via deals and promotions.[3][4]
  
• Overcomes barriers to diverse eating by offering specialty types (e.g., grass-fed, local) that appeal to health, ethical, or regional preferences.[2]
  
  

  Target Market
  

  Meat targets a broad, diverse consumer base, primarily omnivores rather than vegetarians/vegans. Key segments include:
  
  | Segment | Description | Key Demographics/Behaviors | Market Share/Size |
  |---------|-------------|----------------------------|-------------------|
  | Mass-Market Consumers | Everyday buyers of packaged/fresh pork/meats for household use.[3] | Families, rising middle-class in Asia/U.S.; Gen Z preferring 'better-for-you' options.[3][9] | 51.5% of WH Group revenue from packaged meats.[3] |
  | Committed Carnivores | Meat lovers prioritizing family meals and taste over labels.[4][5] | Midwest/rural residents; plan purchases but swayed by deals.[4] | 23% of U.S. meat eaters.[4] |
  | Classic Palates | Habit-driven buyers sticking to familiar meats, price-sensitive.[4] | General U.S. adults; buy on sale.[4] | 22% of U.S. meat eaters.[4] |
  | Connected Trendsetters | Adventurous, online-influenced trying new products.[4][5] | Youngest (avg. age 37); 75% follow influencers.[4] | 14% of U.S. meat eaters.[4] |
  | Specialty Seekers | Prefer local/grass-fed/ethical meats.[2] | Younger adults (22-35), esp. males, higher education/income, Northern Nevada; minorities for grass-fed.[2] | Niche but growing (e.g., cultural meats).[2][7] |
  | Gen X/Boomers/Millennials | Frequent buyers by generation.[9] | Gen X (32% sales), Boomers (53 purchases/year), Millennials ($17 avg. spend).[9] | Dominant generational shares.[9] |
  
  Retailers/wholesalers form a B2B target for bulk sales.[3] U.S. focus: 71% of 18-59 year-olds open to alternatives but core meat eaters dominate; loyalty peaks at ages 41-45, high quality ratings from Black/African American consumers.[1][3] Global trends favor emerging markets with rising incomes.[3]