2002 Point of Decision Meatcase Intercept Study

Overview & MethodologyIf purchasing a package of meat were as simple as selecting a box of Cheerios, trips to the grocery store would be that much more efficient. Imagine buying a package of meat without visually examining it first. It just doesn't happen.Understanding that so many factors ultimately contribute to a person's decision-making process at the meatcase, the National Pork Board sought to gain further insight into consumer shopping behavior, though not through traditional means. Consider that most market research is conducted when consumers are not truly "engaged" or in the mindset to honestly consider a product. The only way to capture real-world behavior is by observing it. And that's exactly how this study was fielded.Shopping the meatcase is different from shopping any other parts of the store. It's timeconsuming, highly involved and yet it's a destination on virtually every shopping trip. The National Pork Board realized that understanding the factors that contribute to a shopper's decision-making process at the meatcase is critical to raising the demand for fresh pork, and indeed, for the entire meatcase.MethodologyThe Point of Decision Meatcase Intercept Study, conducted by the National Pork Board, offers new insights into meatcase shopping behavior through innovative research methodology. First, through an observational analysis, consumer shopping behavior was observed and measures including time spent in the meatcase and perceived purchase influences were recorded. This was followed up with a brief intercept survey once shoppers made a meat selection.More than 300 consumers were observed in three geographically dispersed markets among several stores per market. Baseline food norm data was furnished by Meyers Research based on a three-year composite of shopping observations for other food categories.Executive SummaryThe pork industry's Point-of-Decision Meatcase Intercept Study revealed several new (or previously unexplored) insights into consumer shopping dynamics. Of particular note, this study marks the first time consumer shopping behavior has been quantified for the fresh meatcase. Furthermore, "Point-of-Decision" utilized research methodology not typically used in this part of the store. Shopping behavior was first observed, and then shoppers were intercepted and surveyed while in the meat department. Capturing behavior as it's happening in the supermarket provided a "real-world" perspective that controlled settings (i.e. focus groups or telephone interviews) cannot capture.The meat department is the highest grossing department in the supermarket. Consequentially, it was not surprising to learn that the meat department is a planned weekly (83%) shopping destination. in fact, 41 % actually shop more than once a week. Most consumers (86%) plan on buying meat before arriving at the store but many don't know the cut until they get to the meatcase. Household staples such as ground beef and chicken breast are likely what they have in mind. Beef and pork purchasers are more likely to decide on a specific cut at the meatcase, perhaps because there is greater variety and inconsistency of cuts to consider compared to chicken and ground beef.As the most expensive and likely most critical meal planning choice, consumers reevaluate their meat purchases on every shopping trip. As a result, shoppers spend more time shopping the meatcase than the grocery aisle. Consumers spend four minutes, on average, making their purchase decisions at the meatcase. This compares to only one minute for all other food categories.Meat is a high-involvement purchase in which 82% of shoppers spend time physically examining and comparing packages before making a decision. This is unlike the grocery aisles, which are stocked with uniform packages and national brands. Only 15% of grocery aisle shoppers pursue this detailed examination. Key selection considerations for meat purchases are price, appearance, quality and taste.It was revealed that 97% of shoppers do not seek assistance in the meat department. This is likely a function of today's self-service meatcases and the industry's labor shortage.Meat purchase decisions are more sensitive to marketing activities than other parts of the store. For those that recall advertising the study showed that 73% are influenced by meat advertising compared to only 47% for other food products.Key FindingsMeat is a Planned Weekly PurchaseFor most consumers, the supermarket and the meatcase are weekly planned destinationsWhether picking up a few items or doing a full shopping trip, 83% go to the supermarket once a week or more (Chart 1). Almost half of these are going multiple times a week. This results in most shoppers going to the supermarket 78 trips a year. Less than one out of ten people (5%) are going once a month or less.As a household staple, meat is a planned grocery purchase with virtually all consumers (86%) shopping the meatcase on each trip (Chart 2). Only one% rarely visit the meatcase on each trip.Being such a planned destination, shoppers rely on a mental checklist to buy meats instead of a written shopping list. As they walk the meatcase, only three out of ten (29%) refer to their shopping list.Distinguishing Between "Planned" and "Impulse" Purchases at the MeatcaseThe "Planned" PurchaseWith meat being an integral part of every meal, most consumers (80%) know they will buy it before entering the supermarket. (Chart 3)Regarding other grocery items, only 69% of consumers know what food products they will buy before arriving at the store.Although most shoppers (80%) know they will buy meat before arriving at the store, they are less sure of what cut or species they will select. Only half (56%) know the specific cut of meat they plan to buy before stepping foot in the store. (Chart 4)Most know they will buy the "routine meats" (chicken and ground beef) before entering the store.The "Impulse" PurchaseMeats that consumers do not prepare as often are more of an impulse purchase at the meatcase triggered by consumer's desire for something different from the routine. (Chart 5)Pork and beef cuts vary significantly from cut to cut & package to package. A decision to purchase these products has to be made after a visual examination.Beyond the meatcase, there is the Ground Beef opportunity to influence meat purchases in other areas of the store. One in 10 (9%) decide on species while walking the grocery aisles.Meat is a High Involvement Time-Consuming PurchaseAs the expensive and likely most critical meal planning choice, consumers re-evafuate their meat purchases on every shopping trip. As a result, shoppers spend more time shopping the meatcase than other sections of the store. Consumers spend four minutes, on average, making their purchase decisions at the meatcase. This compares to only one minute for all other food categories. (Chart 6)Selecting meat is one of the most difficult purchases to make. It involves sifting through an overwhelming selection of products that vary significantly between and within species and cuts (price, weight, # of cuts per package, fat/leanness, and color). Since chicken and ground beef have the least product variation, these items take the least amount of time to select. Therefore, pork purchasers spent the most time (more than a minute longer than beef or poultry purchasers).Also, consumers have to re-evaluate the products on every trip - what looks good one week, may appear unappealing the next or may not even be in stock.When shopping other aisles in the store, the products have less variation and inconsistency. For example, when buying cereal once you decide on Cheerios, most of the time is taken to just find the box. There is then no need to evaluate each Cheerios box to see which one looks better. Thus, a grocery aisle purchase takes significantly less time, on average, than a meat department purchase.Evaluating MeatsMeat is a high involvement purchase where 82% of shoppers spend time physically examining and comparing packages before making a decision. This is unlike the grocery aisles, which are stocked with uniform packages and national brands. Only 15% of shoppers pursue this detailed examination in the grocery aisle (Chart 7).Meat is a High Involvement Time-Consuming PurchaseFactors Considered in EvaluationThe price of an item serves as a point of entry into the category, as it is what first attracts a consumer to the product. This is similar to buying a car, in which you first narrow your choices based on your price range. If you have a limited budget, you will not be looking at luxury automobiles (and vice versa). Once you get in the range, you will make your final selection based on other key criteria.Along with price, key selection considerations are product appearance, quality and taste. Considered least is whether or not the meat is safe, healthy/nutritious and fat content. On this later point, consumers are not giving consideration to product safety, because it is completely assumed to be safe. Despite the heightened food safety concerns in Europe, American shoppers' faith in the safety of meat products has not changed.Signage, meat packaging, and advertising promoting price, quality of the products, and great tasting will be more appealing with consumers than healthy, lean, safe messages.A User-Friendly MeatcaseEven though the meat purchase is a time-consuming and challenging decision to make, most consumers are not asking for help in product evaluation or cooking1prepa ration tips. It was revealed that 97% of shoppers did not seek assistance in the meat department. This is likely a function of today's selfservice meatcases along with knowledgeable butchers being replaced by stock boys.Merchandising at the Meatcase is EffectiveAlthough many factors can influence a person's decision-making process, it's quite clear that shoppers are influenced by meat advertising and promotions.Once consumers have begun to consider a meat purchase, their decisions are more influenced by meat promotions, merchandising and circulars more than other food categories.Among those who are aware of meat advertising, 73% are influenced by meat advertising compared to 47% for other food products (Chart 8).Female and older shoppers are particularly sensitive to price.65% recall meatcase merchandising/ promotions namely sale/special price, ad in circular, shelf and display signage (Chart 9). Because of the high level of planning for this category, pre-store selling efforts and advertising can be effective in generating the purchase of meats, especially less familiar cuts.Given the high involvement nature of meat purchasing decisions, providing customers assistance to ease the decision-making burden is critical.Consistency in product and packaging across the meatcase is vital.Help consumers who lack basic cooking skills and who do not seek assistance when shopping by offering recipe/prepa ration tips and goof-proof products.Ensure product packaging and labeling is used as effective mediums for delivering key messages to consumers as well as reinforcing the quality, consistency and image of product.Since consumers are interested in moving beyond the default meats of ground beef and chicken breast, a more user-friendly meatcase will result in incremental sales of pork, veal and lambFinally, focusing on pork offers the greatest opportunity to retailers. By providing customers with more decision-making tools, retailers will reduce the amount of time people spend shopping for pork and effectively leverage one of the most profitable meats in the meatcase.About the National Pork BoardThe National Pork Board has responsibility for research, promotion and consumer information projects. Through a legislative national Pork Checkoff, pork producers invest $0.40 for each $100 value of hogs sold. The Pork Checkoff funds national and state programs in advertising, consumer information, retail and foodservice marketing, export market promotion, production improvement, education and technology, and swine health, pork quality and safety.For information about this and other studies prepared by the National Pork Board contact:Becca Hendricks Strategic Marketing Manager National Pork Board PO Box 9114 Des Moines, IA 50306 (515) 223-2788 becca.hendricks@porkboard.org

2002 Point of Decision Meatcase Intercept Study

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