Midan conducted a comprehensive survey encompassing a representative sample of 1,300 U.S. adult consumers who purchased and consumed meat or poultry in the last three months. Segmented into five distinctive categories, the findings present a rich tableau of today’s varied meat consumer landscape.

In the face of the unprecedented challenges brought by the pandemic and the subsequent economic uncertainty, the consumer market has witnessed a substantial shift in habits and behaviours. In a recent Midan Marketing Consumer Segmentation Report, produced as a webinar for the North American Meat Institute, the importance of grasping the evolution of the modern meat consumer more towards tailoring products and messaging that resonate with their preferences was highlighted.

Let us explore each segment in detail to understand their unique purchasing characteristics better:

1. Connected Trendsetters (14%) Distinguished by their profound connection to the internet, the Connected Trendsetters showcase a penchant for adventure and a keen interest in experimenting with new culinary options, thought of sometimes as a way to travel. Most (75%) rely on online influencers for fresh inspiration regarding new products. As the youngest segment, with an average age of 37, they actively engage with their meat purchases, fostering a dynamic and vibrant meat market. They also use reviews and recommendations with each other to locate brands they like to support. They are the most likely segment to purchase meat online.
2. Claim Seekers (24%) This segment is guided by a sense of responsibility and a tendency toward scrutiny, keen on procuring meat products boasting attributes such as organic, grass-fed, or humanely raised. They prioritize health and environmental consciousness, often willing to invest more in products that align with their values. They think of their own health, the happiness of the animals, and how well the planet is being taken care of. They primarily consume chicken and consider switching to plant-based alternatives from pork and beef. These consumers meticulously scrutinize packaging and labels, choosing products from trusted national brands. They are willing to experiment if the product meets their expectations and values.
3. Convenience Cravers (17%) Convenience Cravers are characterized by their time-sensitive approach towards meat consumption. Often juggling a busy schedule, they prefer quick, hassle-free meals without compromising the quality of the meat. 40% of this segment resort to online shopping to save time and are attracted to value-added meat products, with mobile apps being their go-to source for recipes and promotional updates. Making life a little easier is the core driver, and they aren’t interested in cooking much and certainly looking for reduced preparation to get food on the table. This cohort skews young and male; Generation Z can also be found in this group. They are very price-sensitive.
4. Committed Carnivores (23%) As staunch meat fans, 96% of Committed Carnivores derive pleasure from family meals enriched with meat, often prepared from scratch. They skew older for the most part. Unswayed by label claims, their deep-seated love for meat drives their preference, primarily sourcing their supplies from traditional retailers. Although they enter the store with a firm plan, attractive deals and discounts can alter their purchasing decisions. They are the most likely segment to shop for new brands and are average social media users.
5. Classic Palates (22%) The Classic Palates hold onto their habitual preferences, largely sticking to familiar meat products in their meals. However, there is a growing sentiment that meat has become overly expensive, which steers them towards purchasing meat only during promotions or sales. Influencing this segment poses a significant challenge, with a large proportion (44%) resistant to changing their minds once in-store. They are rarely online socially.