nancy kruse - changing times, changing tastes: putting more pork on the plate
TRANSCRIPT
Putting More Pork on the Plate:Objectives• Explore opportunities for pork• Identify challenges, obstacles• Review ideas that boost consumption
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Five Strategic Issues:Key Points• Protein Power• Snackification• Food Activism• Real Food • Food Stories
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Five Strategic Issues1. Protein Power• Retail Grocery: product
claims jumped 54% past 5 years
• Restaurants: menu mentions jumped 64% past 5 years
• US is largest market in world for high protein products
Source: Mintel; Technomic, Inc.
High Protein Greek Yogurt, Energy Bars
Take Supermarkets by Storm5
…As Consumers View MeatAs “Superior Source of Protein”• 50% believe animal protein to be best source• Consumers identify best sources as:
• Beef• Chicken• FishThen distantly…• Pork• Ham• Shellfish• Lamb• Bacon Panera Bread’s
Smoked Ham & Swiss Sandwich
Source: The NPD Group
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Protein Power:Implications for Pork• Opportunity to exploit• Need to connect pork <--> protein• Emphasis on addition NOT subtraction• Watch for backlash• Expect changing guidelines
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Five Strategic Issues2. Snackification
1%
5%
6%
9%
36%
42%
Usually just snacks, nomeals
3 meals, no snacks
3 meals with many snacksbetween
Usually skip or replace 2meals with snacks
3 meals with few snacks inbetween
Usually skip or replace onemeal/day with snacks
24/7 LIFESTYLES UPENDING CONVENTIONAL MEAL PATTERNS
Source: Technomic Snacking Occasion Consumer Trend Report
Millennials AreSuper Snackers…• “Time-crunched multi-taskers”• Convenience food on demand• Fresh, real, less processed
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Boomers, Gen XersTaking Small Bites, Too
Lower prices Fewer caloriesGraze-ableShareableGrab and go
Arby’s Snack ‘n Save Menu
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Snackification:Implications for Pork• Need to reconsider positioning, portioning, packaging• Second-generation product opportunity• Emphasis on good and good tasting• Monitor for changes as Millennials age, form households• Monitor for changes as HH income recovers
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Five Strategic Issues3. Food Activism SELECTED HOT BUTTONS, BUZZ WORDS
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Antibiotic/Hormone/Steroid Free Biodynamic Cage Free Clean Foods Carbon Footprint Energy Efficient Eco-Friendly Ethical Fair Trade Free Range Gestation Crates Grass Fed
GMOs Humanely Raised Local Natural Organic Permaculture Rainforest Alliance Recyclable Sustainable Traceable Transparent Vegetarian/Vegan Whole Foods
General Mills SellingNon-GMO Cheerios…
• Announced Jan 2, 2014• GMO Inside waged digital campaign -40M Facebook Posts -200M You Tube Views• Sales “down somewhat” since change
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…And 1MM+ Pro-Labeling Petitioners “Most in USDA History”
• $25MM study begins in 2015• Will look at GMO impact on health• “Impartial” scientists in Russian, Europe, US
McDonald’s shunsSimplot’s Innate potatoes
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Everyone’s A Journalist…
“10 Most Influential Mommy Bloggers” Include:Heather B. Armstrong, 1.5MM+ followers-Based in Utah
Jenny Lawson, 100M+ followers-Based in Texas
Stacie Connerty, 50M+ followers-Based in Georgia
Source: Cision
…In WiredWorld
“FDA Finds Antibiotic Use Rising in Livestock”• “Amount of medically important antibiotics for use in
animals for meat grew 15% 2009-2012”• “Risk to human health more significant than previously known” especially re: children
Source: Reuters, 12/3/14 22
Restaurant ChainsKeeping It “Clean”
Phasing out chickens raised with antibiotics
Verified sustainable beef by 2016
Artificial additives, preservatives out by 2016
New, sweeping animal products policy; no gestation crates, hormones, antibiotics
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Food Activism:Implications for Pork• Monitor digital conversations• Stay ahead on hot-button issues• Enlist appropriate advocates, spokespeople• Recognize emotional underpinnings• Pay special attention to kids, moms• Remember: Farms trump factories
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Five Strategic Issues4. Real Foods Butter Is Back!• Butter consumption +24% past decade• 5.6 lbs per capita 2013 vs. 4.1 lbs in 1997• “Wholesome, pure, not a lot of other ingredients”
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Saturated Fat Controversy:Jury Is Still Out on Impact
“Personal Ambition, Bad Science, Politics and Bias”*Reasons Americans Are
• Eating 25% more carbs since early 1970s• Consuming more vegetable fats• Consuming more sugar
*Wall Street Journal; May 3, 2014
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…As Consumers Seek Involvement in Food Prep
Convenience Alone Isn’t Enough:Small Appliance Category 50%+ Growth Since 2000
• Slow Cookers• Toaster Ovens• Crock Pots • Griddles• Rice Makers
Ball Canning’s FreshTECH Home Canning Machine31
Five Strategic Issues5. Food Stories
FARMERS’ MARKETS ON GROWTH CURVE,THOUGH SLOWING DOWN IN SOME AREAS
1994 2004 2013 Number of Markets 1,755 3,706 8,144
Source: USDA AMS
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Real Food/Stories:Implications for Pork• Quality definition changing
• “Real” foods favored, though undefined
• Powerful consumer drivers• Both millennials and boomers + Gen X
• Convenience pendulum swinging back• No longer ease at any cost
• Need to get out ahead and direct, not follow, the trend• Connectivity, communication key
• Remember: Farms trump factories
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Five Hot Food Trends:Key Points
OPPORTUNITY KNOCKS• Comfort• Ethnic• Premium• Better for You• Heritage
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Wendy’sPulled Pork Menu• BBQ Pulled Pork Cheeseburger• BBQ Pulled Pork Sandwich• BBQ Pulled Pork Fries
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Bologna Makes Splash on Menus
Hardee’s Fried Bologna Biscuit
The Root Restaurant & Bar’s Bologna Sandwich
House-Made Green Chile Mustard 42
Noodles & Company’sFig & Pig Flatbread
• Naturally-Raised, Slow-Braised Pork• Crumbled Feta, Parmesan• Balsamic-Fig Glaze
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III. Premium:Boarding House’s Pork Chop
• Bone-In Berkshire• Roasted Butternut Squash• Mascarpone Grits• Butternut Squash Aigre-Doux• $31
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Papa Murphy’s Premium Pizza Line
• Spicy Fennel Sausage• Artisan Thin Crust• Sun-Dried Tomatoes• Creamy Garlic Sauce
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LongHorn Steakhouse’sBourbon-Molasses Pork Tenderloin
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Tea Brined, Served with Homemade Spoon Bread
Texas Land & Cattle’s Texas Smoked Board for Two• House-Smoked Sirloin• Bacon-Wrapped Quail• Roasted Pork Loin in Whiskey Demi-Glace• $44.99
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IV. Better for You:Cracker Barrel’s Spice-Rubbed Pork Chop
“Campfire seasoning and orange mustard glaze give this bone-in chop real flavor. 420 CALORIES AS SHOWN”
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Smith & Wollensky’sCracklin’ Pork Shank
• Slow Cooked, then…• …Fried for Crispy Skin• Pineapple-Mustard Glaze• Creamy Sauerkraut• Firecracker Applesauce
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Red Robin’sSouthern Charm Burger• Brown-Sugar Glazed Angus Patty• Honey Barbecue Sauce• Candied Bacon
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Pork + DoughnutsAlso Popping Up
Do-Rite Donuts & Coffee’sMaple-Bacon Donut
Gourdough’sBoss Hog with Pulled Pork
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Five Hot Food Trends:Implications for Pork• Pork products extremely versatile
• Work with major trends
• Pork compatible with assertive spices, flavors• Stands up well to “heat”
• Many trends favor pork as ingredient• Less reliance on primal cuts
• Opportunity to tell pork story• Personalize, give it a face• Remember: Farms trump factories
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Putting More Pork on the Plate:Summary and Conclusion• Outlook bright for pork products
• Demand for real foods• Demand for protein• Demand for authenticity
• Need to communicate, educate• Animal welfare issues• Antibiotics/steroids/hormones
• Major opportunity to tell pork’s story• Remember: Farms trump factories
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