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The Fresh Meat Market in the U.S.: Beef, Chicken, Pork, Turkey and Lamb in
Retail and Foodservice
December 1, 2008
The Fresh Meat Market in the U.S.: Beef, Chicken, Pork, Turkey and Lamb in Retail and
Foodservice.
Meat is one of the most dynamic commodities in the United States today. This is
primarily due to the trend of adding value to livestock through organic, grass-fed, free-
range and other farm practices, as well as the growing trend to brand customer-ready
meat.
The Fresh Meat Market in the U.S.: Beef, Chicken, Pork, Turkey and Lamb in Retail and
Foodservice provides in-depth analysis of the five leading meat categories—beef,
chicken, lamb, pork and turkey—sold through retail and foodservice channels.
Looking at total U.S. meat dollar sales, the data for 2007 to 2008 displays the impact of
the economy on meat purchases. From 2007 to 2008, chicken, often considered the
affordable meat, experienced a 6.7% increase in dollar sales, while beef barely showed
any growth. However beef is still the leader in a $142 billion market.
For retail, market size (current and projected) and composition data are provided for the
five uncooked meat categories, as well as the numerous value-added positionings in
which they compete. Scanner data allows for brand rankings and market share analysis.
This report also examines the competitive landscape throughout the foodservice
channel: suppliers and distributors of uncooked meat, branding trends, menu
positionings and more.
Consumer usage data on meat, in general, and meat by category, as well as consumer
opinions towards branding and value-added positionings is included. Other topics
covered include regulatory, food safety, market drivers, trends in new products and
marketing trends.
The report also provides profiles of the following marketers and producers: Tyson
Foods, Inc., Cargill Meat Solutions, Smithfield Foods, Inc., JBS Swift & Co., Sysco

2. Corp., Pilgrim’s Pride Corp., OSI Group LLC, National Beef Packing Co., LLC, Perdue
Farms Inc., Hormel Foods Corp., along with several smaller but notable players such as
Agri Beef Co., LLC, Albert’s Organics, Châtel Farms, Frontier Meats, and Tallgrass Beef
Co.
Table of Contents
Chapter 1: Executive Summary
The Products in This Report
Retail
Foodservice
Items Beyond the Scope of This Report
An Overview of Meat Packing and Packaging
Case-Ready Packages
Portion Control Packs
The Trend in Branding
Marketing Terms Used on Labels
Who Regulates U.S. Meat?
Standards for Meat Products
Grades for Meat Products
What’s on the Label?
Making Meat Labeling Mandatory
Mandatory Country-of-Origin Labeling Now in Effect
The Market
Total U.S. Meat Market Is Valued at $142.3 Billion in 2008
• Table 1-1: Total U.S. Meat Sales by Type, 2004-2008 (in billions of
dollars)
Retail Sales Dip in 2008
• Figure 1-1: Total U.S. Retail Meat Sales, 2004-2008 (in billions of dollars)
Foodservice Dollar Sales Stay High Because of Price Increases
• Figure 1-2: Total U.S. Foodservice Meat Sales, 2004-2008 (in billions of
dollars)
Future Growth Is Slow and Steady
• Table 1-2: Projected Total U.S. Meat Sales by Type, 2008-2013 (in billions
of dollars)
Global Meat Trading

3. Imports
• Figure 1-3: Global Imports of Major Meats, 2004-2009 (in million tons)
Exports
• Figure 1-4: Global Exports of Major Meats, 2004-2009 (in million tons)
U.S. Meat Exports
• Figure 1-5: U.S. Exports of Major Meats, 2004-2009 (in million tons)
• Figure 1-6: U.S. Exports of Major Meats, percent share, 2008 (preliminary
by USDA)
The Marketers
Meat Marketer Overview
Varied U.S. Marketers
Acquisitions and Consolidations
JBS Wants More U.S. Beef
Meyer Natural Angus Gets Laura’s and Coleman
Butterball Leaves ConAgra and Is Now a Joint Venture
China Invests in U.S. Pork
Flying the Coup
Pilgrim’s Pride Feels Shame
Tyson Wants to Grow
Kosher Complications
Top-10 U.S. Meat Marketers Based on 2007 Figures
• Table 1-3: Top-10 U.S. Meat Marketers, 2008
The Retail Scene
Shopping Options Are Plentiful
Supermarkets and Mass Merchandisers Carry the Most Meat
Conventional Supermarkets Are all About Meat
• Figure 1-7: Share of U.S. Retail Meat Sales, by channel, 2008
Self-Serve Refrigerated Meat Case
• Figure 1-8: Share of U.S. Retail Self-Serve Refrigerated Meat Sales, by
variety, 2008
The Butcher Counter Is Mostly Seafood
• Figure 1-9: Share of U.S. Retail Butcher-Counter Refrigerated Meat Sales,
by variety, 2008

4. The Foodservice Channel
Slow Times in Foodservice
Where Foodservice Operators Get Their Meat
Where Do the Distributors Get Their Meat?
Meat Promotions and Cost-Savings Tactics
The Consumer
Consumer Overview
USDA Consumption Data
Per Capita Consumption Overview
• Table 1-4: U.S. Per Capita Consumption of Meat (boneless, trimmed),
1996-2006 (By variety, in pounds consumed per person)
New Products and Trends
Where Opportunities Exist
Livestock and Processing Claims
Branding
Minimal Ingredient Addition
Cut Variation
Case-Ready Packaging
Overview of New Product Trends
Chapter 2: The Products
Key Points
Products in This Report
Scope of the Report
Retail
Foodservice
Items Beyond the Scope of This Report
Methodology
Primary Research
Secondary Research
From Livestock to Meat
What Is Livestock?
Meat Categories
Beef
• Figure 2-1: U.S. Beef Cuts
Premium Varieties of Beef
Chicken
Lamb
• Figure 2-2: U.S. Lamb Cuts
Pork

5. • Figure 2-3: U.S. Cuts of Pork
Premium Varieties of Pork
Turkey
Livestock Marketing
Supply Chain
• Figure 2-4: U.S. Meat Supply Chain
Product Packaging and On-Pack Descriptors
Meat Packing Plant—Politically Correct for Slaughterhouse
Case-Ready Packages
Lid-Sealed Trays
An Ode to Overwrap
Individual Servings for Portion Control
The Trend in Branding
Marketing Terms Used on Labels
Basted, or Self-Basted
Certified
Certified Humane
Cooking Instructions
Enhanced
Ethical
Free Range or Free Roaming
Fresh Poultry
Grass-Fed
Natural
Naturally Raised
Never Ever 3
Organic
Oven Ready
Value-Added
Applying Livestock Practices to Make Claims
Regulatory Agencies
Who Regulates U.S. Meat?
Standards for Meat Products
Grades for Meat Products
• Table 2-1: Beef Quality Grades
• Table 2-2: Lamb Quality Grades
Pork Quality Grades
Poultry Quality Grades
What’s on the Label?
From Voluntary to Mandatory
Why the Change?

6. More Proposed Ruling Specifics
Country-of-Origin Labeling
COOL Loop Holes
A Walk Through Time
Other Exemptions
Costs Involved
COOL’s Impact on the Canadian Meat Industry
Canadians Are Not Taking the Changes Quietly
Livestock Classifications Under COOL
USDA Holds Hearing on Irradiation of Beef
Heard at the Meeting
USDA Scientists Help Improve Beef Safety
There Will Be Change with USDA Leadership
FDA Takes First Step in Approving Genetically Engineered Meat
Clones vs. Genetically Engineered
Consumer Groups Question Completeness
Product Safety
The Ins and Outs on Meat Recalls
Identifying Adulterated and Misbranded Meat
Three Classes of Recalls
Largest Beef Recall in History
AMI’s Statement
USDA Beefs Up Efforts
Recalls that End In Closure
Lessons to Be Learned
The Topps Scenario
The Nebraska Beef Recall
A Troublesome Past
Whole Foods Goes Into Damage Control
Are You Prepared for a Product Recall?
Sampling of Meat Recalls
• Table 2-3: A Sampling of Meat Recalls, 2008
Action Steps to Prevent Meat Recalls
Traceability Is Necessary for Meat Safety
Traceability Technological Advancements
Making Inspection Reports Readily Available
Naming Names
Chapter 3: The Market
Key Points
Total U.S. Meat Market Is Valued at $142.3 Billion
On a Global Basis
Pricier Meats Show Greatest Drop, While Chicken Booms
• Figure 3-1: Total U.S. Meat Sales, 2004-2008 (in billions of dollars)

7. • Figure 3-2: Total U.S. Meat Sales by Type, 2004-2008 (in billions of
dollars)
• Table 3-1: Total U.S. Meat Sales by Type, 2004-2008 (in billions of
dollars)
Retail Sales Dip in 2008
• Figure 3-3: Total U.S. Retail Meat Sales, 2004-2008 (in billions of dollars)
• Figure 3-4: Total U.S. Retail Meat Sales by Type, 2004-2008 (in billions of
dollars)
• Table 3-2: Total U.S. Retail Meat Sales by Type, 2004-2008 (in billions of
dollars)
Foodservice Dollar Sales Stay High Because of Price Increases
• Figure 3-5: Total U.S. Foodservice Meat Sales, 2004-2008 (in billions of
dollars)
• Figure 3-6: Total U.S. Foodservice Meat Sales by Type, 2004-2008 (in
billions of dollars)
• Table 3-3: Total U.S. Foodservice Meat Sales by Type, 2004-2008 (in
billions of dollars)
Market Composition
Beef Is More than Half of All Meat Dollar Sales
• Table 3-4: Total U.S. Meat Sales by Type and Channel, 2008 (percent
share)
• Figure 3-7: Total U.S. Meat Sales by Type, 2008 (percent share)
Extra Data on Foodservice Beef and Chicken Sales
Pork and Turkey Driven by Retail Sales; Chicken by Foodservice
• Figure 3-8: Total U.S. Retail Meat Sales by Type, 2008 (percent share)
• Figure 3-9: Total U.S. Foodservice Meat Sales by Type, 2008 (percent
share)
Share of Retail Merchandising Space
• Figure 3-10: Total U.S. Retail Share of the Self-Serve Refrigerated Case,
2008 (percent share)
Butcher Counter Mostly Non-Meat
• Figure 3-11: Total U.S. Retail Share of the Butcher Counter, 2008 (percent
share)

8. A Closer Look at Refrigerated Retail Beef Sales
• Figure 3-12: Total U.S. Refrigerated Retail Beef Sales by Cut, 2008
(percent share)
Chicken at Retail Is All About Breasts
• Figure 3-13: Total U.S. Refrigerated Retail Chicken Sales by Cut, 2008
(percent share)
Pork at Retail is Mostly Chops
• Figure 3-14: Total U.S. Refrigerated Retail Pork Sales by Cut, 2008
(percent share)
Gobbling Up Turkey
• Figure 3-15: Total U.S. Refrigerated Retail Turkey Sales by Cut, 2008
(percent share)
Projected Growth
Future Growth Is Slow and Steady
• Figure 3-16: Projected Total U.S. Meat Sales, 2009-2013 (in billions of
dollars)
• Figure 3-17: Projected Total U.S. Meat Sales by Type, 2009-2013 (in
billions of dollars)
• Table 3-5: Projected Total U.S. Meat Sales by Type, 2009-2013 (in billions
of dollars)
Retail Sales Will Be Strongest for Poultry
• Figure 3-18: Projected Total U.S. Retail Meat Sales, 2009-2013 (in billions
of dollars)
• Figure 3-19: Projected Total U.S. Retail Meat Sales by Type, 2009-2013
(in billions of dollars)
• Table 3-6: Projected Total U.S. Retail Meat Sales by Type, 2009-2013 (in
billions of dollars)
Foodservice Dollar Sales Strong Due to Inflated Menu Prices
• Figure 3-20: Projected Total U.S. Foodservice Meat Sales, 2009-2013 (in
billions of dollars)
• Figure 3-21: Projected Total U.S. Foodservice Meat Sales by Type, 2009-
2013 (in billions of dollars)

9. • Table 3-7 :Projected Total U.S. Foodservice Meat Sales by Type, 2009-
2013 (in billions of dollars)
Imports and Exports: A Global Overview
Global Imports
• Figure 3-22: Global Imports of Major Meats, 2004-2009 (in thousands of
tons)
• Figure 3-23: Global Imports of Meat by Type, 2004-2009 (in thousands of
tons)
• Table 3-8: Global Imports of Major Meats, by Type, 2004-2009 (in millions
of tons)
Global Exports
• Figure 3-24: Global Exports of Major Meats, 2004-2009 (in thousands of
tons)
• Figure 3-25: Global Exports of Meat by Type, 2004-2009 (in thousands of
tons)
• Table 3-9: Global Exports of Major Meats, by Type, 2004-2009 (in millions
of tons)
U.S. Meat Exports
• Figure 3-26: U.S. Exports of Major Meats, 2004-2009 (in thousands of
tons)
• Figure 3-27: U.S. Exports of Meat, by Type, 2004-2009 (in thousands of
tons)
• Table 3-10: U.S. Exports of Major Meats, by Type, 2004-2009 (in
thousands of tons)
• Figure 3-28: U.S. Exports of Major Meats, 2004-2009 (percent share of
global exports)
• Figure 3-29: U.S. Exports of Major Meats, by Type, 2004-2009 (percent
share of global exports)
• Table 3-11: Global Exports of Major Meats, by Type, 2004-2009 (percent
share of global exports)
• Figure 3-30: U.S. Exports of Major Meats, percent share, 2008
(preliminary by USDA) (percent)
• Figure 3-31: U.S. Exports of Beef and Veal, percent share, 2008
(preliminary by USDA) (percent)
• Figure 3-32: U.S. Exports of Pork, percent share, 2008 (preliminary by
USDA) (percent)
• Figure 3-33: U.S. Exports of Poultry, percent share, 2008 (preliminary by
USDA) (percent)
Category-by-Category Export Overview

10. Beef Export Forecast
About the European Union Ban on Beef with Hormones
Pork Export Forecast
Poultry Export Forecast
Chapter 4: The Marketers
Key Points
Meat Marketer Overview
Varied U.S. Marketers
Threats Marketers Face
Comments from Meat Authorities
The American Lamb Board
American Meat Institute
National Cattlemen’s Beef Association
National Chicken Council
National Pork Board
National Turkey Federation
Financial Headliners
Big Beef Shake-Up
But . . . It Does Not Look Like the JBS Acquisition will Happen
The Smithfield Deal Gets Done
What if the JBS-National Beef Deal Ever Happens?
Branded Beef Consolidations
Turkey Consolidations
Pork Processing Education
Chicken Challenges
Poultry Stock Plummets
Growing Globally
Kosher Complications
Leading U.S. Meat Marketers
Top-10 Based on 2007 Figures
• Table 4-1: Top-10 U.S. Meat Marketers, 2008
And Then There Were Three
• Table 4-2: Top-Five U.S. Beef Marketers, 2008
Could Three Become Two in Chicken?
• Table 4-3: Top-Three U.S. Chicken Marketers, 2008
Moving Up in the Lamb Business
• Table 4-4: Top-Three U.S. Lamb Marketers, 2008
Pork Practicalities

11. • Table 4-5: Top-Three U.S. Pork Marketers, 2008
Thankful for the Turkey
• Table 4-6: Top-Three U.S. Turkey Marketers, 2008
Marketers in FDM
Refrigerated Brands Challenging to Track
• Table 4-7: IRI-Tracked Retail Sales of Refrigerated Meat, 2004-2008 (in
millions of dollars)
Small, Newer Players Show Double-Digit Growth
Tyson Sales Data Extremely Misleading
Frozen Sales Data Too Encompassing
• Table 4-8: IRI-Tracked Retail Sales of Frozen Meat, 2004-2008(in millions
of dollars)
Cargill Shines in the Freezer
Innovative Burgers Are Flanders’ Strength
A Detailed Look at the Top 10
Background on the Leaders
Certified Angus Beef
Competitive Profile: Tyson Foods, Inc., Springdale, Arkansas
Company Overview
Strategically Positioned for Success
Update on Business Ventures
Changes in Beef Business
Converting By-Products Into High-Margin Initiatives
Safety First
Tyson Fresh Meats
Vertically Integrated Chicken Business
Beef and Pork Operations
True Value Grid
Getting to Number-One Gets Chronicled
Tyson Today
Don Tyson Speaks to the Press
Immediate Acquisition Plans
Brazil
China
India
Exiting Canadian Beef Industry
Labeling Controversy
Investing in Research and Development
Innovations Beyond Fresh Meat

12. Environmental Upgrades
New Wastewater Pre-Treatment Center
Converting Animal Fat to Fuel
No Matter Your Success, Be Prepared for a Product Recall
Product Promotion
Competitive Profile: Cargill Meat Solutions, Wichita, Kansas
Company Overview
Investing in the Branded Beef Business
From Down Under
For Hispanic Consumers
Antibiotic-Free Pork
Newly Branded Beef Value Cuts
Case-Ready Ground Beef
Environmental Certification
Investment in Meat Science and Meat Tracking
Value-Added Meat Acquisitions
Competitive Profile: Smithfield Foods, Inc., Smithfield, Virginia
Company Overview
Growth Through Acquisitions and Joint Ventures
Confirming its Financial Situation
The Farmland Foods Connection
Saying Good-Bye to Beef
Activity Overseas
Sara Lee European Meats
Sealing the Deal in Spain a Few Days Later
Delays in Romania
COOL Labeling Plans in Place
Competitive Profile: JBS Swift & Co., Greeley, Colorado
Company Overview
Becoming a Part of JBS
Taking Over Smithfield Beef
Competitive Profile: Sysco Corp., Houston, Texas
Company Overview
Most Meat Offerings Are Beef
Certified-Sustainable Beef
Competitive Profile: Pilgrim’s Pride Corp., Pittsburg, Texas
Company Overview
Commitment to Chicken
Exiting Turkey Business
Irony in the Making
Pilgrim’s Financial Woes
Here’s What’s Happening
Closing Down Shop
Competitive Profile: OSI Group LLC, Aurora, Illinois
Company Overview
Beyond Meat

13. Competitive Profile: National Beef Packing Co., LLC, Kansas City, Missouri
Company Overview
Who is U.S. Premium Beef?
Growth Through Acquisition
How Did Farmland’s Beef End Up at National Beef?
Expanding Westward
Stop Right There: You Can’t Be Sold
Competitive Profile: Perdue Farms Inc., Salisbury, Maryland
Company Overview
Many Divisions and Units
Vertical Integration
How Does Perdue Raise its Poultry?
Protecting its Flocks
Selective Breeding
Investing in the Environment
Competitive Profile: Hormel Foods Corp., Austin, Minnesota
Company Overview
Lowering Expectations for Fiscal 2008
Culinary Arts
New Plant in America’s Heartland
Idea and Innovation Center in China
A New Web Site for Jennie-O
Committed to Hispanic Consumers
Up and Comers
Small Players, Big Plans
Agri Beef Co., LLC, Boise, Idaho
Albert’s Organics, Inc., Bridgeport, New Jersey
Châtel Farms, a brand of FPL Food, LLC, Augusta, Georgia
Frontier Meats, Fort Worth, Texas
Tallgrass Beef Co., LLC, Sedan, Kansas
Movers and Shakers
Building a Name in Meat
Meyer Natural Angus, Loveland, Colorado
Creekstone Farms, Arkansas City, Kansas
Foodcomm International, Palo Alto, California
Maverick Ranch Natural Meat, Denver, Colorado
Niman Ranch, Alameda, California
Chapter 5: Retail
Key Points
Retail Distribution Methods
The Rising Cost of Fuel
Economic Impact on Retailers
The Retail Scene
Shopping Options Are Plentiful
Mass Merchandisers Carry the Most Items Overall
Where Are Consumers Shopping for Groceries?

14. How Do They Shop for Meat?
Selecting a Primary Store
Fewer Retailers Have Butchers Available for Fresh Meat to Order
If Primary Store Is a Supermarket, Most Consumers Buy Their Meat There
Reasons Why Supermarket Shoppers Have Gone to a Butcher Shop
The Supercenter Shopper Does Not Always Buy Meat There
Few Need a Butcher Shop
Location for Overall Retail Meat Sales
• Table 5-1: Share of U.S. Retail Meat Sales, by channel, 2007-2008
(percent)
• Figure 5-1: Share of U.S. Retail Meat Sales, by channel, 2008 (percent)
The Leading Retailers
Getting Your Product in with the Leaders
• Table 5-2: Top-Five U.S. Supermarket Chains, dollar sales and number of
stores, 2007 or fiscal 2008, depending on chain (in billions of dollars)
• Table 5-3: Top-Five U.S. Mass Merchandiser or Club Store Chains That
Sell Meat, dollar sales and number of stores, 2007 or fiscal 2008,
depending on chain (in billions of dollars)
The Meat Department
The Current Economy
Beef
Pork
Poultry
Discounted Meat Quality
Meat Merchandising
Retailers’ Marketing and Promotion Programs
Costco
Price Chopper
Publix GreenWise Market
Stew Leonard’s
Target
Weis Markets
Whole Foods
Yoke’s Fresh Market
Retailers Win When Their Meat Appeals to Ethnic Groups
Food City
R-Ranch
Retail, Plus Mail Order
Marketing a Private Line
Mail Order and Farmers’ Markets for Local Meats
Composition
A Peak at the Self-Serve Refrigerated Meat Case

15. • Figure 5-2: Share of U.S. Retail Self-Serve Refrigerated Meat Sales, by
variety, 2008 (percent)
The Butcher Counter Is Mostly Seafood
• Figure 5-3: Share of U.S. Retail Butcher-Counter Refrigerated Meat Sales,
by variety, 2008 (percent)
Comparative Pricing
Meat Prices Vary Significantly by Retailer and Label Terms
A Note on Aldi
Value-Added: Marinated/Seasoned Meat
• Table 5-4: U.S. Retail Marinated/Seasoned Meat Prices, 2008 (price per
pound)
Beef
• Table 5-5: U.S. Retail Branded Beef Pricing Comparison, Jewel, 2008
(price per pound)
• Table 5-6: U.S. Retail Beef Pricing Comparison, branded vs. unbranded,
Jewel, 2008 (price per pound)
Angus Beef
• Table 5-7: U.S. Retail Angus Beef Pricing Comparison, Jewel vs. Strack &
Van Til, 2008 (price per pound)
Ground Beef
• Table 5-8: U.S. Retail Ground Beef Prices, 2008 (price per pound)
Chicken
• Table 5-9: U.S. Retail Chicken Prices, boneless and skinless breasts,
2008 (price per pound)
• Table 5-10: U.S. Retail Chicken Prices, drumsticks, 2008 (price per
pound)
• Table 5-11: U.S. Retail Chicken Prices, ground, 2008 (price per pound)
• Table 5-12: U.S. Retail Chicken Prices, whole, 2008 (price per pound)
The Club Store Price Advantage
Multi-Packs and Family-Size Products
• Table 5-13: Club Store vs. Supermarket Prices for Select Meat Products,
2008 (price per pound)

16. Butcher Shop: Paulina Meat Market
• Table 5-14: U.S. Retail Beef Prices at Butcher, Paulina Meat Market,
Prime vs. Select, 2008 (price per pound)
Chapter 6: Foodservice
Key Points
Status of the Foodservice Industry
Calculating Restaurant Performance Index
What the Future Holds
Suggestions for Operators
Operator Strategies
General Restaurant Trends
Eating Healthy
Going Green
Food To Go
Ordering Options
Distributors
Where Foodservice Operators Get Their Meat
Leading Distributors
• Table 6-1: Top-Five U.S. Foodservice Distributors, dollar sales, 2007 (in
billions of dollars)
Where Do the Distributors Get Their Meat?
From the Cow: What Number-One Distributor Sysco Offers
Beef
Specialty Steaks
Veal
Sysco Offers Certified-Sustainable Beef
Foodservice Chains
Top-25 Restaurant Chains
• Table 6-2: Top-25 U.S. Restaurant Chains that Buy Raw Meat, Ranked by
dollar sales, 2007 (in billions of dollars)
Top-10 Contract Chains
• Table 6-3: Top-10 U.S. Contract Chains that Buy Raw Meat, dollar sales,
2007 (in billions of dollars)
Aramark Is the Largest Contract Chain in the States
• Figure 6-1: U.S. Contract Chains that Buy Raw Meat, Percent share,
2007(percent)

17. What’s Hot on Menus
Internet Chef Survey
Appetizers
• Table 6-4: Trends in Appetizers, By Chef Ranking, 2007 (percent)
• Table 6-5: Trends in Entrée Salads, By Chef Ranking, 2007 (percent)
Entrées/Main Dishes
• Table 6-6: Trends in Entrées/Main Dishes, By Chef Ranking, 2007
(percent)
Ethnic Cuisine
• Table 6-7: Trends in Ethnic Cuisine, by Chef Ranking, 2007 (percent)
Preparation Methods
• Table 6-8: Trends in Preparation Methods, By Chef Ranking, 2007
(percent)
Particular Meat Usage Trends
Angus and Kobe/Wagyu for Distinction
Grass-Fed on the Menu
Selling Ethical
Selling Ethical Brands
• Figure 6-2: Chipotle Print Ad: “Our Taste in Meat Is Exceptional.”
Extreme Hamburgers Innovations
Using the Whole Pig
The Art of Butchery
Turkey: Not Just for Thanksgiving
Mixed Grills
All-You-Can Eat Promotions
Chapter 7: The Consumer
Key Points
USDA Consumption Data
Per Capita Consumption Overview
• Table 7-1: U.S. Per Capita Consumption of Meat (boneless, trimmed), By
Variety, 1996-2006 (in pounds consumed per person)
Simmons Consumer Survey
Trends in Meat Usage

18. • Table 7-2: U.S. Households Using Meat in Past Six Months by Variety and
Cut, 2004-2008 (percent)
Who Favors and Resists Beef
Hamburger
Roasts, Steaks and Other Cuts
• Table 7-3: Household Demographics Indexed by Beef Cut, Index, 2008
Consumer Attitudes and Opinions Towards Beef
• Table 7-4: Consumer Attitudes and Opinions that Favor or Resist Beef, By
Cut, Index, 2008
Who Favors and Resists Chicken
• Table 7-5: Demographics that Favor and Resist Chicken by Cut, Index,
2008
Consumer Attitudes and Opinions Towards Chicken
• Table 7-6: Consumer Attitudes and Opinions that Favor and Resist
Chicken by Cut, Index, 2008
Who Favors and Resists Pork
• Table 7-7: Demographics that Favor and Resist Pork by Cut, Index, 2008
Consumer Attitudes and Opinions Towards Pork
• Table 7-8: Consumer Attitudes and Opinions That Favor and Resist Pork
by Cut, Index, 2008
Who Favors and Resists Turkey
• Table 7-9: Demographics that Favor and Resist Turkey by Cut, Index,
2008
Consumer Attitudes and Opinions Towards Turkey
• Table 7-10: Consumer Attitudes and Opinions that Favor and Resist
Turkey by Cut, Index, 2008
Who Favors and Resists Lamb and Veal
Lamb
Veal

19. • Table 7-11: Demographics that Favor and Resist Other Meat, Index, 2008
Consumer Attitudes and Opinions Toward Lamb and Veal
• Table 7-12: Consumer Attitudes and Opinions that Favor and Resist Other
Meat, Index, 2008
More Consumer Meat Trends
Looking at Meat Through Consumers’ Eyes
Nutritional Concerns Are High
Opinions Regarding Nutrition Info on Meat Packaging
How and Where Consumers Shop for Meat
Shopping for the Best Price
Full-Service vs. Butcher Counter
Interest in Branding Increases
The Power of Organic and Natural Meat
The Organic Meat Consumer
Organic Pricing
Chicken Is the Most Popular Organic Meat
General Organic Food Facts
Organic in Foodservice
Big Organic Research on Organic Shopping
• Table 7-13: U.S. Organic Meat and Poultry Buyers: Where They Shop for
Organic Products, Percent share, 2008 (percent)
What’s For Dinner?
Amount and Frequency of Meat Purchases
Factors Influencing Behavior
Meat Leads as Indulgent Food, Especially in Foodservice
Indulgence Is Foodservice Fare
Proteins Top List of Indulgent Foods
Price Does Matter
Consumers Are More Likely to Indulge at Dinner Time
Where Consumers Splurge on Indulgent Meats
They Are Willing to Pay For It, Too . . . Just Not as Often
Food Orders: What, When and Where
The Hispanic Consumer
• Figure 7-1: Projected U.S. Population and Hispanic Population Growth,
percent growth, 2005-2015 (percent)
Hispanic Purchasing Power
Hispanic Population Attitudes
The Term Hispanic Is Not All-Encompassing
National Origins Are Very Diverse, But Mexico Rules

20. • Figure 7-2: U.S. Hispanic Population Breakdown by Country of Origin,
percent share, 2000 (percent)
Who Are These “Other Hispanics” Coming to the United States?
Flavor Preferences by Country of Origin
The Hispanic Household
Hispanic Eating Patterns
Meat Preferences
Simmons Hispanic Meat User Highlights
• Table 7-14: Hispanic Simmons Indices for Meat, by Variety and Cut,
Index, 2008
Lack of Consumer Awareness
Opinions on Grass-Fed Beef
Consumers on Food Safety
Safe Food Preparation
Chapter 8: New Products and Trends
Key Points
Opportunities: Innovation Trends
Trend: Livestock and Processing Claims
Natural
Organic
Claims Meats Make
• Figure 8-1: Share of U.S. Retail Meat with a Natural Claim, percent share,
2008 (percent)
• Figure 8-2: Share of U.S. Retail Meat with an Organic Claim, percent
share, 2008 (percent)
Meat Varieties Making Claims
• Table 8-1: U.S. Retail Meat with a Natural Claim by Variety, percent share,
2007 vs. 2008 (percent)
• Figure 8-3: Share of U.S. Retail Meat with a Natural Claim, by Type,
percent share, 2007 vs. 2008
• Table 8-2: U.S. Retail Meat with an Organic Claim by Type, percent share,
2007 vs. 2008 (percent)
• Figure 8-4: Share of U.S. Retail Meat with an Organic Claim by Type,
percent share, 2007 vs. 2008 (percent)
Trend: Branding
Types of Brands
Why Brand Meat?
Brands Meats Make

21. • Table 8-3: U.S. Retail Meat Carrying a Brand by Brand Type, percent
share, 2007 vs. 2008 (percent)
• Figure 8-5: Share of U.S. Retail Meat Carrying a Brand by Brand Type,
percent share, 2008
Meat Varieties that Brand
• Table 8-4: U.S. Retail Meat with a Brand by Type and Brand Type,
percent share, 2007 vs. 2008 (percent)
• Figure 8-6: Share of U.S. Retail Meat with a Brand by Type and Brand
Type, percent share, 2008 (percent)
Trend: Minimal Ingredient Addition
Enhanced
Value-Added
• Figure 8-7: Share of U.S. Retail Meat with Minimal Ingredient Addition,
percent share, 2008 (percent)
• Table 8-5: U.S. Retail Meat with Minimal Ingredient Addition by Ingredient
Added, percent share, 2008 (percent)
• Figure 8-8: Share of U.S. Retail Meat with Minimal Ingredient Addition by
Type of Meat and Ingredient, percent share, 2008 (percent)
• Figure 8-9: Share of U.S. Retail Meat with Minimal Ingredient Addition by
Type, percent share, 2008 (percent)
Value-Added Convenience
Trend: Cut Variation
Trend: Case-Ready Packaging
• Figure 8-10: Share of U.S. Retail Meat in Case-Ready Packaging, percent
share, 2008 (percent)
• Figure 8-11: Share of U.S. Retail Meat in Case-Ready Packaging, by
Variety, percent share, 2008 (percent)
Portion Control
How to Get Case Ready
New Products
Overview of New Product Trends
Going for Local Livestock
Adding More Value to Pork
Air-Chilling Technology
First to Use DNA TraceBack
Cargill’s Meat Solutions
Antibiotic-Free Pork
Newly Branded Beef Value Cuts
Case-Ready Ground Beef

22. • Figure 8-12: Meadowlands Farms Ground Beef
Co-Branding Flavorful Additions
More Flavorful Offerings
New Roast Options
• Figure 8-13: Farmland Steamship Fresh Pork
Nutrition Wise Pork
Foodservice Convenience
When Times Are Tough . . . You Can Still Order Meat
Menuing Tools for Operators
Best New Product Award
All-Natural Chicken
Sub Brands and New Products
A New Look
Innovations with Hispanic Flair
Carniceria Hormel
• Figure 8-14: Carniceria Hormel
Nuestro Rancho
Rosa Mexicano
Not-So Common Meats
Retailers Grow Store Brand Offerings
Supervalu’s Wild Harvest
• Figure 8-15: Wild Harvest Ground Beef
Fresh & Easy—Fresh and Frozen Burgers
• Figure 8-16: Fresh & Easy Beef Patties
H-E-B’s Value-Added Offerings
• Figure 8-17: H-E-B Seasoned Pork Tenderloin
Raley’s Beefs Up Its Store Line
Trader Joe’s Expands Meat Offerings
Sam’s Choice Now Includes Angus
No Name Grows Presence in Freezer
• Figure 8-18: No Name Steaks
Trumping Up Beef
Gourmet Burgers

23. A Different Kind of Philly Beef
Maverick Ranch Adds Variety
• Figure Figure 8-19: Backyard Grill
Farmland Puts Pork Between the Bun
Organic Beef Burger
Vidalia Onion Burgers
• Figure 8-20: Vidalia Onion Bros. Burgers
Appendix: Industry Resources
AssociationsBoards
Government Departments
Meat ProcessorsMarketers
PublicationsWebsites
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