The report 'Consumer Trends in the Meat Market in the US, 2011' reveals that Time Rich Americans with more than seven hours leisure have held a leading market value share of about 36%, while time poor individuals having less than three hours leisure stood next with over 27%.
Older consumers have outpaced all the remaining age groups with leading share of more than 25%,followed by mid-lifers at about 15%.
Tertiary (1st stage) and post secondary - non tertiary students have together managed a near 50% market share, with the former leading the market with over 25% with latter holding 23%.
Among the wealth groups, it is the affluent group that edged out all others with 33% share followed by Americans with moderate income at about 23%.
According to Canadean survey, the meat market in the US has experienced a decent representation from rural dwellers in 2011 with a notable 35% share. Males have shown a slightly upper hand over females during the year with little over 50%.
It is also observed that the trend of busy lives has influenced the consumption of meat most among Americans; over 33% consumers have referred to it. This is very closely followed by better value for money and changing lifestages, both accounting for up to 33%.
Although the overall market is dominated by branded products, a significant penetration by private label products was noticed over branded ones during 2011. Segment such as fresh meat (counter) could pose a significant share of above 46%.
In 2011, fresh meat (counter) became the meat market leader in the US, holding about 27%, followed by frozen meat at 17%, raw packaged meat - whole cuts at 16%, cooked meats - packaged, raw packaged meat - processed, cooked meat - counter and ambient meat at 14%, 13%, 11% and 2% respectively in value terms.
Fresh meat domination continued in volume terms with close to 28% share, followed by raw packaged meat - whole cuts at nearly 23%.
Canadean report also provides analysis pertaining to segment-wise retailer share by volume and matrix of retailer switching behavior in the second half of 2011.
