Research Looks at Natural vs. Organic Fresh Meat Shoppers

Midan Marketing’s consumer research study, “Today’s Natural vs. Organic Fresh Meat Consumer,” takes an in-depth look at the consumers purchasing natural and organic fresh meat products, their perceptions of the two categories and the factors that are driving purchases. The study is the first to look at natural fresh meat consumers and organic fresh meat consumers as distinct groups, and also segment data by protein category.

The November 2013 study surveyed 500 meat consumers to better understand the attitudes and behaviors of current natural and organic fresh meat purchasers, as well as the barriers to purchase among those consumers who do not buy natural or organic fresh meat.

According to the survey, purchasers of natural and organic fresh meat are very satisfied and interested in buying more, a sign of strong product loyalty and future category growth. However, most of these consumers still don’t have a clear understanding of what the terms “natural” and “organic” mean.

“Today, we’re hearing a myriad of buzzwords like natural, sustainable, wholesome and simple, to communicate product health benefits to consumers. However, we might be doing ourselves a disservice by using these terms without properly explaining or defining them, and as a result, confusing our consumers,” says Michael Uetz, principal at Midan Marketing. “If you have a natural and/or organic program or are thinking about offering products in these categories, this research report will help you better understand your target consumer, and the best ways to engage and educate them.”

The “Today’s Natural vs. Organic Fresh Meat Consumer” research report is available for purchase at www.MidanMarketing.com. The study is part of Midan Marketing’s Consumers’ Case platform, an ongoing effort to help the meat industry stay in-tune with the ever-changing meat consumer.

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