Sustainability & Meat: Claims Shoppers Care About Most

Consumers are looking to retailers to cut grocery store food waste and to offer meat with values-based claims. However, they often are confused about what specific words mean, or how to make choices that are better for the environment.

Research gives us some insight into what matters to today’s meat shoppers.

Shoppers are looking for what’s healthy and sustainable. Claims that express the promise of “better for you,” “better for the environment” or “better for the animal” continue to gain traction with consumers.1

According to 2022 research, 92% of beef eaters agree that it’s important to know that their fresh beef comes from a brand that follows environmentally friendly practices.2

What retailers can offer. Plenty of confusion exists around sustainable meats. Claims such as “hormone free,” “farm fresh” and “sustainable” are familiar to many, while others, such as “pasture-raised,” “antibiotic free” and “grass fed” are considered up-and-coming.3

Retailers can help shoppers sort through the confusion by offering products that are traceable from pasture to plate such as Open Prairie® Natural* Pork and Angus Beef. Open Prairie Natural Meats contain no antibiotics ever, no added hormones and are fed a 100% vegetarian diet.

About 70% of U.S. adults say they would consider purchasing products from a food and beverage brand that prioritizes sustainability.

They want the food and beverage industry to be a leader in sustainability efforts. The food and beverage industry was second only to the automotive and mobility industry as “most important” when it comes to sustainability.3

What retailers can offer. Sustainability is a term that can be defined different ways. With its Open Prairie and Chairman’s Reserve® Meats brands, Tyson Foods provides consistent and clear information with its products and its commitment to animal welfare standards.

Most shoppers want to generate less waste. A majority of consumers are trying to be more sustainable at home, with 64% saying that sustainability “at least somewhat” influences their food choices when they eat at home.4

What retailers can offer. Case ready products require no trimming by retailers or shoppers, which helps reduces food waste. They also provide an extended shelf life, which can reduce grocery store food waste.

Another way retailers can help shoppers reduce waste is by stocking case ready products that are packaged using vacuum-packed roll stock. This type of packaging uses significantly less plastic than traditional overwrap materials.

Many consumers are “climatarians.” Climatarians make food choices based on their concerns about global warming. With no solid rules, many people who identify as climatarians – about 40% – eat animal protein, but are selective about what they buy, looking for claims such as pasture-raised beef.5

What retailers can offer. More than one-fourth of climatarians say they struggle “to find climate-friendly ingredients at major grocery stores.”5 By using DNA technology, the Open Prairie brand offers assurance that shoppers are purchasing meat that aligns with their values, while retailers get a wide selection of portion cut pork and Angus beef products.

How to Meet Customers Where They Are

About 70% of U.S. adults say they would consider purchasing products from a food and beverage brand that prioritizes sustainability.6 Almost half are willing to pay a $1 more per pound for a package of sustainable fresh meat.7

Tyson Foods offers brands that feature values-based claims and a range of premium, case ready products that can help drive retail sales.

Contact us today to learn more.

1 Midan Marketing, Creating Value for the Evolving Meat Consumer, August 2022
2 2022 Tyson Beef Consumer Monitor
3 Datassentials, Health & Wellness Inspiration Report, September 2022
4 Datassentials, Keynote Report Sustainability, October 2022
5 Datassentials, Climatarian Eating HotShot, August 2022
6 Morning Consult, What Sustainability Means to Consumers: Food & Beverage, October 2022
7 Midan Marketing, Meat Consumer Tracker Survey, March 2022

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