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MEAT TRENDS

PUTTING MEAT ON THE TABLE

Canadians are adding more meat to their shopping carts these days, with a focus on affordability, sustainability and variety

By Jessica Huras

Despite the steaDy flow of meat alternatives hitting the market, the average consumer isn’t giving up on animal proteins. In fact, NielsenIQ reports that the overall meat category in Canada has experienced a 12% increase in sales over the past year.

The market research firm mainly attributes the growth in sales of beef, chicken and pork to the corresponding surge in home cooking amid the pandemic. While 82% of Canadians list meat as their primary source of protein, according to NielsenIQ, consumers are also looking for heathier, more ethical and affordable meat options as well as new ways to prepare it at home.

With many Canadians facing financial challenges as a result of COVID, consumers are seeking more bang-for-their-buck when buying meat. “People are looking for value at the moment,” says Trevor Nichols, brand manager at Maple Lodge Farms, adding the company has seen “a huge increase”

in sales of its lower-priced products. that often gets overlooked, according to A 2020 report from Mintel suggests

At the same time, widespread restau- Salima Jivraj, account director at Nour- that eating healthier is a key reason rant closures have motivated consumers ish Food Marketing. “It’s not something Canadians who are eating less or no meat to experiment with cooking different types that’s really marked year-over-year. It’s a at all are choosing to do so. Some meat of cuts at home. Beretta Farms founder long-term growth trend, but it’s definitely manufacturers are aiming to address Cynthia Beretta says the brand has noticed on the rise,” she says. “With the rise of this consumer concern with better-forincreased sales of its whole cuts, partic- immigration, especially from the Middle you meat product launches. Nichols says ularly in its beef category, which hit a East and other countries that have a lot of Maple Lodge is poised to debut a new line sweet spot of offering good value while Muslims, there’s more demand.” of chicken dinner sausages this summer lending itself well to more adventurous Chicken legs and ground beef are the with health-conscious consumers in eating. “To buy the whole piece is far best-selling meats in the halal category, mind. “They taste just as great as pork but more economical than to buy individual but Jivraj says brands like One World with considerably less fat,” says Nichols. steaks,” explains Beretta. “There’s been Halal are beginning to tap into the fla- “There are no preservatives or artificial such a high demand because people are vour profiles that are trending across flavours or sweeteners, and they’re preinto trying new things.” Similarly, Maple other meat categories. “They [One World pared in Canada.” Lodge’s Nichols says while boneless, skin- Halal] introduced a line of gourmet burg- Whether it’s halal, better-for-you, or less chicken breast remains the company’s ers in flavours that you wouldn’t typically locally-raised, awareness of the meat top-selling cut, the brand has also seen find in the halal category currently,” she qualities that matter to consumers is key more consumer interest in whole birds. says. “They’re filling that gap of first- or for retailers. Nichols suggests in-store

In addition to experimenting with dif- second-generation millennial Muslims signage, as well as print flyers and online ferent cuts, consumers are also seeking who want restaurant quality, but it’s halal pages highlighting locally-raised meat new ways to prepare meat at home. Lisa and they can make it at home.” options, can be helpful in driving sales. Bishop-Spencer, director of brand and While interest in recreating restau- Bishop-Spencer says grocers can also capcommunications for Chicken Farmers rant experiences at home is driving up italize on consumer demand for new cookof Canada, says she’s noticed a spike in meat sales, consumer consciousness ing techniques by featuring online recipes traffic to the recipe section of their site. about the ethics and sustainability of with links to the required cuts. “Keep an “We’re starting to see requests meat consumption remains eye on food trends and make recipes availfor different types of recipes “To buy the high. According to research able on your website,” she says. now,” she says. “Before it was whole piece from NielsenIQ, 84% of Cana- What remains to be seen is whether just ‘how long do I cook this is far more dian consumers are concerned the recent boost in meat sales will persist thing?’ but now it’s ‘do you economical about animal welfare, while as the country moves into a post-COVID have a butter chicken recipe?’” than to buy 59% prefer all-natural prod- era. Nielsen’s research suggests 78% of

Bishop-Spencer says the individual ucts and 75% say buying local Canadians plan to continue consuming push for new flavour profiles steaks. is important to them. the same amount of meat they eat now. was already a growing trend, There’s been Andrew Flint, executive head At Calgary Co-op, Lelonde believes but the pandemic has inspired such a high butcher for Toronto-based food there’s room in the market for both planteven more Canadians to start demand retailer Fresh City Farms, says based alternatives and traditional meat expanding their culinary hori- because its customers increasingly want to thrive. He says the chain’s stores have zons. “It’s delivering on the people are to know where and how its seen growing interest in plant-based proexpectation for something into trying meat is sourced. “What people teins, but it’s being driven by flexitarians novel but still inexpensive.” new things” often look for is: is it verified who also purchase meat. “They’ll incor-

Consumer desire for variety organic? How is it being raised? porate it [plant-based proteins] into their is also driving interest in new tools for Is it 100% grass-fed?” he says. “Even diets every week or every two weeks,” cooking meat. Beretta says they’ve been during the pandemic, people are contin- Lelonde explains. Mintel’s research, too, receiving a growing volume of inquiries ually educating themselves and learning indicates that true vegetarians and vegabout smoking meat at home. “[Con- why certain farmers are [implementing] ans comprise a smaller percentage of the sumers are] buying Traegers [wood-fired practices to be more sustainable so we can population than flexitarians. grills] and smokers,” she says. “They’re have meat for a long time in the future.” It doesn’t appear that plant-based prospending the time and effort to cook their James Lelonde, meat category direc- teins will dethrone meat any time soon, items for three to five hours.” tor for Calgary Co-op, says its stores are with Mintel’s report predicting consum-

In contrast to the surge in sales of eco- responding to this increased consumer ers will show continued interest in the nomical cuts, Maple Lodge’s Nichols consciousness by “doubling down” on meat cooking techniques they’ve picked observes an equal rise in the number of local. “That’s our biggest driver this year,” up during the pandemic. “Consumers consumers with disposable income to he says. “Customers are looking to help have had the time at home to experispend on new equipment. “People are our producers and our small businesses ment and fall in love with cuts they’ve investing in things like grills when they in Calgary.” He adds that RWA (raised never had before or that they would have can’t spend their money on travelling without antibiotics) is another priority for been a little nervous about cooking,” says abroad or going to restaurants,” he says. Calgary Co-op that’s receiving a positive Lelonde. “I think that will continue even

Halal meat is another growing trend response from customers. [when] restaurants open up more.”