Embed Size (px)
Citation preview
1Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
THE WHOLE BIRD
Understanding the drivers of chicken
across the store
2Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
Meagan Nelson
Nielsen Fresh Growth & Strategy
3Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
Meagan Nelson
Nielsen Fresh Growth & Strategy
4Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
FORMER CHICKEN CHAMPION
Wayne County, Illinois
Circa ….a while ago
5Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
TOTAL FMCG DOLLAR PERFORMANCE
$ SALESCURRENT
(TRILLIONS)
YEAR-AGO
(TRILLIONS)GROWTH
TOTAL FMCG MARKETNielsen All Outlets Combined (xAOC)
including grocery stores, drug stores,
mass merchandisers, select dollar
stores, select warehouse clubs and
Nielsen-covered measures of
Convenience, Pet, Military, BevAl &
E-commerce
$1.054T $1.019T +3.47%
TOTAL FMCG MARKET TIPS ONE TRILLION
Source: Nielsen Retail Measurement Services via Nielsen Total Food View, 52 weeks ended May 5, 2018, and Nielsen BevAl Suite, 52 weeks
ended April 21, 2018, and Nielsen Total Store Report on e-commerce measurement, 52 weeks ended Mar. 31, 2018
6Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
E-COM GROWING, FRESH AN
OPPORTUNITY IN STORES TODAY
SIZING THE OPPORTUNITIES
Source: Nielsen Retail Measurement Services via Nielsen Total Food View, Total US xAOC, 52 weeks ended May 5, 2018, and Nielsen Total
Store Report on e-commerce measurement, 52 weeks ended Mar. 31, 2018
$177.9B
$13.0B
Fresh food E-commerce
Food & Beverage
FRESH & PERISHABLE FOODS
REACHED SALES NEARLY
THAT OF ALL FMCG
FOOD & BEVERAGE ONLINE.
14X
7Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
CENTER STORE GREW, BUT FRESH FOODS HAVE THRIVED
DRIVERS OF GROWTH - FMCG BRICK & MORTAR
$750B
-$0.6B +$2.2B+$2.9B
$755B
+0.7%
2018 Non Edibles Fresh
Perishables
Center Store
Edibles
2018
Source: Nielsen Retail Measurement Services, Total Food View, Total U.S. xAOC, 52 weeks ended May 5, 2018, UPC-coded and random-
weight/Non-UPC data, excludes Alcohol
Share of Total
$ Sales31% 24% 46%
8Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
MEAT AND DELI DRIVE GROWTH FROM THE PERIMETERPERIMETER AND CENTER OF STORE EDIBLES - DEPARTMENT PERFORMANCE
Source: Nielsen Retail Measurement Services, Total Food View, Total U.S. xAOC, 52 weeks ended May 5, 2018, UPC-coded and random-
weight/Non-UPC data
PERIMETER OF STORE: $178B
$ Vol
(Billions)
$ %
Growth
Unit Vol
(Billions)
Unit %
Growth
MEAT 66.8 1.5 19.0 0.1
PRODUCE 60.4 0.3 35.7 -2.9
DELI 32.7 2.8 7.3 3.4
BAKERY 12.9 1.2 4.7 2.4
SEAFOOD 5.1 1.5 0.7 -1.3
CENTER OF STORE: $344B
$ Vol
(Billions)
$ %
Growth
Unit Vol
(Billions)
Unit %
Growth
GROCERY 227.0 0.8 96.2 -0.6
DAIRY 66.2 0.5 24.8 -1.6
FROZEN 51.2 1.8 14.2 0.2
Copyright © 2018 The Nielsen Company. Confidential and proprietary.
ONE LITTLE BIRD,
VERY BIG BUSINESS
10Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
ONE LITTLE BIRD
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
$10.6B
11Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
ONE LITTLE BIRDMeat
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
$11.9B
12Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
ONE LITTLE BIRDMeat, Frozen
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
$18.9B
13Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
ONE LITTLE BIRDMeat, Frozen, Deli
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
$25.5B
14Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
ONE LITTLE BIRDMeat, Frozen, Deli, Grocery, and Dairy
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
$26.2B
15Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
ONE LITTLE BIRDMeat, Frozen, Deli, Grocery, and Dairy
Chicken as an ingredient
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
$35.5B
16Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
$35.5B
ONE LITTLE BIRD, VERY BIG BUSINESS
17Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
ONE LITTLE BIRD + LOTS OF LITTLE EGGS
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
$35.5B
$5.3B
18Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
$35.5B
$32.6B
ONE LITTLE BIRD + LOTS OF LITTLE EGGS
EVEN BIGGER BUSINESS
19Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
ONE LITTLE BIRD + LOTS OF LITTLE EGGS =
EVEN BIGGER BUSINESS
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
Department Chicken
Product
Chicken
Ingredient
Meat $11.9B $1.8B
Frozen $7.0B $3.9B
Deli $6.6B $916M
Grocery $560M $2.4B
Dairy $129M $80M
Baby Care $86M
Produce $72M
Total $26.2B $9.3B
Chicken
Eggs
Contains
Eggs
$5.3B $27.3B
$35.5BDollars +1.5%
Units -0.6%
$32.6BDollars +3.3%
Units +0.4%
+1.7%
-0.4%+1.2%
-1.0%
Dollar Growth
Unit Growth
+13.2%
+1.3%+1.6%
+0.2%
20Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
DELI CHICKEN DRIVING GROWTHChicken products in dairy/refrigerated case and produce also see development
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
34.8
34.9
35
35.1
35.2
35.3
35.4
35.5
35.6
Billio
ns
11.8
11.82
11.84
11.86
11.88
11.9
11.92
11.94
11.96
11.98
12
Billio
nsDollars Units
21Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
DELI GROWTH IN MULTIPLE AREAS
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
Fully Cooked Meat
Prepared Foods
Lunchmeat
Meal Combos
$138M 14M Units
$38M 8M Units
$122M 24M Units
$12M 6M Units
22Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
“CHICKEN AS INGREDIENT” GROWTHLocation matters – growth isn’t consistent across the store
Source: Nielsen Total Food View & Nielsen Product Insider, powered by Label Insight, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded
and random-weight/Non-UPC data
Frozen
Growing
Prepared Foods
Pizza
Declining
Fully Cooked Meat
Deli
Growing
Prepared Foods
Declining
Pizza
Grocery
Growing
Processed Meat
Sauces/Gravies
Declining
Prepared Foods
23Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
CHICKEN A DRIVER IN MEAL KITS
Source: Nielsen 52 Weeks Ending 12.30.2017, UPC data xAOC, Non-UPC data FCA
Beef +2%
Chicken +19%
Pork -2%
4%growth of in-store
meal kits featuring
meat
Meal kits save time and curate an experience for the consumer
$154.7Min-store sales
+26% growth
24Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
FRESH CHICKEN STILL KINGAt $10.6B, fresh raw chicken a primary driver in chicken performance
Source: Nielsen Total Food View, Total U.S. xAOC 52 Weeks Ending 6/2/18, UPC-coded and random-weight/Non-UPC data
30%
Fresh Chicken Category in Meat
Share of Total Chicken Sales
+2.5%
-0.8%
Dollar Growth
Pounds Growth
Thighs
Breast
Legs/Drumsticks
Whole Chicken
Top Drivers of Tonnage Shift
25Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
MASS APPEAL, BUT VARIES BY CUTFamiliarly and usage of cuts resonate with different demographic groups
Source: Nielsen Homescan Total Shopper View Panel, 52 Weeks Ending 3/31/18
Picture: http://aggelakis.gr/en/chicken-anatomy/
Low-Income, Multi-Ethnic
Millennials, Young Kids
Older Generation, Asian
West Coast, Multi-Ethnic
26Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
MANY CLAIMS CONTINUE SUSTAINED
GROWTH AT RETAIL
Source: Nielsen WellnessTrack, xAOC, Data Ending 12/30/2018
Source: Nielsen Global Sustainability Survey 2018
46%
Of Americans said
that claims on
food products
influence their
purchase
27Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
FROM CLEAN LABEL TO SUSTAINABILITY
FARMED SEAFOOD -4%
Source: Nielsen Product Insider, powered by Label Insight, Latest 52 weeks ended 3/31/2018
SUSTAINABLE
SEAFOOD
+3%
DOLPHIN SAFE +4%
RECYCLABLE 0%
SUSTAINABLE
PACKAGING
0%
TERRACYCLE CERTIFIED +4%
FARM RAISED -19%
ANIMAL
WELFARE
- 4%
GRASS FED +24%
FREE RANGE +22%
PASTURE RAISED +12%
SUSTAINABLE
RESOURCE MGMT
+6%
RENEWABLE ENERGY +3%
SUSTAINABLE
FARMING
+14%
SUSTAINABLE FARMING +11%
SOCIAL
RESPONSIBILITY
+8%
FAIR TRADE +5%
B CORPORATION +15%
ETHICAL +11%
Claims continue to proliferate and segment across many value statements
28Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
PRODUCTION CLAIMS CONTINUE TO GROWHealthy growth seen across the store in a wide variety of claims
Organic Hormone / AntibioticFree
Cage Free Grass Fed Free Range
Meat Department All Other Departments
Source: Nielsen Total Food View, Total U.S. xAOC 52 Weeks Ending 6/23/18, UPC-coded and random-weight/Non-UPC data
Claims are not mutually exclusive
$20.1
Billion$16.2
Billion
$2.1
Billion $907
Million$581
Million5%
25%8% 50% 26%
Total Dollar %
Change vs.
Prior Year+8% +7% +4% +22% +17%
29Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
14% OF CHICKEN HAS PRODUCTION CLAIMSGrowth in true volume is mixed as Organic and Vegetarian Fed decline
86%
Antibiotic Free 5%
Organic4%
Antibiotic Free & Vegetarian Fed,
4%
Vegetarian Fed , 1%
Free Range Variations0.5%
14%
Conventional
Source: Nielsen Total Food View, Total U.S. xAOC 52 Weeks Ending 6/23/18, UPC-coded and random-weight/Non-UPC data
Claims are mutually exclusive
Production
Claims
Production Claims
$
Growth
Lbs.
Growth
Abs. Lbs.
Change
Antibiotic Free 9.4% 4.4% +5.5M
Organic 5.6% -4.5% -6.1M
Antibiotic Free & Veg Fed 4.3% 3.7% 3.5M
Vegetarian Fed -7.9% -10.7% -2.1M
Variations of Free Range 11.1% 21.4% +2.2M
Total 5.8% 0.8% +3.1M
Copyright © 2018 The Nielsen Company. Confidential and proprietary.
THE PROTEIN STORY
31Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
Meat Eggs Dairy Fish/seafood Legumes/nuts/seeds
MEAT, EGGS AND DAIRY ARE THE
PRIMARY SOURCES OF PROTEIN
Source: Nielsen, US Homescan Panel Protein survey, April 2017
78%
61% 58%
29%19%
ANIMAL PROTEIN PLANT-BASED PROTEIN
Top 5 protein sources – consumer survey
32Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
Meat Eggs Dairy(cheese, milk,
yogurt)
Fish/seafood Legumes/nuts/seeds
SPENDING ON THESE PROTEINS LOOKS
VERY DIFFERENT
Source: Nielsen Total Food View 52 Wks Ending 6/9/18 xAOC, UPC-coded and random-weight/Non-UPC data
1.8%
13.8%
-2.2%
3.4% 1.4%
ANIMAL PROTEIN PLANT-BASED PROTEIN
Ranked top 5 protein sources from consumer survey
Total $ Sales and $ Growth
$85B $5B $41B $12B $6B
33Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
CONSUMERS INTEND TO EAT MORE FISH
AND LEGUMES, LESS MEAT
14 14 1019 15
5378 80
64 55
22
5 8 7 11
MORE
SAME
LESS
% who are planning to consume more, about the same amount, or less*
MEAT DAIRYEGGSFISH/
SEAFOOD
LEGUMES/
NUTS/
SEEDS
* Difference to a total of 100: Do not consumeSource: Nielsen, US Homescan Panel Protein survey, April 2017
34Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
POP QUIZ!
What percentage of consumers
correctly identified chicken as a high
protein content food?
18%
28%
38%
48%
58%
35Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
POP QUIZ!
What percentage of consumers
correctly identified chicken as a high
protein content food?
What percentage of consumers
incorrectly identified peanut butter as
a high protein content food?
18%
28%
38%
48%
58%
12%
22%
32%
42%
52%
36Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
POP QUIZ!
What percentage of consumers
correctly identified chicken as a high
protein content food?
What percentage of consumers
incorrectly identified peanut butter as
a high protein content food?
18%
28%
38%
48%
58%
12%
22%
32%
42%
52%
37Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
POP QUIZ!
What percentage of consumers
correctly identified chicken as a high
protein content food?
What percentage of consumers
incorrectly identified peanut butter as
a high protein content food?
18%
28%
38%48%
58%
Source: Nielsen Omnibus Survey December 2015
12%
22%
32%
42%
52%
38Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
POP QUIZ!
What percentage of consumers
correctly identified chicken as a high
protein content food?
What percentage of consumers
incorrectly identified peanut butter as
a high protein content food?
18%
28%
38%48%
58%
12%
22%
32%42%
52%
Source: Nielsen Omnibus Survey December 2015
39Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
SHOPPERS FAILED PROTEIN KNOWLEDGE
Source: Nielsen Omnibus Survey December 2015
45%-63% of consumers do not consider beef, chicken or pork high protein
Product Low Protein(<10 grams) Medium Protein(10-20 grams) High Protein(>20 grams)
Peanut Butter (2 tbsp) 21% 47% 32%
Jerky (1 oz) 37% 41% 22%
Greek Yogurt (5.3 oz) 36% 49% 15%
Protein Bar (1 bar / 1.76 oz) 20% 48% 32%
Cottage Cheese (1 cup) 38% 49% 13%Chicken Breast (3oz) 11% 51% 38%Ribeye Steak (3 oz) 7% 38% 55%Pork Loin (3 oz) 13% 50% 37%
Percent of consumers assigning protein content
40Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
PROTEIN IS BIG BUSINESS
Source: Nielsen Product Insider, powered by Label Insight, 52 weeks ending 06/9/2018
Meat department items are meat alternatives/vegetarian meat products
DELI
$166M
-0.5%
TOTAL DOLLAR SALES OF PRODUCTS THAT FDA CLASSIFIES AS GOOD OR EXCELLENT SOURCE OF PROTEIN*
PRODUCE
$37M
+17%
GROCERY
$16B
+1%
DAIRY
+953M
+0.1%ACROSS THE STORE THESE PRODUCTS
GREW DOLLARS BY 1.3% FROM YA
FROZEN
$6B
+2%
BAKERY
$168M
-4%
$22.6BSales of product
good or excellent
source of protein
outside of 5 core
protein groups
*Excludes top 5 protein sources from consumer survey
MEAT
$93M
+15%
41Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
THE PLANT-BASED BOOM!
TOFU -13%
BROWN RICE -4%
GRANOLA -3%
RICE CAKES +5%
TRADITIONAL PLANT-BASED OPTIONS
DECLINING: -1.3% VS YA
INNOVATIVE PLANT-BASED OPTIONS
GROWING: +18.1% VS YA
PLANT-BASED CREAM +25%
PLANT-BASED NUTRITION & DIET +15%
PLANT-BASED YOGURT +31%
PLANT-BASED PIZZA +21%
VEGGIE NOODLES +115%
NON DIARY MILKS +4%
ALTERNATIVE CHEESE +45%
MEAT ALTERNATIVES +30%
Source: Nielsen Product Insider, powered by Label Insight, Latest 52 weeks ended 4/07/2018
Innovative Plant Based: Plant Based Products (Creamers, Diet and Nutrition, Marshmallows, Oils/Butters, Pizza, Sour Cream, Yogurt), Vegetable
Noodles, Chickpeas, Non-Dairy Milk, Alternative Cheese, Meat Alternatives, Meat Substitutes, VegetarianImages: Thrive.com, HEB.com
42Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
MEAT ALTERNATIVES NEXT DOOR
43Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
ALTERNATIVE MEAT OVER $800MLess than 1/10th the size of fresh meat chicken, but growing fast!
Source: Nielsen Total Food View, Total U.S. xAOC 52 Weeks Ending 6/23/18, UPC-coded and random-weight/Non-UPC data
LUNCHMEAT2%
FRESH MEAT2%
PROCESSED MEAT18%
PREPARED FOODS
27%
FULLY COOKED MEAT51%
Fully Cooked Meat 22% 19%
Prepared Foods 54% 59%
Processed Meat 18% 15%
Fresh Meat 23% 19%
Lunchmeat 12% 9%
$ Growth Unit Growth
44Cop
yri
gh
t ©
20
18
Th
e N
iels
en
Com
pa
ny.
Co
nfid
en
tia
l a
nd
pro
pri
eta
ry.
SEE THE TOTAL PICTURE TO FIND GROWTH
COMPETITION IN UNLIKELY PLACES
TELL YOUR STORY
Copyright © 2018 The Nielsen Company. Confidential and proprietary.
