Capitalizing on Top Sellers

Capitalizing on Top Sellers: Creative Merchandising in the Meat Department

When it comes to the meat department, it’s not just grill-ready steaks or pork shoulders that can inspire dinner plans. Everyday staples, like ground beef and chicken, can also take center stage with thoughtful merchandising and promotion, says Anne-Marie Roerink of 210 Analytics and Circana’s Chris Parker.

Ground meats, in particular, have proven to be strong performers. Despite a trend of declining pound sales in the broader meat category, ground beef and ground chicken posted gains over the past year, with ground chicken up nearly 15%. Their versatility, along with a lower price point compared to other meats, makes them staples in many households. However, as Roerink notes, “Nobody wants to eat the same thing again and again.” Consumers need fresh ideas to keep these everyday proteins exciting.

Retailers have a prime opportunity to inspire new meals by offering seasonal twists on popular ground meat recipes. Roerink suggests that while some customers are creative with their ground beef or chicken, many fall into the routine of familiar go-to meals. By offering easy, out-of-the-box recipe ideas—like a twist on pasta sauce, meatballs, or skillet meals—retailers can help customers break free from their meal ruts and discover new ways to use these staples.

Chicken, another strong performer in 2023, is also benefiting from a price decline following last year’s avian influenza spike. October’s pound sales for fresh chicken were up compared to the previous year, despite a small dip in dollar sales due to deflation. But just offering lower prices won’t be enough to sustain that momentum. As Parker points out, retailers must get creative in helping consumers visualize how they can make the most of their meat purchases.

This is especially important with younger consumers, who are increasingly turning to platforms like TikTok and Instagram for meal prep ideas. As meal prep gains popularity, retailers can tap into this trend by offering inspiration for one-and-done meal prep and reducing food waste. According to a Circana survey, more than two in five consumers are now more focused on using up fresh food before it spoils, and many are also keen on using leftovers for dinner or lunch. By promoting these practices with easy-to-follow recipes and meal suggestions, retailers can not only boost sales but also foster stronger connections with customers.