Meat Consumer Segmentation 2.0

How much more meat could you sell if you knew your customers better?

One of the best ways to really get to know meat consumers is through segmentation research. Segmentation helps group consumers with similar attitudes, preferences and drivers in order to more accurately target them with customized messaging and promotions.

We recently updated our groundbreaking meat consumer segmentation study first conducted in 2016. Our initial research yielded six distinct meat consumer segments, each with unique attributes and purchasing habits.

But at Midan, we know that meat consumers don’t stay the same for very long. In just a few short years, the U.S. population has changed significantly, driven by younger generations with increasingly diverse ethnic profiles and attitudes. Topics like grass-fed beef, no antibiotics ever and plant-based meat alternatives that were emerging then are now at the forefront.

In order to remain in touch with constantly evolving consumers, Midan conducted Segmentation 2.0 at the end of 2018. We again surveyed meat eaters about their meat attitudes and shopping habits to find out if our original six segments have shifted. (Hint: They have!)

Our top-line summary gives an overview of each of the updated segments, along with high-level insights about how to reach them. Classifying these segments is just a starting point – we can help you segment your end customer base to identify your specific consumers and create customized marketing that hits its mark.

The better you know your customers, the easier it is to deliver what they want. Download the Top-Line Summary of Segmentation 2.0 to learn how segmentation can help drive meat sales.


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