The lunch meat category enjoys high household penetration rates but is
now grappling with the challenge of decreasing personal usage due to consumer
price and health concerns.
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Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Lunch meat sales creep higher,
fueled by inflation
Figure 1: Total U.S. sales and fan
chart forecast of lunch meat market, at current prices, 2007-17
Lunch meat segment performance
Figure 2: Total retail sales of
lunch meat, segmented by type, at current prices, 2010 and 2012
Health concerns and higher prices
squelch demand
Figure 3: Reasons consumers might
eat more lunch meat, by change in lunch meat eating habit in past 12 months,
February 2013
Kraft Foods’ Oscar Mayer leads
market but loses sales along with others
Figure 4: MULO sales of refrigerated
sliced lunch meat, by leading companies, 52 weeks ending March 24, 2013
Expanding the ways consumers use
lunch meat may grow sales
Figure 5: Household usage by type of
meat, June 2013
Nearly one in four consumers are
eating less lunch meat this year
Figure 6: Lunch meat usage, February
2013
Consumers most interested in
natural, nutritional attributes
Figure 7: Important lunch meat
attributes, February 2013
What we think
Issues and Insights
How can companies increase usage in
an already saturated market?
Insight: Redefine lunch meat for
more varied usage
How can companies overcome price
increases and drive sales?
Insight: Enhance consumers’
perception of lunch meat value
How can lunch meat brands address
consumer health concerns?
Insights: Create a better-for-you
image
Trend Applications
Trend: Factory Fear
Trend: Extend My Brand
Mintel Futures: Old Gold
Market Size and Forecast
Key points
Meat consumption down; availability,
price, and health concerns to blame
Widespread health concerns encourage
meat reduction
Economic recovery could stifle
growth prospects
Sales and forecast of lunch meat
market
Figure 8: Total U.S. retail sales
and forecast of lunch meat, at current prices, 2007-17
Figure 9: Total U.S. retail sales
and forecast of lunch meat, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 10: Total U.S. sales and fan
chart forecast of lunch meat market, at current prices, 2007-17
Market Drivers
Key points
Higher retail prices discourage lunch
meat usage
Figure 11: Consumer Price Index for
all urban consumers: Meats, poultry, fish, and eggs, March 2008-13
Negative health perceptions may
discourage increased usage
Figure 12: Consumer attitudes on
lunch meat, by age, February 2013
Figure 13: Reasons consumers might
eat more lunch meat, by age, February 2013
Figure 14: Reasons cosumers might
eat more lunch meat, by household income, February 2013
“Brown bag it” trend motivates some
to bring lunch from home
Competitive Context
Eating out presents a convenient
alternative to homemade lunch
Meals, frozen and homemade, offer
more food at competitive price
Figure 15: Lunch meat competition,
February 2013
Snacking culture eats into lunch
meat usage
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