Meat Case Trends
September 2012
2
Data provided by the Meat Solutions VMMEAT®
system sourced from FreshLook Marketing scanner data
FreshLook Data:
Represents approximately 68% of the ACV
All of U.S. and 8 standard regions (based on U.S. Census)
Based heavily on chains with no independent grocers (fewer than 11 stores)
Excludes supercenters, club stores, commissaries, and natural food stores
3
Total Meat Dollar Sales, Volume, and Average Retail Price
Fresh Pork / Ham / Beef / Chicken / All Other
4
Mill
ion
s
Total Meat: July 2011- June 2012 Summary Fresh Pork / Ham / Beef / Chicken / All Other
% Change vs. YA -0.33% -5.86% -1.39% -10.60% 1.20% -2.20% -0.07% -5.99% -2.39% -5.26% -1.45% -8.84%
2011 Avg Price $2.97 (▲5.9%) $5.10 (▲10.3%) $2.10 (▲3.5%) $2.89 (▲6.3%) $2.17 (▲3.0%) $1.69 (▲8.1%)
0
5,000
10,000
15,000
20,000
25,000
Grand Total Beef Chicken Fresh Pork Ham All Other
Dollar Sales
Volume
All other includes boar, buffalo, deer, duckling, elk, geese, goat, guinea, lamb, mixed, musk ox, mutton, ostrich, pheasant quail, rabbit, seafood, snake, squab, turkey, unknown and veal
Source: FreshLook Marketing data, 52 weeks ending June 24, 2012 vs. same time period year prior
5
Mill
ion
s
Total Meat: July 2010 - June 2011 Summary Fresh Pork / Ham / Beef / Chicken / All Other
% Change vs. YA 2.44% -4.02% 2.11% -6.11% 2.55% -0.99% 3.72% -7.35% 4.67% -4.21% 0.04% -4.12%
2011 Avg Price $2.81 (▲6.7%) $4.63 (▲8.8%) $2.03 (▲3.6%) $2.72 (▲12.0%) $2.11 (▲9.3%) $1.57 (▲4.3%)
0
5,000
10,000
15,000
20,000
25,000
Grand Total Beef Chicken Fresh Pork Ham All Other
Dollar Sales
Volume
All other includes boar, buffalo, deer, duckling, elk, geese, goat, guinea, lamb, mixed, musk ox, mutton, ostrich, pheasant quail, rabbit, seafood, snake, squab, turkey, unknown and veal
Source: FreshLook Marketing data, 52 weeks ending June 24, 2012 vs. same time period year prior
$1.50
$1.75
$2.00
$2.25
$2.50
$2.75
$3.00
$3.25
$3.50
$3.75
$4.00
$4.25
$4.50
$4.75
$5.00
2010 2011 2012
$2.63 $2.81
$2.97
$4.26
$4.63
$5.10
$1.96 $2.03 $2.10
$2.43
$2.72 $2.89
$1.93 $2.11 $2.17
$1.50 $1.57 $1.69
$/P
ou
nd
Grand Total Beef Chicken Fresh Pork Ham All Other
6
Total Meat: 2009 – 2012, ending June 24 Average Retail Price Summary
Grand Total / Beef / Chicken / Fresh Pork / Ham / All Other
All other includes boar, buffalo, deer, duckling, elk, geese, goat, guinea, lamb, mixed, musk ox, mutton, ostrich, pheasant quail, rabbit, seafood, snake, squab, turkey, unknown and veal
Source: FreshLook Marketing data, 52 weeks ending June 24, 2012 vs. same time period year prior
7
Protein Shares 52 Weeks Ending June 24th, 2012
Beef / Chicken/ Fresh Pork / All Other
All Other Chicken 11% Fresh Pork 15%
Ham 3%
Whole Muscle Beef 32%
All Other 4%
Beef Grinds 21%
Chicken Breast 13%
8
Share Breakout Based on Dollar Sales (July 2011-June 2012)
Dollars (Billions) % Change
vs. YA
Share Change Average Price
% Change vs. YA vs. YA (% pts)
Whole Muscle Beef $10.0 -1.4% -1% $5.10 +10.3%
Beef Grinds $6.7 +3.2% +1% $3.42 +11.7% All Other Chicken $3.5 +1.3% 0 $1.61 +4.4%
Chicken Breast $3.9 +1.1% 0 $2.89 +2.2% Fresh Pork $4.6 -0.1% 0 $2.89 +6.3%
Ham $1.0 -2.4% 0 $2.17 +3.0% All Other $1.3 -1.5% 0 $1.69 +8.1%
Source: FreshLook Marketing data, 52 weeks ending June 24, 2012 vs. same time period year prior
All Other Chicken 21%
Fresh Pork 15%
Ham 5% Whole Muscle Beef
19%
All Other 8%
Beef Grinds 19%
Chicken Breast 13%
9
Share Breakout Based on Volume
(July 2011-June 2012)
Pounds (Billions) % Change
vs. YA
Share Change Average Price
% Change vs. YA vs. YA (% pts)
Whole Muscle Beef 2.0 -10.6% -1% $5.10 +10.3%
Beef Grinds 2.0 -7.6% 0 $3.42 +11.7% All Other Chicken 2.2 -2.9% +1% $1.61 +4.4%
Chicken Breast 1.4 -1.1% +1% $2.89 +2.2% Fresh Pork 1.6 -6.0% 0 $2.89 +6.3%
Ham 0.5 -5.3% 0 $2.17 +3.0% All Other 0.8 -8.8% 0 $1.69 +8.1%
Source: FreshLook Marketing data, 52 weeks ending June 24, 2012 vs. same time period year prior
10
Selected Pork Segments Dollar Sales / Volume / Average Price
April 2012 – June 2012 Week ending April 1st through week ending June 24th
11
Data provided by the Meat Solutions VMMEAT® system sourced from FreshLook Marketing scanner data
FreshLook Data:
Represents approximately 68% of the ACV
All of U.S. and 8 standard regions (based on U.S. Census)
Based heavily on chains with no independent grocers (fewer than 11 stores)
Excludes supercenters, club stores, commissaries, and natural food stores
Consists of March 25th through June 24th data
Feature data provided by MarketTrack®
MarketTrack Data:
Represents 267 markets/retailers in the US
Ad feature service covering ALL retail formats
Consists of March 25th through June 24th data
$233
$56 62
25
0
50
100
150
200
250
Bone In Boneless
Dollar Sales
Volume
12
Bone-In and Boneless Chops April 2012 – June 2012
Mill
ion
s
Source: FreshLook Marketing, 13 weeks, Apr 2012 – June 2012 vs same time period year prior
$ - % Chg vs. YA +2.90% -3.85%
Lbs - % Chg vs. YA +2.72% -4.02%
Apr– Jun Avg Price
$2 .85 $3.74
▲0.18% ▲0.18%
13
Bone-In and Boneless Chops Ad Featuring Snapshot, April 2012 – June 2012
% Chg vs. YA April – June
Dollar Sales ▲
Volume ▲
A ads ▲1.36%
298 299
Bone In Boneless
A ads
A ads
▼
▼
▲2.05%
# o
f Fe
atu
res
Source: Market Track Data, 12 weeks, Apr 2012 – June 2012 vs same time period year prior
14
Loin Roasts April 2012 – June 2012
Mill
ion
s
$ - % Chg vs. YA +10.45% +1.75% -19.77% +37.92%
Lbs - % Chg vs. YA +19.57% -0.61% -15.51% +19.44%
Apr – Jun Avg Price $2.27 $4.98 $2.57 $3.53
▼7.63% ▲2.38% ▼5.03% ▲15.47%
$56
$73
$18
$49
25
15
7
14
0
10
20
30
40
50
60
70
80
Whole/Half Loin Tenderloin Bone-in Roasts Boneless Roasts
Dollar Sales
Volume
Source: FreshLook Marketing, 13 weeks, Apr 2012 – June 2012 vs same time period year prior
15
Loin Roasts Ad Featuring Snapshot, April 2012 – June 2012
% Chg vs. YA April – June
Dollar Sales ▲
Volume ▲
A ads ▲16.00%
116
77
60
68
Whole/Half Loins Tenderloins Bone In Roasts Boneless Roasts
A ads
A ads
▲
▼
▼31.25%
▼
▼
▲30.43%
▲
▲
▲1.49%
# o
f Fe
atu
res
Source: Market Track Data, 12 weeks, Apr 2012 – June 2012 vs same time period year prior
16
Shoulder April 2012 – June 2012
Mill
ion
s
$ - % Chg vs. YA +10.96% +8.49% -3.26% -1.16% +35.11%
Lbs - % Chg vs. YA +8.98% +13.97% -8.26% -9.43% +31.61%
Apr - June Avg Price $2.09 $1.66 $2.48 $1.53 $1.38
▲1.82% ▼4.80% ▲5.45% ▲9.14% ▲2.66%
$53
$8
$40
$22
$2
26
5
16 15
2
0
10
20
30
40
50
60
Shoulder Roast Picnic Roast Steak Offal Whole
Dollar Sales
Volume
Source: FreshLook Marketing, 13 weeks, Apr 2012 – June 2012 vs same time period year prior
17
Shoulder Ad Featuring Snapshot, April 2012 – June 2012
% Chg vs. YA April – June
Dollar Sales ▲
Volume ▲
A ads ▲8.77%
62
30
18
Shoulder Roast Picnic Roast Steak
A ads A ads
▲
▲
▼11.76%
▼
▼
0.00%
# o
f Fe
atu
res
Source: Market Track Data, 12 weeks, Apr 2012 – June 2012 vs same time period year prior
18
Ribs April 2012 – June 2012
Mill
ion
s
$111 $108
$38
$88
28
43
11
36
0
20
40
60
80
100
120
Back Ribs Country Style Ribs St.Louis Style Spareribs
Dollar Sales
Volume
$ - % Chg vs. YA -14.74% +0.06% +60.64% -7.39%
Lbs - % Chg vs. YA -20.99% -2.54% +55.19% -12.71%
Apr-Jun Avg Price $3.96 $2.53 $3.32 $2.44
▲7.91% ▲2.66% ▲3.52% ▲6.08%
Source: FreshLook Marketing, 13 weeks, Apr 2012 – June 2012 vs same time period year prior
19
Ribs Ad Featuring Snapshot, April 2012 – June 2012
% Chg vs. YA April – June
Dollar Sales ▼
Volume ▼
A ads ▲31.60%
279
203
94
212
Back Ribs Country Style Ribs St.Louis Style Spareribs
A ads A ads
▲
▼
▼0.49%
▲
▲
▲129.27%
▼
▼
▼5.78%
# o
f Fe
atu
res
Source: Market Track Data, 12 weeks, Apr 2012 – June 2012 vs same time period year prior
Center Store Information
NOTE: Conventional and specialty grocery retailers are included in this data.
This message funded by America’s Pork Checkoff Program.
Thank you!
Appendix
$0.00
$5,000.00
$10,000.00
$15,000.00
$20,000.00
$25,000.00
2010 2011 2012
$23,007 $23,568 $23,490
$10,032 $10,244 $10,101
$7,184 $7,367 $7,455
$4,437 $4,602 $4,599
$1,006 $1,053 $1,028 $1,354 $1,354 $1,335
Do
llars
(m
illio
ns)
Grand Total Beef Chicken Fresh Pork Ham All Other
29
Total Meat: 2009 – 2012, ending June 24 Dollar Sales Summary
Grand Total / Beef / Chicken / Fresh Pork / Ham / All Other
All other includes boar, buffalo, deer, duckling, elk, geese, goat, guinea, lamb, mixed, musk ox, mutton, ostrich, pheasant quail, rabbit, seafood, snake, squab, turkey, unknown and veal
Source: FreshLook Marketing data, 52 weeks ending June 24, 2012 vs. same time period year prior
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2010 2011 2012
8,747 8,396
7,904
2,358 2,213 1,979
3,663 3,627 3,547
1,825 1,691 1,589
521 499 473 901 864 788
Po
un
ds
(mill
ion
s)
Grand Total Beef Chicken Fresh Pork Ham All Other
30
Total Meat: 2009 – 2012, ending June 24 Volume Summary
Grand Total / Beef / Chicken / Fresh Pork / Ham / All Other
All other includes boar, buffalo, deer, duckling, elk, geese, goat, guinea, lamb, mixed, musk ox, mutton, ostrich, pheasant quail, rabbit, seafood, snake, squab, turkey, unknown and veal
Source: FreshLook Marketing data, 52 weeks ending June 24, 2012 vs. same time period year prior