Ways to a successful meat & sausage department
The Research Institute of Rheingold conducted research on the German sausage and meat market for the Westphalian sausage manufacturer The Family Butchers (TFB). The study shows that consumer behavior is undergoing a strong process of change.
Buying habits have therefore shifted fundamentally, as have the product categories, which are based on the new buyer typologies.
The following consumer personas emerge from the study:
- Ethically minded (18%): consume meat and sausage products but often have ethical concerns.
- Pleasure seekers (31%): Meat products taste good and make people happy, the rest does not matter.
- Party planners (11%): always have guests to whom they like to offer a wide selection of sausage products.
- Quality seekers (17%): Quality and origin are crucial; they buy from the butcher they trust.
- Active/health conscious (10%): pay attention to a high-protein, low-fat diet.
- Carnivore (13%): love it hearty, quality is important.
Based on these findings, Schweitzer worked with Rheingold to develop and produce appropriate concept solutions and resulting counter formats. From this, strategies were developed to make meat and sausage counters more successful.
The result of this cooperation is an ideal meat and sausage department that meets the new buying habits and takes into account all purchasing preferences. For example, we use the Dry Aged counter to show how quality and premium meat can be prominently presented to the "carnivore" type of customer. In the self-service counters, the need for explanation of certain product categories is replaced by educational messaging and targeted visual merchandising.
In times of acute staff shortages, especially in sausage and meat department services, it is increasingly important to make more targeted use of existing personnel. For this reason, the Schweitzer deli counters can be quickly and easily converted from service to self-service.
Sausage and meat types such as "Pleasure seeker" or "Party Planners" like to serve themselves in the self-service area.
The creation of an in-house butcher's brand, such as James Whelan from our customer Dunnes in Ireland, conveys trust and expertise to the end consumer - a crucial factor for "quality seekers." Storytelling is a key element here to let consumers share in the brand's story and identity.
Changing customer needs affect eating habits and shopper types, resulting in diversification, or deepening of product ranges. A demand for sustainability on the part of consumers, as well as current issues such as a shortage of skilled workers and exploding energy costs, are additional factors that retailers must address. Schweitzer supports retailers in implementing solutions to their respective challenges and to make sales-driving areas such as the meat and sausage departments more commercially successful in a changing shopper landscape.