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Meat, with decreasing consumption, large-scale distribution is revolutionizing the offer

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Italians did not live by barbecues alone. Chops, Florentine, skewers and arrosticini crowded the summer boards of many Instagram accounts, but a search for SGMarketing, presented at the recent Meat Summit 2021, the annual event for the world of meats and cured meats organized by Mark Up, says that, outside the spotlight, meat consumption has decreased. A decline, yes, but certainly not a defeat

First of all because theimpact on the trolley of Italian meat spending remains firmly above, albeit slightly, at 10%. The figure becomes more interesting when we look at the pre and post pandemic variations: meat bovine, which in 2019 on 2020 grew by 6.1%, between January and September 20-21 they fell by 1.5%. It’s worse on meats suine which rose 8% pre covid and now fall by 3.8. Resists thepoultry bunny, which drops from 7.7% to 1.1% but with the plus sign, while meat ovicaprine they have an awakening and from a growth close to zero (0.1) they pass to 4.3%.

According to SGMarketing research, the forecasts for the future are not particularly rosy: the consumption of red meat and pork they will continue to decline, poultry and rabbit will rise and the most important growth (24%) will be recorded by meat substitutes. That said, Italians like meat and this is precisely the main reason for its purchase. 47% think it is also good for you and 25% find it convenient to consume.

So where do the perplexities arise? In the first place we find the doubts towards the unsustainable farms, then we move on to those who think that meat is bad and in third place there are those who care about animal welfare, 10%, finally, wonder about the feeds given.

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One of the hottest topics also for meat purchases is precisely the sustainability, which is declined by consumers with different meanings. The most frequent is the indication “without antibiotics”, followed by “Italian”, an indication for which consumers also declare themselves willing to spend more. Organic, Km0 and attention to workers’ rights are in third place with equal merit.

Going to look at supply chains, we see that the most sustainable, according to consumers, are green meats, followed by poultry, rabbit and, in turn, by cows, while the rear is pork. It is interesting to see how there is a gap between the information that the consumer seeks and those offered, a gap that should be filled as soon as possible, especially the specification on antibiotics and the one onfeeding the animal, while the origin and provenance are already very clear. Communication at all levels is a point on which the whole sector is invited to reflect: the lack of clear information on the one hand and fake news on the other risk becoming penalizing elements that put consumption at risk.

And if you ask yourself where Italians get their meat from, the answer is easy: more than half in the butcher’s department of the modern distribution, with 45% of these purchases taking place at the served counter, while 35% is served in the traditional butcher’s shop. According to Except Garipoli, director of SGMarketing, meat producers will have to keep in mind that Italians are becoming more and more flexitariani: meat yes, but not always, attention to quality looking for convenience and above all innovation, understood as meat-based preparations, ready to cook, something that quickly and tastefully resolves the meal and, finally, clear information that is easy to decode.

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Distribution is moving in this direction as well Claudio Mazzini, director of the freshest Coop, says that, in some points of sale of the brand, the offer begins to be divided by preparation and cooking times instead of by type of meat, as well as Gregorio Martelli, purchasing director of the Gabrielli Group, underlines how it is increasingly important to have trained sales personnel able to accompany the customer’s purchase with information that helps him in the choices and subsequent preparation. Also on the ready-made products side, a lot is happening, and the chefs arrive at the points of sale. This is the case of Conad Adriatico which, in the shops of Ascoli, has put a chef to work in the kitchen and in the served counter for in-store preparations.

* director Markup and Gdoweek

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