Based on sales and market share metrics provided by Nielsen over the past two years, retailers participating in private brands meat and seafood programs are winning across the category. AWG-specific sales numbers indicate AWG member-retailers are no exception. From 48 percent year-to-date sales growth in raw shrimp to 19 percent growth in frozen ground beef patties, Always Save and Best Choice products in meat and seafood are helping member-retailers drive sales.
Take a look below to see the opportunities that exist in these departments.
Seafood
When it comes to seafood, Nielsen reports that 84 percent of customers purchase fish and shellfish products. At AWG, private brand sales are driven by Best Choice’s lineup of both cooked and raw shrimp, breaded butterfly and popcorn shrimp and shrimp skewers. Many of these options were introduced in 2020, as sales indicated the category continued to expand and grow. The established nutritional attributes of shrimp and other shellfish allow them to offer a “health halo” to customers, a driver that can be key to increasing category sales. In early 2022, look for additional breaded shrimp options from Best Choice Superior Selections as the category continues to grow both overall and with private brands.
Looking at the frozen fish sub-category, private brands make up a dominant 53.6 percent of the category and continue to take market share from the national brands. As consumers look for smaller portion sizes and convenient meal options, both Always Save and Best Choice provide fish sticks and Best Choice expands options to breaded fish portions and beer-battered fish filets. In early 2022, Best Choice options will expand even further with five SKUs of frozen fish filets including salmon, swai, cod, pollock, and tilapia.
Poultry
In poultry, chicken is the driver of the category and continues to grow. Nielsen data also shows that when customers purchase poultry items, they spend an average of $90 on the rest of their basket. That suggests this category is made up of customers who cross-shop other areas of the store while building their meal options. Chicken’s household penetration of 91 percent indicates the way to increase sales is through increased purchase frequency. Best Choice’s natural boneless skinless thighs and breasts, and individually quick frozen wings and tenders help member retailers cover the most popular consumer choices. Seasonally, Best Choice hens and turkeys round out the private brand poultry offerings and give member retailers a way to establish credibility across the category.
Meat
Private brand sales in the frozen meat category rival those of frozen fish with almost 44 percent of frozen meat sales coming from a store’s private brand. Always Save and Best Choice have frozen beef patty offerings in this segment along with corn dog and breakfast sandwich SKUs offered by Best Choice. Extending into the full breadth of meat offerings in private brands, Best Choice offers five varieties of lunch meat, perfect for capturing the customer looking for a convenient and affordable option in the deli meat case.
Hot Dogs/Sausage/Ham
A staggering 88.6 percent of households purchase hot dogs and smoked meats. Even more enticing to retailers is the high indices these products drive for families with children, bustling households, consumers 35-54 years old and those earning $100K+. Bacon, roll sausage, ham, hot dogs and wieners all make up this category, and member retailers offering a wide selection of products in these categories will be able to fulfill the needs for those large segments of consumers. Best Choice bacon comes in multiple flavors with easy-to-prepare microwave options, as well. Always Save sausage and bacon provides a value-driven way consumers can serve these popular products. Always Save also carries the hot dogs and wieners customers buy consistently. Bone-in spiral hams during the holidays round out the Best Choice smoked meat options.
