Table of Content
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
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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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