The NMCS audit included information from 124 retail supermarkets and nine club stores in 51 metro markets across 31 states on various days and at random times. Texas Tech University conducted the bulk of the data collection, and First Stage Marketing provided data analysis.
Four major areas showed the most significant changes in the extensive audit of the nation’s meat case – an increase is store branding, consumer infromation on packaging has increased, case-ready products remain strong and an increase in products with “natural” claims -- illustrating how retailers have adapted to meet customer demand.
Perhaps the major story from the 2010 study involved branding. The percent of packages carrying a store brand grew to 36 percent, tripling since 2004. Store brands have increased significantly across all proteins.
Consumer information also increased as more packages include nutrition information (61 percent) and cooking instructions (39 percent).