Aberdeen Angus, Japanese Wagyu, game, exotic breeds, dry-aged or hand-salted. What makes a meat product premium and why do consumers increasingly demand unique and luxury meat products?
Consumers associate the word ‘premium’ with high-quality, healthy and unique products that fulfil a greater need or benefit, including ethical and animal welfare benefits, indulgence and a great taste experience. With premium products consumers connect in a more personal and emotional way and they are willing to pay more money for this connection. Consumers of premium products seek more information about their food regarding provenance, farming practices and processing methods as they are more concerned about the impact food choices will have on their environment.
Premium products represent a current trend in the global market, especially due to new own label product ranges in discount supermarkets. Over the last five years, premium own labels for the meat, fish and poultry market have grown in value by 35% and in volume by 32%. The premium own label market grew annually by 11% between 2015 and 2016 (Kantar Worldpanel 2017).