Ways to optimize meat snacks placement, assortmentSlim Jim innovations propel demand
Meanwhile, the in-line category planogram is evolving. Since new package forms and flavor varieties create new consumer demand and space priorities, the classic retail approach to peg jerky items above and shelve multipacks below needs refinement. This will optimize category performance; retailers that optimize the meat snack assortment can see annual category sales gains of 8%.3
To leverage consumer demand, retailers should focus on new Slim Jim brand launches Steakhouse and DARE, which were specifically developed to meet rising consumer desires for moist, tender meat snacks and spicier, bolder and ethnic flavors. • New Slim Jim Steakhouse brand, which will start shipping in late-December, shows an 80% purchase interest among consumers and nearly twice the uniqueness of a competing brand.4 Steakhouse brings moist, tender, flavorful American beef to guys who take their meat snacks seriously. • DARE came out this summer with its first three jerky flavors escalating in spiciness Kinda Hot Chili Pepper, Freakin' Hot Jalapeno and Really Freakin' Hot Habanero. An overwhelming 91% of consumers said they'd likely eat these again and 81% would spend their own money to buy them.5 Five more DARE offerings will appear in January 2012, extending this high-profile DARE platform of flavor innovation across jerky, giant size and monster sticks. And because one size doesn't fit all in convenience sales, retailers can capture more eating occasions by including 16-piece multipacks of small sticks, and use magnetic fixtures to raise single-stick impulse sales near coolers. Power wings suit smaller-format stores, and expandable racks add visibility every day and during trade events. 1 Source: SymphonyIRI Group All-Scan Total U.S. Convenience, 26 weeks ended June 12, 2011.
IN THIS ARTICLE |
Supermarkets gain from multiple placements of meat snacks because 66% of category purchases in grocery are unplanned.1 Displays spark impulse sales at full margin, build baskets and satisfy heavy-snacking households with teens. Single sticks rank among the most productive check-stand items, especially near beverage coolers, where 68% of category purchase decisions occur.2
This fresher approach tracks demand trends and puts stores in the best position to capitalize. It uses the ConAgra Foods Meat Snack Evaluation and Assortment Tool (MEAT) for convenience stores and a similar analytical tool for supermarkets. It recommends scaling back less incremental segments such as stick bites, kippered, pickled, beef and cheese, while expanding space for jerky, sticks and nuggets. Total category space remains constant.
