Cargill leader: COVID-19 increased turkey’s market share

Changing consumer trends during the COVID-19 pandemic have helped the turkey industry gain a larger share of American proteins purchased, said John Niemann, president of protein ingredients and international channel, Cargill Protein.

Roy Graber Headshot
(Budabar | Bigstock)
(Budabar | Bigstock)

Changing consumer trends during the COVID-19 pandemic have helped the turkey industry gain a larger share of American proteins purchased, said John Niemann, president of protein ingredients and international channel, Cargill Protein.

Speaking during the Kansas Ag Growth Summit, hosted by the Kansas Department of Agriculture, discussed trends in consumer behavior involving turkey products, which is positive news for the industry.

“Consumers have made some radical changes, actually, in how they shop and where they shop for their families during COVID-19, and turkey has actually benefitted,” said Niemann.

So far in 2020, the total purchases of fresh turkey have increased in volume by 26% when compared to the same time in 2019, Niemann pointed out. Cargill has benefitted from this trend, because it is the third largest turkey producer in the country, selling its turkey products under the Honeysuckle White, Shady Brook Farms and Honest Turkey brands.

“Typically in the summertime, a lot of deli and ground turkey is consumed, but when there were shortages of other proteins, there was quite a bit of turkey that was available, both fresh and frozen by the industry,” said Niemann. “And the turkey industry was able to help keep retailers in stock with protein, and certainly the industry has benefitted that.”

In addition, during the first part of 2020, supercenters have gained two share points in turkey. Niemann also noted that branded fresh turkey products outperformed private label and unbranded turkey in the retail case set.

Maintaining momentum

Niemann, who serves on the board and executive committee of the National Turkey Federation, said the industry is looking to build on this momentum and market its products in ways not widely done before.

He notes that turkey consumers are typically health-conscious, are usually the primary household shopper, and their driving values are health, sustainability and family. Turkey has also shown to be popular with the millennial female demographic.

But other demographic groups, like the middle-aged man who loves to barbecue, are in the industry’s sights.

“As an industry, we believe there’s a real opportunity to grow turkey use in new seasons and new times through barbecue,” said Niemann.

Niemann said people will be seeing the turkey industry promoting whole turkeys, turkey breasts and turkey thighs as products to smoke and barbecue as alternatives to pork butts, briskets and racks of ribs.

Cargill has been active in promoting turkey through virtual means, such as chefs showing turkey preparation tutorials and recipe demonstrations online, he said.

View our continuing coverage of the coronavirus/COVID-19 pandemic.

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