Value-Added Items Pick Up Steam

Value-added items have done well during the pandemic and are picking up steam. Value-added beef reigns, with a 16.5% sales increase from a year ago, followed by all other meat (lamb, veal, exotic game/fowl) at 16.4%, and pork and turkey at 15.2%,

Likewise, meal kits were given a second life.

Anne-Marie Roerink, principal with 210 Analytics, expects all convenience-focused solutions—whether shopping online, cross-merchandising, putting all items for an online recipe—to do well in 2021. 

Value Add

Total U.S. multioutlet (MULO) | YA is the year ago for the same weeks ending 2019; 2 YA is the same weeks ending 2018; 3 YA is the same weeks ending 2017 | IRI Unify in the Integrated Fresh syndicated hierarchy and data model was used for this report

Latest 52 Weeks Ending Oct. 4, 2020 (All numbers represent precent changes of dollar sales)

Notes: All other meat includes lamb, veal, exotic game/fowl and generic “ring-on” codes assigned to the meat department

Value add (VA) is defined as product with at least one step removed from preparation; Ground beef is not included in the value add definition unless the product is seasoned and/or stuffed (e.g., gourmet patties); processed meat products (bacon, sausage, franks, smoked hams, lunchmeat) are excluded from the value add definition

All other claims includes religious claims such as kosher, halal | Beef grass-fed total share is expressed to total beef

Source: IRI Syndicated Integrated Fresh database, which combines random- and fixed-weight brands/product types known to be sold in this department at the majority of retailers

Measures: Dollar sales refers to the total cumulative dollar sales sold for that product during the time period (not included, but used as reference) | Dollar sales change refers to the percent difference between the current and prior period for total dollar sales | Dollar share to dept. refers to the total dollar sales of that product divided by the total dollar sales of the department to which it belongs | Dollar share to category refers to the total dollar sales of that subcategory divided by the total dollar sales of the parent category.

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