The phrase “claims-based” has been around for a long time now. But it’s a term that resists easy definitions — and one that’s constantly evolving.

Consumers are “broadening the claim set” they want from their food purchases is how Alicia LaPorte, senior director of communications and impact for Niman Ranch, characterizes that evolution.

Just saying that your meats are “natural,” for instance, doesn’t cut it anymore. Shoppers are looking for better-for-you claims related to health, animal welfare, sustainability, labor/farmer treatment and more, LaPorte said.

And they’re willing to pay a premium for brands that check many claims-based boxes.

According to the 2024 Power of Meat report, 83% of consumers seek a “better-for-you” option when they purchase protein, and four in ten meat shoppers occasionally purchase meat or poultry that feature production claims, such as organic, free range, grass fed or locally raised, said Kerry Beauchemin, associate director of brand strategy and insights for Midan Marketing:

“As consumers become more aware of climate issues and continue to become more mindful of their personal health/wellness, we expect to see claims-based meat continue to grow.”

The industry is also starting to see greater interest for regenerative ag-raised meat, Beauchemin said.

Awareness of regen ag among values-based shoppers has grown from 6% in 2019 to 47% in 2024, according to a study by Regenified, Exploring Consumer Appetite for Regenerative Agriculture.

“There’s a growing opportunity within this space, as consumers seek out options that they believe meet their needs,” Beauchemin said. “These values-based shoppers are motivated to support initiatives that protect water systems, improve human health and increase nutrient density in food.”

Midan’s own Meat Segmentation Study 2023 indicates that the most likely consumer to pursue meat with claims is the “Claim Seeker” segment — a consumer very motivated by natural and environmental claims, and one who’s willing to pay more for NAE, grass-fed and other claims-based meat products.

A growing product roster 

Niman Ranch offers a robust set of claims across its beef, pork and lamb programs, LaPorte said.

They include: No antibiotics, 100% crate-free, grass-fed, specific breeds like Angus and Iberian Duroc, no added hormones, Certified Humane, supporting independent family farms and more.

And the company has expanded its claims-based offerings over the years to meet surging consumer interest, LaPorte said.

Some newer products include a growing set of “sugar free” products including bacon, ham and pulled pork to accommodate specialty diets like Whole 30.

Niman Ranch also launched its Grass-Fed Beef program for consumers looking for the health and environmental benefits of grass-fed and grass-finished beef that doesn’t compromise on flavor.

Crate-free is another claim where Niman Ranch has seen a particularly big increase in demand. It’s driven, LaPorte said, by the passage of state laws banning the sale of pork sourced from farms using gestation crates.

“Niman Ranch has always been gestation and farrowing crate-free, so we have fortunately been able to tap into this growing demand both in the impacted states and beyond as consumers learn more about a common industry practice that frankly doesn’t align with their values.”

Being an industry leader, she added, is good in cases like this: you aren’t “unexpectedly trying to play catch-up” after different regulations suddenly roll out or consumer behavior shifts quickly.

Consumers are increasingly savvy about claims and often do their own research to better understand what different claims mean and if they’re trustworthy, LaPorte said.

“While before you could simply say “humanely raised” and call it a day, today’s consumers want to know how that’s defined and verified.”

 Consumer interest in claim verification is why Niman Ranch works with third-party certifications and validators to confirm that they actually follow through on what they say they do and stand for.

The USDA’s recently released new guidance for meat labels strongly encouraging third-party certification and requiring more robust verification processes should help consumers have more confidence in meat labels, LaPorte said.

Creating great claims-based products is just half the battle. You also have to make sure those products reach the right audiences. “It can be difficult communicating so many claims on package, so we explore additional messaging and education opportunities like paid advertising, earned media, in-store merchandizing, grocery staff trainings and even farmer meet-and-greets with consumers in grocery store aisles.”