While spend has increased over the last few years, volumes of red meat purchased have declined year-on-year since they peaked in 2020. AHDB has previously analysed shopper data, which showed that there is a need to re-engage shoppers with red meat, both in store and online.
Research looks at how producers and retailers can optimise red-meat packaging and labelling to improve shoppers’ motivation to purchase red meat and improve long-term perceptions of the industry.
We know from research that shoppers are drawn to images of tasty, well-presented dishes, so, having strong foodie imagery on pack is essential. In the case of pork medallions, pork loins and beef steaks, more than half of shoppers selected the labels with foodie imagery as their favourite . Consumers also found that having information on cooking times gave them more confidence – particularly for less familiar cuts such as lamb.
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