Retailers and processors could be missing a trick when it comes to educating and inspiring consumers about red meat says research from AHDB Beef & Lamb.
It showed point-of-sale (POS) material and secondary labelling can help overcome people’s uncertainty about how to cook a particular piece of meat and inspire them at the point of purchase which would, in turn, drive extra sales to benefit both the retailer and processor as well as introducing people to tasty new ideas to suit changing consumer lifestyles.
It also showed POS is particularly valued by younger consumers. Having made their purchase of beef, lamb or pork, half of all 18 to 34-year-old consumers asked were likely to read the information on secondary labelling. Cooking times and instructions were clearly one of the most valued forms of communication at POS, especially the case among younger consumers
Meal inspiration and recipes were also found to add value at the point of purchase, especially with younger families looking for ideas on what to prepare for the family meals.
AHDB Beef & Lamb Head of Trade and Product Development Mike Whittemore said: “Over the last year we have seen a shift in retailers’ approach to POS, with many cutting the information they make available at point of purchase.
“We wanted to do some detailed research into whether or not POS and secondary labelling does have a place at the meat fixture or if it is simply a distraction.
“It was, therefore, interesting to see that recipe and cooking information does retain its value and appeal for consumers who are not as confident as they once were in their cooking abilities.
“This is even more prevalent amongst younger consumers. To keep red meat at the centre of the plate, these consumers need to have the skills and knowledge to cook these cuts. They also need to know how they can be used in dishes that fit into their lifestyles – more convenient and versatile – and POS can provide that knowledge.”
The key findings of the research are:
- Secondary labelling can be an important influence on purchasing decisions of red meat – especially among younger consumers (18 to 34-year-olds)
- Younger consumers lack cooking skills and confidence as well as meal inspiration – all of which can be overcome by secondary labelling
- Simple cooking instructions, meal inspiration ideas and full recipes offer the best opportunity to educate consumers and boost red meat sales
- Secondary labelling has more impact and can help influence choice on new and unfamiliar cuts especially
- The optimum position for secondary labelling is the bottom right-hand side on the front of MAP packaging, which is the consumers’ preferred packaging type.
To discuss the research and its findings further, please call the AHDB Trade and Product development team on 07973 702418, alternatively view the Value of instore communication report here.