Driving Red Meat Sales: The Power of Optimised Labels

Consumer preferences are continually evolving and the food industry is constantly seeking innovative ways to capture attention and drive sales. A recent study conducted by the Agriculture and Horticulture Development Board (AHDB), in collaboration with Basis Research, sheds light on the pivotal role of packaging and labelling in influencing shopper behaviour towards red meat products.

The findings underscore the importance of leveraging labels not only to inform but also to inspire and reassure consumers. Here's a closer look at the key insights gleaned from the research:

Inspiration is Key: The research identifies inspiration as a significant driver of purchase intent. Consumers are drawn to images of delectable, appetising dishes, with labels featuring such imagery proving most appealing. Whether it's succulent pork medallions, tender pork loins, or juicy beef steaks, shoppers are more likely to gravitate towards labels that evoke a 'foodie' experience.

Health and Provenance: Following closely behind inspiration is health and provenance information. Consumers show a keen interest in messaging that highlights nutritional benefits such as low fat content and rich vitamin and mineral profiles. Additionally, emphasising British origin, along with farming practices like grass-fed or free-range, enhances consumer confidence. However, messages related to concepts like 'regenerative farming' garner less traction among shoppers.

Grace Randall, AHDB's retail and consumer insight manager, underscores the importance of aligning labels with consumer desires. She emphasises the need to instil confidence in the quality of meat, which stems from factors like taste, health benefits, and production methods.

Confidence in British Meat: The research underscores the significance of instilling confidence in British meat among consumers. By providing relevant information and fostering a sense of trust, retailers and producers can bolster consumer trust and drive red meat purchases.

AHDB aims to showcase the optimised label concepts derived from the study, urging industry stakeholders to embrace change and seek support from AHDB to implement effective strategies.

This research comes at a crucial juncture, as the red meat industry grapples with shifting consumer preferences and economic challenges. Despite fluctuations in volume sales, consumer spending on red meat has shown resilience in recent years. Kantar's insights reveal that British consumers continue to embrace red meat, driven by the sheer enjoyment derived from these products.

The AHDB study underscores the pivotal role of packaging and labelling in shaping consumer perceptions and driving sales in the red meat category. By aligning labels with consumer preferences, highlighting health benefits and provenance, and instilling confidence in British meat, retailers and producers can navigate the evolving landscape and foster long-term success.