Post on 08-Jul-2018
Dairy Farmer Survey 2013
Summary results
Prepared by The Oxford Partnership
February 2013
Consumer attitudes to Halal meat and purchasing patterns in the UK
Results from online research
April 2013
2 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Background
Objective – to gain a deeper understanding of the purchasing behaviour and attitudes towards slaughter methods and assurance schemes of Muslim Halal meat eaters/shoppers
Two surveys - one to investigate Halal meat purchasing behaviour and attitudes and one specifically for conjoint analysis looking at purchasing trade offs across a variety of variables
Online questionnaire through an online panel provider. Fieldwork took place in April 2013
500 interviews were achieved in the regular survey and 489 in the conjoint survey
The sample profile achieved closely mirrors the Muslim national profile for the UK from the latest census and so no weighting was used in the resulting data
Results are shown as percentages in the charts unless otherwise specified
4 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Household grocery shopping
1%
0%
6%
5%
5%
84%
Other
Online
Local shop
Cash & Carry/Wholesaler
Independent supermarket
National supermarket
Q - Where do you/your family buy the bulk of your grocery shopping?
BASE – All respondents
The multiples are consistently dominant across the demographic groups
5 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Meat/poultry shopping
7
6
13
27
27
37
73
20
12
23
30
32
30
17
73
81
64
42
41
33
10
Other supplier
Online
Butcher
C&C/Wholesaler
Ind. Supermarket
Nat. Supermarket
Halal butcher
Regularly buy Occasionally buy Never buy
Q – Which of these outlets do you/your family buy meat/poultry from?
BASE – All respondents
6 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Meat/poultry shopping – main outlet used
Q – Which of these is the main outlet you/your family buy meat/poultry from?
60%
23%
5%
9%
Halal butcher
Nat. supermarket
Ind. supermarket
C&C/wholesaler
Main outlet
More likely to be the main outlet for Asian Muslims, lower social groups, younger age groups and more frequent mosque visitors
More likely to be the main outlet for UK and Middle eastern Muslims, higher social groups and less frequent mosque visitors
More likely to be the main outlet for UK Muslims and less frequent mosque visitors
No real differences across the groups
BASE – All respondents
7 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Main reason for choosing outlet
38
60
50
67
31
40 35
38
19 20
40 34 34
45
35
9
30 31 28
40 35
27
19 20 20 16
47
40 35
77
20
10 5
13
5 2
C&C/W'salerInd. supermarketNat. supermarketHalal butcher
Trust
Quality
Range
Value
Habit
Convenient
Price
Compliance
Delivery
Other
Q – What is the main reason you prefer to use this outlet?
BASE – Those using as main outlet
8 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Top 5 reasons for choosing outlet
NATIONAL S’MARKET
Trust Value Range =Convenience =Compliance =Quality
Compliance Trust Value Quality Convenience
HALAL BUTCHER
C&C/ W’SALER
Compliance Trust Quality Value Habit
9 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Meats purchased in last 3 months
Q – Which of the following meats have you bought most of in the last three months?
6%
46%
63%
80%
91%
Othermeat
Beef
Fish
Lamb/mutton
Chicken
BASE – All respondents
Chicken is the most popular meat across the demographic groups although lamb/mutton is a closer second choice for Indians and Bangladeshi’s
10 sharper thinkingoxford partnership
sharper thinkingoxford partnership
% Halal meat purchased
Q – Approximately what percentage of the meat you purchase is Halal ?
1%
1%
1%
2%
3%
2%
5%
5%
79%
0 to 10
11 to 20
21 to 30
31 to 40
41 to 50
51 to 60
61 to 70
71 to 80
81 to 90
91 to 100
BASE – All respondents
The percentage in the 91-100% tier increases to 89% for those regularly using a Halal butcher and falls to 57% for those using a Nat. Supermarket Those with Pakistani, Indian and Bangladeshi backgrounds also have the highest percentages in the top tiers
11 sharper thinkingoxford partnership
sharper thinkingoxford partnership
LAMB: Average purchase frequency and popularity
BASE – Those buying in last 3 months
7.6
7.5
7.3
7.1
6.8
6.7
6.7
6.3
5.6
5.4
5.2
Joint
Whole side
Neck
Shoulder
Offal
Stir Fry
Leg
Whole Carcass
Chops
Diced
Minced
Avg. number of days between purchase
% never buying
8%
14%
35%
6%
32%
57%
5%
7%
30%
24%
16%
Most frequent
Least frequent
12 sharper thinkingoxford partnership
sharper thinkingoxford partnership
MUTTON: Average purchase frequency and popularity
BASE – Those buying in last 3 months
7.5
6.6
6.5
6.5
6.5
6.4
6.3
5.8
5.7
5.5
5.5
Joint
Leg
Stir Fry
Neck
Shoulder
Whole side
Chops
Whole Carcass
Offal
Minced
Diced
Avg. number of days between purchase
% never buying
14%
9%
38%
9%
28%
14%
52%
34%
34%
10%
19%
Most frequent
Least frequent
13 sharper thinkingoxford partnership
sharper thinkingoxford partnership
BEEF: Average purchase frequency and popularity
BASE – Those buying in last 3 months
7.2
6.8
6.7
6.3
6.1
6.1
5.9
5.8
4.9
Fore quarter
Premium Steak
Hind quarter
Stir Fry
Stewing/braising
Diced/cubed
Offal
Minced
Joint
Avg. number of days between purchase
% never buying
2%
56%
29%
35%
17%
34%
Most frequent
Least frequent
23%
10%
12%
14 sharper thinkingoxford partnership
sharper thinkingoxford partnership
CHICKEN: Average purchase frequency and popularity
BASE – Those buying in last 3 months
6.2
6.2
5.8
5.6
5.4
5.4
5.3
4.6
Minced
Stir fry
Offal
Thigh
Leg
Wings
Whole bird
Fillet
Avg. number of days between purchase
% never buying
9%
12%
10%
58%
36%
26%
Most frequent
Least frequent
10%
16%
15 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Format of buying meat and frequency
45
10
8
8
31
31
22
12
14
30
16
29
20
25
18
5
20
26
21
11
3
18
33
32
9
Fresh
Chilled
Frozen
Pre-packed
Cut to order
Very frequently
Frequently
Occasionally
Rarely
Very rarely
Q – How often do you usually buy lamb/mutton/beef?
BASE – Those buying in last 3 months
Fresh and cut to order meat are the most frequently purchased. Fresh particularly amongst the older age groups
16 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Format of buying poultry and frequency
56
10
9
9
31
25
29
16
19
28
12
25
20
23
19
4
16
23
17
8
3
20
33
32
15
Fresh
Chilled
Frozen
Pre-packed
Cut to order
Very frequently
Frequently
Occasionally
Rarely
Very rarely
Q – How often do you usually buy chicken/poultry?
BASE – Those buying in last 3 months
As with meat , fresh and cut to order poultry are the most frequently purchased amongst the older age groups.
17 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Cuts they would like to see – verbatim mentions
Q – Are there any cuts of meat/poultry you would like to see more available? unprompted
Other cuts generally – 8 Beef & chicken generally - 6 Goat – 5 Chicken breasts – 5 Chops – 5 Leg of lamb – 5 Mince generally – 3 Chicken wings - 3
Other cuts generally – 8 Beef generally – 6 Lamb generally – 5 Chicken breasts – 3 Chicken fillets – 2 Veal – 2 Venison - 2
Lamb generally – 2 Chicken breasts – 2 Other cuts generally – 1 Lamb ribs – 1 Turkey – 1 Chicken wings - 1
THOSE MAINLY USING NATIONAL S’MARKET
THOSE MAINLY USING HALAL
BUTCHER
THOSE MAINLY USING C&C/
W’SALER
62% of respondents either answered don’t know or none
18 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Meat products they would like to see
Q – Are there any meat products you would like to see more available? prompted
2%
19%
19%
22%
32%
35%
35%
46%
53%
Other
None
Soup
Sausages
Ready meals
Breaded/battered chicken
Pizza
Burgers
Kebabs
Mentions of :- Prepared food Different cuts
Curry
BASE – All respondents
Kebabs are a popular request across the demographic groups, with Burgers and Pizzas more so with younger age groups
19 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Proportion of meat purchased to freeze
19
14
16
27
34
26
28
35
33
31
28
29
14
28
28
9
Lamb
Mutton
Beef
Chicken
All
Most
Some
None
Q – What proportion of the meat you buy do you freeze?
BASE – All respondents
Chicken is the most likely to be frozen with mutton and beef the least likely Younger age groups are more likely to freeze meat
20 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Top 5 factors in choosing meat/poultry
THOSE MAINLY USING NATIONAL S’MARKET
Religious comp. – 42% Quality – 27% Appearance – 24% Price – 23% Origin – 20%
Religious comp. – 67% Quality – 44% Appearance – 35% Price – 28% Place of purchase – 23%
THOSE MAINLY USING HALAL
BUTCHER
THOSE MAINLY USING C&C/
W’SALER
Religious comp. – 72% Quality – 48% Price – 27% Appearance – 24% Place of purchase – 21%
Religious compliance is the key priority across the demographic groups, but becomes less dominant with less frequent mosque goers
21 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Would you pay more for Halal meat
Q – Would you pay more for Halal meat?
Yes 50%
No - should be the same as
non-Halal meat 46%
No - should be cheaper than
non-Halal meat 4%
BASE – All respondents
The middle age groups are willing to pay more as are the more frequent mosque goers but the youngest and oldest groups are more in favour of price parity with non-Halal meat Those with Middle Eastern, Bangladeshi and Turkish backgrounds are also more likely to want price parity
22 sharper thinkingoxford partnership
sharper thinkingoxford partnership
The slaughter process and certification
23 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Slaughter process
75
71
69
46
27
13
10
14
17
31
5
9
8
26
22
2
4
3
5
13
4
6
6
5
7
The meat should be Halal certified
A prayer should be offered at the timeof slaughter using a sharp knife to
slaughter the animal
The animal must be slaughtered incompliance with Shariah law
No other animal should be able to seethe slaughter
If the butcher/retailer says it is Halalthen I accept their word
Agree strongly Agree slightly Neither Disagree slightly Disagree strongly
Q – How strongly do you agree or disagree with the following statements on Halal meat?
There is fairly consistent scoring for these statements across the demographic groups
BASE – All respondents
24 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Acceptability of stunning animals during slaughter
44%
45%
43%
12%
11%
12%
20%
21%
21%
13%
11%
12%
11%
12%
12%
Stunning animals thatrenders them unconscious(and could recover) but are
still alive at the time of death
Stunning animals thatrenders them unconscious(and unable to recover) butare still alive at the time of…
Stunning cows for beefcuts/products
Unacceptable Neither Acceptable
No opinion Don't know
Q – How acceptable or unacceptable do you find the following statements regarding the stunning of animals during the slaughter process?
BASE – All respondents
Slightly more acceptable to older age groups
Slightly more acceptable to older age groups and those of UK and Turkish backgrounds
Slightly more acceptable to older age groups and those of UK background
25 sharper thinkingoxford partnership
sharper thinkingoxford partnership
What does your meat supplier provide
46%
7%
16%
31%
Don't know
No non-stunned isavailable
Both stunned and non-stunned are available
Yes, all meat is nonstunned
Q – Does your current butcher/supermarket/supplier provide meat that is non-stunned?
BASE – All respondents
A high level of don’t knows 36% of regular shoppers at Halal butcher’s said that all meat is non-stunned
26 sharper thinkingoxford partnership
sharper thinkingoxford partnership
What does you meat supplier provide
41%
6%
29%
24%
45%
9%
9%
36%
56%
5%
21%
19%
45%
9%
9%
36%
Don't know
No non-stunned is available
Both stunned and non-stunned are available
All meat is non stunned
Local Supermarket
Cash & Carry
Halal butcher
Nat Supermarket
Q – Does your current butcher/supermarket/supplier provide meat that is non-stunned? Those using as main meat outlet
BASE – Those using as main meat outlet
27 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Importance of having Halal certification
Q – How important is it that pre-packed meat should have a Halal certification logo?
1%
0%
5%
17%
77%
Very unimportant
Quite unimportant
Neither
Quite important
Very important
BASE – All respondents
The average score of 4.7 out of five is consistent across the demographic groups, but those of Pakistani and Indian backgrounds score it even higher
28 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Agreement with statements on Halal certification
4
3.5
3.3
2.5
2.5
2.3
It's acceptable for meat to be certified byany organisation approved by an Islamic…
It's acceptable for meat to be self certifiedby a Muslim meat supplier
It's acceptable for meat to be certified by aMuslim third party
It's acceptable for meat to be certified by anon-Muslim third party
I'm not concerned by Halal certification aslong as the butcher/retailer says it's Halal
It's acceptable for meat to be self certifiedby a non-Muslim meat supplier
Q – How strongly do you agree or disagree with the following statements on Halal certification? Scores out of five where five equals strongly agree
BASE – All respondents
More support for Muslim meat suppliers than for non-Muslim meat suppliers
30 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Eating out
Q – How often do you eat out in a restaurant or buy a takeaway?
4%
14%
29%
18%
15%
7%
11%
2%
Daily
Several times a week
Weekly
Once every two weeks
Monthly
Less than once a month
Less often
Never
BASE – All respondents
Younger age groups are more likely to eat out more frequently, as are those with a UK background and those visiting a mosque regularly
31 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Eating out – Halal or non-Halal
Q – Which of the following statements most reflects your own eating out or takeaway behaviour?
52%
25%
17%
5%
I only eat at Halal outlets
I try to eat at Halal outlets
I eat at non-Halal outletsbut choose non-meat
meals
I will eat non-Halal mealscontaining meat or
poultry
BASE – All respondents
Those more likely to only eat at Halal outlets are Pakistani and Indian and the more frequent mosque goers Those who will eat non-Halal meals are more likely to be of Turkish and Middle Eastern background
32 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Eating out – Type of cuisine
Q – What type of cuisine have you had in the last three months when eating out or buying a takeaway?
72%
58%
52%
43%
38%
28%
9%
5%
2%
South Asian (India, Bangladesh, etc)
British (Fish & chips, etc)
Italian (Pizza, pasta, etc)
American (Burgers, Fried chicken, etc)
Middle Eastern (Turkish, Lebanese, etc)
Far Eastern (Chinese, Thai, etc)
Mexican
French
Other
BASE – All respondents
Not surprisingly respondents tend to favour the food from their own particular background. British and Italian cuisine is also popular amongst most groups
33 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Trusted food information
Q – In general where do you look for trusted information about the food you eat?
58%
50%
50%
43%
30%
23%
18%
18%
17%
17%
5%
Family
Friends
Religious organisations
Internet
Religious leader
Health professional
Newspaper/magazine
Government sources
Television
Social media
Other
TOP THREE IN PRIORITY ORDER
Family Friends
Religious organisations
BASE – All respondents – multi answer
34 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Media usage
Q – How often do you use the following?
72%
65%
55%
52%
43%
35%
31%
23%
23%
22%
21%
21%
20%
18%
Websites
Television (mainstream)
Online news sites
Ethnic television
National press
Local press
Online magazines
Local radio
Ethnic radio
National radio
Ethnic press
Ethnic social media
BASE – All respondents
Websites are favoured across the groups Ethnic television and Ethnic radio tends to be used more by those from a Pakistani and Bangladeshi background. Facebook and Twitter naturally favour younger age groups
35 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Media usage - frequency
Q – How often do you use.....?
48
54
59
38
29
30
14
19
27
52
16
29
15
13
27
22
21
32
24
23
26
24
35
17
27
34
16
30
12
9
9
10
17
19
31
17
18
12
25
16
24
21
4
7
4
7
12
10
12
10
8
7
15
11
17
13
4
2
1
4
5
6
6
8
4
3
6
4
15
3
2
2
3
4
6
6
2
14
4
2
5
2
6
11
2
4
3
5
7
6
8
8
4
7
6
4
8
9
Websites
Television (mainstream)
Online news sites
Ethnic television
National press
Local press
Online magazines
Local radio
Ethnic radio
National radio
Ethnic press
Ethnic social media
Daily Several times weekly Weekly Every two weeks Monthly Less than once a month Less often
BASE – Those using the medium
37 sharper thinkingoxford partnership
sharper thinkingoxford partnership
Background
Conjoint analysis defines and applies numerical values to the purchase hierarchy when there is a wide range of overlapping variables driving the decision
For this study we considered eight variables:
Species (Meat Type) / Religious Compliance (Assurance Scheme) / Slaughter Method (stunned or not) / Meat Cut / Store Type (supermarket or independent) / Quality Level / Usage (how long stored) / Packaging
These conjoint results show the purchase intention hierarchy whereas the online results show attitudes towards Halal Meat and the patterns of purchasing behaviour
The results were supplemented by a Choice Simulator which has been embedded into Microsoft Excel spreadsheet to enables users to evaluate the potential shopper reach of the c10,400 species, pack, cut, quality and store combinations
38 sharper thinkingoxford partnership
sharper thinkingoxford partnership
The relative importance of the variables driving purchase intention – total sample
EBLEX: Halal Meat Conjoint Analysis Summary
Higher level variables are Meat Type, Compliance Assurance Type, Store Type and Slaughter Method. Middle tier variables are Meat Cut, Quality Level and Usage; whilst packaging is the Lower level variable.
39 sharper thinkingoxford partnership
sharper thinkingoxford partnership
The Oxford Partnership Conjoint Preference Simulator
EBLEX: Halal Meat Conjoint Analysis Summary
The conjoint preference simulator is contained within a separate Excel file and is used as follows: 1. Select a sub-sample – a life
stage, an occasion or a demographic group
2. Select the variables you wish to evaluate – meat quality, assurance scheme, store type, etc.
3. Quantify the reach of that combination amongst the selected sub-sample
In the example 91% of the total sample would buy the combination shown on the left (the optimum); whereas only 35% would buy the one shown on the right (the worst)