Keeping Meat on the Menu

Alison HaselgroveGroup Development Manager

Dawn Group

So what do I know about consumer behaviour ?

• Over 20 years in the fresh foods industry

• Buying & Marketing Controller roles for Safeway – top 4 UK retailer

• Leading chilled foods development projects throughout the dynamic market changes of the 1990’s

• 7 years with the Dawn Group –building the NPD function - now supplying UK supermarket & food service customers

Meat as food

Flesh

MeatTissue

Our 4 P’s

4 P’s of Meat Technology

Palatability

Does it taste GOOD ?

Views on Nutrition & Enjoyment of Food –consumers UK/ Germany/ France

Enjoyment & Nutrition Equally

Important33%

No preference expressed

25%

Enjoying Food More Important than Nutrition

42%

Source : Tate & Lyle 2005

Meat becomes Food

O O

S S

The chemistry of delicious ??

Louis Maillard

Meat Aspirational centrepiece to the meal

from Ancient times

MeatFlaunted to demonstrate social

status in Medieval society

Our 4 P’s

Palatability Portability

Portability - Portioning for Transportation

Effective & attractive portioning & packaging is essential to the success of the meat supply chain in engaging consumers to

purchase

Our 4 P’s

Palatability Portability

Preservation

18th Century Icehouse, Kew

Preserving their meat in an edible condition was critical to whether earlier generations could have meat in their diet all

year round

13th C Mongol Horsemen tenderised their meat beneath their saddles

1795 Nicolas Appert – sought to feed

Napoleon's troops as they tried to conquer

Europe & beyond

1937 – SPAM the iconic canned meat is born after Hormel run a Spiced

Ham recipe competition

European Meat Market (Value) 2000- 2009

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

2000 2003 2006 (Projected) 2009 (Projection)

CannedChilledFrozen

Million Euro

Our 4 P’s

Palatability Portability

Preservation Profitability

Palatability operates on 3 levels

PhysicalIntellectual

Emotional

Much loved (but time consuming !) national culinary favourites are still enjoyed for special occasions

but ready prepared options allow everyday eating

What consumers want from meat

1.Tenderness

2.Succulence

3.Flavour

Value for Money & Enjoyment

Source: Dawn Group research

How they judge a piece of meat when buying

1.“Nice” Bright colour

2.Low levels of fat

3.Absence of sinew

Source: MAPP/ Dawn Group research

Spurious factors

Consumers appreciate meat because

1.Good source of nutrition

2.Meat makes the meal ! Focus/ Hero of a meal

3.Comfort – steak/ curry men’s comfort food

4.Indulgence – good meat as a treat

Source: Safeway/Dawn Group/ Food & Brand Lab

But we have to leap high hurdles to impress them

1.25% of eating occasions for beef felt to be “poor”

2.High variability of the natural product – routes to addressing this are diminishing due to the demand for “natural”products

3.Suspicion over the meat industry’s commitment to quality

Source: NBCA/ Dawn Group research

3 Dominant Mega-trends

Health &Well-being

ConvenienceComfort & Indulgence

Convergence Point

Previous categorisations –created conveniently

broad groups of target consumers

1.A,B,C1,C2,D & E

2.Acorn

3.Post-code/ home location segmentation

The rise of individualism makes these

generalisations much less relevant

1. “Just for me” – the art of individually tailored mass production

2. “What I want, when I want it” – the “now” & “me”trends collide

3. “My ever changing moods” –the same consumer may have a myriad of behaviours depending on mood or context

Life is hectic !! Help me with hassle free solutions !!

Convenience

Family

Work

Friends

Keeping fit

HobbiesTravel

Juggling ever more busy lifestyles is driving the demand for convenience

Growth in the years 2003 to 2006 has been at 43%

The UK Ready to Cook market is projected to be

worth £454m in 2006

Asda

Morrisons

M &

S Co-op

Waitrose

Sainsbury’s

Tesco

Somerf

ield

Mintel

Time is of the essence as consumers seek to squeeze the maximum out of their day

Formal “mealtimes” are being replaced by

“multi-task munching”

Lunch is grabbed “Al desko” as you work or en route to the next thing commanding your attention

- in the car or on the train

58% of US consumer regularly skip a formal stop for lunch

Of those that do stop for lunch 82% stop for less than 30 mins & 43% only take 15 mins or less

Shopping to a repertoire of family favourites

3

12

6

9

Decision as to what to eat that night taken

after 3pm

Meal constructed from the home fridge, freezer & store-cupboard – or a

take-away !

The percentage of meat eaten at each meal is prone to diminishing as alternative foods gain market share

The Modern Meat Offer

Appealing to consumers

desire for easy solutions to how & when they want to eat

Government impetus for salt reduction

Additive reduction & additive free claims

now increasingly demanded by

retailers

Less of the best

Premiumisation trend

• Scope to target meat products at a premium market position

• By provenance of specific breed –Aberdeen Angus/ Welsh Black cattle

• By provenance of location – Scotch Beef, Welsh Brecknock Lamb

• By emphasising the animal husbandry used – Organic or “Reared on our family’s own farm by 4th generation farmers”

• By sales channel – the growth of Farmer’s Markets & Direct mail-order sales

• By associated ingredients – selected premium ingredients to accompany the meat

Positive Nutrition

Is it possible to convince sceptical consumers of the possible merits of meat with added nutraceuticals & experience some of the sales growth enjoyed in other markets ?

New meat products must offer a bundle of attributes in order to succeed

Health &Well-being

Convenience Comfort & Indulgence

Addressing one trend is no longer enough –

consumers want it ALL !

Consumers perceive a chasm between healthy

eating & convenient or tasty foods

Rising to the challenge !• Deliver Fantastic Taste !• Deliver desirable health & nutritional credentials• Ensure our meat is flexibly convenient for eating in

a variety of formal and “on the on go” eating occasions

• Select credible, engaging & relevant brand positioning

• Cherish our good reputations• Build trust & secure consumer confidence in our &

our meat’s integrity