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Consumer InsightConsumer Insight

Source: SPA Research August 2005

OccasionOccasion

‘Everyday’‘Everyday’

‘Look’ of meat‘Look’ of meat

Size/quantitySize/quantity

PricePrice

Sell-by-DateSell-by-Date

A Little More SpecialA Little More Special

What will go with it?What will go with it?

•Motivating promotions can sway decisions at any point of

decision making

Who for?Who for?

Format/cutFormat/cut

Meat type (species) Meat type (species)

• Several meat types often contemplated (e.g. may choose lamb, pork or chicken over beef depending on intended use)

QualityQuality

Size/quantitySize/quantity

PricePrice

Sell-by-DateSell-by-Date

What will go with it?What will go with it?

Format/cutFormat/cut • Determined mainly by ‘look’ of meat

• Packaging can also reassure on quality expectations

• For discerning consumers, origin can also impact (to a small degree) upon quality perception

OtherOther BeefBeef

Meat type (species) Meat type (species)

BeefBeef OtherOther

•Primary determinant of quality

What is the customer decision tree?What is the customer decision tree?

Hierarchy Of ConsiderationsHierarchy Of Considerations

Source: SPA Research August 2005

MoreImportant

LessImportant

Format/Cut

Look of Meat (quality)

Size/Quantity

Price

Promotions

Accompaniments

Pack Information

Functional benefits of packaging

Look of Packaging

• A consideration of high importance as this largely dictates how the beef can be used (e.g. types of dishes)

• Primary indicator of quality

• Including information such as ‘sell-by-date’, fat content, origin etc.

• These (in relation to size and quality) determine value for money

Occasion • Determines requirements from meat

Core/Central

Important

Peripheral/Nice to have

Red Meat

Vegetables

Chicken

Bread

MilkFruit

Cheese

Juices

Cooked meats(e.g. salami)

Yoghurts

Cereal

Chips

ButterBaked BeansSpices

Sauces

Chutney/Pickles

Fish

Dressing

MayonnaiseJams

Cordials

Turkey

Red meat is perceived as one of the core/most important

supermarket categories

Red Meat Universe

Source: SPA Research August 2005

The 3 Food ‘Mega Trends’

‘Efficient Nutrition’(fast but nutritious &

healthy)

‘Guilt Free Indulgence’

(low & light without compromising on taste & texture)

‘Convenience Plus’(convenience with

‘from scratch’ quality and entertainment

value)

‘The hypochondriac factor’

•More information•More evidence / claims•More control through ‘food plus’, ‘food minus’ and ‘natural’ alternatives

‘The time factor’

•More individual portion control•More control over time and quality of preparation

‘The sensory experience’

•More fun & entertaining•More fun & exotic taste

•More premium & indulgent

Health Convenience

Pleasure