• 38% - beef quality problems.
• 57% - problem selecting tender beef.
• 81 % - price no indicator.
• Appearance vs. eating quality.
• > 90% - fat = poor quality.
• Buy and pay more if satisfied.
Consumer survey results
• 560,000 consumer product tests
• 60,000 cuts of meat
• 6 cooking methods
• Wide variety of breeds, feed types, production and processing systems
The largest product testing program ever undertaken for beef in the world!
What is MSA a result of ?
Key attributes of eating experience:
Consumer testing showed
Overall Liking
Flavour
Juiciness
Tenderness
Consumers identify 4 grades
Consumer testing results
0
Good Everyday
Unsatisfactory
Better than Everyday
Premium
100766446
• Cooking methods will impact on eating quality.
• Roasting the Tenderloin decreases eating quality while roasting the Rump increases eating quality.
Cooking method
GRILL
CASSEROLE
CORN
ROAST
STIR FRY
SHABU SHABU
• Tenderness improves with ageing.
• Ageing beef can be done on the bone or vacuum packaging.
• When ageing product it is important to have complete traceability.
• Beef does not age when frozen.
Ageing
What does MSA mean?
• Consistent quality
• Consistently tender
• Known eating quality
• Therefore value for money
What is the difference between MSA and non-MSA beef?
• Non MSA beef may vary
The facts behind MSA
MSA labelling Carton end panel
MSA Grade.Ageing requirementsstart from packed on date.
Packed on Date.Time label was printed
Demographics will change the way we live• Older Australians aged 65 and over will grow
from 13% to 30% of the population.• Household size will decline from 2.6 to 2.2
people.• Number of lone person households will
double, to over 30% of total.• Couples without children will overtake
couples with children, to become the most common family type.
• Loneliness is predicted to be the number one cause of death.
MEALS CAN PLAY A CRUCIAL ROLE IN MAINTAINING SOCIAL CONTACT
Time pressure will continue to drive our meal decisions
• Grocery buying will continue to change– More males, both younger and older– More individualistic
• Meals tailored around the weekly cycle, which for older families also requires flexibility around sport, after school activities, and evening classes.
• Meal ‘construction’ flexibility– Serve your own when you get home– On the cook top, in the oven– Minimal preparation, easy construction eg
burritos, burgers• More out of home / pre-prepared / pre-cooked meals
CONVENIENCE, CONVENIENCE, CONVENIENCE
“Contra-trends” will be apparent• While some are working harder and longer
hours, others are working part time or retired• While many retirees are enjoying the good life,
most will be struggling with limited income and high health costs
• Many women will be committed to full time careers, while others will be constrained to part time work and child rearing
• Greater disparity in wealth and income• Hedonistic Vs Conservatism• Our targets will be fragmented
WE MUST BE ALERT & FLEXIBILE TO ADDRESS DIFFERENT GROUPS & NEEDS
Less Developed Cooking Skills
• Young adults are staying at home with mum and dad longer- of 25-34 year olds, 10.7% were at home in 1991, its now 12.6%.
• Marriage is being put off and becoming less likely- average for males is 28 years, females 27 years.
• Prevalence of eating out and a reliance on convenience meals means few cook from ‘scratch’.
• Cooking will be shared, with more males participating.
• Fewer at-home mums means cooking skills not being passed down.
COOKING IS BECOMING AN ART FOR MANY
Marketing Goals
To grow consumer demand for beef, sheep and goat meats by
1. Reducing trade and consumer barriers to demand
2. Enhancing and promoting the drivers of demand
Marketing Strategy:
Nutrition
- essential
- 3-4 times/ wk
Enjoyment- quality
- popular
Convenience- easy to choose
- easy to prepare
Red MeatRed Meat
Integrity- safe
- responsible
- ethical
Value for Money
- affordable
- price options
Communication and promotion
Top Related