Produced for ABP Website

1
Consumer Insight

• Produced for ABP Website

2
What is the customer decision tree?
Source SPA Research August 2005
Occasion
Who for?
A Little More Special
Everyday

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

Meat type (species)
Meat type (species)
Beef
Other
Other
Beef
Format/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

Format/cut
Quality

• Primary determinant of quality

Look of meat

• Motivating promotions can sway decisions at any
  point of decision making

What will go with it?
Size/quantity
Size/quantity
Price
Price
What will go with it?
Sell-by-Date
Sell-by-Date
3
Hierarchy Of Considerations
Source SPA Research August 2005
Occasion

• Determines requirements from meat

More Important
Format/Cut

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

Look of Meat (quality)

• Primary indicator of quality

Size/Quantity
Price

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

Promotions
Accompaniments
Pack Information

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

Functional benefits of packaging
Less Important
Look of Packaging
4
Source SPA Research August 2005
Red Meat Universe
Jams
Mayonnaise
Butter
Spices
Baked Beans
Chips
Cordials
Chicken
Vegetables
Cereal
Cheese
Bread
Milk
Fruit
Sauces
Red Meat
Yoghurts
Dressing
Juices
Red meat is perceived as one of the core/most
important supermarket categories
Cooked meats (e.g. salami)
Fish
Turkey
Chutney/Pickles
5
The 3 Food Mega Trends