The findings from a fresh study called the Consumer Protein Landscape (CPL) have been published, which used mobile technology to collect meal consumption data from 2,100 people. The findings provide an up-to-date insight into how industry can better market products to drive demand.The CPL study collected meal consumption data from 2,100 consumers, providing insights into how industry can better market products to drive demand.
Some major takeaways from the study:
- Dinner is the red meat heartland for Australians with more than 60% of red meat consumption occurring during dinner time – and 40% of dinners eaten while watching TV (vs 31% sitting at a table)
- Meals with beef typically include mince and bread for a burger, or steak and veggies. Mince and sausages are prominent choices for child-centric families due to their simplicity and versatility. Meals with lamb are more likely to include chops or a roast with carrots and baked potato.
- It’s also interesting to examine the drivers of food choice throughout the week.
- Practicality and functionality are the main drivers at the start of the week, when consumers are motivated to choose meals which are healthy, energising and relatively simple to prepare.
- During the weekend, consumers think more emotionally when choosing a meal.
- Red meat plays a key role in both functional and emotionally driven meal choices.
- By understanding the drivers of choice and consumers’ relationship with red meat, underpinned with their needs and motivations, this provides the opportunity for differentiation and expansion of red meat solutions into other occasions, including breakfast, snacks and beyond.