New research reveals consumer preferences for red meat purchases, highlighting taste, health benefits, and production methods.

A recent study conducted by AHDB examines strategies for farmers and retailers to enhance meat packaging and labelling.

Despite increased spending in recent years, the volume of red meat purchases has steadily declined since its peak in 2020, according to figures.

AHDB’s analysis of shopper data highlights the need to re-engage consumers with the red meat category, both in physical stores and online.

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The research shows the importance of foodie imagery on packaging to drive purchase intent as photos of appetising dishes strongly influence consumer choices.

Shoppers also value information on cooking times, especially for less familiar cuts like lamb, increasing their confidence in purchasing.

Health and provenance information, including details on fat content, vitamins, minerals, and British origin, also engages consumers. Messaging underlining ‘lean and low in fat’ is particularly effective in encouraging purchases, as 73% agreed.

Additionally, British origin and farming methods including free-range, grass-fed, and assurance schemes are notably desired.

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AHDB’s retail insight manager, Grace Randall, highlighted the importance of understanding consumer needs and desires: “It’s clear from this research that shoppers want to feel confident in the quality of their meat, which comes from taste, health benefits, and production methods.

“By helping them to feel informed and inspired we can help drive their red meat purchases.

“AHDB wants to showcase the optimised label concepts created in this study and we encourage producers and retailers within the industry to initiate change and to reach out to AHDB for further support.”