Farmers, producers, retailers and industry stakeholders will receive key industry insight at a webinar centred on consumer behaviour, the Agriculture and Horticulture Development Board (AHDB) has said.

The AHDB webinar will take place on Thursday, June 27, and will explore consumer confidence, evolving sensitivity to price, understanding the thoughts and decisions of meat reducers and future growth opportunities.

The insight team will also be sharing a new event-focused research project, covering opportunities around key holiday events like Easter and Christmas, and royal occasions like the King’s Coronation.

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The new research dives into which consumer events are the most important for beef, lamb, pork and dairy sectors and explores the needs of consumers at different types of events and how messaging can be tailored to meet those expectations and boost sales.

AHDB’s lead consumer insight manager Steve Evans will be hosting the webinar, joined by lead retail insight manager Grace Randall and retail and consumer insight analyst Tom Price.

AHDB head of marketing, Carrie McDermid, will also be in attendance, speaking on the importance of consumer marketing and advertising, and how market intelligence work is used to inform industry and consumers on the facts around meat and dairy.

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AHDB lead retail insight manager, Grace Randall, said the cost-of-living crisis is still 'front of mind' for many people and consumers are having to make decisions about their food choices.

“Our webinar will delve into the reasons behind consumers’ changing dietary preferences and decisions, and will explore why now is a great time for farmers and producers to communicate their value to consumers,” she said.

“The webinar will not only inform attendees on current consumer food trends and behaviours around key seasonal events, but more importantly explore how this affects future demand and what opportunities these trends present.

“By assessing future considerations, we can ensure we are doing all we can to support farmers, growers, retailers and processors to be as well informed as possible, helping them to adapt to evolving consumer needs and back the reputation of British farming year-round.”