Early data from an ongoing consumer purchasing study shows meat purchases to be driven most often by whether the entire family will like the product chosen.
The data, outlined briefly Monday in a joint release from Canada’s pork, lamb, veal and chicken producers’ groups, showed that while “price” and “value for money” are important in driving meat purchases, neither of the two is more influential than family preference.
Furthermore, “one of the most intriguing findings, something that is common among chicken, pork, veal and lamb consumers, is the degree to which meat and specific cut preference is influenced by the type of dining occasion,” said Colin Siren of polling firm Ipsos-Reid, which collected the data through its online consumer “I-Say” Panel.
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“This information is critically important for meat producers to understand, as it illustrates how their products are positioned in the minds of their consumers,” he said.
Taste, nutrition, product information and reduced preparation time were found to be other important drivers but the research also showed buyers “value quality and are willing to pay for it,” the groups said in their release.
“In fact, of all the meats, veal is purchased least on promotion. As well, organic or antibiotic-free meats, particularly chicken and pork, appear to have tremendous market opportunities.”
The Canadian Pork Council, Chicken Farmers of Canada, Canadian Sheep Federation, Ontario Veal Association and the Guelph ag think tank the George Morris Centre are jointly backing the three-year consumer data initiative with some federal agriculture department funding.
