keeping meat on the menu - helsingin yliopisto 52... · 2017-06-28 · keeping meat on the menu...
TRANSCRIPT
Keeping Meat on the Menu
Alison HaselgroveGroup Development Manager
Dawn Group
So what do I know about consumer behaviour ?
• Over 20 years in the fresh foods industry
• Buying & Marketing Controller roles for Safeway – top 4 UK retailer
• Leading chilled foods development projects throughout the dynamic market changes of the 1990’s
• 7 years with the Dawn Group –building the NPD function - now supplying UK supermarket & food service customers
Meat as food
Flesh
MeatTissue
Our 4 P’s
4 P’s of Meat Technology
Palatability
Does it taste GOOD ?
Views on Nutrition & Enjoyment of Food –consumers UK/ Germany/ France
Enjoyment & Nutrition Equally
Important33%
No preference expressed
25%
Enjoying Food More Important than Nutrition
42%
Source : Tate & Lyle 2005
Meat becomes Food
O O
S S
The chemistry of delicious ??
Louis Maillard
Meat Aspirational centrepiece to the meal
from Ancient times
MeatFlaunted to demonstrate social
status in Medieval society
Our 4 P’s
Palatability Portability
Portability - Portioning for Transportation
Effective & attractive portioning & packaging is essential to the success of the meat supply chain in engaging consumers to
purchase
Our 4 P’s
Palatability Portability
Preservation
18th Century Icehouse, Kew
Preserving their meat in an edible condition was critical to whether earlier generations could have meat in their diet all
year round
13th C Mongol Horsemen tenderised their meat beneath their saddles
1795 Nicolas Appert – sought to feed
Napoleon's troops as they tried to conquer
Europe & beyond
1937 – SPAM the iconic canned meat is born after Hormel run a Spiced
Ham recipe competition
European Meat Market (Value) 2000- 2009
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
2000 2003 2006 (Projected) 2009 (Projection)
CannedChilledFrozen
Million Euro
Our 4 P’s
Palatability Portability
Preservation Profitability
Palatability operates on 3 levels
PhysicalIntellectual
Emotional
Much loved (but time consuming !) national culinary favourites are still enjoyed for special occasions
but ready prepared options allow everyday eating
What consumers want from meat
1.Tenderness
2.Succulence
3.Flavour
Value for Money & Enjoyment
Source: Dawn Group research
How they judge a piece of meat when buying
1.“Nice” Bright colour
2.Low levels of fat
3.Absence of sinew
Source: MAPP/ Dawn Group research
Spurious factors
Consumers appreciate meat because
1.Good source of nutrition
2.Meat makes the meal ! Focus/ Hero of a meal
3.Comfort – steak/ curry men’s comfort food
4.Indulgence – good meat as a treat
Source: Safeway/Dawn Group/ Food & Brand Lab
But we have to leap high hurdles to impress them
1.25% of eating occasions for beef felt to be “poor”
2.High variability of the natural product – routes to addressing this are diminishing due to the demand for “natural”products
3.Suspicion over the meat industry’s commitment to quality
Source: NBCA/ Dawn Group research
3 Dominant Mega-trends
Health &Well-being
ConvenienceComfort & Indulgence
Convergence Point
Previous categorisations –created conveniently
broad groups of target consumers
1.A,B,C1,C2,D & E
2.Acorn
3.Post-code/ home location segmentation
The rise of individualism makes these
generalisations much less relevant
1. “Just for me” – the art of individually tailored mass production
2. “What I want, when I want it” – the “now” & “me”trends collide
3. “My ever changing moods” –the same consumer may have a myriad of behaviours depending on mood or context
Life is hectic !! Help me with hassle free solutions !!
Convenience
Family
Work
Friends
Keeping fit
HobbiesTravel
Juggling ever more busy lifestyles is driving the demand for convenience
Growth in the years 2003 to 2006 has been at 43%
The UK Ready to Cook market is projected to be
worth £454m in 2006
Asda
Morrisons
M &
S Co-op
Waitrose
Sainsbury’s
Tesco
Somerf
ield
Mintel
Time is of the essence as consumers seek to squeeze the maximum out of their day
Formal “mealtimes” are being replaced by
“multi-task munching”
Lunch is grabbed “Al desko” as you work or en route to the next thing commanding your attention
- in the car or on the train
58% of US consumer regularly skip a formal stop for lunch
Of those that do stop for lunch 82% stop for less than 30 mins & 43% only take 15 mins or less
Shopping to a repertoire of family favourites
3
12
6
9
Decision as to what to eat that night taken
after 3pm
Meal constructed from the home fridge, freezer & store-cupboard – or a
take-away !
The percentage of meat eaten at each meal is prone to diminishing as alternative foods gain market share
The Modern Meat Offer
Appealing to consumers
desire for easy solutions to how & when they want to eat
Government impetus for salt reduction
Additive reduction & additive free claims
now increasingly demanded by
retailers
Less of the best
Premiumisation trend
• Scope to target meat products at a premium market position
• By provenance of specific breed –Aberdeen Angus/ Welsh Black cattle
• By provenance of location – Scotch Beef, Welsh Brecknock Lamb
• By emphasising the animal husbandry used – Organic or “Reared on our family’s own farm by 4th generation farmers”
• By sales channel – the growth of Farmer’s Markets & Direct mail-order sales
• By associated ingredients – selected premium ingredients to accompany the meat
Positive Nutrition
Is it possible to convince sceptical consumers of the possible merits of meat with added nutraceuticals & experience some of the sales growth enjoyed in other markets ?
New meat products must offer a bundle of attributes in order to succeed
Health &Well-being
Convenience Comfort & Indulgence
Addressing one trend is no longer enough –
consumers want it ALL !
Consumers perceive a chasm between healthy
eating & convenient or tasty foods
Rising to the challenge !• Deliver Fantastic Taste !• Deliver desirable health & nutritional credentials• Ensure our meat is flexibly convenient for eating in
a variety of formal and “on the on go” eating occasions
• Select credible, engaging & relevant brand positioning
• Cherish our good reputations• Build trust & secure consumer confidence in our &
our meat’s integrity