This research was undertaken by AHDB in collaboration with Basis Research with the aim to understand how we can optimise red meat packaging and labelling. Our analysis examines opportunities to optimise meat labelling to improve shopper purchase intent for red meat, as well as improve long-term perceptions of the industry.

There was a clear preference to the hierarchy of what should be included on pack, regardless of the protein or cut. These could be split into three categories:

1. Inspire
Inspiration was the biggest driver of purchase intent. Shoppers were drawn to images of tasty dishes; therefore, having strong foodie imagery on pack is essential. Consumers also found that having information on cooking times gave them more confidence – particularly for less familiar cuts such as lamb.

2. Inform on health and provenance
Health and provenance information was liked by shoppers to help them make an informed decision about their purchase. Health is a driver of purchase, particularly low in fat and vitamin and mineral content. Highlighting British origin, farming methods such as grass-fed or free-range as well as any assurance schemes.

3. Reassure on environment and farming
Information on farming and sustainability credentials was liked by lighter meat shoppers and those who were cutting back on their meat consumption. In previous research looking at the meat aisle, we found that these messages were most effective on point of sale at fixture.

To read more on our meat labelling research visit: https://ahdb.org.uk/knowledge-library...

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ABOUT AHDB
AHDB is a statutory levy board. Our purpose is to be a critical enabler, to positively influence outcomes, allowing farmers, growers and others in the supply chain to be competitive, successful and share good practice. We equip levy payers with easy to use products, tools and services to help them make informed decisions and improve business performance. Established in 2008 and classified as a Non-Departmental Public Body, AHDB supports the following industries: meat and livestock (Beef, Lamb and Pork) in England; Dairy in Great Britain; and Cereals and Oilseeds in the UK. For further information visit www.ahdb.org.uk