Changing consumer preference and the move of more food dollars to the store prompted the Beef Checkoff Program, the National Pork Board and Yerecic Label to update their Protein Labeling Study to discover current consumer information needs while shopping the meat case, explore consumer recipe use, and test a variety of on-pack labels for general appeal and functionality.
The groups announced the completion of Phase One of the second Protein Labeling Study (PLS II), which discusses consumer feedback regarding the effectiveness of new labeling programs offering merchandising and technology applications. The study objectives were to:
- Identify information needs for purchasing meat & poultry
- Explore use of recipes
- Test a variety of labels for appeal and functionality, cross merchandising ideas, and new technology uses.
“As consumer shopping habits continuously evolve, our goal is to better understand the information consumers need to purchase more beef products,” says Jim Henger, executive director of marketing for the National Cattlemen’s Beef Association, which contracts to manage retail programs for the beef checkoff. “Providing on-pack information that helps consumers purchase and prepare fresh beef will lead to increased demand at retail.”
The research provides consumer insight into information they find most helpful while shopping the meat case, including:
- Recipes, basic cooking directions and a cooking chart to assist in preparing various cuts of meat and poultry
- New ways of preparing familiar cuts of fresh meat and poultry.
- Serving suggestions for various cuts to make a complete meal
- A photo of the finished dish
- Various meal options to fit different personal preferences
Consumers also expressed thoughts on several on-pack labeling programs proposed for meat packages.
- Easy Fresh Cooking® labels deliver what consumers want/need to make their fresh meat shopping, preparation and cooking experiences easier.
- Flavors of the World, a label program that encourages consumers to try different ethnic tastes from around the globe, also appeals to consumers. Consumers say these labels provide variety while introducing new AdImpact™ labels highlight cross merchandising information and coupons for complementary items. Consumers look everywhere for bargains today, and they react positively to these labels when the savings are instant and for products they regularly use.
The second phase of PLS II includes controlled store testing of the conclusions from Phase One. The results of Phase Two will be available in Spring 2011.
