36
Decoding consumer data to maximise category opportunity NOVEMBER 2012 THE SHOPPING DECISION PROCESS FOR MEAT
Decoding consumer data to maximise category opportunity
NOVEMBER 2012
THE SHOPPING DECISION PROCESS FOR MEAT
T H E
S H O P P i n g D E C I S I O N
T R E E F O R
M E A T
2 0 1 2
R E P O R T
CONTENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . FOREwORD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1THE SHOPPING DECISION TREE . . . . . . . . . . . . . . . . . . 2Key Observations . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Pre-Purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4At the Fixture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Post-Purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18DECISION TREE CRITERIA BY CUT . . . . . . . . . . . . . . . . 22THE CONJOINT RESEARCH ANALYSIS . . . . . . . . . . . . . 24The Purchase Intention Decision Tree . . . . . . . . 24SIMULATING SHOPPER CONCEPT PREFERENCES . . . . 26 APPENDIX I . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30In-store Decision Tree Questionnaire. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
THE SHOPPING DECISION PROCESS FOR MEAT
1
Understanding the consumer lies at the heart of all retailing strategies and it is only with such knowledge and insight that we can effectively stimulate demand and deliver customer satisfaction.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The shopping decision tree process for meat
outlined in this report provides precisely such a
valuable overview of purchasing behaviour
in-store for one of the food sector’s most
valuable categories. It explores the influences
that prompt shoppers to choose one particular
meat cut in preference to another. Understanding
these influences will help to define - and,
indeed, refine – the merchandising, marketing
and promotional strategies designed to drive
category growth.
In addition to the observational research
conducted in-store, which analysed the factors
that determined what shoppers actually bought
(the purchase outcome), the decision tree
research has been enriched by conjoint research.
This analyses the factors consumers take into
account before they go shopping – the so-called
purchase intention hierarchy.
By applying numerical values to the purchase
hierarchy when there is a range of overlapping
variables which consumers consider when
deciding what to buy, it is possible to deduce the
product features and associated attributes which
have the most impact on choice. By reflecting
these priorities in the meat offer, retailers can
maximise both purchase potential and customer
satisfaction.
It is the combination of the decision tree and
conjoint techniques that makes this research
so compelling and potentially so valuable.
That it can be tailored to apply to specific
markets makes it a potentially powerful
management tool.
I know my colleagues in EBLEX look forward
to working with retailers and processors to
apply the insight derived from this research.
It enables EBLEX to work with our partners in
the supply chain to fine tune their strategies
for growth in the red meat category.
John Cross Chairman EBLEX
FOREwORD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
T H E
S H O P P i n g D E C I S I O N
T R E E F O R
M E A T
2 0 1 2
R E P O R T
The first part of the EBLEX shopping decision tree research consisted of nearly 1,200 face-to-face interviews conducted in-store. The research was conducted in outlets operated by four of the UK’s largest grocery retailers with all interviews taking place in larger store formats. The in-store intercept interviews, which were conducted at the pre-pack meat fixture, were complemented with observational research before selection of meat.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Questioning was designed to establish pre-purchase
criteria (such as whether the purchase was pre-
planned, main shop or top-up); shoppers’ behaviour
at the fixture (how long they took to decide what to
buy, how easy they found the fixture to navigate and
whether they would buy a substitute product if their
first choice was not available); and post-purchase
information (such as when and how the product
bought was to be used).
The key findings for each of these three phases can
be summarised as shown below (Chart 1).
chart 1
THE SHOPPING DECISION TREE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
• The decision to buy is made in store by 53%, 46% at the fixture. A further 28% decided earlier the same day
• For 50% it was their main shop, for 38% a top-up
• Almost two-thirds (64%) do not use a shopping list but meat cut is included on 66% of lists of those who have a list
• 23% said they were eating less meat these days and 9% said they were eating more
• 37% buy once a week, 10% more frequently
• They take, on average, 74 seconds in the meat aisle and admit that the meat and vegetable aisles are where they spend longest time. For 55%, the meat aisle is in the first three aisles they visit, for 37%, in the middle part of their shop
• 93% find it very or quite easy to find the meat they want and 89% are satisfied with the range available
• 80% know what price they just paid for their meat, of those who do, pack price is dominant – 90%
• 57% recall no signage at the fixture
• Main factors driving purchase outcome are appearance (31%) followed by price (23%) and then cut (11%)
• If unavailable, 35% of shoppers will substitute a different species, while 30% will look for a different cut within the same species
• 28% will use on the same day, 56% will use in the next few days. 9% buy to freeze
• Family (47%) and Simple adult (34%) are the dominant meal occasions
Pre-Purchase Post-PurchaseAt the fixture
3
Key observations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Meat cut and lifestage group are the two variables that most influence shopping dynamics. For instance, when it comes to the specific meat cut, the dynamics alter significantly between staple choices such as mince or diced meat and premium choices such as steak or roasting joints.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . There is a marked difference in the pre-purchase
process and in purchase frequency between older
and younger respondents, as there is in their
respective responses to the influence of signage
and promotions.
Shoppers spend the longest time in the meat and
vegetable aisles than in any other parts of the
supermarket and take, on average, 74 seconds
in the meat aisle to choose their purchase. This
is significantly longer than the average time
recorded in similar research undertaken 10 years
ago. While this, in part, may be due to the fact
that processed products (sausages, bacon
and sliced cooked meats, for example) are not
featured in this research it may, arguably, be
due to the increased complexity of the category.
Additional tiering and the introduction of
ready-to-cook products in recent years has given
shoppers greater choices to consider.
At the point of purchase, it is noteworthy that
shoppers take longer to choose when buying
healthy tier products, ready-to-cook products
and when buying for someone else, in which
cases the dwell time in the aisle is longer
than average.
The dwell time in the meat aisle is shorter for
those buying standard quality, chicken products
and when buying meat for that evening’s meal.
Shoppers generally have little difficulty in finding
the product they want - 70% claiming it is ‘very
easy’. This ranges from 64% for those buying
chicken legs or thighs to 79% for those buying a
whole bird. Satisfaction with and ease of finding
lamb is generally lower than for other meats.
The key factor affecting the purchase outcome
in-store is the appearance of the meat (56% of
all mentions) followed by price (25%). It is worth
pointing out that appearance becomes a critical
factor only at the point of purchase but is key to
the purchase outcome. As will be shown later in
this report (see the chapter on Conjoint Research
Analysis on page 24) appearance is afforded much
less consideration when consumers are planning
their purchase and they are remote from the store.
If shoppers’ first-choice product is not available,
35% would buy the same cut but from a different
species while 30% would stick with their chosen
species but switch cut.
Signage recall is very low with 57% of
respondents ‘not really remembering seeing
anything’. Of those that do recall signage, price
offers and a species sign are most frequently
remembered at 18% and 15%, respectively.
Price recall is considerably higher – with 80%
of shoppers claiming to remember the price. Of
these, the vast majority recalled the pack price
while only 2% remembered the price per kg.
36% of shoppers bought an item that was on
promotion at the time of the shop, half of which
were for 2/3/4 for £x offers. The second most
popular mechanic was money off.
The role of the 2/3/4 for £x varies significantly
across meat cuts: 20% for roasting joints and
77% for ready-to-cook meats.
While 56% of meat cuts bought will be used within
two to three days of purchase, almost one purchase
in three (28%) will be used the same day.
A more detailed look at the key data by cut is
contained in the next chapter (see page 22).
Before that, it is important to examine the
in-store research in more detail.
4
The shopping mission
MAIN SHOP
TOP-UP
FOR TONIGHT
FOR SPECIAL MEAL
FOR SOMEONE ELSE
50%
38%
9%
2%
1%
The shopping Mission
50
TOTAL
Someone else
Figures in %
Special meal
For tonight
Top-up
Main shop
Someone else
Figures in %
Special meal
For tonight
Top-up
Main shop
38
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
9
12
2 2 1 1 1
1 1 2 1 2 1 1 23
2 2 1 2
40
53 5349 49
28
36 35 3843
28
7 9 96
Shopping Mission - by lifestage
Shopping mission – by meat cut
50
38
9
52
35
10
52
42
322 1 1 1
48
37 37
10 12
48 60
33
6
49 45 51
39
10
48
40
9
36
16
34
12
3
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
AT FIXTURE
ON ENTERING STORE
EARLIER TODAY
LAST FEW DAYS
LAST WEEK
46%
7%
28%
8%
1%
The Dicision time
ALWAYS BUY 8%
Figures in %
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
7
28
8
81
8
29
917
7
30
726 6
18
29
7
12
27
7
The decision time – by meat species
Figures in %
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
818
28
7
32
8
816
26
8
719
739
27
6
61
38
5
18
10
28
10
7111
29
10
10
8
30
7
9
31
2
11
66
12
The decision time – by meat cut
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
KTOTAL
Figures in %
Meat selection on list?Use shopping list?
Yes66%
Yes 36%
Not onlist 4%
No 30%
No 64%
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
818
28
7
25
45
12
925
34
4
102
11
28
6
618
26
11
817
25
6
TOTAL
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
The decision time – by lifestage
1
2
3
4
5
6
7
11
4/5 a week
2/3 a week
Once a week
2/3 a month
Once a month
Less
First time
4%
10%
37%
20%
18%
8%
3%
Purchase frequency
17
70%
23%
4%
3%
0%
Very easy
Quite easy
Neither
Quite difficult
Very difficult
Finding the cut shoppers want is not an issue with 93% claiming it was easy – 70% saying it was very easy.Older age groups find it slightly easier than younger ones. .
18
Ease of finding meat purchased
Ease of finding meat – by species
Very difficult
Figures in %
Quite difficult
Neither
Quite easy
Very easy
TOTAL
BEE
F
LAM
B
CH
ICK
EN/T
UR
KEY
PO
RK
34
23
33
2324 23
64
125
42
22
21
22
19
20
23
24
8
9
10
12
13
14
15
16
Figures in %
Appearance
Price
Cut
Pack size
Quality
Recipe
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
55
9
11
23
7
8
9
8
23
33
11
11
24
28
8
11
29
7
7
11
14
16
10
5
9
9
18
3766
24
417
11
24
45
11
44
639
10
16
Top six factors driving purchase outcome – by meat cut
35%
If unavailable, 35% of shoppers would substitute a different species while 30% would look for a different cut within the same species. 17% would buy nothing at all.
30%
17%
5%
5%
4%
3%
1%
Different Species, same cut
Same Species, different cut
Bought nothing
Look at meat counter
Don’t know
Bought same, different store
Bought something, not meat
Use something already have
Substitution
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
55
17
35
6
5
25
28
42
12
48
4
9
16
34
8
4
13
37
52
14
35
9
19
30
29
25
27
27
25
20
10
1
16
29
Top 5 substitution solutions if preference is not available - by meat cut
Don’t know
Figures in %
Something frommeat counter
Bought nothing
Same cut,different speciesSame species, different cut
Nothing
Price
Species sign
Offer
57%
18%
15%
10%
57% recall no signage at the fixture, 18% remember price, 15% species and 10% a promotional offer.
Signage recall
25
26
27
28
10
15
18
11
15
18
15
18
9 10
19
20
9
13
17
TOTAL
45+
18 to
44
FEM
ALE
MA
LE
Nothing really
Price
Species sign
Offer
Figures in %
Signage remembered – by demographicUnprompted
Nothing really
Price
Species sign
Offer
Figures in %
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
Signage remembered – by meat cut Un-prompted
10
15
18
8
13
19
7
17
14
13
15
20
11
17
19
7
16
16
13
15
16
11
13
24
7
7
13
13
15
16
29
30
33
34
15
Yes
No
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
20 21 22 22 20 Figures in %1612 17 22 19
Recall exact price of meat – by meat cut
31
32
When will it be used?
Today
Next 2/3 days
To store/Freeze
Next 4/5 days
Next 6/7 days
28%
56%
7%
1%
9%
84% aim to use the meat within the next few days- 28% today and 56% in the next two or three days.Almost 1 in 10 (9%) buy to freeze.
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
17
45
25
30
11
75
17
39
17
35
18
35
4
73
20
30
18
31
22
47Weekday
Weekend
General purpose
Figures in %
Time of week purchase to be used for – by meat cut
Family meal
Simple adult meal
Special adult meal
Healthy meal
Entertaining friends
Simple kid’s meal
Other
47%
34%
6%
5%
2%
1%
5%
Family meal (47%) and Simple adult meal (34%) dominate the usage occasions.
Occasion for usage
Healthy
Simple adult
Special adult
Family
Figures in %
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
47
6
34
49
5
34
65
7
17
33
11
45
36
7
45
39
5
41
59
2
25
47
3
35
49
2
33
43
8
40
Top 4 meal occasions selection expected to be used for –
by meat cut
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
4
30
3
23
7
38
6
3430
1
Figures in %
Yes
No
No meat on list
Is your cut on the list?
Figures in %
Yes
No
No meat on list
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
KTOTAL
Use of shopping list – by meat cut4
30
4
25
5
28
6
37
2
33
9
21
143
29 2944
Very difficult
Figures in %
Quite difficult
Neither
Quite easy
Very easy
23
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
43 4
4
17
53
22
223
25
22
6
26
3
2
25
1
19
35
19
42
31
33
26
Ease of finding meat – by cut
Appearance
Price
Cut wanted
Pack size
Quality
For recipe
Most important
Total mentions
31%56%
23%25%
11%5%
9%8%
5%2%
5%2%
Appearance (31%) is cited as the most important factor followed by Price (23%), Cut (11%) and Pack size (9%).This follows a similar hierarchy when all mentions are included, except Pack size moves up to third ahead of Cut .
Factors driving purchase outcome
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
2/3/4 for £x
Money off
Other
Figures in %
32
18 18
22
37
43
15
50
14
33
19
26
20
31
5
24
4
19
Recall of promotions – by meat cut
YesNo
36%
64%
Did you use a shopping list today?
Did you use a shopping list today?
YesNo
36%
64%
Recall price?
Price per kg 2%No 20%
Yes 80% Pack price 90%
Both 7%
Recall pack price or kg?
80% recalled the price of the meat purchased, 91% of whom recalled the pack price.
Just over one third (36%) used a shopping list and these were more likely to have been from the higher social and also retired groups.
Of those who used a list two thirds (66%) had their meat selection on it.
No 60% Yes 36%
Don’t know 4%
Was the item on promotion? Promotion type?
Money off 32%
2/3/4 for £x 50%
Half price 6%
Other 12%
Just over one third (36%) bought the item on promotion although a further 4% were unsureThe two key promotions present were ‘2 or 3 or 4 for £x’ or a ‘money off’ offer.
Was the item you bought on promotion?
60%
4%
36% YesNoDon’t Know
SPECIES
BEE
F
LAM
B
PO
RK
CH
ICK
EN/
TUR
KEY
Dwell time in meat aisle
CUT
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
LIFE STAGE
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
PR
EMIU
M
STA
ND
AR
D
ECO
NO
MY
OR
GA
NIC
HEA
LTH
Y
116
92 99
122160
QUALITYLEVEL
91
107102 100 103
9181 87
CUT
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
HEA
LTH
Y M
EAL
SIM
PLE
KID
S
SIM
PLE
AD
ULT
S
SPEC
IAL
AD
ULT
FAM
ILY
ENTE
RTA
IN
TO F
REE
ZE
112105 104
121
96 92
129
MEAL OCCASION
104
8197
124 122
MA
IN S
HO
P
FOR
TO
NIG
HT
TOP
UP
SPEC
IAL
MEA
L
FOR
SO
MEO
NE
ELSESHOPPING
MISSION
7191
96
105101
103
18 T
O 2
4
25 T
O 3
4
35 T
O 4
4
45 T
O 5
4
55 T
O 6
4
65+
AGE
93
104 107
95
AB C1 C2 DESOCIALGRADE
100
9799
103
WORKINGSTATUS FU
LL-T
IME
PAR
T-TI
ME
NO
T W
OR
KIN
G
RET
IRED
7
46 45 47 47 44
46 40 50 4841 39
3342 49
72
46
3643 42
4751
66 74
55 6069
66 71 67 57 6570 86
68 71
56
7182 77
70
6779 75 74 76 67 60 64
96
62
7377
74 71
70 71 66 69 72
70 74 70 67 66 70 79 73 64 68
3127
3529 31 34
3426
16
34
30 27 27 31 28 37 24 3038 34
57 55 58 51 60
57 58 62 53 54 6057 55 53 65 56
80 79 78 78 80 84 88 83 78 81
5060
20
35
5365
49
71 77
38 45
14
4448 47
22
50 51
31
5 6 3 3 5 5 5 9 2 6
8
7 5
Someone else
Figures in %
special meal
for tonight
top up
main shop
1 1 2 1 2 1 1 23
Shopping mission – by meat cut
50
38
9
52
35
10
52
42
322 1 1 1
48
37 37
10 12
48 60
33
6
49 45 51
39
10
48
40
9
36
16
34
12
3
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY
TO C
OO
K
96
111104
95
SPECIES
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
chart 2 BASE 1188
Shopping mission. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Our research showed that, for those buying meat, half of all shopping trips are a main shop with nearly
4 in 10 shoppers (38%) topping up. One shopper in 10 is buying for a meal to be eaten the same day with
a further 2% shopping specifically for a special meal (Chart 2).
There is little discernible difference by species other than that lamb is less often chosen as part of a
top-up shop than other meats and features more than the others as being bought ‘for tonight’ (Chart 3).
A high percentage of shopping missions undertaken by pre-family lifestage groups are for meals to be
eaten that same day (Chart 4). Most trips made by the family lifestage groups are main shopping missions.
When it comes to particular cuts, minced products and whole chicken birds feature very much as
main shop items (Chart 5). Interestingly though, roasting joints, while featuring as a main shop item,
also feature strongly as a top-up choice – perhaps a reflection of the volume sold on promotion and
appealing to shoppers as an impulse buy.
4
PRE-PURCHASE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
T H E
S H O P P i n g D E C I S I O N
T R E E F O R
M E A T
2 0 1 2
R E P O R T
55
MAIN SHOP
TOP-UP
FOR TONIGHT
FOR SPECIAL MEAL
FOR SOMEONE ELSE
50%
38%
9%
2%
1%
The shopping Mission
50
TOTAL
Someone else
Figures in %
Special meal
For tonight
Top-up
Main shop
Someone else
Figures in %
Special meal
For tonight
Top-up
Main shop
38
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
9
12
2 2 1 1 1
1 1 2 1 2 1 1 23
2 2 1 2
40
53 5349 49
28
36 35 3843
28
7 9 96
Shopping Mission - by lifestage
Shopping mission – by meat cut
50
38
9
52
35
10
52
42
322 1 1 1
48
37 37
10 12
48 60
33
6
49 45 51
39
10
48
40
9
36
16
34
12
3
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
AT FIXTURE
ON ENTERING STORE
EARLIER TODAY
LAST FEW DAYS
LAST WEEK
46%
7%
28%
8%
1%
The Dicision time
ALWAYS BUY 8%
Figures in %
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
7
28
8
81
8
29
917
7
30
726 6
18
29
7
12
27
7
The decision time – by meat species
Figures in %
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
818
28
7
32
8
816
26
8
719
739
27
6
61
38
5
18
10
28
10
7111
29
10
10
8
30
7
9
31
2
11
66
12
The decision time – by meat cut
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
KTOTAL
Figures in %
Meat selection on list?Use shopping list?
Yes66%
Yes 36%
Not onlist 4%
No 30%
No 64%
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
818
28
7
25
45
12
925
34
4
102
11
28
6
618
26
11
817
25
6
TOTAL
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
The decision time – by lifestage
1
2
3
4
5
6
7
11
4/5 a week
2/3 a week
Once a week
2/3 a month
Once a month
Less
First time
4%
10%
37%
20%
18%
8%
3%
Purchase frequency
17
70%
23%
4%
3%
0%
Very easy
Quite easy
Neither
Quite difficult
Very difficult
Finding the cut shoppers want is not an issue with 93% claiming it was easy – 70% saying it was very easy.Older age groups find it slightly easier than younger ones. .
18
Ease of finding meat purchased
Ease of finding meat – by species
Very difficult
Figures in %
Quite difficult
Neither
Quite easy
Very easy
TOTAL
BEE
F
LAM
B
CH
ICK
EN/T
UR
KEY
PO
RK
34
23
33
2324 23
64
125
42
22
21
22
19
20
23
24
8
9
10
12
13
14
15
16
Figures in %
Appearance
Price
Cut
Pack size
Quality
Recipe
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
55
9
11
23
7
8
9
8
23
33
11
11
24
28
8
11
29
7
7
11
14
16
10
5
9
9
18
3766
24
417
11
24
45
11
44
639
10
16
Top six factors driving purchase outcome – by meat cut
35%
If unavailable, 35% of shoppers would substitute a different species while 30% would look for a different cut within the same species. 17% would buy nothing at all.
30%
17%
5%
5%
4%
3%
1%
Different Species, same cut
Same Species, different cut
Bought nothing
Look at meat counter
Don’t know
Bought same, different store
Bought something, not meat
Use something already have
Substitution
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
55
17
35
6
5
25
28
42
12
48
4
9
16
34
8
4
13
37
52
14
35
9
19
30
29
25
27
27
25
20
10
1
16
29
Top 5 substitution solutions if preference is not available - by meat cut
Don’t know
Figures in %
Something frommeat counter
Bought nothing
Same cut,different speciesSame species, different cut
Nothing
Price
Species sign
Offer
57%
18%
15%
10%
57% recall no signage at the fixture, 18% remember price, 15% species and 10% a promotional offer.
Signage recall
25
26
27
28
10
15
18
11
15
18
15
18
9 10
19
20
9
13
17
TOTAL
45+
18 to
44
FEM
ALE
MA
LE
Nothing really
Price
Species sign
Offer
Figures in %
Signage remembered – by demographicUnprompted
Nothing really
Price
Species sign
Offer
Figures in %
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
Signage remembered – by meat cut Un-prompted
10
15
18
8
13
19
7
17
14
13
15
20
11
17
19
7
16
16
13
15
16
11
13
24
7
7
13
13
15
16
29
30
33
34
15
Yes
No
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
20 21 22 22 20 Figures in %1612 17 22 19
Recall exact price of meat – by meat cut
31
32
When will it be used?
Today
Next 2/3 days
To store/Freeze
Next 4/5 days
Next 6/7 days
28%
56%
7%
1%
9%
84% aim to use the meat within the next few days- 28% today and 56% in the next two or three days.Almost 1 in 10 (9%) buy to freeze.
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
17
45
25
30
11
75
17
39
17
35
18
35
4
73
20
30
18
31
22
47Weekday
Weekend
General purpose
Figures in %
Time of week purchase to be used for – by meat cut
Family meal
Simple adult meal
Special adult meal
Healthy meal
Entertaining friends
Simple kid’s meal
Other
47%
34%
6%
5%
2%
1%
5%
Family meal (47%) and Simple adult meal (34%) dominate the usage occasions.
Occasion for usage
Healthy
Simple adult
Special adult
Family
Figures in %
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
47
6
34
49
5
34
65
7
17
33
11
45
36
7
45
39
5
41
59
2
25
47
3
35
49
2
33
43
8
40
Top 4 meal occasions selection expected to be used for –
by meat cut
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
4
30
3
23
7
38
6
3430
1
Figures in %
Yes
No
No meat on list
Is your cut on the list?
Figures in %
Yes
No
No meat on list
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
KTOTAL
Use of shopping list – by meat cut4
30
4
25
5
28
6
37
2
33
9
21
143
29 2944
Very difficult
Figures in %
Quite difficult
Neither
Quite easy
Very easy
23
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
43 4
4
17
53
22
223
25
22
6
26
3
2
25
1
19
35
19
42
31
33
26
Ease of finding meat – by cut
Appearance
Price
Cut wanted
Pack size
Quality
For recipe
Most important
Total mentions
31%56%
23%25%
11%5%
9%8%
5%2%
5%2%
Appearance (31%) is cited as the most important factor followed by Price (23%), Cut (11%) and Pack size (9%).This follows a similar hierarchy when all mentions are included, except Pack size moves up to third ahead of Cut .
Factors driving purchase outcome
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
2/3/4 for £x
Money off
Other
Figures in %
32
18 18
22
37
43
15
50
14
33
19
26
20
31
5
24
4
19
Recall of promotions – by meat cut
YesNo
36%
64%
Did you use a shopping list today?
Did you use a shopping list today?
YesNo
36%
64%
Recall price?
Price per kg 2%No 20%
Yes 80% Pack price 90%
Both 7%
Recall pack price or kg?
80% recalled the price of the meat purchased, 91% of whom recalled the pack price.
Just over one third (36%) used a shopping list and these were more likely to have been from the higher social and also retired groups.
Of those who used a list two thirds (66%) had their meat selection on it.
No 60% Yes 36%
Don’t know 4%
Was the item on promotion? Promotion type?
Money off 32%
2/3/4 for £x 50%
Half price 6%
Other 12%
Just over one third (36%) bought the item on promotion although a further 4% were unsureThe two key promotions present were ‘2 or 3 or 4 for £x’ or a ‘money off’ offer.
Was the item you bought on promotion?
60%
4%
36% YesNoDon’t Know
SPECIES
BEE
F
LAM
B
PO
RK
CH
ICK
EN/
TUR
KEY
Dwell time in meat aisle
CUT
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
LIFE STAGE
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
PR
EMIU
M
STA
ND
AR
D
ECO
NO
MY
OR
GA
NIC
HEA
LTH
Y
116
92 99
122160
QUALITYLEVEL
91
107102 100 103
9181 87
CUT
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
HEA
LTH
Y M
EAL
SIM
PLE
KID
S
SIM
PLE
AD
ULT
S
SPEC
IAL
AD
ULT
FAM
ILY
ENTE
RTA
IN
TO F
REE
ZE
112105 104
121
96 92
129
MEAL OCCASION
104
8197
124 122
MA
IN S
HO
P
FOR
TO
NIG
HT
TOP
UP
SPEC
IAL
MEA
L
FOR
SO
MEO
NE
ELSESHOPPING
MISSION
7191
96
105101
103
18 T
O 2
4
25 T
O 3
4
35 T
O 4
4
45 T
O 5
4
55 T
O 6
4
65+
AGE
93
104 107
95
AB C1 C2 DESOCIALGRADE
100
9799
103
WORKINGSTATUS FU
LL-T
IME
PAR
T-TI
ME
NO
T W
OR
KIN
G
RET
IRED
7
46 45 47 47 44
46 40 50 4841 39
3342 49
72
46
3643 42
4751
66 74
55 6069
66 71 67 57 6570 86
68 71
56
7182 77
70
6779 75 74 76 67 60 64
96
62
7377
74 71
70 71 66 69 72
70 74 70 67 66 70 79 73 64 68
3127
3529 31 34
3426
16
34
30 27 27 31 28 37 24 3038 34
57 55 58 51 60
57 58 62 53 54 6057 55 53 65 56
80 79 78 78 80 84 88 83 78 81
5060
20
35
5365
49
71 77
38 45
14
4448 47
22
50 51
31
5 6 3 3 5 5 5 9 2 6
8
7 5
Someone else
Figures in %
special meal
for tonight
top up
main shop
1 1 2 1 2 1 1 23
Shopping mission – by meat cut
50
38
9
52
35
10
52
42
322 1 1 1
48
37 37
10 12
48 60
33
6
49 45 51
39
10
48
40
9
36
16
34
12
3
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY
TO C
OO
K
96
111104
95
SPECIES
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
The shopping mission - by lifestage
96
111104
95
SPECIES
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
Top six factors driving purchase outcome – by species
8
7
1 2
3 4
5 6
7
11
8
9
10 12
13
14
15
16
The shopping Mission - by spe-
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
Someone else
Figures in %
special meal
for tonight
top up
main shop50 50 50 5051
38 38 35 39 39
9 98 811
2 2 2 2 11 1 1 1
0.0
0.2
0.4
0.6
0.8
1.0
Once a month
Figures in %
2/3 month
Once a week
2/3 week
4/5 week
Less often
First time
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
Frequency of purchase- by Species
4 43 3 5
10 9 8 813
37 40
3038
39
20 21 2122
18
18 1723
23 13
8 8 11 6 73 3 2 5
1
Quality
Figures in %
Pack size
Cut
Price
Appearance
Recipe
31 3430 27 28
23 21 21 28 25
11 10 12
9
5
5
8
7
5
12
6
6
11
10
55
10
833
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
Something different
Figures in %
Bought nothing
Same cut, different store
Different species
Same species, different cut
Something I already have
Something from meat counter
Don’t know
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
Subsitution if preference is not available – by species
30
35
4
17
3155
32
32
4
19
355
29
49
3
13111
3
28
38
3
125158
30
25
4
24
5284
Offer
Species
Price
Nothing
Figures in %
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
Signage remembered- by Species (Unprompted)
57
18
15
10
62
15
13
9
51
18
24
6
55
20
14
10
58
19
11
11
Price
Nothing
Figures in %
80
20
80 80
20 20
78
20
22
84
16
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
Recall exact price of meat- by Species
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
Store/freeze
6/7 days
4/5 days
2/3 days
Today
Figures in %
28
56
719
29
56
617
24
59 58 51
25 32
79 61 12
17 10
When will it be used?
Species
Price
Nothing
Figures in %
38
45
17
37
45
17
39
46
16
34
47
18
41
44
15
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
Time of week purchase to be used for - by species
Beef mince
PRE-PURCHASE
Decision to buy47% in-store of which 40% at fixture 32% earlier in day
Shopping mission52% main shop35% top-up10% tonight
Shopping list37% used a list of which it was on 82%
Purchase frequency50% buy once a week. 19% 2/3 times a month
AT THEFIXTURE
Dwell time68 secs ave68 secs modeMeat and Veg aisles are longest dwell
Ease of finding94% found it easy to find95% are satisfied with range available
Consideration1. Appearance2. Price3. Quality
Promotion44% bought on promotion - 59% 2/3/4 for £x, 20% money off
Substitution22% different species28% different cut28% nothing
POST-PURCHASE
Recall77% know the price -90% pack price. 60% recall no signage
Usage49% weekday28% weekend22% general purpose
Occasion50% family meal33% simple adult meal
Occasion50% family meal33% simple adult meal
Beef Roasts
PRE-PURCHASE
Decision to buy61% in-store of which 51% at fixture27% earlier in day
Shopping mission53% main shop42% top-up1% tonight
Shopping list33% used a list of which it was on 70%
Purchase frequency30% buy once a week29% 2/3 times a month
AT THEFIXTURE
Dwell time82 secs ave 53 secs modeMeat and Veg aisles are longest dwell
Ease of finding90% found it easy to find87% are satisfied with range available
ConsiderationAppearancePriceCut/pack size
Promotion24% bought on promotion - 10% 2/3/4 for £x, 60% money off
Substitution46% different species29% different cut12% nothing
POST-PURCHASE
Recall81% know the price -90% pack price69% recall no signage
Usage10% weekday81% weekend10% general purpose
Occasion68% family meal17% simple adult meal
Occasion68% family meal17% simple adult meal
Beef Steak
PRE-PURCHASE
Decision to buy50% in-store of which 43% at fixture30% earlier in day
Shopping mission45% main shop38% top-up13% tonight
Shopping list43% used a list of which it was on 68%
Purchase frequency44% buy once a week16% 2/3 times a month
AT THEFIXTURE
Dwell time67 secs ave 53 secs modeMeat and Veg aisles are longest dwell
Ease of finding92% found it easy to find83% are satisfied with range available
Promotion26% bought on promotion - 26% 2/3/4 for £x, 59% money off
Substitution32% different species32% different cut17% nothing
POST-PURCHASE
Recall79% know the price -93% pack price57% recall no signage
Usage39% weekday45% weekend16% general purpose
Occasion31% family meal44% simple adult meal
Occasion31% family meal44% simple adult meal
Consideration1. Appearance2. Price3. Pack size
Lamb Roast
PRE-PURCHASE
Decision to buy56% in-store of which 46% at fixture28% earlier in day
Shopping mission49% main shop36% top-up8% tonight
Shopping list39% used a list of which it was on 58%
Purchase frequency23% buy once a week15% 2/3 times a month
AT THEFIXTURE
Dwell time83 secs ave 53 secs modeMeat and Veg aisles are longest dwell
Ease of finding90% found it easy to find90% are satisfied with range available
Consideration1. Appearance/ cut2. Price3. Pack size
Promotion20% bought on promotion - 0% 2/3/4 for £x, 58% money off
Substitution56% different species26% different cut8% nothing
POST-PURCHASE
Recall77% know the price - 85% pack price57% recall no signage
Usage16% weekday70% weekend13% general purpose
Occasion51% family meal23% simple adult meal
Occasion51% family meal23% simple adult meal
Lamb Chops
PRE-PURCHASE
Decision to buy41% at fixture41% earlier in day
Shopping mission50% main shop38% top-up9% tonight
Shopping list41% used a list of which it was on 70%
Purchase frequency43% buy once a week16% 2/3 times a month
AT THEFIXTURE
Dwell time74 secs ave 53 secs modeMeat and Veg aisles are longest dwell
Ease of finding91% found it easy to find84% are satisfied with range available
Consideration1. Appearance2. Price3. Pack size
Promotion23% bought on promotion - 31% 2/3/4 for £x, 31% money off
Substitution52% different species29% different cut11% nothing
POST-PURCHASE
Recall86% know the price - 98% pack price54% recall no signage
Usage50% weekday39% weekend11% general purpose
Occasion30% family meal48% simple adult meal
Occasion30% family meal48% simple adult meal
89
112
131
100LAMB CUTS
BEEF CUTS
MIN
CE
RO
AST
STEA
K
DIC
ED
92
111
91 92
MIN
CE
RO
AST
STEA
K
CH
OP
S
91
CHICKEN CUTS
PORK CUTS
RO
AST
STEA
K
CH
OP
S
100 100
WH
OLE
FILL
ETS
LEG
/TH
IGH
107
8488
The shopping mission - by species
MAIN SHOP
TOP-UP
FOR TONIGHT
FOR SPECIAL MEAL
FOR SOMEONE ELSE
50%
38%
9%
2%
1%
The shopping Mission
50
TOTAL
Someone else
Figures in %
Special meal
For tonight
Top-up
Main shop
Someone else
Figures in %
Special meal
For tonight
Top-up
Main shop
38
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
9
12
2 2 1 1 1
1 1 2 1 2 1 1 23
2 2 1 2
40
53 5349 49
28
36 35 3843
28
7 9 96
Shopping Mission - by lifestage
Shopping mission – by meat cut
50
38
9
52
35
10
52
42
322 1 1 1
48
37 37
10 12
48 60
33
6
49 45 51
39
10
48
40
9
36
16
34
12
3
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
AT FIXTURE
ON ENTERING STORE
EARLIER TODAY
LAST FEW DAYS
LAST WEEK
46%
7%
28%
8%
1%
The Dicision time
ALWAYS BUY 8%
Figures in %
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
7
28
8
81
8
29
917
7
30
726 6
18
29
7
12
27
7
The decision time – by meat species
Figures in %
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
818
28
7
32
8
816
26
8
719
739
27
6
61
38
5
18
10
28
10
7111
29
10
10
8
30
7
9
31
2
11
66
12
The decision time – by meat cut
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
KTOTAL
Figures in %
Meat selection on list?Use shopping list?
Yes66%
Yes 36%
Not onlist 4%
No 30%
No 64%
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
818
28
7
25
45
12
925
34
4
102
11
28
6
618
26
11
817
25
6
TOTAL
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
The decision time – by lifestage
1
2
3
4
5
6
7
11
4/5 a week
2/3 a week
Once a week
2/3 a month
Once a month
Less
First time
4%
10%
37%
20%
18%
8%
3%
Purchase frequency
17
70%
23%
4%
3%
0%
Very easy
Quite easy
Neither
Quite difficult
Very difficult
Finding the cut shoppers want is not an issue with 93% claiming it was easy – 70% saying it was very easy.Older age groups find it slightly easier than younger ones. .
18
Ease of finding meat purchased
Ease of finding meat – by species
Very difficult
Figures in %
Quite difficult
Neither
Quite easy
Very easy
TOTAL
BEE
F
LAM
B
CH
ICK
EN/T
UR
KEY
PO
RK
34
23
33
2324 23
64
125
42
22
21
22
19
20
23
24
8
9
10
12
13
14
15
16
Figures in %
Appearance
Price
Cut
Pack size
Quality
Recipe
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
55
9
11
23
7
8
9
8
23
3311
11
24
28
8
11
29
7
7
11
14
16
10
5
9
9
18
3766
24
417
11
24
45
11
44
639
10
16
Top six factors driving purchase outcome – by meat cut
35%
If unavailable, 35% of shoppers would substitute a different species while 30% would look for a different cut within the same species. 17% would buy nothing at all.
30%
17%
5%
5%
4%
3%
1%
Different Species, same cut
Same Species, different cut
Bought nothing
Look at meat counter
Don’t know
Bought same, different store
Bought something, not meat
Use something already have
Substitution
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
55
17
35
6
5
25
28
42
12
48
4
9
16
34
8
4
13
37
52
14
35
9
19
30
29
25
27
27
25
20
10
1
16
29
Top 5 substitution solutions if preference is not available - by meat cut
Don’t know
Figures in %
Something frommeat counter
Bought nothing
Same cut,different speciesSame species, different cut
Nothing
Price
Species sign
Offer
57%
18%
15%
10%
57% recall no signage at the fixture, 18% remember price, 15% species and 10% a promotional offer.
Signage recall
25
26
27
28
10
15
18
11
15
18
15
18
9 10
19
20
9
13
17
TOTAL
45+
18 to
44
FEM
ALE
MA
LE
Nothing really
Price
Species sign
Offer
Figures in %
Signage remembered – by demographicUnprompted
Nothing really
Price
Species sign
Offer
Figures in %
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
Signage remembered – by meat cut Un-prompted
10
15
18
8
13
19
7
17
14
13
15
20
11
17
19
7
16
16
13
15
16
11
13
24
7
7
13
13
15
16
29
30
33
34
15
Yes
No
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
20 21 22 22 20 Figures in %1612 17 22 19
Recall exact price of meat – by meat cut
31
32
When will it be used?
Today
Next 2/3 days
To store/Freeze
Next 4/5 days
Next 6/7 days
28%
56%
7%
1%
9%
84% aim to use the meat within the next few days- 28% today and 56% in the next two or three days.Almost 1 in 10 (9%) buy to freeze.
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
17
45
25
30
11
75
17
39
17
35
18
35
4
73
20
30
18
31
22
47Weekday
Weekend
General purpose
Figures in %
Time of week purchase to be used for – by meat cut
Family meal
Simple adult meal
Special adult meal
Healthy meal
Entertaining friends
Simple kid’s meal
Other
47%
34%
6%
5%
2%
1%
5%
Family meal (47%) and Simple adult meal (34%) dominate the usage occasions.
Occasion for usage
Healthy
Simple adult
Special adult
Family
Figures in %
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
47
6
34
49
5
34
65
7
17
33
11
45
36
7
45
39
5
41
59
2
25
47
3
35
49
2
33
43
8
40
Top 4 meal occasions selection expected to be used for –
by meat cut
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
4
30
3
23
7
38
6
3430
1
Figures in %
Yes
No
No meat on list
Is your cut on the list?
Figures in %
Yes
No
No meat on list
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
KTOTAL
Use of shopping list – by meat cut4
30
4
25
5
28
6
37
2
33
9
21
143
29 2944
Very difficult
Figures in %
Quite difficult
Neither
Quite easy
Very easy
23
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
43 4
4
17
53
22
223
25
22
6
26
3
2
25
1
19
35
19
42
31
33
26
Ease of finding meat – by cut
Appearance
Price
Cut wanted
Pack size
Quality
For recipe
Most important
Total mentions
31%56%
23%25%
11%5%
9%8%
5%2%
5%2%
Appearance (31%) is cited as the most important factor followed by Price (23%), Cut (11%) and Pack size (9%).This follows a similar hierarchy when all mentions are included, except Pack size moves up to third ahead of Cut .
Factors driving purchase outcome
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
2/3/4 for £x
Money off
Other
Figures in %
32
18 18
22
37
43
15
50
14
33
19
26
20
31
5
24
4
19
Recall of promotions – by meat cut
YesNo
36%
64%
Did you use a shopping list today?
Did you use a shopping list today?
YesNo
36%
64%
Recall price?
Price per kg 2%No 20%
Yes 80% Pack price 90%
Both 7%
Recall pack price or kg?
80% recalled the price of the meat purchased, 91% of whom recalled the pack price.
Just over one third (36%) used a shopping list and these were more likely to have been from the higher social and also retired groups.
Of those who used a list two thirds (66%) had their meat selection on it.
No 60% Yes 36%
Don’t know 4%
Was the item on promotion? Promotion type?
Money off 32%
2/3/4 for £x 50%
Half price 6%
Other 12%
Just over one third (36%) bought the item on promotion although a further 4% were unsureThe two key promotions present were ‘2 or 3 or 4 for £x’ or a ‘money off’ offer.
Was the item you bought on promotion?
60%
4%
36% YesNoDon’t Know
SPECIES
BEE
F
LAM
B
PO
RK
CH
ICK
EN/
TUR
KEY
Dwell time in meat aisle
CUT
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
LIFE STAGE
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
PR
EMIU
M
STA
ND
AR
D
ECO
NO
MY
OR
GA
NIC
HEA
LTH
Y
116
92 99
122160
QUALITYLEVEL
91
107102 100 103
9181 87
CUT
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
HEA
LTH
Y M
EAL
SIM
PLE
KID
S
SIM
PLE
AD
ULT
S
SPEC
IAL
AD
ULT
FAM
ILY
ENTE
RTA
IN
TO F
REE
ZE
112105 104
121
96 92
129
MEAL OCCASION
104
8197
124 122
MA
IN S
HO
P
FOR
TO
NIG
HT
TOP
UP
SPEC
IAL
MEA
L
FOR
SO
MEO
NE
ELSESHOPPING
MISSION
7191
96
105101
103
18 T
O 2
4
25 T
O 3
4
35 T
O 4
4
45 T
O 5
4
55 T
O 6
4
65+
AGE
93
104 107
95
AB C1 C2 DESOCIALGRADE
100
9799
103
WORKINGSTATUS FU
LL-T
IME
PAR
T-TI
ME
NO
T W
OR
KIN
G
RET
IRED
7
46 45 47 47 44
46 40 50 4841 39
3342 49
72
46
3643 42
4751
66 74
55 6069
66 71 67 57 6570 86
68 71
56
7182 77
70
6779 75 74 76 67 60 64
96
62
7377
74 71
70 71 66 69 72
70 74 70 67 66 70 79 73 64 68
3127
3529 31 34
3426
16
34
30 27 27 31 28 37 24 3038 34
57 55 58 51 60
57 58 62 53 54 6057 55 53 65 56
80 79 78 78 80 84 88 83 78 81
5060
20
35
5365
49
71 77
38 45
14
4448 47
22
50 51
31
5 6 3 3 5 5 5 9 2 6
8
7 5
Someone else
Figures in %
special meal
for tonight
top up
main shop
1 1 2 1 2 1 1 23
Shopping mission – by meat cut
50
38
9
52
35
10
52
42
322 1 1 1
48
37 37
10 12
48 60
33
6
49 45 51
39
10
48
40
9
36
16
34
12
3
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY
TO C
OO
K
96
111104
95
SPECIES
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
The shopping mission - by meat cut
chart 4 BASE 1188
chart 3 BASE 1188
chart 5 BASE 1188
MAIN SHOP
TOP-UP
FOR TONIGHT
FOR SPECIAL MEAL
FOR SOMEONE ELSE
50%
38%
9%
2%
1%
The shopping Mission
50
TOTAL
Someone else
Figures in %
Special meal
For tonight
Top-up
Main shop
Someone else
Figures in %
Special meal
For tonight
Top-up
Main shop
38
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
9
12
2 2 1 1 1
1 1 2 1 2 1 1 23
2 2 1 2
40
53 5349 49
28
36 35 3843
28
7 9 96
Shopping Mission - by lifestage
Shopping mission – by meat cut
50
38
9
52
35
10
52
42
322 1 1 1
48
37 37
10 12
48 60
33
6
49 45 51
39
10
48
40
9
36
16
34
12
3
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
AT FIXTURE
ON ENTERING STORE
EARLIER TODAY
LAST FEW DAYS
LAST WEEK
46%
7%
28%
8%
1%
The Dicision time
ALWAYS BUY 8%
Figures in %
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
7
28
8
81
8
29
917
7
30
726 6
18
29
7
12
27
7
The decision time – by meat species
Figures in %
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
818
28
7
32
8
816
26
8
719
739
27
6
61
38
5
18
10
28
10
7111
29
10
10
8
30
7
9
31
2
11
66
12
The decision time – by meat cut
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
KTOTAL
Figures in %
Meat selection on list?Use shopping list?
Yes66%
Yes 36%
Not onlist 4%
No 30%
No 64%
At fixture
In-store
Earlier today
Last few days
Last week
Always buy
818
28
7
25
45
12
925
34
4
102
11
28
6
618
26
11
817
25
6
TOTAL
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
The decision time – by lifestage
1
2
3
4
5
6
7
11
4/5 a week
2/3 a week
Once a week
2/3 a month
Once a month
Less
First time
4%
10%
37%
20%
18%
8%
3%
Purchase frequency
17
70%
23%
4%
3%
0%
Very easy
Quite easy
Neither
Quite difficult
Very difficult
Finding the cut shoppers want is not an issue with 93% claiming it was easy – 70% saying it was very easy.Older age groups find it slightly easier than younger ones. .
18
Ease of finding meat purchased
Ease of finding meat – by species
Very difficult
Figures in %
Quite difficult
Neither
Quite easy
Very easy
TOTAL
BEE
F
LAM
B
CH
ICK
EN/T
UR
KEY
PO
RK
34
23
33
2324 23
64
125
42
22
21
22
19
20
23
24
8
9
10
12
13
14
15
16
Figures in %
Appearance
Price
Cut
Pack size
Quality
Recipe
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
55
9
11
23
7
8
9
8
23
33
11
11
24
28
8
11
29
7
7
11
14
16
10
5
9
9
18
3766
24
417
11
24
45
11
44
639
10
16
Top six factors driving purchase outcome – by meat cut
35%
If unavailable, 35% of shoppers would substitute a different species while 30% would look for a different cut within the same species. 17% would buy nothing at all.
30%
17%
5%
5%
4%
3%
1%
Different Species, same cut
Same Species, different cut
Bought nothing
Look at meat counter
Don’t know
Bought same, different store
Bought something, not meat
Use something already have
Substitution
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
55
17
35
6
5
25
28
42
12
48
4
9
16
34
8
4
13
37
52
14
35
9
19
30
29
25
27
27
25
20
10
1
16
29
Top 5 substitution solutions if preference is not available - by meat cut
Don’t know
Figures in %
Something frommeat counter
Bought nothing
Same cut,different speciesSame species, different cut
Nothing
Price
Species sign
Offer
57%
18%
15%
10%
57% recall no signage at the fixture, 18% remember price, 15% species and 10% a promotional offer.
Signage recall
25
26
27
28
10
15
18
11
15
18
15
18
9 10
19
20
9
13
17
TOTAL
45+
18 to
44
FEM
ALE
MA
LE
Nothing really
Price
Species sign
Offer
Figures in %
Signage remembered – by demographicUnprompted
Nothing really
Price
Species sign
Offer
Figures in %
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
Signage remembered – by meat cut Un-prompted
10
15
18
8
13
19
7
17
14
13
15
20
11
17
19
7
16
16
13
15
16
11
13
24
7
7
13
13
15
16
29
30
33
34
15
Yes
No
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
20 21 22 22 20 Figures in %1612 17 22 19
Recall exact price of meat – by meat cut
31
32
When will it be used?
Today
Next 2/3 days
To store/Freeze
Next 4/5 days
Next 6/7 days
28%
56%
7%
1%
9%
84% aim to use the meat within the next few days- 28% today and 56% in the next two or three days.Almost 1 in 10 (9%) buy to freeze.
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
17
45
25
30
11
75
17
39
17
35
18
35
4
73
20
30
18
31
22
47Weekday
Weekend
General purpose
Figures in %
Time of week purchase to be used for – by meat cut
Family meal
Simple adult meal
Special adult meal
Healthy meal
Entertaining friends
Simple kid’s meal
Other
47%
34%
6%
5%
2%
1%
5%
Family meal (47%) and Simple adult meal (34%) dominate the usage occasions.
Occasion for usage
Healthy
Simple adult
Special adult
Family
Figures in %
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
47
6
34
49
5
34
65
7
17
33
11
45
36
7
45
39
5
41
59
2
25
47
3
35
49
2
33
43
8
40
Top 4 meal occasions selection expected to be used for –
by meat cut
TOTAL
BEE
F
LAM
B
PO
RK
CH
ICK
EN/T
UR
KEY
4
30
3
23
7
38
6
3430
1
Figures in %
Yes
No
No meat on list
Is your cut on the list?
Figures in %
Yes
No
No meat on list
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
KTOTAL
Use of shopping list – by meat cut4
30
4
25
5
28
6
37
2
33
9
21
143
29 2944
Very difficult
Figures in %
Quite difficult
Neither
Quite easy
Very easy
23
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
43 4
4
17
53
22
223
25
22
6
26
3
2
25
1
19
35
19
42
31
33
26
Ease of finding meat – by cut
Appearance
Price
Cut wanted
Pack size
Quality
For recipe
Most important
Total mentions
31%56%
23%25%
11%5%
9%8%
5%2%
5%2%
Appearance (31%) is cited as the most important factor followed by Price (23%), Cut (11%) and Pack size (9%).This follows a similar hierarchy when all mentions are included, except Pack size moves up to third ahead of Cut .
Factors driving purchase outcome
TOTAL
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
2/3/4 for £x
Money off
Other
Figures in %
32
18 18
22
37
43
15
50
14
33
19
26
20
31
5
24
4
19
Recall of promotions – by meat cut
YesNo
36%
64%
Did you use a shopping list today?
Did you use a shopping list today?
YesNo
36%
64%
Recall price?
Price per kg 2%No 20%
Yes 80% Pack price 90%
Both 7%
Recall pack price or kg?
80% recalled the price of the meat purchased, 91% of whom recalled the pack price.
Just over one third (36%) used a shopping list and these were more likely to have been from the higher social and also retired groups.
Of those who used a list two thirds (66%) had their meat selection on it.
No 60% Yes 36%
Don’t know 4%
Was the item on promotion? Promotion type?
Money off 32%
2/3/4 for £x 50%
Half price 6%
Other 12%
Just over one third (36%) bought the item on promotion although a further 4% were unsureThe two key promotions present were ‘2 or 3 or 4 for £x’ or a ‘money off’ offer.
Was the item you bought on promotion?
60%
4%
36% YesNoDon’t Know
SPECIES
BEE
F
LAM
B
PO
RK
CH
ICK
EN/
TUR
KEY
Dwell time in meat aisle
CUT
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
REA
DY-
TO-C
OO
K
LIFE STAGE
PR
E-FA
MIL
Y
YOU
NG
ER
FAM
ILY
OLD
ER
FAM
ILY
EMP
TY
NES
TER
RET
IRED
PR
EMIU
M
STA
ND
AR
D
ECO
NO
MY
OR
GA
NIC
HEA
LTH
Y
116
92 99
122160
QUALITYLEVEL
91
107102 100 103
9181 87
CUT
DIC
ED
CH
OP
S
STEA
K
RO
AST
ING
MIN
CED
WH
OLE
BIR
D
BR
EAST
/FIL
LETS
LEG
/TH
IGH
HEA
LTH
Y M
EAL
SIM
PLE
KID
S
SIM
PLE
AD
ULT
S
SPEC
IAL
AD
ULT
FAM
ILY
ENTE
RTA
IN
TO F
REE
ZE
112105 104
121
96 92
129
MEAL OCCASION
104
8197
124 122
MA
IN S
HO
P
FOR
TO
NIG
HT
TOP
UP
SPEC
IAL
MEA
L
FOR
SO
MEO
NE
ELSESHOPPING
MISSION
7191
96
105101
103
18 T
O 2
4
25 T
O 3
4
35 T
O 4
4
45 T
O 5
4
55 T
O 6
4
65+
AGE
93
104 107
95
AB C1 C2 DESOCIALGRADE
100
9799
103
WORKINGSTATUS FU
LL-T
IME
PAR
T-TI
ME
NO
T W
OR
KIN
G
RET
IRED
7
46 45 47 47 44
46 40 50 4841 39
3342 49
72
46
3643 42
4751
66 74
55 6069
66 71 67 57 6570 86
68 71
56
7182 77
70
6779 75 74 76 67 60 64
96
62
7377
74 71
70 71 66 69 72
70 74 70 67 66 70 79 73 64 68
3127
3529 31 34
3426
16
34
30 27 27 31 28 37 24 3038 34
57 55 58 51 60
57 58 62 53 54 6057 55 53 65 56
80 79 78 78 80 84 88 83 78 81
5060
20
35
5365
49
71 77
38 45
14
4448 47
22
50 51
31
5 6 3 3 5 5 5 9 2 6
8
7 5
Someone else
Figures in %
special meal
for tonight
top up
main shop
1 1 2 1 2 1 1 23
Shopping mission – by meat cut
50
38
9
52
35
10
52
42
322 1 1 1
48
37 37
10 12
48 60
33
6
49 45 51
39
10
48
40
9
36
16
