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MAINTAINING MEAT’S APPEAL Australian consumption of beef was estimated at 27kg per capita for 2019, according to the Meat & Livestock Australia’s (MLA) ‘Market Snapshots: Beef & Sheep’ (August 2019). Overall awareness of beef is “high” among Australians (MLA Global Consumer Tracker Australia, 2018). In 2018-19, beef had the highest share of retail sales of any meat with around a 34 per cent share of fresh meat sales by value (Nielsen Homescan, supplied by MLA). Beef’s strengths, says MLA, centre on its perception of being a “trusted quality” product (MLA Global Consumer Tracker Australia, 2018). Beef is also perceived as “suitable for everyday meals”, compared with other proteins such as lamb, seafood and pork, but is behind chicken on this measure. MLA believes there’s an opportunity to increase beef’s appeal by reinforcing quick, easy and convenient ways in which it can be prepared for everyday healthy meals, especially when it comes to boosting consumer confidence in preparing beef (MLA Global Consumer Tracker Australia, 2018). When consumers are shopping for beef, MLA says, the key information they look for on the pack relates to freshness, then price, followed by elements such as “naturalness” and quality grading or guarantee (MLA Global Consumer Tracker Australia, 2018). In 2019, Australians were estimated to have consumed 8.6kg of lamb per capita (MLA, ‘Market Snapshots: Beef & Sheep’, August 2019). Awareness of lamb is also “high” among Australians (MLA Global Consumer Tracker Australia, 2018). In 2018-19, lamb had around a 12 per cent share of fresh meat sales by value (Nielsen Homescan, supplied by MLA). Consumers perceive lamb as “special” relative to other proteins and are often choosing it because it “tastes delicious” (MLA Global Consumer Tracker Australia, 2018). MLA, however, believes that opportunity sits with raising frequency of purchase and demonstrating the value of lamb. The organisation recommends focusing on lamb’s versatility, and recipes that are easy to prepare. When consumers are shopping for lamb, MLA says, the key information they look for on-pack relates to freshness (meat colour and use-by date) then price (MLA Global Consumer Tracker Australia, 2018). Australians consumed 21.91kg of pork per capita in 2019 (OECD, Meat Consumption, 2020). According to the Australian Pork Limited (APL) ‘Year in Review 2018- 2019’, Australian pork maintained “attractiveness” to consumers during the 12 months, although APL says in its ‘Annual Report 2018-2019’ that Australians are less familiar with pork, which it says isn’t as top of mind as beef or chicken, with many households eating chicken breast, beef mince or sausages most weeks. Among APL’s many programs is one that focuses on retaining existing customers, seeking to encourage them to consume more fresh pork by providing options to include other proteins with the meat and unlock new meal opportunities. Another program is focused on converting desire for Australian pork into sales. This involves collaborating with supermarket and eating-out chains, individual butchers and independent supermarket owners, as well as individual restaurants and chefs. These sales, says APL, increase demand for pigs and the price the producer receives. Consumers look for gourmet and alternatives The increase in eating at home due to Covid-19 has been a positive factor for meat consumption, according to some involved in the category. “This is driving demand for more gourmet food options from trusted brands, like premium sausages and burgers, that can still be prepared quickly and easily,” Beak & Johnston Brand Manager Hannah McDonald said. “The category is extremely flavour driven and as consumers increasingly look for ‘gourmet made easy’, new and interesting flavour profiles will increase in demand.” Macro Meats National Sales Manager Clayton Graham adds that customers are open to alternatives to domestic meats during these uncertain times, so the ‘Eat roo too’ kangaroo meat campaign should have an impact and communicate alternative options. Demand for health and sustainability Health and wellness remain an enduring trend for the category. For a product to gain a place in the weekly shopping repertoire, says Ms McDonald, it needs to tick the relevant health boxes. “For value-added meats, this means high protein, good quality meat sourced sustainably, no added fillers, etc,” she said. “\[In addition,\] consumers are increasingly becoming aware of environmental and packaging concerns, and therefore, presenting sausages and value-added meats in more sustainable packaging has the potential to become a key differentiator.” Mr Graham believes customers are more aware of ethical and sustainable origins of kangaroo products such as Macro Meats’ K-Roo brand. He adds that the “well- known” health benefits make kangaroo meat a suitable choice for many people. Looking to the future, Mr Graham said: “We want to unlock those people who are considerers of kangaroo meat. \[We will\] educate, inspire, motivate potential customers to try this amazing product and benefit from the health and sustainable aspects. Our users are fanatical, and we want to expand on that and make more Australians aware of kangaroo meat and how good it really is.” Consider range, ease and difference Ms McDonald says retailers should consider their breadth of range to ensure they display offers for all targets (adults, families, etc). TO PAGE 26 MEAT & POULTRY “The category is extremely flavour driven and as consumers increasingly look for ‘gourmet made easy’, new and interesting flavour profiles will increase in demand.” SEP, 2020 RETAIL WORLD 25