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‘Affordable and versatile’ protein Mr Gandhi acknowledges that shoppers are still looking to indulge in special treats, but he expects to see heightened focus from consumers on core essentials to keep their grocery costs down. At such a time, Mr Gandhi says chicken has never been more affordable. “As economic confidence continues to fall, we expect shoppers to revert back to a more affordable and versatile protein, and poultry is perfectly placed to take advantage,” he said. The average price of chicken decreased in the 12 months to May this year, to an average of $9.17 per kg (IRI Shopper Panel, Total Meat Case, QTR to 24/5/20, supplied by Baiada). A ‘healthy’ choice Health and wellness, says Mr Gandhi, continues to be front of mind for consumers who are interested in understanding the origins of their food. “Consumer interest in where their food comes from is also heightened due to the Covid pandemic, placing a stronger focus on quality, safety and Australian grown produce,” he said. “This has resulted in a strong performance in free-range chicken – currently outpacing the rest of the category, growing at 11.1 per cent \[MAT to 28/6/20\]. Free-range chicken is also becoming a more mainstream option. Household penetration is up 3.4 points to 38.9 per cent.” According to Mr Gandhi, “Australia’s favourite free-range chicken brand”, Lilydale, is in a strong position to satisfy a shopper’s need for health and wellbeing. “\[Baiada’s\] Lilydale has always been recognised for being a high-quality, premium brand that consumers trust,” he said. “Our new campaign celebrates the farmers who are dedicated to growing chicken with one simple belief: chicken that’s raised better tastes better.” Meanwhile, sales of Inglewood Organic’s chickens in supermarkets, according to Managing Director Katrina Hobbs, have remained “relatively stable”, but the Queensland based company has noted a “big increase” in demand through the pandemic period with consumers having a “heightened sense” of looking after their health, and understanding where their food comes from. interest in turkey, Baiada’s Steggles has recently launched a wide range of new turkey products marketed as offering “convenience and great taste” without compromising on health benefits. The launch complements its “top selling” products and includes Steggles turkey mince and rissoles. “While consumers know that turkey is a lean protein alternative, they’re often not as confident when it comes to how to cook with it,” Mr Gandhi said. “Our new products, such as Steggles Meatballs, make it easy to discover a new favourite dish.” The new range features a new packaging look aimed at inspiring consumers to try cooking their favourite red meat recipes but using turkey. Capitalise on convenience According to the Usage and Attitudes Study conducted by EY Sweeney (2018), 55 per cent of surveyed Australian poultry consumers choose what to eat based on how quick and easy it is to prepare. “While the Sunday roast is still the favourite excuse to get the family together, families are also looking for those mid- week meal solutions,” Baiada Senior Brand Manager Shawn Stevens said. He adds that 47 per cent of surveyed Australian shoppers plan for dinner the day before, while “planned spontaneity” is more evident at lunch, with less than 25 per cent planning lunch fare the day before (IRI Shopper Panel Survey July 2018). In addition, 26 per cent of surveyed consumers say prepared food is most important when picking where they shop for fresh food (IRI Fresh Foods Survey and Consumer Interviews, 2019). “With families constantly rushing to find solutions for dinner, we expect the trend towards prepared meals to only grow,” Mr Stevens said. Poultry, according to Mr Stevens, is in a “unique position” to capitalise on the convenience trend, with the versatility of chicken often seen as providing a go-to protein for ready-made meals. “We expect retailers to continue to expand ranging of their value-add and crumbed poultry to help consumers with their ready-to-cook meal inspiration,” he said. Mr Stevens advises retailers to turn to the help of branded partners to help drive inspiration. “Brand partners can help retailers TO PAGE 30 MEAT & POULTRY “This year we’ve seen a big increase in demand for our chicken,” she said. “Investing in a $1 million irrigation and fencing project, partly funded by \[a $250,000 Rural Economic Development grant from the Queensland Agricultural and Fisheries Department\], will definitely help us meet demand,” she said. Inglewood Organic has recently redesigned its brand image. “Our navy and yellow labels have served us well and are well recognised, but we realised it was time to evolve the brand into \[one with\] a more premium, impactful look and feel, to catch consumers’ attention on the shelf and to give the consumer even more confidence in their premium organic shopping decision,” Ms Hobbs said. “The labels are bigger, more striking, more premium and, of course, showcasing our awards for sustainable farming, and accreditations.” Beyond chicken, shoppers looking for premium-quality, healthy options are also turning to turkey as a healthy alternative to other meats. In the latest MAT, the penetration of turkey has increased four per cent to 17.5 per cent of households (IRI National Panel Shopper data, MAT to 21/6/20, supplied by Baiada). “Turkey is a lean, high-protein meat, perfect for swapping the red meat from your favourite meals with a healthy alternative” Mr Gandhi said. To cater to Australia’s growing SEP, 2020 RETAIL WORLD 29