Page 14 - Beef-Week-2022

Stock Journal Beef Week | 2022
The consumer trends

driving beef marketing

Getting more beef on plates is about knowing the consumer

By SHAN GOODWIN For the love of meat: and cooking lamb, Mr Low MLA’s general manager
Red meat holds the said. Only 56pc of under of marketing and insights
EEF marketing experts emotional and nostalgic 30s buy lamb compared to Nathan Low.

have identi ed four high ground of trusted 88pc of couples over 60.
Bkey themes from quality, avour and To this end, MLA this year well researched, some just

consumer insight research ‘specialness’, Mr Low said. launched the New Lamb opinion.
to drive demand on That was one of the main Occasions campaign. “This has left consumers
home soil. reasons consumers were Healthy for You: Chicken confused. People aren’t
While close to three willing to pay more for and seafood is increasingly really sure what healthy
quarters of Australian beef beef and lamb. perceived as a healthy eating means. There are a
production is exported, “Our iconic summer choice compared to red lot of fad diets and claims
domestic consumers make lamb campaign is an meat, insights show. As being made.”
up the largest single market answer to this insight,” many as 27pc of red meat That’s why it is so
for the industry. he said. reducers are doing so for important beef has a voice
Campaigns from The 2021 summer lamb in the health space.
research and marketing promotion generated a health reasons, Mr Low MLA was an of cial
reported. MLA’s winter beef
body Meat & Livestock 17pc uplift in retail sales. partner for the Australian
Australia, have centered “What we do in the food activity this year during Olympic and Paralympic
on these four concepts service space through our the Olympics was all about team in Japan this year,
healthy beef meals.
throughout the year. rare medium program, which Mr Yardy said
MLA’s general manager which aims to educate MLA’s domestic provided a platform for
of marketing and insights and inspire a new wave of marketing manager scale in delivering beef’s
Nathan Low has provided con dent red meat food Graeme Yarding said health message.

an overview of the trends service operators, also health and wellbeing was The program through
and how they were being speaks to this insight - an increasingly important the games period reached
applied to beef marketing it’s about ensuring our consideration for most 18 million Australians.
They are: product is showcased at consumers, one that had In consumer surveys

The battle of midweek: its absolute best in this intensi ed in the past two post the campaign, there
It’s competitive to get into channel,” Mr Low said. years on the back of the was a signi cant lift in

the consumer shopping The evolving pandemic. the number of people
basket, Mr Low said. A Australian: This is about “There is a lot of noise responding that beef is
total of 85 per cent of the changing lifestyle, around healthy eating,” part of a healthy lifestyle
meal occasions happened eating and living habits he said. and makes a healthy meal.
midweek. Presenting red of younger generations. “The rise of social “That’s a metric that has
meat as a key ingredient It’s particularly relevant media has fostered so proven very dif cult to

in easy and good value to lamb as much of the much debate and content push in the right direction
recipes was key to younger generation is far around what constitutes in recent times,” Mr Yardy
leveraging this theme. less familiar with eating healthy eating. Some is said.

Beef must hone in on per-capita sales growth

By SHAN GOODWIN “Future growth will need to come “But sustainability of food
from increasing per capita sales,” Mr production has now become a
HE days of relying on population Cox said. globally signi cant topic.”

growth around the world to “This means we need to keep That affects consumer sentiment
Tincrease sales of Australian investing in country of origin but also spills over to government
beef are coming to an end, a recent branding and developing new policy and nancing, he said.

webinar on red meat markets run by products and high-value offerings as “We know a large effort is required
Meat & Livestock Australia was told. premiumisation takes hold.” from scientists and primary
MLA’s general manager of Big topic producers to nd and adopt

international markets Andrew Cox Australian beef will also need technologies that reduce our carbon
said the world’s demographics were to tackle ‘topics of fundamental footprint but by the same token on
changing - the number of people signi cance’ moving forward, he the sales and marketing side we

over 60 would double between now said. need a full-court press as well,” Mr
and 2050. “When I started in food marketing Cox said.
Japan and Korea, two of Australia’s there were four generally accepted That defensive work would need to
largest beef markets, are already pillars when you talk consumer focus on correcting misinformation
shrinking and China is expected to leveraging - price, taste, nutrition and educating people about the beef
start soon, he said. and convenience,” Mr Cox said. industry.
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