The meat consumer of 2020

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(No Transcript)
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Glen Burke Business Development Manager Terrace
DownsMarch 2011
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MSA

• Worlds Leading Eating Quality Program

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Consumer survey results

• 38 - beef quality problems.
• 57 - problem selecting tender beef.
• 81 - price no indicator.
• Appearance vs. eating quality.
• gt 90 - fat poor quality.
• Buy and pay more if satisfied.

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What is MSA a result of ?

• 560,000 consumer product tests
• 60,000 cuts of meat
• 6 cooking methods
• Wide variety of breeds, feed types, production
  and processing systems
• The largest product testing program ever
  undertaken for beef in the world!

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Consumer testing showed

• Key attributes of eating experience

Tenderness
Juiciness
Flavour
Overall Liking
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Consumer testing results

Premium

• Consumers identify 4 grades

Better than Everyday
Good Everyday
Unsatisfactory
100
76
64
46
0
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Cooking method

• Cooking methods will impact on eating quality.
• Roasting the Tenderloin decreases eating quality
  while roasting the Rump increases eating quality.
  

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Ageing

• Tenderness improves with ageing.
• Ageing beef can be done on the bone or vacuum
  packaging.
• When ageing product it is important to have
  complete traceability.
• Beef does not age when frozen.

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The facts behind MSA

• What does MSA mean?
• Consistent quality
• Consistently tender
• Known eating quality
• Therefore value for money
• What is the difference between MSA and non-MSA
  beef?
• Non MSA beef may vary

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MSA labelling Carton end panel

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The meat consumer of 2020
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Demographics will change the way we live

• Older Australians aged 65 and over will grow from
  13 to 30 of the population.
• Household size will decline from 2.6 to 2.2
  people.
• Number of lone person households will double, to
  over 30 of total.
• Couples without children will overtake couples
  with children, to become the most common family
  type.
• Loneliness is predicted to be the number one
  cause of death.

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By 2020

• todays teenager will be a young mum,

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By 2020

• todays baby boomer will be retired,

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By 2020

• our concept of mealtime will have changed yet
  again

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Time pressure will continue to drive our meal
decisions

• Grocery buying will continue to change
• More males, both younger and older
• More individualistic
• Meals tailored around the weekly cycle, which for
  older families also requires flexibility around
  sport, after school activities, and evening
  classes.
• Meal construction flexibility
• Serve your own when you get home
• On the cook top, in the oven
• Minimal preparation, easy construction eg
  burritos, burgers
• More out of home / pre-prepared / pre-cooked meals

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Contra-trends will be apparent

• While some are working harder and longer hours,
  others are working part time or retired
• While many retirees are enjoying the good life,
  most will be struggling with limited income and
  high health costs
• Many women will be committed to full time
  careers, while others will be constrained to part
  time work and child rearing
• Greater disparity in wealth and income
• Hedonistic Vs Conservatism
• Our targets will be fragmented

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Less Developed Cooking Skills

• Young adults are staying at home with mum and dad
  longer- of 25-34 year olds, 10.7 were at home in
  1991, its now 12.6.
• Marriage is being put off and becoming less
  likely- average for males is 28 years, females 27
  years.
• Prevalence of eating out and a reliance on
  convenience meals means few cook from scratch.
• Cooking will be shared, with more males
  participating.
• Fewer at-home mums means cooking skills not being
  passed down.

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Marketing Goals

• To grow consumer demand for beef, sheep and goat
  meats by
• Reducing trade and consumer barriers to demand
• Enhancing and promoting the drivers of demand

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Marketing Strategy
Communication and promotion
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Supported by
Research and Development