More than half of consumers aged 18‐24 want to know more about the meat products they buy, according to research commissioned by EBLEX.
The poll, carried out by YouGov, showed that 60% of young adults want more information on the different meat cuts available, better preparation advice and more detailed cooking instructions. It also highlighted that the preferred or most trusted sources of information for consumers are their family, on‐pack information, internet and in‐store leaflets.
Chris Leeman, retail project manager for EBLEX, said that there was a whole generation of consumers who, with a little bit of help and education, could become lifetime beef and lamb buyers. When it comes to the beef and lamb category, the challenge for the retail supply chain was how best to provide more product information to shoppers. Some multiple retailers were already doing this but there's so much more that could be done.
The research reinforces the findings of a national study, also commissioned by EBLEX, which revealed that the majority of 18‐25 year olds (57%) are leaving home without the ability to cook even a simple recipe such as Spaghetti Bolognese. It triggered 5 by 25, a Red Tractor beef and lamb‐led campaign, to motivate and equip the nation's youth to prepare at least five meals from scratch by the age of 25.
Chris added that a few simple and fairly economical changes at retail level could make a huge difference and help attract - and keep loyal - the next generation of beef and lamb consumers.