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Meat Appearance Key to Driving Sales

24 January 2013
EBLEX

UK - Nearly a third of meat sales are driven by appearance of the product, according to new research.

The Shopping Decision Process for Meat report, commissioned by EBLEX to look at what influences shoppers, revealed supermarket shoppers spend most time in the meat and fresh produce aisles.

It found that 31 per cent of meat purchases were based on how the product looks. Price accounted for 23 per cent of purchase decisions, followed by the type of cut (11 per cent).

It also highlighted that almost one in five shoppers (17 per cent) will not buy anything if their first choice is not available.

As well as the in-store observational research, additional research conducted analysed factors consumers take into account before they go shopping, such as product features and associated attributes which have the most impact on choice.

Chris Leeman, EBLEX trade sector manager, said: “The report provides a valuable overview of purchasing behaviour in supermarkets and what prompts shoppers to choose one particular meat cut in preference to another.

It is only with this knowledge and insight that we can genuinely provide shoppers with what they want and help drive growth of demand and ultimately sales in the red meat sector.

Satisfying consumers and maximising purchase potential of products is to be achieved with EBLEX hoping a combination of research types will provide accurate consumer alaysis leading to success.

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