Consumers Put Off After Tough Steak Experiences

UK - More than three quarters of consumers have been put off buying steak after a bad experience with a tough cut – with one third of those saying they waited at least a month before buying one again, new research has shown.

8 July 2016

2 minute read

Europe

Inconsistency is the biggest barrier to those who don’t buy as regularly and it is costing the industry millions in lost revenue each year.

It shows a healthy appetite for premium quality steaks, with appearance and price still the main drivers for the majority of people.

“It is great that this research robustly illustrates that a good steak is still at the heart of many consumers’ regular shopping,” said Mike Whittemore, head of trade and product development at AHDB Beef & Lamb.

“I believe, however, that we’re missing an opportunity to grow the sector even further. Our latest research shows that three out of four regular steak consumers have experienced a tough steak and, out of these, 22 per cent were put off buying again for some time – a third of them for more than three months.

“That’s a lot of people we’re hacking off, not just in terms of a poor eating experience, but in effectively dissuading them from repeat purchases and missing out on a significant potential sales uplift.”

AHDB Beef & Lamb has issued a “come and speak to us” plea to retailers, processors and suppliers to help push up the standards of consistency in the marketplace.

“We can work with you to add value and grow the steak sector of the beef market even further,” added Mr Whittemore.