Research says looks have it on the meat counter

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 provide shoppers with what they want and help drive growth of demand and sales in the red meat sector. Combining these types of research techniques is invaluable in helping maximise purchase potential and customer satisfaction.”

The news comes in the same week that the horse meat row continued after it was revealed a potentially carcinogenic drug may have entered the food chain through horse meat slaughtered in the UK.

Shadow environment secretary Mary Creagh told the Commons she had evidence that “several” horses slaughtered in the UK last year tested positive for the carcinogen phenylbutazone.