Produced for ABP Website Consumer Insight

Source: SPA Research August 2005 Occasion ‘Everyday’ ‘Look’ of meat Size/quantity Price Sell-by-Date A Little More Special What will go with it? Motivating promotions can sway decisions at any point of decision making Who for? Format/cut Meat type (species) Meat type (species) Several meat types often contemplated (e.g. may choose lamb, pork or chicken over beef depending on intended use) Quality Size/quantity Price Sell-by-Date What will go with it? Format/cut Determined mainly by ‘look’ of meat Packaging can also reassure on quality expectations For discerning consumers, origin can also impact (to a small degree) upon quality perception Other Beef Meat type (species) Meat type (species) Beef Other Primary determinant of quality What is the customer decision tree?

Hierarchy Of Considerations Source: SPA Research August 2005 More Important Less Important Format/Cut Look of Meat (quality) Size/Quantity Price Promotions Accompaniments Pack Information Functional benefits of packaging Look of Packaging A consideration of high importance as this largely dictates how the beef can be used (e.g. types of dishes) Primary indicator of quality Including information such as ‘sell-by-date’, fat content, origin etc. These (in relation to size and quality) determine value for money Occasion Determines requirements from meat

Core/Central Important Peripheral/Nice to have Red Meat Vegetables Chicken Bread Milk Fruit Cheese Juices Cooked meats (e.g. salami) Yoghurts Cereal Chips Butter Baked Beans Spices Sauces Chutney/Pickles Fish Dressing Mayonnaise Jams Cordials Turkey Red meat is perceived as one of the core/most important supermarket categories Red Meat Universe Source: SPA Research August 2005

The 3 Food ‘Mega Trends’ ‘Efficient Nutrition’ (fast but nutritious & healthy) ‘Guilt Free Indulgence’ (low & light without compromising on taste & texture) ‘Convenience Plus’ (convenience with ‘from scratch’ quality and entertainment value) ‘The hypochondriac factor’ More information More evidence / claims More control through ‘food plus’, ‘food minus’ and ‘natural’ alternatives ‘The time factor’ More individual portion control More control over time and quality of preparation ‘The sensory experience’ More fun & entertaining More fun & exotic taste More premium & indulgent HealthConvenience Pleasure