AHDB explores in-home opportunities for red meat and dairy

Home eating SM Farm
LEFT: Research from Kantas shows strong volume growth of red meat and dairy since the start of the pandemic.

With over a quarter of the population saying they plan to eat out less when lockdown eases, AHDB has produced a new report exploring future opportunities for meat and dairy in-home.

Through its unique ‘segmentation’ model, AHDB has done a deep-dive into the range of different meal occasions at home – using research undertaken before Covid-19, as well as insight into how the pandemic has influenced meal choices and shopper spend through continual data updates.

Working with Kantar to group meal occasions into clusters, the report looks at shared core drivers and needs to better understand consumer behaviours and identify growing trends.

It comes as new research shows that 26 per cent of people say they plan to eat out less and 38 per cent of workers think they will increase the number of days working from home.

And with 35 per cent of people saying they keep cupboards well stocked since the pandemic and 30 per cent saying lockdown has led them to try more new and different dishes, AHDB’s new report looks at how we can continue to maximise on opportunities for red meat and dairy.

AHDB analyst and author of the report Grace Randall said: “As we prepare for the easing of lockdown, it’s crucial that we scrutinise the data and look at how Covid-19 has impacted consumers’ needs and desires as we plan for the future.

“Knowing as many details as possible about how products are selected to meet consumer needs allows us to better understand the changing eating landscape, enabling us to look at opportunities for sector products.

“In the research, not only have we looked in detail at meal occasions, but also the people consuming them.

“For example, the make-up of households, their differing attitudes and relationships towards products such as meat or dairy and what media influences their choices and beliefs.”

A year since the start of the pandemic, research from Kantar shows strong volume growth of red meat (+12 per cent) and dairy (+10 per cent) in retail, which has supported producer prices.

n To view the full report, visit the AHDB website at ahdb.org.uk/in-home-meals

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