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ICoMST 2006
Future trends and consumer lifestyleswith respect to meat consumption
Klaus G. GrunertMAPP – Centre for Research onCustomer Relations in the Food SectorAarhus School of Business, Denmark
ICoMST 2006Dias 2
Trends in the way we eat
Storytelling sells food productsMeal patterns crumbling
Organic trend has topped
Convenience! Convenience!
Vegetarianism – the end of meatproduction?
Food on the go
No more kitchens in future homes?
ICoMST 2006Dias 3
What is a lifestyle trend?
Human values
Perceptions Behavior
Quality Consumption CookingShopping
Food motives
ICoMST 2006Dias 4
Four trends
1. The increasing role of extrinsic cues in quality perception of meat.
2. The distinction of fast and efficient shopping in supermarkets on the one hand and the buying of information-intensive specialized products in specific retail outlets on the other.
3. The increasing role of processed products, living up to both the demand for convenience and the trends towards meat avoidance in some consumer groups.
4. The channelling of concerns about meat production mainly into the citizen and less into the consumer role of people.
ICoMST 2006Dias 5
Cues in quality perception
Extrinsicqualitycues
Expected quality:•Taste•Health•Convenience•Process
Intrinsic qualitycues
ICoMST 2006Dias 6
What are extrinsic cues?
BrandsLabelsOrigin informationQuality marksAll other information provided to communicate theproduct’s value to the consumer
ICoMST 2006Dias 8
Increasing role of extrinsic cues: Drivers
Discussion about food and healthMeat scandals and awareness of food safety issues’Stories’ to add value beyond basic productfunctions
Interest in additional productinformation
Based on Grunert, Skytte, Esbjerg, Poulsen & Hviid, 2002
ICoMST 2006Dias 10
Increasing role of extrinsic cues: Inhibitors
Credibility issue: manufacturers have lowestconsumer credibility, followed by supermarkets, butchers, and consumer organizationsChannel organization: who should be theinformation provider?
Primaryproduction/ farmers
Slaughtering, cutting, boning, packaging
Meat marketsMeat productmanufacturers
Wholesalers
Retailers Consumers
ICoMST 2006Dias 11
Effect of label information on quality perception
No info
Conventional
Free-range
Organic
Conventional pork: breed DLY (male: Duroc, female: Landrace X Yorkshire), feed: conventional, raised indoors
Organic pork: breed DLY (male: Duroc, female: Landrace X Yorkshire), feed: organic concentrate plus red clover silage ad lib, raised indoors with access to outdoor area on organic farm
ICoMST 2006Dias 12
Effects of extrinsic cues can be dramatic
4,60
4,80
5,00
5,20
5,40
5,60
5,80
Conventionalpork
None Free-rangepork
Organic pork
Label information
Mea
n ov
eral
lac
cept
abilit
y ra
ting Conventional
Organic
Actual meat type:
Based on Scholderer & Bredahl, in press
ICoMST 2006Dias 13
Four trends
1. The increasing role of extrinsic cues in quality perception of meat.
Fuelled by health and safety concernFuelled by demand for product ’stories’Consumers want themRequires credibility issue solvedRequires dominant actor in channelCan have dramatic effects when physicaldifferences are small
ICoMST 2006Dias 14
But….what about the shopping?
Average time for decision in supermarkets is 12 secondsMany people even buy without knowing pricesHow can consumers even notice new productswith new extrinsic cues?
ICoMST 2006Dias 15
ICoMST 2006Dias 16
Time for making a decision
15
17
19
21
23
25
27
1 2 3 4 5 6
ICoMST 2006Dias 17
# of ‚clicks‘ per cue and session
0
0,5
1
1,5
2
2,5
3
3,5
welfare residues origin price
ICoMST 2006Dias 18
Probability of having seen a cue
00,10,20,30,40,50,60,70,80,9
1
welfare residues origin price
ICoMST 2006Dias 19
However…..
Involvement with product category and interest in specific extrinsic cues (e.g., regional origin) leadsto higher propensity to use specialty shops
ICoMST 2006Dias 20
Four trends
2. The distinction of fast and efficient shopping in supermarkets on the one hand and the buying of information-intensive specialized products in specific retail outlets on the other. − Most meat shopping still in supermarkets− Even there new extrinsic cues will be noticed− Involvement with product category and interest in
specific extrinsic cues (e.g., regional origin) leadsto higher propensity to use specialty shops
− Diversification of retail concepts
ICoMST 2006Dias 21
What is convenience?
A TYPOLOGY OF CONVENIENCE IN MEAL PREPARATION
Consumption stage What is being saved?
Time Physical energy Mental energy
Planning Habitual purchasing, weekly meal plans, intelligent fridge
Products arranged by recipe in shop, space management, intelligent fridge
Purchasing One-stop shopping, home delivery
Help in packaging and checking out, good parking facilities, home delivery
Known store layout, automated reordering
Preparation Ready-made meals, eating out, microwave ovens
Blenders and other kitchen appliances
Clear instructions
Eating One course meals, stand-up food outlets
Pre-cut food, meat without bones
Familiar food, finger food
Disposal One-way containers Dish washer
ICoMST 2006Dias 22
Convenience: Drivers
Driven by demographic changes− Women in labour force− Family size− Scarcity of time relative to income
Perceived, not actual resourcesAttitudinal changes
ICoMST 2006Dias 23
Convenience: Inhibitors
Convenience means different things to differentconsumers – development of convenienceproducts needs to be segment specific
ICoMST 2006Dias 24
Purchase of convenience productsin different segments
0
1
2
3
4
5
6
frozenpizza
prepareddinners
preparedsalads
cannedfoods
hedonisticconservativeuninvolvedenthusiasticmoderateadventurous
Based on Ryan, Cowan, McCarthy & O’Sullivan, 2002
ICoMST 2006Dias 25
Meat scepticism among young, female consumers
From Kubberød, Ueland, Tronstad & Risvik, 2002
ICoMST 2006Dias 26
Convenience and meat avoidance
Meat avoidance: a tendency among some young, mostly female consumersMeat-based products that don’t look like meatBoth convenience and meat avoidance point towards products with a higher degree of processing
ICoMST 2006Dias 27
Four trends
3. The increasing role of processed products, living up to both the demand for convenience and the trends towards meat avoidance in some consumer groups. − Higher degrees of processing require more
adaptation to different consumer segments− Convenience in terms of the whole meal
preparation chain
ICoMST 2006Dias 28
What they say and what they do
Positive attitudes to organic products….Positive attitudes to animal welfare….Negative attitudes to in-door pig production….
Why are the market shares of organic, freerange, welfare products not higher?
ICoMST 2006Dias 29
Attitudes and behaviour
Strong attitude•Considerableknowledge on attitude object•Based on ownexperience
Behaviour
Weak attitude•Little knowledge onattitude object•Not based on ownexperience
Behaviour
Situationalfactors
ICoMST 2006Dias 30
Consumers vs. citizens
Weak attitude•Little knowledge onattitude object•Not based on ownexperience
Citizen behaviour
Situationalfactors
Weak attitude•Little knowledge onattitude object•Not based on ownexperience
Consumerbehaviour
Situationalfactors
ICoMST 2006Dias 31
Four trends
1. The increasing role of extrinsic cues in quality perception of meat.
2. The distinction of fast and efficient shopping in supermarkets on the one hand and the buying of information-intensive specialized products in specific retail outlets on the other.
3. The increasing role of processed products, living up to both the demand for convenience and the trends towards meat avoidance in some consumer groups.
4. The channelling of concerns about meat production mainly into the citizen and less into the consumer role of people.