Opportunities for meat and dairy at home

WITH over a quarter of the British population saying they plan to eat out less when lockdown eases, the AHDB (Agriculture and Horticulture Development Board) has produced a report exploring future opportunities for meat and dairy in-home.

Through its unique ‘segmentation’ model, the AHDB has done a deepdive 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% of people say they plan to eat out less and 38% of workers think they will increase the number of days working from home.

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

It’s crucial that we look at how Covid-19 has impacted consumers’ needs GRACE RANDALL, AHDB

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 Covid19 pandemic, research from Kantar shows strong volume growth of red meat (+12%) and dairy (+10%) in retail for the year ending February 2021, which has supported producer prices.

The new report comes as pubs, restaurants and cafes are now able to serve customers outdoors as part of the Government’s latest easing of lockdown restrictions. However, according to latest research only 38% of licensed premises have outdoor space. For further details and to view the full report and results, please visit the AHDB website at www.ahdb.org. uk/in-home-meals