D.CDT.2021 - Access Data in order to build volumetric projections for consumer protein landscape outputs

Summary

The consumer protein landscape measure consumer needs, occasions and motivations around the meals they consumer. The study collected consumer information, in real time, of the meal they ate, across a full week. This identified what, where, why, with whom, and when they consumed their meals.

This information collected over 50,000 consumption occasions and 85,000 meal images in real time. This provides clear understanding of reasons people eat their meals, where competitors (eg. chicken) have strengths and where opportunities for red meat can be found. This funding was used to buy data external to the project to use to size up (volume terms) of the CPL in order to be able to run size of prize analysis for opportunity spaces for red meat.

Objectives

MLA’s Growth Drivers have been in use for the last three years. Adoption and use by commercial stakeholders and retailers has been limited for two reasons: lack of quantifiable size of prize modelling to allow for Growth Driver prioritisation, and providing a clear pathway of opportunities underpinned by consumer insights.

The domestic marketing team have indicated the CSP is to be developed in consultation with major retailer & foodservice operators, with a vision to identify growth opportunities aligned with consumer needs and prioritising the ones to consider.

To support this need MLA is looking to undertake a concept called ‘Protein Landscape’, a consumer research aiming to identify the role, occasion and needs of different types of protein sources consumed in people’s lives, leading to a prioritisation framework of the biggest opportunity areas for the Red Meat industry on which to consider business development. Data is required for a range of categories to help size up the opportunity spaces which may become a focus (value and volume).