In response to all the media attention the meat case received in 2012, Midan Marketing conducted consumer research into consumers’ perceptions of the “most-talked-about” meat issues. Now, Midan will be sharing the results with the industry in a three-part webinar series entitled Meat Matters.
Each webinar will address a different hot topic: 1) lean finely textured beef (LFTB), 2) gestation stalls and 3) antibiotics and growth hormones, available on February 5, February 7 and February 14.
The goal of the Meat Matters research is to better understand how consumer attitudes translate to actions at the meat case. “We wanted to get beyond the headline frenzy and find out if consumers are changing their meat-purchasing behavior based on what is being reported in the news,” says Danette Amstein, principal of Midan Marketing. “For example, we know that 68% of consumers surveyed said that they are concerned about LFTB, yet 61% said that they do not know if their grocery store carries it or not.”
According to Midan, these insights into the consumer mindset offer a starting point for developing messaging that educates consumers about the facts and helps ease their concerns. “The meat industry will remain under close scrutiny. Midan Marketing’s goal is to be proactive and use our understanding of the consumer to help the industry communicate effectively about important issues,” says Danette Amstein.
The Meat Matters study is part of The Consumers’ Case, Midan Marketing’s ongoing market research platform, designed to help the meat industry stay tuned in to the ever-changing consumer. Additional information on the webinars, including a sign-up form is available on www.MidanMarketing.com.