With today's shopper looking for convenient and nutritious options, can fresh meat-packaging innovation position beef as an easy-to-prepare and healthful option? The Beef Checkoff recently conducted a three-phase research study1to determine if an individually portioned vacuum-sealed beef package, heavy with nutrition claims, impacts shoppers' perceptions and purchase behavior.
The results? Shoppers are excited about new packaging that calls out the nutrition benefits of beef, simplifies preparation and increases flexibility in making dinner. Scroll down for highlights from the study or click "learn more" to read the study summary.
The unbranded package design tested in the study.
3 Key Learnings from the Study
The concept of pre-portioned individual-serving beef packages with nutrition-forward claims generates strong appeal across all consumer groups with high purchase interest.
- Consumers indicate that this concept is likely to be incremental to current beef purchases
- The concept improves beef health perceptions and is believed to assist with portion control
Specific nutrition callouts increase perception of beef's healthfulness.
- Exact protein and calories are surprising and motivate purchase
- Saying “lean” elevates perceptions of health and low fat
- "No preservatives" drives interest and elevates impression of quality and taste
- Beef Nutrition Facts reassure healthfulness
The tested packaging makes preparing fresh beef at home a simpler, faster, and easier process.
- The vacuum-sealed package means less cleanup time and a lower “ick” factor for those who are less comfortable cooking with raw meat
- The pre-portioned steaks are fast and easy to prepare; the product is essentially ready to cook
- Consumers find vacuum-sealed packages more sanitary and easier to store and freeze than store wrapped meat
1 New beef packaging option at retail: an evaluation of on-pack nutrition claims & individual portions
Source: The Beef Checkoff Program