Research shows the Taste Pure Nature brand is gaining traction with its targeted red meat-consuming audiences in the United States and China but also warns a third of Californians have decided to eat less red meat.
But the research for Beef + Lamb NZ’s Taste Pure Nature (TPN) brand also reveals purchasing drivers by US consumers can easily shift.
Buying patterns are being influenced less by concerns such as health and fitness, diet and environment and ethics such as climate change and emissions, but more greatly influenced by issues such as taste and experience, global security and price.
That aside, a third of those living in California say they are intentionally eating less red meat for environmental and animal welfare reasons and because of cost.
“Consequently, 53% of consumers have added more plant-based foods into their diet over the past year,” researchers say.
In its latest newsletter, B+LNZ says a survey on the impact of TPN last year reveals consumer awareness of NZ’s grass fed system and aspirations to buy NZ lamb and beef rose between 13% and 22% between 2019 and 2022.
The research showed aspiration among its target conscious foodie consumers to buy NZ grass-fed beef was 51% (plus 22%), lamb 75% (plus 13%) and awareness of NZ’s grass fed farming systems sat at 64% (plus 21%).
There was already a high awareness of those attributes in China meaning growth between 2020 and 2022 was much lower at 5% to 7%.
Aspirations to buy NZ beef was 82% (up 7%), lamb 83% (up 5%) and awareness at 89% (up 5%).
Read: Taste Pure Nature programme could target local market
A summary of consumer behaviour to TPN reveals US food buyers primarily use online tools such as Facebook and YouTube to make their food purchasing decisions and they listen to other people including well known chefs.
More than 40% consider NZ a country that pursue sustainable agricultural practices.
“Nearly half agree that food being produced by regenerative agriculture practices is important to them mainly because it is better for the environment, for their health and because it tastes better.”
It notes consumers consider premium prices for NZ beef and lamb as justified.
“One third of lamb consumers have bought NZ lamb in the last six months, and one in five have done the same for NZ beef.”
In the year to July, TPN had two paid media programmes in the US, which initiated 1.7m video views and 110,000 clicks on the TPN website. A third programme is being launched this month.
Linking with social influencers reached 2.2 million potential customers and initiated 43,000 TPN video views, while social media promotions boosted traffic to its Facebook site by 70% and Instagram by 38%.
Since January the TPN website has hosted 108,000 visitors, a 5% increase.
More than 80% of Chinese consumers state New Zealand as their preferred country of origin for beef and lamb, when they can buy it.
More than 90% say they are aware of NZ’s strong reputation for producing high quality beef and lamb, and that farm animals in NZ are allowed to graze naturally.
Also read: Marketing programme tastes further success
An estimated four in five beef buyers say the TPN campaign had a significantly influenced their buying intentions to buy, actually buy and recommend NZ beef with a similar number saying the same for NZ lamb.
Grass-fed beef is considered a premium product by 57% of people in China and grass-fed lamb by 55%. Those that consider grain fed beef and lamb a premium drops to 12% and 11% respectively.
“New Zealand is top of mind for grass fed beef (48%), surpassing Australia, China, the US and Japan by far) and for grass fed lamb (32%).”
