The survey showed the importance customers place on choosing the ‘right’ joint, with the average consumer spending three minutes at the meat display fixture. The majority of consumers (86%) said that they considered price, size, cut and appearance before making a purchase, although 47% would make a spontaneous choice.
Consumers are more likely to buy roasting cuts if they are linked to suitable third-party offers and accompaniments. However, 48% of those who actively studied the joints on offer make the decision not to purchase.
Mike Whittemore, Eblex retail project manager, said: “The research has clearly shown that there is a need to review the pack sizes to ensure the roasting joint offer accommodates a wide range of purchase requirements to suit families, couples and singles, while integrating promotions with other items that make up the traditional meal.”
More than 80% of consumers would not consider buying beef roasting joints from a retailer’s website as they could not rely on someone else picking a joint for them.
The consumer research was commissioned by Eblex in partnership with one of the major retailers.