Meat producers and convenience stores missing out on sales by not offering right range

Meat producers and convenience stores are missing a trick by not offering convenience store shoppers a wider range of beef and lamb products.

While shoppers are well-served by the poultry sector, convenience stores are failing to offer an equally diverse range of lamb and beef which are suitable for time-poor customers to cook with, according to recent research.

The report, published by Eblex, identified a gap in the beef and lamb ranges on offer in convenience stores, which, despite being very well catered for by the multiple retailers, are less well-served in the convenience sector.

Theres absolutely no point, in my opinion, in convenience stores selling big joints of beef or lamb, said Eblexs multiple retail trade sector manager Matt Southam. People are shopping for products they can make quickly and easily for that nights dinner we know they dont want to spend an hour cooking when they get home. Other than mince, most c-stores currently offer little in the way of convenient lamb and beef products.

While consumers are offered plenty of diversity within the chicken sector such as chicken breasts, chicken strips, and cook-in sauces designed to be served with chicken, there is far less choice or inspiration for consumers when it comes to beef and lamb, added Southam. Offering shoppers strips of beef or lamb, which can be used in stir fries or with fajitas, or with curry sauces, is a great way of boosting sales, he said.

Developing specific beef and lamb product ranges could also help convenience stores to meet consumer demand for quick and easy meal solutions. Eblex has identified three smaller more quickly cooked beef and lamb product lines thin cut steaks, gourmet burgers and carvery mini joints for two to three people, which only take half an hour in the oven.

However, Southam concedes that the whole industry needs educating about the wide variety of ways in which beef and lamb can be used in quick, easy dishes. Work definitely needs to be done to change the perception of the versatility of beef and lamb, he said.

In-store cross promotions would be a good way of boosting awareness, he added. For example, retailers could offer meal deals, with beef or lamb strips, a cook-in sauce and wraps or rice, to encourage consumers to experiment, he said.

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