Meat quality tops concerns in supermarket burger survey

The quality of meat in a burger still ranks high among consumers’ concerns. 

In a survey conducted by Cambridge Market Research, consumers were asked to rate burgers from multiple retailers in terms of taste, texture, appearance, aftertaste, value for money, expectations of brand and intention to buy. All burgers were served plain, without any form of bread roll or condiments.

The big winners in the survey were Lidl, Asda and Morrisons, with respondents praising them for creating a “quality product in a market where consumers remain anxious about meat quality”.

Lidl topped the poll, with three out of four consumers keen to buy the product for themselves and scoring highly in terms of value, leanness of meat, succulence and well-balanced flavour.

Following closely behind the top three was The Co-op, which generated the most potential buyers before tasting but fell down on taste due to the strength of seasoning.

Tesco and Sainsbury’s were in the middle of the pack, described as “perfectly acceptable”, but failing to generate much enthusiasm.

Marks & Spencer was reported to have underperformed in the research, with one in four rating it as “much worse” than expected from the retailer. Its premium price hit hard, as it did for Waitrose.

Aldi performed poorly in the research as well, with its burger described as “greasy” and leaving a fatty aftertaste.


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