Consistency key to steak sales

Retailers risk losing sales unless they ensure consistent steak quality, according to a report just published by AHDB Beef & Lamb.

A key finding in the report was that three quarters of regular steak consumers surveyed had experienced a tough steak. Of those, a fifth had delayed buying steak again, a third of those by more than three months.

The newest edition of The Cutting Edge, produced by the Agriculture & Horticulture Development Board (AHDB) Beef & Lamb’s quarterly category report, highlights inconsistency as the biggest issue preventing consumers from regularly buying steak, subsequently costing the industry.

However, it does show that there is a strong appetite for premium-quality steaks, with appearance and price the main motivators for most people.

“It is great that this research robustly illustrates that a good steak is still at the heart of many consumers’ regular shopping,” said Mike Whittemore, head of trade and product development at AHDB Beef & Lamb.

“I believe, however, that we’re missing an opportunity to grow the sector even further. Our latest research shows that three out of four regular steak consumers have experienced a tough steak and, out of these, 22% were out of buying again for some time – a third of them for more than three months.

“That’s a lot of people we’re hacking off – not just in terms of a poor eating experience, but in effectively dissuading them from repeat purchases and missing out on a significant potential sales uplift.”

The levy board has carried out intensive activity into cut development, using modern techniques and establishing optimum specification to help ensure consistency right across the steak range.

To help push the standard of consistency, AHDB has asked retailers, processors and suppliers to approach the levy board for assistance.

“We can work with you to add value and grow the steak sector of the beef market even further,” added Whittemore.”

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