Consistency key to boosting steak sales
More than three quarters of consumers have been put off buying steak after a bad experience with a tough cut, the latest edition of AHDB Beef and Lamb’s quarterly category report, The Category, has revealed.
AHDB Beef and Lamb’s Mike Whittemore sees consistency as key to ensuring the sector doesn’t miss out on a significant potential sales uplift.
The report identified inconsistency as the biggest barrier to those who don’t buy as regularly, with this said to be costing the industry millions in lost revenue each year.
Appearance and price remain the main drivers for the majority of people buying steaks.
“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 and 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 put off 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.”
AHDB Beef and Lamb has undertaken work on its cut development activity, using modern butchery techniques and establishing the optimum specification to help ensure consistency right across the steak range.
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