Consumer insight research by AHDB (Agriculture & Horticulture Development Board) suggests that secondary labelling containing full cooking instructions will make 77% of under 34’s more likely to buy fresh red meat. The younger generation has not learned a variety of dishes and lacking the confidence in how to cook red meats stick with known dishes. Limiting the number of cuts used and brought.
Scoring cooking ability lower than older counterparts the under 34’s were equally inclined in the desire to cook from fresh and providing even simple instructions would help them cook more using more red meats. The key point was to install this age group with skills and ideas about cooking red meat with confidence.
Secondary labelling – Label Leaflets – Information Leaflets
Placing information to consumers at the right time is essential but how and what should it be? In a related item you-gov & AHDB has highlighted those simple recipes only using a few ingredients were most likely to hit the spot, this was true across all age groups. When out shopping making the final buying decisions of a weekly shop, labels are the silent salesman that might just influence a consumer. This could be to buy a little more, or what else they need and of course to choose your brand.
The label technology to display more information including recipes is already available, peel and reseal or label leaflets that can be applied to packaging quickly during the packing process. The research indicates that this little investment and effort could reap the rewards and increase sales of red meat. Placing ideas on how to cook directly on the product is considered most effective. Making the most of a portion making three meals from one cut was a particularly influential article.
Simple Instructions Are Best
However, the most influential idea of those tested was “simple cooking instructions” now we at Readability took a look at some food packaging and simple instructions on how to cook are already present. The issue then is that simple instructions are not easily read by the users so a more visible set of instructions is needed, peel and reseal labels could do this very easily, and leaflet labels could display fuller instructions or place three sets of instructions one with a few variations. This enters the customer’s mind in the shop and can easily get the other suggested recipe ingredients.
This is all about inspiring customers and helping drive sales of what is a simple product that is produced with much love, time, valuable resources and huge efforts. Extending that effort to the final stage of the chain could make such a big difference on the bottom line.