A consumer perspective: Facilitators and barriers to demand for foods containing meat co-products

Size: px

Start display at page:

Download "A consumer perspective: Facilitators and barriers to demand for foods containing meat co-products"

Alban Lyons
5 years ago
Views:

1 A consumer perspective: Facilitators and barriers to demand for foods containing meat co-products Prof Mary McCarthy and Dr Maeve Henchion Teagasc, Ashtown 15 th February 2017

2 Projected Global Meat Markets (2022 vs 2013) Based on OECD data Source: Henchion, M McCarthy, M., Resconi, V, and Troy, D. (2014)

3 Projected European Meat Markets (2022 vs 2013) Based on OECD data Source: Henchion, M McCarthy, M., Resconi, V, and Troy, D. (2014)

(Source: Quality Meat, Scotland, 2014) 28kgs of white

4 Opportunities beyond meat Animal offers more than meat: 30 kgs of red offal suitable for direct consumption (Source: Quality Meat, Scotland, 2014) 28kgs of white offal suitable for consumption (Source: Quality Meat, Scotland, 2014)

Consumer perspectives in the Noughties Perception of Tripe and Drisheen in Cork: Consumers- Older, working class, functional necessity, poor man s food Conservative life values lower

5 Consumer perspectives in the Noughties Perception of Tripe and Drisheen in Cork: Consumers- Older, working class, functional necessity, poor man s food Conservative life values lower levels of openness to change More food caution and less food curious than Non-consumers- Perception of what the food Expectations of negative outcomes Role of gatekeepers Source: Lynch, 2011

A changing consumer landscape Datamonitor (2012) Boutique

restaurants Rabobank (2013) demand will remain in the

6 A changing consumer landscape Datamonitor (2012) Boutique Butchers with traditional fancy meats Nose-to-tail eating in restaurants Rabobank (2013) demand will remain in the long-term, as consumers demand more innovative, convenient and unconventional products. Datamonitor (2014) Offal is officially in, due experimentation, consciousness of value and increased availability.

7 Consumers more open to ideas of eating offal Bromyard butcher's haggis campaign pays off Redesigning a traditional product Making it available Malvern Gazette

8 Major Retailers seeing opportunity

9 Where is the line?

10 Beyond the raw product Extracting components for inclusion in other food that could offer: Health benefits Performance benefits Taste benefits

11 Influences on acceptance and rejection of offal derived foods Reasons for rejecting..they are trying to make more money out of each cow Reasons for accepting..i just makes don t like my the idea Meat of plus offal stomach it full stop turn Ideational: Emotional and visceral responses Appropriateness Negative taste experience Industry motivations questioned Past experience Liking taste Mince plus powdered offal Non alignment between level of processing and product Negative health perceptions due to levels of processing Necessity Get health benefit I would try it again I Could be like a seasoning remember that I did like it Extract Necessity Control Transparency Clear benefit everything in my brain says that there are no benefits in it for me If someone gave me Vitamin E powder from heart don t care that it came from heart Prerequisite to acceptance Trust in oversight that the products are safe Natural ingredient Source: Henchion M, McCarthy M and O Callaghan J (2016)

12 Refocusing Distaste Sensory properties Taste Harmful Consequences Beneficial Disgust Texture &sensory properties Livingness/ animalness Contamination Inappropriate Ideational Acceptable Consumer acceptance/rejection

13 Value added ingredients from offal?? De-animalizing the organ Higher levels of processing bring about the transformation of the offal from something impure, and possibly offensive, to something that may be acceptable. However negative evaluations associated with processing can create a tension for some consumers. the more processed the food everybody knows that the word processed means it is not as good,.. you are always told to stay away from processed food if anybody is giving anybody health advice Paul (29). Source: Henchion M, McCarthy M and O Callaghan J (2016)

Alignment between processing and carrier product A openness to consuming offal extracts sold in capsule form: highly processed ingredient in a natural healthy food to integration natural ingredient

14 Alignment between processing and carrier product A openness to consuming offal extracts sold in capsule form: highly processed ingredient in a natural healthy food to integration natural ingredient in a highly processed product. [extracts from offal] in a capsule it is different you know but pouring it into a ugh the thoughts of it being in a Niall, 59 Source: Henchion M, McCarthy M and O Callaghan J (2016)

15 Different responses across the population Gender Male - more willing to try the offal. Females - more inclined to be open to processed alternative (e.g. capsules) Age Older - product that are familiar (traditional offal or ingredient products: e.g. OX cube) Younger targeted benefits Source: Henchion M, McCarthy M and O Callaghan J (2016)

16 Recommendations Develop products: that can be integrated into existing routines. are familiar to consumer. use carriers appropriate to how consumers think about the food/ingredient/supplement. meet the need of target segments. Focus on early adopters, address supply and availability issues as well as obvious ones such as price, taste and benefit

17 Conclusions Some challenges on the horizon however Continued increase in demand for meat expected globally. Opportunities to add value to meat co-processing streams: Offal for direct consumption and as an ingredient Role of processing Role for industry re availability and normalising

References and Acknowledgements Henchion, M, McCarthy, M and J. O Callaghan (2017), Transforming beef by-products into valuable ingredients: which spell/recipe to use? Front. Nutr.

18 References and Acknowledgements Henchion, M, McCarthy, M and J. O Callaghan (2017), Transforming beef by-products into valuable ingredients: which spell/recipe to use? Front. Nutr. - Nutrition and Food Science Technology, DOI: /fnut Henchion, M., McCarthy, M., Resconi, V. and D. Troy (2014). Meat Consumption: Trends and Quality Matters, Meat Science, 98 (2014), pp DOI information: /j.meatsci The authors acknowledge Teagasc support for a Teagasc Walsh Fellowship which forms part of the ReValueProtein Research Programme (ref: 11/F/043) which is supported by the Department of Food, Agriculture and the Marine (DAFM) through the Food Institutional Research Measure (FIRM).

Tel:

Tel: Consumer & Market Insights Research Programme Food for Health For information on the Food Marketing Research Unit s (FMRU) Consumer & Market Insights Research Programme, please contact: Dr. Maeve Henchion