Consumer attitudes to Halal meat Dairy Farmer Survey 2013 and purchasing patterns in the UK Summary results Results from online research Prepared by The Oxford Partnership February 2013 April 2013
Background Objective to gain a deeper understanding of the purchasing behaviour and attitudes towards slaughter methods and assurance schemes of Muslim Halal meat eaters/shoppers Two surveys - one to investigate Halal meat purchasing behaviour and attitudes and one specifically for conjoint analysis looking at purchasing trade offs across a variety of variables Online questionnaire through an online panel provider. Fieldwork took place in April 2013 500 interviews were achieved in the regular survey and 489 in the conjoint survey The sample profile achieved closely mirrors the Muslim national profile for the UK from the latest census and so no weighting was used in the resulting data Results are shown as percentages in the charts unless otherwise specified 2
Shopping behaviour 3
Household grocery shopping Q - Where do you/your family buy the bulk of your grocery shopping? National supermarket 84% Independent supermarket Cash & Carry/Wholesaler Local shop Online Other 5% 5% 6% 0% 1% The multiples are consistently dominant across the demographic groups 4 BASE All respondents
Meat/poultry shopping Q Which of these outlets do you/your family buy meat/poultry from? Halal butcher 73 17 10 Nat. Supermarket 37 30 33 Ind. Supermarket 27 32 41 C&C/Wholesaler 27 30 42 Butcher 13 23 64 Online 6 12 81 Other supplier 7 20 73 Regularly buy Occasionally buy Never buy 5 BASE All respondents
Meat/poultry shopping main outlet used Q Which of these is the main outlet you/your family buy meat/poultry from? Halal butcher Nat. supermarket Ind. supermarket Main outlet 60% 23% 5% More likely to be the main outlet for Asian Muslims, lower social groups, younger age groups and more frequent mosque visitors More likely to be the main outlet for UK and Middle eastern Muslims, higher social groups and less frequent mosque visitors More likely to be the main outlet for UK Muslims and less frequent mosque visitors C&C/wholesaler 9% No real differences across the groups 6 BASE All respondents
Main reason for choosing outlet Q What is the main reason you prefer to use this outlet? 2 77 67 60 50 45 47 35 38 40 40 40 40 38 34 35 35 35 34 31 30 31 27 28 20 20 20 20 19 19 16 13 10 9 5 5 Trust Quality Range Value Habit Convenient Price Compliance Delivery Other Halal butcher Nat. supermarket Ind. supermarket C&C/W'saler 7 BASE Those using as main outlet
Top 5 reasons for choosing outlet HALAL BUTCHER NATIONAL S MARKET C&C/ W SALER Compliance Trust Quality Value Habit Trust Value Range =Convenience =Compliance =Quality Compliance Trust Value Quality Convenience 8
Meats purchased in last 3 months Q Which of the following meats have you bought most of in the last three months? Chicken 91% Lamb/ mutton Fish Beef Other meat 6% 46% 63% 80% Chicken is the most popular meat across the demographic groups although lamb/mutton is a closer second choice for Indians and Bangladeshi s 9 BASE All respondents
% Halal meat purchased Q Approximately what percentage of the meat you purchase is Halal? 91 to 100 81 to 90 71 to 80 61 to 70 51 to 60 41 to 50 31 to 40 21 to 30 11 to 20 0 to 10 5% 5% 2% 3% 2% 1% 1% 1% 79% The percentage in the 91-100% tier increases to 89% for those regularly using a Halal butcher and falls to 57% for those using a Nat. Supermarket Those with Pakistani, Indian and Bangladeshi backgrounds also have the highest percentages in the top tiers 10 BASE All respondents
LAMB: Average purchase frequency and popularity Most frequent % never buying Minced Diced Chops 5.2 5.4 5.6 8% 14% 5% Whole Carcass 6.3 35% Leg Stir Fry Offal 6.7 6.7 6.8 6% 32% 57% Shoulder Neck Whole side Joint 7.1 7.3 7.5 7.6 7% 30% 24% 16% Least frequent Avg. number of days between purchase 11 BASE Those buying in last 3 months
MUTTON: Average purchase frequency and popularity Most frequent % never buying Diced Minced Offal Whole Carcass 5.5 5.5 5.7 5.8 14% 9% 52% 38% Chops Whole side Shoulder Neck Stir Fry Leg 6.3 6.4 6.5 6.5 6.5 6.6 9% 28% 14% 34% 34% 10% Joint 7.5 19% Least frequent Avg. number of days between purchase 12 BASE Those buying in last 3 months
BEEF: Average purchase frequency and popularity Most frequent % never buying Joint 4.9 2% Minced Offal Diced/cubed Stewing/braising Stir Fry 5.8 5.9 6.1 6.1 6.3 12% 56% 10% 23% 29% Hind quarter Premium Steak 6.7 6.8 35% 17% Fore quarter 7.2 34% Least frequent Avg. number of days between purchase 13 BASE Those buying in last 3 months
CHICKEN: Average purchase frequency and popularity Most frequent % never buying Fillet 4.6 9% Whole bird 5.3 12% Wings 5.4 16% Leg Thigh Offal 5.4 5.6 5.8 10% 10% 58% Stir fry 6.2 36% Minced 6.2 26% Least frequent Avg. number of days between purchase 14 BASE Those buying in last 3 months
Format of buying meat and frequency Q How often do you usually buy lamb/mutton/beef? Cut to order 31 30 18 11 9 Pre-packed Frozen Chilled 8 8 10 14 12 22 20 25 29 26 21 20 32 33 18 Very frequently Frequently Occasionally Rarely Very rarely Fresh and cut to order meat are the most frequently purchased. Fresh particularly amongst the older age groups Fresh 45 31 16 5 3 15 BASE Those buying in last 3 months
Format of buying poultry and frequency Q How often do you usually buy chicken/poultry? Cut to order 31 28 19 8 15 Pre-packed Frozen Chilled 9 9 10 19 16 29 20 23 25 23 17 16 32 33 20 Very frequently Frequently Occasionally Rarely Very rarely As with meat, fresh and cut to order poultry are the most frequently purchased amongst the older age groups. Fresh 56 25 12 43 16 BASE Those buying in last 3 months
Cuts they would like to see verbatim mentions Q Are there any cuts of meat/poultry you would like to see more available? unprompted THOSE MAINLY USING HALAL BUTCHER THOSE MAINLY USING NATIONAL S MARKET THOSE MAINLY USING C&C/ W SALER Other cuts generally 8 Beef & chicken generally - 6 Goat 5 Chicken breasts 5 Chops 5 Leg of lamb 5 Mince generally 3 Chicken wings - 3 Other cuts generally 8 Beef generally 6 Lamb generally 5 Chicken breasts 3 Chicken fillets 2 Veal 2 Venison - 2 Lamb generally 2 Chicken breasts 2 Other cuts generally 1 Lamb ribs 1 Turkey 1 Chicken wings - 1 62% of respondents either answered don t know or none 17
Meat products they would like to see Q Are there any meat products you would like to see more available? prompted Kebabs Burgers Pizza Breaded/battered chicken Ready meals Sausages 22% 35% 35% 32% 46% 53% Kebabs are a popular request across the demographic groups, with Burgers and Pizzas more so with younger age groups Soup None Other 2% 19% 19% Mentions of :- Prepared food Different cuts Curry 18 BASE All respondents
Proportion of meat purchased to freeze Q What proportion of the meat you buy do you freeze? Lamb 19 34 33 14 Mutton Beef 14 16 26 28 31 28 28 28 All Most Some None Chicken is the most likely to be frozen with mutton and beef the least likely Younger age groups are more likely to freeze meat Chicken 27 35 29 9 19 BASE All respondents
Top 5 factors in choosing meat/poultry THOSE MAINLY USING HALAL BUTCHER THOSE MAINLY USING NATIONAL S MARKET THOSE MAINLY USING C&C/ W SALER Religious comp. 72% Quality 48% Price 27% Appearance 24% Place of purchase 21% Religious comp. 42% Quality 27% Appearance 24% Price 23% Origin 20% Religious comp. 67% Quality 44% Appearance 35% Price 28% Place of purchase 23% Religious compliance is the key priority across the demographic groups, but becomes less dominant with less frequent mosque goers 20
Would you pay more for Halal meat Q Would you pay more for Halal meat? No - should be the same as non-halal meat 46% No - should be cheaper than non-halal meat 4% Yes 50% The middle age groups are willing to pay more as are the more frequent mosque goers but the youngest and oldest groups are more in favour of price parity with non-halal meat Those with Middle Eastern, Bangladeshi and Turkish backgrounds are also more likely to want price parity 21 BASE All respondents
The slaughter process and certification 22
Slaughter process Q How strongly do you agree or disagree with the following statements on Halal meat? The meat should be Halal certified A prayer should be offered at the time of slaughter using a sharp knife to slaughter the animal The animal must be slaughtered in compliance with Shariah law No other animal should be able to see the slaughter 13 5 2 4 10 9 4 6 14 8 3 6 17 5 26 46 71 69 75 There is fairly consistent scoring for these statements across the demographic groups If the butcher/retailer says it is Halal then I accept their word 7 13 27 31 22 Agree strongly Agree slightly Neither Disagree slightly Disagree strongly 23 BASE All respondents
Acceptability of stunning animals during slaughter Q How acceptable or unacceptable do you find the following statements regarding the stunning of animals during the slaughter process? Stunning animals that renders them unconscious (and could recover) but are still alive at the time of death 12% 20% 13% 11% 44% Slightly more acceptable to older age groups Stunning animals that renders them unconscious (and unable to recover) but are still alive at the time of 11% 11% 12% 21% 45% Slightly more acceptable to older age groups and those of UK and Turkish backgrounds Stunning cows for beef cuts/products 12% 12% 12% 21% 43% Slightly more acceptable to older age groups and those of UK background 24 Unacceptable Neither Acceptable No opinion Don't know BASE All respondents
What does your meat supplier provide Q Does your current butcher/supermarket/supplier provide meat that is non-stunned? Yes, all meat is non stunned 31% Both stunned and nonstunned are available No non-stunned is available 7% 16% A high level of don t knows 36% of regular shoppers at Halal butcher s said that all meat is non-stunned Don't know 46% 25 BASE All respondents
What does you meat supplier provide Q Does your current butcher/supermarket/supplier provide meat that is non-stunned? Those using as main meat outlet All meat is non stunned 19% 24% 36% 36% Both stunned and nonstunned are available No non-stunned is available 9% 5% 9% 6% 9% 9% 21% 29% Local Supermarket Cash & Carry Halal butcher Nat Supermarket Don't know 41% 45% 45% 56% 26 BASE Those using as main meat outlet
Importance of having Halal certification Q How important is it that pre-packed meat should have a Halal certification logo? Very important 77% Quite important 17% Neither Quite unimportant Very unimportant 0% 1% 5% The average score of 4.7 out of five is consistent across the demographic groups, but those of Pakistani and Indian backgrounds score it even higher 27 BASE All respondents
Agreement with statements on Halal certification Q How strongly do you agree or disagree with the following statements on Halal certification? Scores out of five where five equals strongly agree It's acceptable for meat to be certified by any organisation approved by an Islamic 4 It's acceptable for meat to be self certified by a Muslim meat supplier 3.5 It's acceptable for meat to be certified by a Muslim third party It's acceptable for meat to be certified by a non-muslim third party 2.5 3.3 More support for Muslim meat suppliers than for non-muslim meat suppliers I'm not concerned by Halal certification as long as the butcher/retailer says it's Halal 2.5 It's acceptable for meat to be self certified by a non-muslim meat supplier 2.3 28 BASE All respondents
Diet and eating out 29
Eating out Q How often do you eat out in a restaurant or buy a takeaway? Daily 4% Several times a week Weekly Once every two weeks Monthly Less than once a month 7% 14% 18% 15% 29% Younger age groups are more likely to eat out more frequently, as are those with a UK background and those visiting a mosque regularly Less often 11% Never 2% 30 BASE All respondents
Eating out Halal or non-halal Q Which of the following statements most reflects your own eating out or takeaway behaviour? I only eat at Halal outlets 52% I try to eat at Halal outlets I eat at non-halal outlets but choose non-meat meals I will eat non-halal meals containing meat or poultry 5% 17% 25% Those more likely to only eat at Halal outlets are Pakistani and Indian and the more frequent mosque goers Those who will eat non-halal meals are more likely to be of Turkish and Middle Eastern background 31 BASE All respondents
Eating out Type of cuisine Q What type of cuisine have you had in the last three months when eating out or buying a takeaway? South Asian (India, Bangladesh, etc) British (Fish & chips, etc) Italian (Pizza, pasta, etc) American (Burgers, Fried chicken, etc) Middle Eastern (Turkish, Lebanese, etc) Far Eastern (Chinese, Thai, etc) Mexican French Other 9% 5% 2% 28% 43% 38% 58% 52% 72% Not surprisingly respondents tend to favour the food from their own particular background. British and Italian cuisine is also popular amongst most groups 32 BASE All respondents
Trusted food information Q In general where do you look for trusted information about the food you eat? Family Friends Religious organisations Internet Religious leader Health professional Newspaper/magazine Government sources Television Social media Other 5% 30% 23% 18% 18% 17% 17% 58% 50% 50% 43% TOP THREE IN PRIORITY ORDER Family Friends Religious organisations 33 BASE All respondents multi answer
Media usage Q How often do you use the following? Websites Television (mainstream) Facebook Online news sites Ethnic television National press Local press Online magazines Local radio Twitter Ethnic radio National radio Ethnic press Ethnic social media 43% 35% 31% 23% 23% 22% 21% 21% 20% 18% 55% 52% 72% 65% Websites are favoured across the groups Ethnic television and Ethnic radio tends to be used more by those from a Pakistani and Bangladeshi background. Facebook and Twitter naturally favour younger age groups 34 BASE All respondents
Media usage - frequency Q How often do you use...? Websites Television (mainstream) Facebook Online news sites Ethnic television National press Local press Online magazines Local radio Twitter Ethnic radio National radio Ethnic press Ethnic social media 48 54 59 38 29 30 14 26 19 24 27 52 16 29 15 16 13 27 30 24 23 35 34 24 27 22 12 9 21 9 32 10 7 17 12 19 10 31 12 17 10 8 18 17 12 25 15 16 17 15 21 13 3 4 4 22 7 22 4 4 13 3 4 4 5 5 6 7 6 6 6 6 2 8 14 8 8 4 4 4 7 3 2 7 6 5 6 11 4 2 4 6 8 11 9 Daily Several times weekly Weekly Every two weeks Monthly Less than once a month Less often 35 BASE Those using the medium
Conjoint Analysis 36
Background Conjoint analysis defines and applies numerical values to the purchase hierarchy when there is a wide range of overlapping variables driving the decision For this study we considered eight variables: Species (Meat Type) / Religious Compliance (Assurance Scheme) / Slaughter Method (stunned or not) / Meat Cut / Store Type (supermarket or independent) / Quality Level / Usage (how long stored) / Packaging These conjoint results show the purchase intention hierarchy whereas the online results show attitudes towards Halal Meat and the patterns of purchasing behaviour The results were supplemented by a Choice Simulator which has been embedded into Microsoft Excel spreadsheet to enables users to evaluate the potential shopper reach of the c10,400 species, pack, cut, quality and store combinations 37
The relative importance of the variables driving purchase intention total sample Higher level variables are Meat Type, Compliance Assurance Type, Store Type and Slaughter Method. Middle tier variables are Meat Cut, Quality Level and Usage; whilst packaging is the Lower level variable. 38 EBLEX: Halal Meat Conjoint Analysis Summary
The Oxford Partnership Conjoint Preference Simulator The conjoint preference simulator is contained within a separate Excel file and is used as follows: 1. Select a sub-sample a life stage, an occasion or a demographic group 2. Select the variables you wish to evaluate meat quality, assurance scheme, store type, etc. 3. Quantify the reach of that combination amongst the selected sub-sample In the example 91% of the total sample would buy the combination shown on the left (the optimum); whereas only 35% would buy the one shown on the right (the worst) 39 EBLEX: Halal Meat Conjoint Analysis Summary
This presentation and conjoint simulator can be downloaded from www.eblextrade.co.uk/halal 40