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The New, Ideal On-Pack Fresh Beef Label
The top five reasons to adopt new beef nomenclature and labels
Today’s consumer is confused about fresh meat cuts, and as a result, they tend to purchase only the three or four cuts they are most familiar with preparing at home. This presents huge marketing potential to drive meat department sales by helping shoppers become confident about the beef they purchase.
The Beef Checkoff conducted extensive research to:
The findings led the industry to update the URMIS nomenclature and develop new labeling best practices to minimize consumer confusion and boost shopper confidence at the meat case.
Implement these changes to give your stores a competitive advantage and increase meat department sales:
1. Consumers are confused by industry standard cut names.
|New beef common names meet these criteria:
1. Cut identifier or descriptor (Sirloin Tip, T-Bone, Tenderloin)
2. Cut form or shape (Steak, Roast, Filet)
|Beef characteristics are listed below the common name, and follow this simple format:||
|Example of Current Labels
||New Proposed Labels
Today, retailers must appeal to busy shoppers and provide information in bite-sized pieces. Creating new common names was just a part of the solution.
A new, less cluttered weigh label format simplifies consumers’ ability to identify fresh beef in the meat case. Innovative in-lab eye tracking research proved that the new label attracts more attention and retains shoppers’ gaze for longer than the previous layout. The colors below indicate the Fixation Count Heatmap (i.e. length of the consumer’s gaze)
The cutting-edge eye-tracking research recorded consumer’s eye movements when viewing several meat package images on computer screens, and when shopping in stores. The recordings shed light on how the information on fresh meat packs was visually consumed during the decision making process.
In the consumer eye-tracking research, the meat was usually noticed first....
Challenge: Consumers lack confidence in how to select and prepare beef
Opportunity: List easy-to-follow preparation instructions in an eye-catching position
Shoppers are often wary of purchasing new cuts for fear of preparing them poorly. By listing the best preparation method on pack, retailers can instill consumer confidence and increase sales of less familiar cuts. The preparation method is now listed on the third line, an impactful location on the label.
• 65% of participants who were exposed to third line content recalled it unaided.
• 71% of participants said unprompted that the information on the 3rd line would be useful to them.
Our research tested the use and position of on-pack recipe stickers in addition to the informational label.
Everything consumers are exposed to, from cooking shows to ad circulars to on-pack nomenclature, use different names for the same cuts. This lack of consistency frustrates shoppers when they cannot find the cut their recipe calls for or that they ordered in a restaurant. Offering streamlined, consistent common names in stores will alleviate consumer confusion at the meat case and help them purchase beef more often.