New research suggests shoppers would prefer meat-free products to be displayed in a different place to meat products in shops.
The research undertaken by the retail and consumer insight team of the Agriculture and Horticulture Development Board (AHDB) in collaboration with the Smithfield Collective shows that 60% of shoppers want both products to be displayed separately.
The aim of the research was to understand consumer behaviour towards vegetarian and vegan products.
The research found that there is the potential for confusion among shoppers, with 52% admitting to being confused when meat and meat-free products were very mixed together in stores.
AHDB said British farmers should take the research as evidence that it is looking to protect their interests.
Separately a total of 69% of consumers who took part in the research indicated that meat-free brands should try to describe their products in a way that sounds like meat, and 50% believe they should not use words like ‘steak’ and ‘bacon’.
The research also found that shoppers are more fond of meat packaging, with 70% likeability on average across the three meat packs tested compared to 61% for meat-free packs.
In terms of packaging details, 75% of shoppers think the amount of detail on meat labels is ‘about right’, while 66% of shoppers said the same thing about plant-based packages.
Retail insight manager for AHDB, Grace Randall, said: “This research is helping provide retailers and processors with evidence to protect and grow red meat sales.
The findings give the industry the evidence needed to challenge retailers or government that meat and meat-free products shouldn’t be displayed together.
“AHDB will use these findings for further research in to how best to optimise meat packaging.”
AHDB said the research may now be used by industry bodies who wish to challenge their “intellectual property”.
