The Agriculture and Horticulture Development Board’s (AHDB’s) new meat shopper journey study, conducted with the market research agency Sparkminds, revealed a clear gap between what shoppers say they do and how they actually behave in-store.
AHDB highlighted figures from Worldpanel by Numerator that showed retail sales of beef, pork and lamb were worth £13.2 billion in 2025, yet the volume of meat bought continues to decline.
With the cost of living pressures driving shoppers to plan their meal with more care and take trips to multiple retailers each month, the report presents an opportunity for the industry to “help consumers feel more confident, informed and inspired when choosing red meat”, AHDB said.
The findings show that before visiting a store, shoppers claimed price was a key driver when buying meat.
However, once the shoppers were in the meat aisle, how the meat looked mattered more than the price.
Many shoppers closely check the appearance of meat as it, according to the study, reassures them of good quality and is “a proxy for great taste”.
Retail and consumer insight manager, Vanessa Adamson said: “This presents a significant opportunity for retailers and suppliers to improve merchandising, simplify ranges and showcase the freshness and versatility of red meat. There’s also a clear role for inspiration.”
“Shoppers want help planning quick weekday meals, guidance on cooking confidence and ideas for treating themselves at the weekend.”
Around 65% of consumers plan their weekly meals, with taste (67%) and quality (64%) being the top factors guiding decisions.
The study showed that during the week, shoppers increasingly look to use ingredients they already have at home in a bid to save money, focusing on value, convenience, and versatile cuts.
But, on the weekends, shoppers are more open to premium items, new cuisines, and treats.
Planned purchases
In the study, when consumers were shopping, only 4% switched from their planned purchases.
Among those who did switch, 51% of them were influenced by promotions or better prices, thus demonstrating the power of well-executed value communication.
Adamson further said: “By better supporting consumers before and during the shop, the industry can re-engage meat buyers and help secure long‑term demand for British beef, lamb and pork.”
Consumers desire to buy British has risen sharply at fixture, from 9% in 2018 to 21% in 2025, with Union Jack flags being a clear quality cue.
The presence of the flag reassure consumers on welfare, provenance and production standards, which matters much more in store that during pre-shop planning.
