AHDB releases latest report on future opportunities for red meat and dairy

With over a quarter of the population saying they plan to eat out less when lockdown eases, the Agriculture and Horticulture Development Board (AHDB) has produced a new report exploring future opportunities for meat and dairy at home.

Through its ‘segmentation’ model, AHDB has done a deep-dive into the range of different meal occasions at home – using research undertaken before Covid-19 – as well as looking at how the pandemic has influenced meal choices and shopper spend through continual data updates.

Working with Kantar to group meal occasions into clusters, the report looks at shared core drivers and needs, to better understand consumer behaviours and identify growing trends.

AHDB notes changes in consumer trends

It comes as new research shows that 26% of people said they plan to eat out less and 38% of workers think they will increase the number of days working from home.

With 35% of people saying they keep cupboards well stocked since the pandemic and 30% saying lockdown has led them to try more new and different dishes, AHDB’s new report looks at how the population can continue to maximise on opportunities for red meat and dairy.

AHDB analyst and author of the report Grace Randall said:

“As we prepare for the easing of lockdown, it’s crucial that we scrutinise the data and look at how Covid-19 has impacted consumers’ needs and desires as we plan for the future.

Knowing as many details as possible about how products are selected to meet consumer needs, allows us to better understand the changing eating landscape, enabling us to look at opportunities for sector products.

“In the research, not only have we looked in detail at meal occasions, but also the people consuming them.

“For example, the make-up of households, their differing attitudes and relationships towards products such as meat or dairy and what media influences their choices and beliefs,” she concluded.