MLA research highlights grassfed premium

Stock and Land Beef
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MLA research demonstrated that the number purchase driver of Australian grassfed beef is freshness.

Meat & Livestock Australia (MLA) research on the American market has demonstrated the number one purchase driver of Australian grassfed beef is freshness.

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Though price is still a critical issue, for Australian premium product the target consumer had a high income of more than $115,000 and was aged between 18 and 49 years.

Consumers were also attracted to the health benefits of eating grassfed beef, with 63pc of consumers believing it was better for the animals, and 50pc considering it better for the environment.

US consumers were more likely to purchase high quality steak (38 per cent vs 28pc of the last five purchases were all high quality cuts).

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