A comprehensive market study in Spain ensures that Spanish consumers improve their perception of lamb. The desire to consume mutton increased, improving perception of the value / price and earn positions the idea that it is a natural product. In fact, after the WHO announcement on meat and cancer relationship, only there was a decrease in consumption of 2% following the same (similar to rabbit and turkey) weeks, compared with 10% on average in the rest of meats.
The actions taken during the first year of the campaign to promote lamb in Spain as part of a three-year European program (funded by the EU, the MAGRAMA and the industry itself through the extension standard) are already getting return by consumers. They reveal the results of an analysis conducted by the prestigious consulting Market Research and Strategic Marketing (Ikerfel) after interviewing 1,200 purchasing managers from households aged between 25 and 60 years.
Results
The craving for lamb increased 8 points from the previous survey to the campaign (2013) exceeding 80% of consumers. Improved perception of the value / price between 5 and 10%, according to categories. Also from 80% of consumers especially in the premium lamb meat, which identify the category (lamb, lamb, recental). It also increases the idea that it is a natural product.
In this regard it should be noted that 45% of consumers, especially those under 44, valued substantially the possibility of finding the point of sale cuts more tailored to their needs, allowing daily consumption beyond weekends and holidays.
Precisely this point of the survey has been very well received by the Interprofessional Organization Agroalimentaria the Sheep and Goats (INTEROVIC) to highlight the success in the focus of the campaign, as during this first year most of the actions and actions have focused on modernizing the product image precisely through the introduction of new channel cuts and presentations, smaller and easier to cook.
Product linked to nature
Among those responsible for purchasing homes increases respondents’ perception of the lamb as a natural product by linking the countryside and nature. This fact has also been tested following a decline in consumption caused the WHO announcement later the same week, for in lamb was only 2%.
In short, the study results encourage the Spanish Interprofessional to continue working in the consolidation of the communications campaign that is held under the motto: “Relive lamb” and has as its pillars move product values (taste, quality and sustainability) through modernization in their presentations.
Thus, during the second year, it will continue revealing new cuts to major prescribers butchers and future chefs and consumers through the recipe on the web: www.canalcordero.com.
During 2015 they were performed 42 double training sessions for students of cooking and butchers in Spain; They have been visited 5,500 butchers and has been issued a television spot for five weeks in the prime time slot which achieved a 75% coverage target for “housewives” and 68% for the rest.
European promotional campaign has a budget of 4 million euros financed by the EU (50% and two million), the Government of Spain, (25% and one million euros) and the sector itself (25% one million euros) and is developed for three years: 2015, 2016 and 2017.
Source: INTEROVIC
