Protein Labeling Studies Confirm Value of On-Pack Labels
The Beef Checkoff Program, Yerecic Label and the National Pork Board have partnered to fund research to understand consumers’ needs when purchasing fresh meat. They have conducted research to get first-hand feedback from today’s consumers. Research results are outlined in the Executive Summaries available for download below.
Protein Labeling Study II
The second Protein Labeling Study is being conducted as a follow up to the first study in 2004-2005 to stay up to date on the evolving consumer trends. Phase 1 of the second study was conducted in November 2009. Nine mini focus groups, with five to seven consumers per group were held in three geographically dispersed markets. Phase 2, an in-store testing phase, is slated for fall 2010.
Protein Labeling Study II research substantiated many of the findings in the first Protein Labeling Study. Consumers evaluated different labels and discussed their likes and dislikes; they gave positive feedback to several label programs including Easy Fresh Cooking®, Ad ImpactTM and Flavors of the World. The study also revealed labels that use the latest technologies like traceability are still a little ahead of their time.
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Download Protein Labeling Study II
Phase I
Executive Summary
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Protein Labeling Study I
The first Protein Labeling Study was conducted in 2004-2005. In Phase 1, six consumer focus groups were conducted in three cities in April 2004, to determine which label attributes were important to customers. In Phase 2, conducted first quarter 2005, two retailers with different formats tested the key findings from Phase 1. Product sales data (beef, pork and chicken) and two hundred in-store consumer intercepts were used to evaluate the success of the labels across the entire meat case.
Protein Labeling Study I research results revealed consumers are extremely receptive to on-pack labels that communicate key benefits such as taste, variety and nutrition. On-pack labels entice consumers to try something new or different, but they also enhance repeat fresh meat purchases.
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Download Protein Labeling Study I
Phase 1
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Download Protein Labeling Study I
Phase 2
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