Research Reveals the Benefits of Nutrition Labeling
Customers are more likely to purchase labeled meat
Research funded by the beef checkoff has proven that on-pack nutrition labels and the promotional efforts that surround them provide a "lift" in beef sales and help to generate positive attitudes towards beef and its nutritional benefits. But which labels are the most effective in accomplishing this "lift?" Which labels create the most positive customer attitudes?
To find out, a prominent northeast retailer allowed the checkoff research team to conduct 1,015 online interviews through their online shopper panel. All participants shopped at that retailer's stores for beef and purchased beef at least twice per month.
Each customer evaluated one label type.
1. The retailer's current label
2. Label with nutrient content claim (i.e., Beef is an excellent source of protein.)
3. Label with nutrient content claim and structure function claim (i.e., Protein helps build and maintain healthy muscles.)
4. Label with nutrient content claim and Easy Fresh Cooking® label (including recipe and storage tips)
5. Label with nutrient content claim, structure function claim and Easy Fresh Cooking label (including recipe and storage tips)
Combined appeal and nutrition messages, like those presented on the Easy Fresh Cooking label #4, proved to be the most effective at reaching the consumer. Expanded nutritional information/claims on meat case labels create a link between what the customer remembers about the beef's nutritional value and their passion for the beef they are buying.
Purchase intent was measured based on the likelihood of the customer purchasing the product if it were available at the store. Results showed the strongest purchase intent for the combined nutrient content label #2 plus Easy Fresh Cooking label #4 (65%) versus the nutrient content label #2 alone (57%) or the retailer's current label #1 (54%). Packaging that features Easy Fresh Cooking labeling works successfully in bringing favorable attention to and purchase interest in fresh meat case products. Inclusion of the on-pack nutrition claims stimulates further interest in investigating the nutrient content of beef through the Nutrition Facts Panel.
The bottom line: your customers want to know not only the nutritional content of their beef, but they also want to know how to turn it into a delicious meal. Combining the Easy Fresh Cooking label with the nutrition facts panel is the most appealing to consumers and will provide a larger "lift" for your fresh beef sales than either label alone.
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