The Australian sheepmeat industry must supply what consumers want if they are to grow at the forecasted rate in developed and developing markets.

This was the message hammered home by Lisa Sharp, chief marketing and communications officer of Meat and Livestock Australia.

“MLA undertakes research to understand what consumers are looking for in their protein choice,” Ms Sharp said.

“Critically their meat consumption habits and their attitudes. We also probe deeply on their values.”

MLA market research covers over 20 markets with historical data allowing the tracking of trends over time.

Ms Sharp said the attributes that consumers look for vary quite dramatically by markets.

“In some cases they’re looking for a product that is safe to eat or one that tastes delicious,” she said.

“In other cases they are looking for a family favourite or a product that’s easily accessible, easy to prepare, then for some its about a highly nutritious product.” 

MLA research has shown that in China, the focus is on the family favourite, the ease of purchase, and nutrition.

In contrast, what is important in South Korea is quality and safety while in Saudi Arabia, taste is the top consideration.

“Knowing what attributes are important to our consumers are critically important in positioning and marketing our product,” Ms Sharp said.

“This way we can ensure we can match the consumer with the right product in the right place.”

She said in the Middle East, wher Australia is an important supplier and built a strong, positive reputation, sheepmeat is associated with key religious and family celebrations and gift giving.

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