New! Protein Labeling Study II 2009
The National Pork Board partnered with Yerecic Label and the Beef Checkoff Program to continue their Protein Labeling Study program. First initiated in 2004, the Protein Labeling Study (PLS) has been revisited in a two-phase process beginning in 2009. Focus groups for PLS II were completed this past year; in-store testing will be held in the fall of 2010.
Key Findings from focus groups:
- Consumers resist buying unfamiliar cuts because they don’t know how to prepare them
- Consumers prefer on-pack labels to brochures, index cards or other items that can easily get lost
- Consumers are constantly looking for new recipe ideas
Download the Protein Labeling Study II results.
Protein Labeling Study I
Key Findings:
- 25% of consumers surveyed are more likely to shop a specific retailer if on-pack labeling is provided.
- 46% are more likely to purchase new or different cuts of meat.
- Significant dollar sales gains were achieved across the entire meat case (e.g. 3.8% increase for pork).
- Cuts and species that were most unfamiliar to shoppers (in terms of how to prepare them at home) enjoyed the biggest sales boost. For example, veal and pork ribs sales gains were among the greatest in the study.
Download Protein Labeling Study I
Label Impact Study
Nearly half of all in-store meat purchasing decisions are made on impulse. With this key fact in mind, the Pork Checkoff commissioned research to investigate marketing opportunities for fresh pork at the point where so many purchase decisions are made -- at the meatcase. The Label Impact Study provides valuable insight into how on-pack marketing efforts can boost fresh pork sales..
Key Findings:
- 72% of consumers have bought an item because of on-pack marketing.
- In the first, qualitative phase of the study, focus group results made clear that consumers would enthusiastically welcome recipe labels on fresh pork packages, citing their desire for new mealtime ideas and the need for guidance on how to prepare dishes.
- Stores with on-pack recipe labels in the test had an average increase of 6 percent in fresh pork sales, with roasts and tenderloins showing the greatest potential for incremental sales.
- Estimates show that, for a typical 100-unit grocery chain, an on-pack recipe label program could result in annualized incremental fresh pork sales of $1,794,000.
Source: 1994 In-Store Experience Research by The Seiden Group and NPPC 1998 Label Impact Study summary.
Download Label Impact Study