Health benefits of red meat and dairy needs highlighting to sell more, research says

The research shows that younger consumers limit their consumption of red meat and dairy for health reasons than older consumers
The research shows that younger consumers limit their consumption of red meat and dairy for health reasons than older consumers

More beef, lamb and dairy products would be sold if a brighter spotlight was shone on their health benefits, according to new research.

The consumer research by AHDB on the promotion of health and nutritional, examined how aware consumers are of the health messaging around beef, lamb and dairy.

It also investigated the reactions of buyers to specific health claims.

In particular, the research confirmed consumers’ growing appetite and attention for the health benefits of red meat, concluding that the behaviours at the moment of purchase can be influenced with appropriate and effective nutritional communication.

Findings show that communicating the health benefits of beef is likely to increase consumption for half of consumers.

For lamb, it is likely to increase consumption for half of consumers, and again, for dairy it is likely to increase consumption amongst around half of consumers.

Different meanings

It was discovered that health has different meanings for different people.

For older people, the research showed it is generally associated with a balanced diet, whereas for younger age groups it is related to different lifestyle factors, like exercise and methods of food preparation.

Steven Evans, AHDB Consumer Insight Manager, said there is an "increasing interest" from consumers towards learning more about the health benefits of including red meat and dairy products in their diets.

“Many consumers claimed they would be likely to increase their consumption of beef, lamb and dairy following exposure to the health messages they saw, but this is higher among those who already buy the products,” Mr Evans explained.

“This indicates that positive health messages could be a good way of promoting these products and convincing people to buy into these categories. People want to know how to gain the health benefits.

“Knowing how much of something should be eaten to gain a health benefit is something people would like to know and be guided on.”

Attitudes to alternatives

The research also uncovered the attitudes of buyers towards alternatives to the traditional meat and dairy items available in shops.

Other findings of the research include that more younger consumers, aged under 44, would like their household to eat a healthier diet than older consumers.

Significantly more younger consumers limit their consumption of red meat and dairy for health reasons than older consumers.

And significantly more younger consumers buy alternatives to red meat and dairy than older consumers.

Mr Evans added: “We know that if we communicate effectively the health benefits of red meat and dairy, people are willing to listen and change their attitude when purchasing and consuming more beef, lamb and dairy products”.

Meat guides

The research follows the release of three guides which will help portray facts and information about red meat to the public.

The guides, for beef, lamb and pork, will help drive the industry forward to promote the positive health benefits of eating red meat.

Health care professionals will be able to use the guides and portray factual information and help communicate them to the public.

Laura Ryan, AHDB’s Strategy Director for Beef & Lamb said: “AHDB can, in this way, help consumers understand why the consumption of lean beef as part of a healthy balanced diet can legitimately be promoted as making a positive contribution to the diet and health.

“For example, beef is naturally rich in protein, low in sodium and provides eight vitamins and minerals that contribute towards good health and wellbeing.”