Meat shopper journey: The purchase journey in summary

Meal planning

• People who plan their meals 65%

Considerations

• Taste 67%
• Quality 64%
• Value 45%
• Ease 44%

Shop planning

Groceries overall

• Strict list 43%
• Flexible list 52%
• No plan 5%

Meat

• Strict list 47%
• Flexible list 42%
• No plan 9%

Decision drivers

Claimed drivers

• Price 46%
• Taste 35%
• Healthy 27%
• Right quality 27%
• Easy/quick 25%
• British/local 22%

Promotion impact

• Buy on promotion 53%

At fixture

• Ease of shopping 85%
• Time at fixture 77 sec

Purchase made

Behaviour

• Buy exactly as planned 63%
• Decide at fixture 28%
• Switch 4%

Switching influencers (of the 4% who switch)

• Promotions 51%
• Quality and appearance 18%

Sign up to receive the latest information from AHDB.

While AHDB seeks to ensure that the information contained on this webpage is accurate at the time of publication, no warranty is given in respect of the information and data provided. You are responsible for how you use the information. To the maximum extent permitted by law, AHDB accepts no liability for loss, damage or injury howsoever caused or suffered (including that caused by negligence) directly or indirectly in relation to the information or data provided in this publication.

All intellectual property rights in the information and data on this webpage belong to or are licensed by AHDB. You are authorised to use such information for your internal business purposes only and you must not provide this information to any other third parties, including further publication of the information, or for commercial gain in any way whatsoever without the prior written permission of AHDB for each third party disclosure, publication or commercial arrangement. For more information, please see our Terms of Use and Privacy Notice or contact the Director of Corporate Affairs at info@ahdb.org.uk  © Agriculture and Horticulture Development Board. All rights reserved.