Consumer insights: Optimising butchers and supermarket meat counters

What are the opportunities?

Currently, loose packaged meat and poultry accounts for 7% of the total market, equivalent to almost 183 million kilos (Kantar, 52 w/e 20 April 2025).

We know that shoppers like interacting with the meat counter and that these counters play an important role within red meat in retail. However, retail data has shown that at a total market level, loose package red meat and poultry is in a 3.2% decline and underperforming compared with prepackaged which has seen a 0.7% growth in the same period (Kantar, 52 w/e 20 April 2025).

So how can we reengage shoppers with the meat counter and inspire them to purchase their red meat in a loose packaged format?

Who is this analysis for?

We aim to help butchers’ counters at both independent retailers and supermarkets to increase demand and volumes of red meat being purchased. This benefits levy payers by increasing demand for red meat in the market.

Key findings

The research found that there is a hierarchy of messages needed at different stages of a shopper journey to a counter: from afar, on the approach, and when looking at the counter.

An example of how a meat counter could look when implementing the research insights

Source: AHDB/Linney re-thinking butcher research 2025

From afar

• The theme of inspirational communication is standout in attracting people to the meat counter. Utilise foodie imagery and informative messaging (such as guidance on how to prepare and cook a piece of meat) to get shoppers thinking about the different tasty meals they can make with meat purchased from the counter
• Larger assets such as posters, chalk boards and A-frames are good formats to use for inspiration messages and attract the greatest attention
• Aesthetics are just as important as the images used. Utilise images of cooking or cooked meat, warm colours such as red, brown and yellow, and avoid abstract images, or those linking the animal back to the meat on display

On the approach

• Leaflets and recipe cards are seen as important by shoppers when they are approaching the counter to provide inspiration, as well as a range of messaging themes to reassure shoppers of concerns regarding health, farming and provenance
• Messages highlighting British farming expertise, local, welfare schemes or the health benefits of vitamins and minerals such as B12 strongly appeal

Looking at the counter

• Showcase awards, vitamins and minerals and local information for the red meat.
• Utilise meat flags for these messages. While the smallest format we tested for displaying information, they are the second most influential for increasing purchase intent
• Also, the role of the butcher should not be underestimated. Consumers like interacting with the butcher, the personalisation of the service and the knowledge that the butcher can offer them. This shows that the human element of a meat counter is really important to consumers, and gives them confidence in their purchases made from the counter

Video: Watch the full insights 

AHDB has a number marketing resources, including recipe cards, leaflets, stickers and posters available to order for free from the website, and delivered directly to your door. Equally, for those interested in creating their own resources, AHDB has a number of high quality images of beef, lamb and pork recipes which are available for use. Please contact the Retail and consumer insight team for more details.

Methodology

Key graphics

It was found there was a clear hierarchy of messages which should be used, and each come at specific points of the shopper approach to the counter.

Source: AHDB/Linney re-thinking butcher research 2025

Each stage of the hierarchy lends itself to different formats for conveying the messages, and works best when the preferred visual aesthetics are adhered to.

Source: AHDB/Linney re-thinking butcher research 2025

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