4 in 10 (40%) adults claim to typically purchase cured meat slices, slight lower than the levels recorded for the purchase of sliced chicken previously, but in line with the proportion purchasing sliced turkey. This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,068 adults aged 18+, sought to understand the buying behaviour of consumers in the cured meat category.
A quarter (25%) of those who buy cured meat claim to purchase it at least once a week, with highest levels of purchase evident amongst those aged 45-54 (37%) and 35-44 (32%). In terms of gender, females (27%) are more likely to purchase than males (24%), with the highest regional weekly plus purchase evident in Conn/Ulster (33%).
When it comes to the type of cured meat being purchased, the strength of brand is mildly prevalent with a quarter (25%) claiming to only buy branded cured meats and just 1 in 5 (20%) buying solely own brand cured meat. The remainder (54%) of buyers claim to purchase a mix of both branded and unbranded cured meat.
There are almost 1 in 5 (17%) cured meat buyers who claim they are purchasing more cured meat now than they were this time last year, with 12% claiming to be purchasing less cured meat than this time last year. Just over 7 in 10 (71%) cured meat buyers claim they are purchasing the same amount of cured meat as this time last year.
Key motivations for increasing the amount of cured meat focus on the taste of the product (55%), with some 3 in 10 (31%) claiming they are purchasing more cured meat because the quality of the meat has improved, with a similar proportion (29%) claiming the options available have improved.
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