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Consumer Protein Landscape

Consumer Protein Landscape

Before brand owners invest in product development, it is critical to understand where market opportunities may exist. As a first for the red meat industry, MLA has completed an innovative approach on understanding the way consumers eat in the moment of consumption, providing insights into how industry can better market our products to drive demand.

How was the Consumer Protein Landscape created?

Using innovative mobile technology to collect meal consumption data, the Consumer Protein Landscape (CPL) research involved 2,100 consumers (aged 15–74) capturing every meal and snack they ate via an app over a seven-day period.  The respondents recorded their consumption in real-time presenting greater data accuracy.

The information captured included:

  • 50,116 meal occasions
  • 85,000 meal images
  • motivations and reasons for eating the meal
  • meal occasion types – such as their location, activities, and whether they were eating with others
  • time of day/week.

CPL insights 

This food consumption diary provides significant insights, with a highlight on the needs and motivations of food choices within various consumer demographics. The research reports include information on, but not limited to:

  • eating moments throughout the day
  • needs and motivations when eating
  • social behaviours when eating
  • role of proteins on different occasions
  • health and nutrition
  • tastes based on ethnicity
  • foodservice and retail
  • opportunity volume sizing.

Download a factsheet

Here are some of the key breakfast, lunch and dinner highlights from MLA’s Consumer Protein Landscape research.

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Breakfast highlights

Lunch highlights

Dinner highlights

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How is the CPL useful?

For producers and brand owners who are seeking opportunities to expand their knowledge of consumer consumption habits of red meat, this innovative insight approach gives a deep understanding of why certain proteins are chosen across different meal occasions.

By understanding the drivers of choice and consumers’ relationship with red meat, underpinned with their needs and motivations, this provides the opportunity for differentiation and expansion of red meat solutions into other occasions, including breakfast, snacks and beyond.