Teys (TAFS) Deli Hot Box Grab’n’Go red meat strategy
| Project start date: | 09 March 2015 |
| Project end date: | 10 February 2016 |
| Publication date: | 01 June 2016 |
| Project status: | Completed |
| Livestock species: | Sheep, Goat, Lamb, Grassfed cattle, Grainfed cattle |
| Relevant regions: | National |
|
Download Report
(1 MB)
|
|
Summary
In Australian, the "hot chicken" is one of largest selling items valued at $932.6m in 2014 with supermarkets representing nearly 80% market share. Household penetration is broad and reflective of a mainstream product that is purchased for its wide appeal, grab n go convenience and value typically being bought for either immediate consumption or for use the same day.
This MDC project included development of two hot beef products, assessments of required heating and handling protocols and consumer/market insights to deliver added value to beef outside flats. Research found that consumer responses to a beef alternative to a BBQ chicken indicated potential for purchase intent from 25% of BBQ chicken buyers. This translates to a forecast year 1 demand increase for Beef outside Flats for the Corned Beef and Roast Beef concepts products of 814 tonnes volume (based on projected year 1 sales, which translates to 2.3 million head equivalent) and new profit of ~$5.5 Million in year 1 (with ~17% of this profit captured by beef producers/processor).
More information
| Project manager: | Michael Lee |
| Primary researcher: | Teys Australia Pty Ltd |
