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Meat mood map: Investigate sensory red meat cues (by cut) and their effect on consumer choice and wellness (mood)

Project start date: 10 October 2018
Project end date: 08 August 2019
Publication date: 10 September 2019
Project status: In progress
Livestock species: Sheep, Goat, Lamb, Grassfed cattle, Grainfed cattle
Relevant regions: National
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​Meat mood map aims to identify consumers who seek to choose food to improve their physical and mental (emotional state/mood) wellness. Initial survey results from New Zealand (n=113 respondents) showed that 70% of consumers would pay more for red meat products that would improve wellness (mood), which represents an opportunity to create and capture higher value for the red meat industry.

The significant desirability of this value proposition was further demonstrated by collecting extensive quantitative data through on-line surveys using two platforms, Qualtrics in Australia (n=523) and Amazon Mechanical Turk in the USA (n=1,000).

Over 90% of respondents to the on-line surveys (n=1,523, USA plus AUS) indicated they were interested (mildly, moderately or very interested) in purchasing and eating red meat that would improve their physical or mental wellness. In addition, 85% indicated they were willing to pay more for red meat that would provide physical or mental wellness benefits, with an average margin of 38% and 41%, respectively, supporting the viability of this concept.

American respondents were more interested and were willing to pay more for the value proposition than Australian respondents.

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Primary researcher: AgResearch Ltd.