L.MSA.2103 - MSA End User Surveys 2020-23

Summary

The purpose of the MSA end user surveys (butcher and wholesaler) is to collect pricing data for independent beef and lamb retail butcher outlets and gauge levels of satisfaction and engagement with the MSA program.

Objectives

Four quarterly dips per year:
- a total sample of n=800 per year
- n=150 per dip for butchers/n=600 per year
- n=5 for wholesalers/n=200 annually
Four standard quarterly reports, showcasing KPIs in excel format.
One annual face-to-face presentation at MLA office.
One annual report summarising annual findings from the survey.
Two-hour setup workshop at beginning of program to evaluate:
- validity of metrics in questionnaire for the coming year
- agree to any changes to quarterly reporting structure vs previous year.

Key findings

The price of MSA and non-MSA beef has reached the highest perceived levels in the past two years. As consumers pay more for their meat it becomes important to provide consistency and quality, the key drivers. Consistent quality impacts butchers' willingness to label MSA as well as branded meat, this also heavily impacts their reception of the MSA program overall. There is a direct relationship between butchers choosing to stock MSA-rated brands and quality and consistency as the main reasons they choose the brands they stock. Customers' demand for these brands is also relevant, as it is one of the reasons why butchers choose to sell branded meat that is MSA graded.
Butcher satisfaction and the perceived importance of the MSA program remains high and stable in the long-term. However, its usefulness perception continues to be low. Guaranteed reassurance of consistent meat quality is also key to encouraging use, as it continues to be a relevant driver, but also a barrier for some.

While the awareness and sales levels of beef performance are very high, there is room to improve the MSA lamb awareness and sales metrics as they are still low in comparison.

There appears to be higher demand from wholesalers, and this time around they report a greater relative difference between MSA and non-MSA beef on prices, in particular on the dearer cuts.

Given their end user has a better understanding of what MSA is and its value, wholesalers' sense of value of the program is dictated to some extent by the demand from their specific customers. More consistency is also needed as it's undermining the usefulness for some.

Benefits to industry

MSA end user surveys (butcher and wholesaler) collect pricing data for independent beef and lamb retail butcher outlets and gauge levels of satisfaction and engagement with the MSA program. The annual MSA butcher and wholesalers survey is a valuable tool in measuring the importance and value of the program to that sector.

Future research

MSA is unable to recontract this activity in 23/24 due to budget constraints, however the information obtained by the Annual MSA Butchers and Wholesalers survey is a valuable tool in measuring the importance and value of the program to that sector. It is recommended to secure funding for an annual survey in 23/24.