L.MSA.2404 - MSA End User Survey FY24
End users (butchers and wholesalers) are vital component in the MSA program to achieve high farmgate returns for the producers providing MSA eligible stock.
| Project start date: | 21 February 2024 |
| Project end date: | 30 November 2024 |
| Publication date: | 06 August 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Lamb |
| Relevant regions: | National |
Summary
The purpose of the butcher and wholesaler survey is to collect pricing data for independent beef and lamb retail butcher outlets and wholesalers and gauge levels of satisfaction and engagement with the MSA program.
Both compare the prices of MSA beef and lamb against non-MSA product.
Objectives
The Consultant completed two survey dips and data analysis of the MSA End User program. The consultant surveyed 300 Butchers and 50 wholesalers with a questionnaire updated in line with the MSA strategic priorities.
Key findings
The proportion of butchers and wholesalers claiming to sell MSA meat remains steady over time. However, the proportion of Advocates (50% of their offerings are MSA) has increased.
High quality is the main reason why butchers and wholesalers stock a particular brand.
Despite stronger quality perceptions and high usefulness perceptions, importance of MSA as a part of the product offer is weakening over time.
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.
MLA action
This online summary will be published on the MLA R&D website.
Future research
Yes. 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. The aim is to continue this program as an annual survey in future.
More information
| Project manager: | Deanna Jones |
| Contact email: | reports@mla.com.au |
| Primary researcher: | Kantar Insights Australia Pty Ltd |
