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D.CGI.2024 - Packaging playbook

Project start date: 22 September 2024
Project end date: 30 June 2025
Publication date: 07 March 2025
Project status: In progress
Livestock species: Grain-fed Cattle, Grass-fed Cattle, Lamb
Relevant regions: National

Summary

A bespoke piece of research was undertaken to identify what matters most to consumers when purchasing beef and lamb while exploring a range of different potential packaging elements in relation to provenance, quality, health, visual cues, sustainability, cooking instructions and recipe inspiration.


The findings are based on 60 qualitative self-led shopper videos, allowing us to observe system 1 behaviours, followed by a quantitative survey comprised of a national sample of 3,025 Australians aged 18–64, conducted by Nature on behalf of Meat & Livestock Australia. To participate in this study, respondents had to have purchased beef or lamb within the four weeks prior to the research.


This was a bespoke piece designed to quantify category/ packaging behaviour and test hypotheses around packaging design.

Objectives

A bespoke piece of research was undertaken to identify what matters most to consumers when purchasing beef and lamb while exploring a range of different potential packaging elements in relation to provenance, quality, health, visual cues, sustainability, cooking instructions and recipe inspiration.

More information

Project manager: Phoebe Johnson
Contact email: reports@mla.com.au