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 |
