D.CGI.2024 - Packaging playbook

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.