A new research report from AHDB aims to reinvent the online shopping platforms of UK supermarkets, so that red meat sales can ‘reach their full potential’.
According to AHDB, the latest research shows that more households in the UK are switching to online shopping, but that red meat continues to under-trade. This is because shoppers said they are hesitant to buy red meat online because they cannot physically see or handle the product. According to AHDB research, 60% of shoppers say they find it harder to judge the quality of red meat online.
As such, AHDB has made a series of recommendations to UK supermarkets, including mock-up pages for their websites that feature messages promoting red meat.
The mock-ups were generated in partnership with industry members and incorporate learnings from AHDB’s new report ‘Reinventing online shopping’, which explores ways to overcome the barriers to buying red meat online.
The graphics, which include a selection of animation and embedded videos, convey important messages around health, animal welfare and sustainability – to reassure shoppers of their online purchases and increase red meat sales.
Bradley Holmes, Asda online trading coordinator – meat, fish and poultry, said: “Following on from the Reinventing online research conducted by AHDB, we have evaluated the messaging we have online and on our Meat Microsite regarding red meat.
“Quality perception is key in meat, fish and poultry for Asda, so we have dialled up quality messaging alongside new health communication regarding essential vitamins and minerals naturally present in red meat.”
Supermarkets Morrisons, Sainsbury’s and Waitrose are also taking heed, with plans to optimise their in-store meat aisles.
AHDB’s senior account manager for market development (retail), Stasha Napior-Kowska said: “We are delighted that retailers have been so engaged with the insights from the research and that the key health messages are gaining cut-through in their customer messaging.”