Meat packaging survey

In the US, The National Pork Producers Council has carried out an international research programme to examine the impact meat product packaging can have on the consumer decision-making process.

Consumers from five locations across the world were exposed to 60 independent visuals of combinations of various tray colours (black, white, blue, pink, yellow), tray types, (Styrofoam, plastic), and meat types (ground beef, ground pork, boneless and bone-in pork chops, rib-eye steaks and boneless chicken.)

The survey found greatly varying results, all dependent on a variety of influences, which included the geographical location. The highlights of the survey results included the fact that consumers have very different reactions to tray colour and type depending on the type of meat displayed. Also it found that people perception of the quality of meat depended on the colour of the tray, with black trays being associated with higher quality meat.

Although tray colour is only one variable influencing purchase decisions, along with price, taste, convenience, meat appearance and colour, lighting, in-store specials, recipe cards, sampling and attractiveness of displays, the NPPC study suggests that packers and processors consider the results as a baseline to evaluate tray choices, along with store environment (such as design and lighting), product image, merchandising strategy and demographics of target consumers.

The research was conclusive that consumers are now totally familiar and content with the now commonly found plastic packaging associated with case-ready meats.

Results of this most recent study were consistent with previous NPPC studies.