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 Canada Beef global consumer preference survey reveals common themes The Canada Beef Global Consumer Survey was undertaken this spring to identify what information matters most to consumers when purchasing fresh beef products or selecting a brand of beef. A total of 8,000 adults participated in the survey, comprised of 1,000 consumers in each of the United States, Canada, Great Britain, China, Japan, South Korea, and Italy, and 500 consumers each in Mexico and Vietnam. The attitudinal survey contained both open-ended and closed questions; the former to capture unprompted and likely more authentic consumer perspectives, the latter to rank a prepared list of beef characteristics by importance when selecting a branded product. Common themes emerged among consumers across the emerging, established, and top export markets for Canadian beef. For example, when purchasing fresh beef, the freshness of the product, a quality certification or grade, price, and where the products come from, were the most common considerations cited by consumers in the nine countries surveyed. In terms of selecting a brand of beef to purchase, the factors deemed most important included food safety protocols, price, the quality grade of the beef, and how cattle are raised. The survey results also captured consumer attitudes that mirror current market access issues in some countries, and revealed areas of opportunity in others. For example, when purchasing a fresh beef product, freshness is the most important factor for consumers in Mexico (52%), followed by China (35%) and South Korea (35%). In Vietnam, consumer preference for quality certification or grade (30%) competed with freshness (29%). Consumers in Canada (30%), the U.S. (26%), Great Britain (25%) and Japan (18%) considered price the most important factor. In Italy, consumers placed the most importance on where the beef product comes from (28%). Understanding consumer preferences in key export markets for Canadian beef is essential to long-term strategic market development. Canadian beef exports from January to May 2021 were up 29% in volume and 25% in value from 2020, and up 10% in volume and 15% in value from 2019. Totaling at 195,000 tonnes and $1.51 billion, this is the highest volume since 2005 and a record high value for the January-May period, according to Canfax. Canada’s top six largest export markets by volume in 2020 were the U.S., Japan, Mexico, Hong Kong and Macau, Southeast Asia and Mainland China. Back to main page |
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