Consumer attitudes to Halal meat - qsmbeefandlamb.co.uk · Consumer attitudes to Halal meat ... Online questionnaire through an online panel provider. ... Are there any meat products

Dairy Farmer Survey 2013

Summary results

Prepared by The Oxford Partnership

February 2013

Consumer attitudes to Halal meat and purchasing patterns in the UK

Results from online research

April 2013

2 sharper thinkingoxford partnership

sharper thinkingoxford partnership

Background

Objective – to gain a deeper understanding of the purchasing behaviour and attitudes towards slaughter methods and assurance schemes of Muslim Halal meat eaters/shoppers

Two surveys - one to investigate Halal meat purchasing behaviour and attitudes and one specifically for conjoint analysis looking at purchasing trade offs across a variety of variables

Online questionnaire through an online panel provider. Fieldwork took place in April 2013

500 interviews were achieved in the regular survey and 489 in the conjoint survey

The sample profile achieved closely mirrors the Muslim national profile for the UK from the latest census and so no weighting was used in the resulting data

Results are shown as percentages in the charts unless otherwise specified



Shopping behaviour



Household grocery shopping

1%

0%

6%

5%

5%

84%

Other

Online

Local shop

Cash & Carry/Wholesaler

Independent supermarket

National supermarket

Q - Where do you/your family buy the bulk of your grocery shopping?

BASE – All respondents

The multiples are consistently dominant across the demographic groups



Meat/poultry shopping

7

6

13

27

27

37

73

20

12

23

30

32

30

17

73

81

64

42

41

33

10

Other supplier

Online

Butcher

C&C/Wholesaler

Ind. Supermarket

Nat. Supermarket

Halal butcher

Regularly buy Occasionally buy Never buy

Q – Which of these outlets do you/your family buy meat/poultry from?




Meat/poultry shopping – main outlet used

Q – Which of these is the main outlet you/your family buy meat/poultry from?

60%

23%

5%

9%

Halal butcher

Nat. supermarket

Ind. supermarket

C&C/wholesaler

Main outlet

More likely to be the main outlet for Asian Muslims, lower social groups, younger age groups and more frequent mosque visitors

More likely to be the main outlet for UK and Middle eastern Muslims, higher social groups and less frequent mosque visitors

More likely to be the main outlet for UK Muslims and less frequent mosque visitors

No real differences across the groups




Main reason for choosing outlet

38

60

50

67

31

40 35

38

19 20

40 34 34

45

35

9

30 31 28

40 35

27

19 20 20 16

47

40 35

77

20

10 5

13

5 2

C&C/W'salerInd. supermarketNat. supermarketHalal butcher

Trust

Quality

Range

Value

Habit

Convenient

Price

Compliance

Delivery

Other

Q – What is the main reason you prefer to use this outlet?

BASE – Those using as main outlet



Top 5 reasons for choosing outlet

NATIONAL S’MARKET

Trust Value Range =Convenience =Compliance =Quality

Compliance Trust Value Quality Convenience

HALAL BUTCHER

C&C/ W’SALER

Compliance Trust Quality Value Habit



Meats purchased in last 3 months

Q – Which of the following meats have you bought most of in the last three months?

6%

46%

63%

80%

91%

Othermeat

Beef

Fish

Lamb/mutton

Chicken


Chicken is the most popular meat across the demographic groups although lamb/mutton is a closer second choice for Indians and Bangladeshi’s



% Halal meat purchased

Q – Approximately what percentage of the meat you purchase is Halal ?

1%

1%

1%

2%

3%

2%

5%

5%

79%

0 to 10

11 to 20

21 to 30

31 to 40

41 to 50

51 to 60

61 to 70

71 to 80

81 to 90

91 to 100


The percentage in the 91-100% tier increases to 89% for those regularly using a Halal butcher and falls to 57% for those using a Nat. Supermarket Those with Pakistani, Indian and Bangladeshi backgrounds also have the highest percentages in the top tiers



LAMB: Average purchase frequency and popularity

BASE – Those buying in last 3 months

7.6

7.5

7.3

7.1

6.8

6.7

6.7

6.3

5.6

5.4

5.2

Joint

Whole side

Neck

Shoulder

Offal

Stir Fry

Leg

Whole Carcass

Chops

Diced

Minced

Avg. number of days between purchase

% never buying

8%

14%

35%

6%

32%

57%

5%

7%

30%

24%

16%

Most frequent

Least frequent



MUTTON: Average purchase frequency and popularity


7.5

6.6

6.5

6.5

6.5

6.4

6.3

5.8

5.7

5.5

5.5

Joint

Leg

Stir Fry

Neck

Shoulder

Whole side

Chops

Whole Carcass

Offal

Minced

Diced


% never buying

14%

9%

38%

9%

28%

14%

52%

34%

34%

10%

19%

Most frequent

Least frequent



BEEF: Average purchase frequency and popularity


7.2

6.8

6.7

6.3

6.1

6.1

5.9

5.8

4.9

Fore quarter

Premium Steak

Hind quarter

Stir Fry

Stewing/braising

Diced/cubed

Offal

Minced

Joint


% never buying

2%

56%

29%

35%

17%

34%

Most frequent

Least frequent

23%

10%

12%



CHICKEN: Average purchase frequency and popularity


6.2

6.2

5.8

5.6

5.4

5.4

5.3

4.6

Minced

Stir fry

Offal

Thigh

Leg

Wings

Whole bird

Fillet


% never buying

9%

12%

10%

58%

36%

26%

Most frequent

Least frequent

10%

16%



Format of buying meat and frequency

45

10

8

8

31

31

22

12

14

30

16

29

20

25

18

5

20

26

21

11

3

18

33

32

9

Fresh

Chilled

Frozen

Pre-packed

Cut to order

Very frequently

Frequently

Occasionally

Rarely

Very rarely

Q – How often do you usually buy lamb/mutton/beef?


Fresh and cut to order meat are the most frequently purchased. Fresh particularly amongst the older age groups



Format of buying poultry and frequency

56

10

9

9

31

25

29

16

19

28

12

25

20

23

19

4

16

23

17

8

3

20

33

32

15

Fresh

Chilled

Frozen

Pre-packed

Cut to order

Very frequently

Frequently

Occasionally

Rarely

Very rarely

Q – How often do you usually buy chicken/poultry?


As with meat , fresh and cut to order poultry are the most frequently purchased amongst the older age groups.



Cuts they would like to see – verbatim mentions

Q – Are there any cuts of meat/poultry you would like to see more available? unprompted

Other cuts generally – 8 Beef & chicken generally - 6 Goat – 5 Chicken breasts – 5 Chops – 5 Leg of lamb – 5 Mince generally – 3 Chicken wings - 3

Other cuts generally – 8 Beef generally – 6 Lamb generally – 5 Chicken breasts – 3 Chicken fillets – 2 Veal – 2 Venison - 2

Lamb generally – 2 Chicken breasts – 2 Other cuts generally – 1 Lamb ribs – 1 Turkey – 1 Chicken wings - 1

THOSE MAINLY USING NATIONAL S’MARKET

THOSE MAINLY USING HALAL

BUTCHER

THOSE MAINLY USING C&C/

W’SALER

62% of respondents either answered don’t know or none



Meat products they would like to see

Q – Are there any meat products you would like to see more available? prompted

2%

19%

19%

22%

32%

35%

35%

46%

53%

Other

None

Soup

Sausages

Ready meals

Breaded/battered chicken

Pizza

Burgers

Kebabs

Mentions of :- Prepared food Different cuts

Curry


Kebabs are a popular request across the demographic groups, with Burgers and Pizzas more so with younger age groups



Proportion of meat purchased to freeze

19

14

16

27

34

26

28

35

33

31

28

29

14

28

28

9

Lamb

Mutton

Beef

Chicken

All

Most

Some

None

Q – What proportion of the meat you buy do you freeze?


Chicken is the most likely to be frozen with mutton and beef the least likely Younger age groups are more likely to freeze meat



Top 5 factors in choosing meat/poultry

THOSE MAINLY USING NATIONAL S’MARKET

Religious comp. – 42% Quality – 27% Appearance – 24% Price – 23% Origin – 20%

Religious comp. – 67% Quality – 44% Appearance – 35% Price – 28% Place of purchase – 23%

THOSE MAINLY USING HALAL

BUTCHER

THOSE MAINLY USING C&C/

W’SALER

Religious comp. – 72% Quality – 48% Price – 27% Appearance – 24% Place of purchase – 21%

Religious compliance is the key priority across the demographic groups, but becomes less dominant with less frequent mosque goers



Would you pay more for Halal meat

Q – Would you pay more for Halal meat?

Yes 50%

No - should be the same as

non-Halal meat 46%

No - should be cheaper than

non-Halal meat 4%


The middle age groups are willing to pay more as are the more frequent mosque goers but the youngest and oldest groups are more in favour of price parity with non-Halal meat Those with Middle Eastern, Bangladeshi and Turkish backgrounds are also more likely to want price parity



The slaughter process and certification



Slaughter process

75

71

69

46

27

13

10

14

17

31

5

9

8

26

22

2

4

3

5

13

4

6

6

5

7

The meat should be Halal certified

A prayer should be offered at the timeof slaughter using a sharp knife to

slaughter the animal

The animal must be slaughtered incompliance with Shariah law

No other animal should be able to seethe slaughter

If the butcher/retailer says it is Halalthen I accept their word

Agree strongly Agree slightly Neither Disagree slightly Disagree strongly

Q – How strongly do you agree or disagree with the following statements on Halal meat?

There is fairly consistent scoring for these statements across the demographic groups




Acceptability of stunning animals during slaughter

44%

45%

43%

12%

11%

12%

20%

21%

21%

13%

11%

12%

11%

12%

12%

Stunning animals thatrenders them unconscious(and could recover) but are

still alive at the time of death

Stunning animals thatrenders them unconscious(and unable to recover) butare still alive at the time of…

Stunning cows for beefcuts/products

Unacceptable Neither Acceptable

No opinion Don't know

Q – How acceptable or unacceptable do you find the following statements regarding the stunning of animals during the slaughter process?


Slightly more acceptable to older age groups

Slightly more acceptable to older age groups and those of UK and Turkish backgrounds

Slightly more acceptable to older age groups and those of UK background



What does your meat supplier provide

46%

7%

16%

31%

Don't know

No non-stunned isavailable

Both stunned and non-stunned are available

Yes, all meat is nonstunned

Q – Does your current butcher/supermarket/supplier provide meat that is non-stunned?


A high level of don’t knows 36% of regular shoppers at Halal butcher’s said that all meat is non-stunned



What does you meat supplier provide

41%

6%

29%

24%

45%

9%

9%

36%

56%

5%

21%

19%

45%

9%

9%

36%

Don't know

No non-stunned is available

Both stunned and non-stunned are available

All meat is non stunned

Local Supermarket

Cash & Carry

Halal butcher

Nat Supermarket

Q – Does your current butcher/supermarket/supplier provide meat that is non-stunned? Those using as main meat outlet

BASE – Those using as main meat outlet



Importance of having Halal certification

Q – How important is it that pre-packed meat should have a Halal certification logo?

1%

0%

5%

17%

77%

Very unimportant

Quite unimportant

Neither

Quite important

Very important


The average score of 4.7 out of five is consistent across the demographic groups, but those of Pakistani and Indian backgrounds score it even higher



Agreement with statements on Halal certification

4

3.5

3.3

2.5

2.5

2.3

It's acceptable for meat to be certified byany organisation approved by an Islamic…

It's acceptable for meat to be self certifiedby a Muslim meat supplier

It's acceptable for meat to be certified by aMuslim third party

It's acceptable for meat to be certified by anon-Muslim third party

I'm not concerned by Halal certification aslong as the butcher/retailer says it's Halal

It's acceptable for meat to be self certifiedby a non-Muslim meat supplier

Q – How strongly do you agree or disagree with the following statements on Halal certification? Scores out of five where five equals strongly agree


More support for Muslim meat suppliers than for non-Muslim meat suppliers



Diet and eating out



Eating out

Q – How often do you eat out in a restaurant or buy a takeaway?

4%

14%

29%

18%

15%

7%

11%

2%

Daily

Several times a week

Weekly

Once every two weeks

Monthly

Less than once a month

Less often

Never


Younger age groups are more likely to eat out more frequently, as are those with a UK background and those visiting a mosque regularly



Eating out – Halal or non-Halal

Q – Which of the following statements most reflects your own eating out or takeaway behaviour?

52%

25%

17%

5%

I only eat at Halal outlets

I try to eat at Halal outlets

I eat at non-Halal outletsbut choose non-meat

meals

I will eat non-Halal mealscontaining meat or

poultry


Those more likely to only eat at Halal outlets are Pakistani and Indian and the more frequent mosque goers Those who will eat non-Halal meals are more likely to be of Turkish and Middle Eastern background



Eating out – Type of cuisine

Q – What type of cuisine have you had in the last three months when eating out or buying a takeaway?

72%

58%

52%

43%

38%

28%

9%

5%

2%

South Asian (India, Bangladesh, etc)

British (Fish & chips, etc)

Italian (Pizza, pasta, etc)

American (Burgers, Fried chicken, etc)

Middle Eastern (Turkish, Lebanese, etc)

Far Eastern (Chinese, Thai, etc)

Mexican

French

Other


Not surprisingly respondents tend to favour the food from their own particular background. British and Italian cuisine is also popular amongst most groups



Trusted food information

Q – In general where do you look for trusted information about the food you eat?

58%

50%

50%

43%

30%

23%

18%

18%

17%

17%

5%

Family

Friends

Religious organisations

Internet

Religious leader

Health professional

Newspaper/magazine

Government sources

Television

Social media

Other

TOP THREE IN PRIORITY ORDER

Family Friends

Religious organisations

BASE – All respondents – multi answer



Media usage

Q – How often do you use the following?

72%

65%

55%

52%

43%

35%

31%

23%

23%

22%

21%

21%

20%

18%

Websites

Television (mainstream)

Facebook

Online news sites

Ethnic television

National press

Local press

Online magazines

Local radio

Twitter

Ethnic radio

National radio

Ethnic press

Ethnic social media


Websites are favoured across the groups Ethnic television and Ethnic radio tends to be used more by those from a Pakistani and Bangladeshi background. Facebook and Twitter naturally favour younger age groups



Media usage - frequency

Q – How often do you use.....?

48

54

59

38

29

30

14

19

27

52

16

29

15

13

27

22

21

32

24

23

26

24

35

17

27

34

16

30

12

9

9

10

17

19

31

17

18

12

25

16

24

21

4

7

4

7

12

10

12

10

8

7

15

11

17

13

4

2

1

4

5

6

6

8

4

3

6

4

15

3

2

2

3

4

6

6

2

14

4

2

5

2

6

11

2

4

3

5

7

6

8

8

4

7

6

4

8

9

Websites

Television (mainstream)

Facebook

Online news sites

Ethnic television

National press

Local press

Online magazines

Local radio

Twitter

Ethnic radio

National radio

Ethnic press

Ethnic social media

Daily Several times weekly Weekly Every two weeks Monthly Less than once a month Less often

BASE – Those using the medium



Conjoint Analysis



Background

Conjoint analysis defines and applies numerical values to the purchase hierarchy when there is a wide range of overlapping variables driving the decision

For this study we considered eight variables:

Species (Meat Type) / Religious Compliance (Assurance Scheme) / Slaughter Method (stunned or not) / Meat Cut / Store Type (supermarket or independent) / Quality Level / Usage (how long stored) / Packaging

These conjoint results show the purchase intention hierarchy whereas the online results show attitudes towards Halal Meat and the patterns of purchasing behaviour

The results were supplemented by a Choice Simulator which has been embedded into Microsoft Excel spreadsheet to enables users to evaluate the potential shopper reach of the c10,400 species, pack, cut, quality and store combinations



The relative importance of the variables driving purchase intention – total sample

EBLEX: Halal Meat Conjoint Analysis Summary

Higher level variables are Meat Type, Compliance Assurance Type, Store Type and Slaughter Method. Middle tier variables are Meat Cut, Quality Level and Usage; whilst packaging is the Lower level variable.



The Oxford Partnership Conjoint Preference Simulator

EBLEX: Halal Meat Conjoint Analysis Summary

The conjoint preference simulator is contained within a separate Excel file and is used as follows: 1. Select a sub-sample – a life

stage, an occasion or a demographic group

2. Select the variables you wish to evaluate – meat quality, assurance scheme, store type, etc.

3. Quantify the reach of that combination amongst the selected sub-sample

In the example 91% of the total sample would buy the combination shown on the left (the optimum); whereas only 35% would buy the one shown on the right (the worst)

Halal Simulator Final.xlsx



This presentation and conjoint simulator can be downloaded from

www.eblextrade.co.uk/halal

Documents

Consumer attitudes to Halal meat - qsmbeefandlamb.co.uk · Consumer attitudes to Halal meat ... Online questionnaire through an online panel provider. ... Are there any meat products