IN MARKET GROWING DEMAND MARKET FOCUS m The US: make mine Australian, thanks While the US has long been one of Australia’s largest red meat export customers, MLA Bring home marketing insights reveal the potential for growth remains huge. the flavors of Spring MLA’s North America team The research determined the #BEAUSSOME has developed multi‑facetedmain group of consumers strategies to increase wanting grassfed beef were awareness and preference health‑focused ‘moms’ on for Australian grassfed beefa high income, willing to and lamb by capitalising pay more for all‑natural on consumer interest ingredients. In contrast, in natural and healthy lamb sales are increasingly eating and demands for being driven by a desire to ‘something different’. reconnect with authentic Retail sales of grassfed beefcultural traditions as well as have doubled every year stronger interest in a greater since 2012 in the US, and variety of food choices. menu callout (identifying These attitudes and beef as grassfed) and behaviours are largely consumption has doubled in coming from ‘millennials’ in the past four years. the US, who demographically According to MLA’s Businessrepresent the most ethnically Development Manager for diverse population in #SimplySpring North America, Catherine the country. For meal inspiration and to download a recipe book, visit Golding, lamb’s appearance Going for growth www.simplyspringtable.com on menus in US restaurants“Our overarching goal is to is now 20%, and consumers have America say ‘I prefer who say they’re prepared toAustralian’ when selecting try lamb is increasing by 10%lamb or grassfed beef either a year. from a menu or from a “Average annual beef supermarket,” Catherine said. consumption in the US is “Preference then drives 37.2kg per capita, but we availability, repeat purchase estimate only 3–5% of that and, in the longer term, loyalty.” is grassfed beef. While lamb consumption in the US is Building on making minimal, at less than 0.5kgAustralian the preferred Check out the latest per capita, the opportunity tochoice for grassfed beef issue of Rare Medium increase Australian grassfedand lamb, the US programs e‑magazine, featuring beef consumption in the US are working to make ‘Aussie’ celebrity chef Curtis is three times that of lamb,”synonymous with high Stone, for more on she said. quality, nutritious meat which Australian red meat in elevates the everyday. ■ the US market. MLA’s Global Tracker 2018 found 80% of consumers Catherine Golding were aware of grassfed beef E: cgolding@mla.com.au and 54% had purchased it. The key drivers for eating it raremediummag.com were ‘better quality’, ‘natural’ and ‘better for my health’. 44