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Beef can learn from chicken success
18 Sep 2003
Chicken meat will start outselling beef in Australia some time during the next 10 years, according to a Qld DPI consultant who carried out a research survey. While total meat consumption has not changed significantly over the past 30 years, chicken has increased from 8kg to 33kg and beef has fallen from 65kg to about 37kg.
A major factor in the increase for chicken has been price, with a per-kilo differential of 30 per cent. The retail price of rump steak has increased 39 per cent over the past five years while the cost of a frozen chicken has risen only 19 per cent. Beef increased at more than double the CPI rate.
Consumer surveys also show chicken outrating beef in a range of attributes, especially health and nutrition perceptions, and consistent quality. Beef has suffered from a perception that it is not for the fat-conscious, even though the fat content of lean red meat is similar to skinless chicken.
Chicken has also won in the value-added sector, as well as in fast-food preferences.
The DPI consultant said that beef could benefit from increased promotion of consumer benefits, especially as an important source of iron and zinc. If the cost of beef relative to chicken can't be reduced, the industry should consider positioning beef as a premium quality product, he said.
Queensland Country Life, 18/9/03.
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