Meat and Livestock Association's Kelly Payne demonstration how to carve up chunks of beef at Beef Australia 2015 and explaining which cuts are best.
Meat and Livestock Association's Kelly Payne demonstration how to carve up chunks of beef at Beef Australia 2015 and explaining which cuts are best. Kerri-Anne Mesner

Beef producers turning to target hipsters to buy more

BEEF products could be showing up in social media advertisements as companies try to get "hipsters" to eat more of their products.

Representatives of the Meat and Livestock Association discussed what producers and wholesalers needed to do for a successful future at a "beef cuts" seminar yesterday.

MLA's Tim Elwin was explaining to audiences in the Qantas VIP Lounge at Beef Australia 2015 what they had discovered about the market and their target audience.

He said there were three types of beef consumers - light, medium and heavy.

Mr Elwin said the medium consumers (38% of the whole market and the target audience) only ate a little more beef than chicken each week.

He said "bustling families" - who are one half of the medium beef consumers - made up 19% of the market and were more concerned with price than cookability and nutrition/health.

The other half of the medium consumers were the "hipsters" - the digitally connected consumers, Mr Elwin said.

He said they were 18 to 34-year-olds who were on social media, had mobile phones, were on the internet, looking up recipes and watching cooking shows.

"An abundance of food messages get to them," Mr Elwin said. "We are trying to talk to them differently than the bustling families."

He said the biggest difference between the two groups was their shopping habits - bustling families did one big grocery shop a week and planned ahead.

Meanwhile, hipsters decided at lunchtime what they wanted for dinner, bought the ingredients on the way home, and cooked and consumed in the one day.

 

Facebook comments

What type of grocery shopper are you?

Rhiannon Nutsch: I write a meal plan for the week then buy what I need for that week.

Jennifer Jones-neeDunbavan: Being on a pension i shop fortnightly and hope to have enough!

Kryssie Thomo: Yeah I buy what I am cooking for the week and buy in bulk. I also cook extra most nights and freeze the rest for the nights that are busy with the kids or when it's just one of those days when nothing is going to work. Also I know my kids will be fed a good dinner on the rare times I catch up with friends for dinner or a movie.

Jess Geiszler: I do a bit of both depending on the week also depends on how I feel and what I feel like.



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