Beef + Lamb New Zealand (B + LNZ) conducts social media analysis to monitor Chinese consumers’ perceptions of the protein market, perceptions of protein origin, and changes in retail channel choices during the coronavirus pandemic.
One of the main findings is that Chinese consumers more often talk about New Zealand beef.
Overall, the volume of conversation about protein remained at the same level as the pre-COVID-19 outbreak. However, Chinese consumers are increasingly talking about beef at the expense of pork. There has been an increase in conversations around beef from 37% of all protein conversations to just under half – with most of these conversations positive.
“Beef is increasingly being talked about because of the perceived health benefits of the family and consumers find during locking that they can easily buy beef online and cook it successfully at home, often for the first time,”Said the general manager of the B + LNZ market development Nick Beeby.
Other findings include how concerns about ongoing protection for families against the corona virus drive consumer purchasing choices. The conversation showed that health remained a powerful driver for purchasing decisions, but now it is more focused on immunity.
“We find that claims such as organic have increased when buyers are looking for pure natural products, believing that it is best for children and parents,”Beeby said.
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The coronavirus outbreak has also driven the shift to online shopping with traditional retail stores, wet markets and restaurants closed.
“Chinese consumers have historically been less accustomed to preparing beef and lamb at home but have more time to experiment with cooking and recipes,”Said Hugh Good Hughes B + LNZ global market intelligence & market manager. “They are now increasingly interested in convenience as a driving force for purchases with an eight percent increase in conversations about protein convenience over the past few months. This is because consumers are now responsible for home preparation and cannot use food services. “
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