Nearly half (43%) of Brits are missing out on advice and information when buying meat

By Jenny Eagle

- Last updated on GMT

Donald Russell conducts a survey to find out what consumers are looking for when buying meat. Photo: Donald Russell
Donald Russell conducts a survey to find out what consumers are looking for when buying meat. Photo: Donald Russell

Related tags Meat Labelling frozen Beef

To coincide with National Butchers' Week (March 9-15) retail butcher Donald Russell has conducted a survey to find out what consumers are looking for when buying meat in the UK.

It found three-quarters of consumers buy the same cuts of meat every time they shop; the same number of Brits trust butcher quality above supermarkets; nearly half (43%) of Brits are missing out on valuable advice and information when buying meat and over two thirds are in need of expert advice when buying meat. 

Meat cut options

The research shows most consumers buying meat from their local supermarket are sceptical of the quality and would prefer more trusted advice on what to choose. Three-quarters (75%) of UK meat shoppers trust butcher quality above supermarkets, and yet the high-street saw a 60% drop in butchers during the past 25 years (identified by research in 2019 from AHDB). 

Over three-quarters (76%) of meat-eating Brits choose the same meats every time, despite 72% claiming they would like to try new meats and explore different meat cut options. 

A whopping 88% of respondents stated they bought fresh meat with the intention of freezing at home, yet nearly half (46%) worry about the health implications this would have, demonstrating supermarket labelling is not detailed enough for consumer confidence.  

Rob McFarlane, deputy managing director of Donald Russell, said with more people wanting to do their bit and prevent food waste, education around freezing and defrosting food is imperative, and encouraging people to buy frozen in the first place will help them feel confident in the kitchen. 

“The research was not a surprise, because many shoppers come to us when their local butcher closes and they are looking for the same quality from an online service,” ​said McFarlane.  

“Conversation matters around food choices. Whether direct or digital, the need to engage and seek out information is both satisfying and important to get the best out of great food. 

Video series

To celebrate National Butchers' Week, Donald Russell has released the first of a series of videos featuring influencers and chefs alongside their own butchers.  

Each video has a ‘meat masterclass’ in buying, preparing and cooking different cuts of meat, and provides meat-eaters with valuable information and guidance on finding the best meat for them.    

Renowned for its hand cut steaks and roasts, Donald Russell in Aberdeenshire has grown into an online and mail-order meat supplier, delivering award-winning, hand prepared products to restaurants and homes throughout the UK and beyond.

National Butchers' Week 2020 is run by GlobalMeatNews' sister brand Meat Trades Journal and runs from 9-15 March. For more information on National Butchers' Week 2020, log on here​. This year's event is kindly sponsored by Henry Winnings & Co., Leonards Ingredients and Inspiron Systems Ltd.

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