Meat shopper journey: In-store shopper behaviour

When it comes to the meat aisle, shoppers are spending longer at the fixture than in 2018. Timing varies between the proteins, from 70 seconds for chicken to 105 seconds for lamb.

Chicken is seen as the easiest meat for shoppers to choose because of its limited variation in appearance and lower price.

Lamb, however, is a much more considered purchase as it is bought less often so shoppers spend more time checking how it looks, the cut, the price and its origin.

On average shoppers spend 79 seconds browsing the added value category, longer than we saw in 2018, as retailers have expanded these ranges and often have multibuy offers, meaning shoppers spend more time comparing options.

Table 1. Dwell time at fixture by protein

Dwell time at fixture also varies between the cuts of meat, as more routine purchases like breast/fillet or mince need less thought – shoppers spend 64 seconds and 73 seconds on these respectively. Shoppers still want to look at the appearance, content and sell-by dates on the packs, but this is somewhat quicker than for roasting joints or steaks, at 98 seconds and 100 seconds respectively.

Cuts like steaks and roasting joints are big investments for treat meals or special occasions, so shoppers want to take time before buying to make sure their money is well spent and they are rewarded with a succulent meal.

The dwell time at the fixture in seconds in 2025 by type of meat cut was:

• Steak – 100
• Roasting joint – 98
• Dices/strips/casserole – 98
• Whole bird – 84
• Mince – 73
• Processed meat – 70
• Breast/fillet – 64

To encourage shoppers to buy, make sure the meat is clearly merchandised and shows off its quality. Clear labelling and cooking instructions can inspire shoppers and make products more appealing.

In 2025, only 4% of shoppers switched from their planned purchase to an alternative option.  Of these shoppers, 51% changed their mind because of price or promotional offers*, compared with 45% in 2018.

As cost-of-living pressures continue behaviours have changed. Retailer loyalty pricing has increased, discounters have gained market share and consumers are shopping around to find the best prices.

As shoppers are more price conscious, they are no longer willing to accept promotions as the best on offer. They are increasingly comparing price per kg across different pack sizes and promotions to check which is the best value for money.

Of the shoppers who switched in 2025, most did so because of a better price. Several also said they were happy to buy a reduced-price item which they could cook that night or freeze to eat later.

Figure 1. Reasons why 4% of shoppers switched from their planned purchase

Source: Sparkminds, base = Bought something different (147), *Of the 4% of shoppers that switched, 51% did so due to promotions or better price 

Figure 1 shows the top reasons why 4% of shoppers changed their planned meat purchase. Promotional offers lead at 27%, followed by better prices at 25%. 18% chose something that looked better quality, 16% said their original choice wasn’t on promotion and 13% were unable to find the type of meat they wanted.

Surprisingly price is the most important driver of choice for the cheaper proteins meats like chicken (16%) and pork (19%) compared to beef, lamb and added value (see table 2 below).

However, the number of shoppers buying proteins on offer has increased dramatically since 2018. The more expensive proteins like lamb (62%) and added value (71%) were bought more on promotion than at everyday prices.

Shoppers also like to browse the promotional offers as this allows them to try new cuts or different cuisines.

Table 2. Prices and promotions as core drivers for red meat purchases

With 19% of meat shoppers in 2025 more likely to be buying for a special meal compared with just 4% in 2018, there is an opportunity to boost promotions or displays at weekends, when they are more open to trying new things.

Shoppers under 54 are also more likely to ‘pick something up for tonight’, which creates a chance to influence last-minute buying decisions.

As promotions aren’t suitable for all shoppers, highlighting the benefits of each product and tier will help justify the different price points.

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