Exploring the EU: Understanding consumer needs

Despite a few challenging years, the EU remains a hugely important market for UK red meat and dairy exports. If we are to continue seeing our products on tables across the EU, it is crucial we have greater insight into consumer behaviour and needs as we look to compete with imports from around the world. This report takes an in-depth look at new and growing trends, pulling out key consumer opportunities and considerations for UK exporters.

The report highlights how:

• Building on clear messaging is important to help maintain and grow the customer base across the EU in future years
• Careful consideration to the unique selling points, messages and visual cues is critical to land the right messages with consumers
• It's vital to be clear on messaging around British meat and dairy to tell consumers about your products – build on core messages around taste and quality, alongside wider reputational topics
• Global messaging around Brand Britain is key, as well as more targeted communication to meet the needs of consumers within EU markets