AHDB webinar explores consumer behaviour around key seasonal events and ongoing food cost concerns

Farmers, producers, retailers and industry stakeholders are invited to access key industry insight at our webinar later this month.

Our webinar on 27 June will explore consumer confidence, evolving sensitivity to price, understanding the thoughts and decisions of meat reducers and future growth opportunities.

The insight team will also be sharing a new event-focused research project for the first time, covering opportunities around key holiday events like Easter and Christmas, and even royal occasions like the King’s Coronation.

The new research dives into which consumer events are the most important for beef, lamb, pork and dairy sectors. It also explores the needs of consumers at different types of events and how messaging can be tailored to meet those expectations and boost sales.

Despite rising prices, shoppers are less likely to stick to a strict budget when it comes to food for special occasions, and Easter 2024 was no exception. £100 million was spent on Easter eggs and confectionary in the weeks leading up to Easter this year, the highest spend ever seen in the UK (Kantar, 2 w/e 31 March 2024). But how does the weather impact our Easter shopping? And how important are each of the events for different products? Our Retail and Consumer Insight team will be available to answer all these questions and more on the day.  

AHDB’s Lead Consumer Insight Manager Steve Evans will be hosting the webinar, joined by Lead Retail Insight Manager Grace Randall and Retail and Consumer Insight Analyst Tom Price.

AHDB Head of Marketing, Carrie McDermid, will also be in attendance, speaking on the importance of consumer marketing and advertising, and how market intelligence work is used to inform industry and consumers on the facts around meat and dairy.

Grace Randall said:

“The cost-of-living crisis is still front of mind for many people, and consumers are having to make decisions about their food choices. Our webinar will delve into the reasons behind consumers’ changing dietary preferences and decisions, and will explore why now is a great time for farmers and producers to communicate their value to consumers.

“The webinar will not only inform attendees on current consumer food trends and behaviours around key seasonal events, but more importantly explore how this affects future demand and what opportunities these trends present. By assessing future considerations, we can ensure we are doing all we can to support farmers, growers, retailers and processors to be as well informed as possible, helping them to adapt to evolving consumer needs and back the reputation of British farming year-round.”