Territory Stories

Year in review 2016-2017, Northern Territory Cattlemen's Association



Year in review 2016-2017, Northern Territory Cattlemen's Association


Northern Territory Cattlemen's Association yearbook; Reports; PublicationNT




Made available via the Publications (Legal Deposit) Act 2004 (NT).




Livestock -- Northern Territory -- Periodicals; Beef cattle -- Northern Territory -- Periodicals; Ranches -- Northern Territory -- Periodicals

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Northern Territory Cattlemen's Association

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I work for Kantar Millward Brown, a research consultancy firm who helps people manage brands and make those brands great. What makes me a little different to the rest of the speakers today is that Im going to talk about consumers; where they are now and where theyre going in the future, and what that means for us as people who essentially provide product for these consumers. Im going to take you through the three areas where we see big changes in the way that consumers are behaving towards food. 1. How we make food decisions as people what guides peoples protein decisions in Australia, how thats changing and what that means. 2. How we buy food this is on the verge of changing now and will continue to rapidly change. 3. How we prepare food this is something people often forget about when marketing a product. How we make food decisions Australians love red meat theres no surprise there. 87% of Australian households have bought beef in the last month and Australia has one of the highest per capita beef consumptions in the world, its massive. But we also know that theres challenges: every year we see an increase in the proportion of poultry and pork taking share away from red meat. When we (Kantar Millward Brown) look at the way that consumers make decisions we measure something called predisposition: this is what people want to buy absent of any sort of market factors, like price; if they just bought whatever was in their heads. In 2016 the number one protein that people are predisposed to, and love, and that meets their needs as consumers is chicken. Chicken and beef make up about 70% of the landscape, but the chicken score is increasing every year. So, chicken is the major competitor to beef in the Australian environment. SPEAKER NTCA INDuSTRY CONFERENCE 2017 The digital consumer of the future Jarrod Payne HEAD OF BRAND STRATEGY KANTAR MILLWARD BROWN Mr Payne is a Research Psychologist by trade, and works as a quantitative market research & insight specialist with Kantar Millward Brown. Mr Payne has extensive experience across a diverse range of industries and has recently been working with Meat and Livestock Australia to understand how the supply chain is changing as digital technology transforms how people interact with food. Jarrod will share these insights, along with emerging market trends and fascinating revelations about consumer behaviour now and into the future. 68 NTCA YEAR IN REVIEW 2016/17

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