2024-709 Consumer Segmentation

Description

AHDB would like to develop a consumer segmentation to underpin the future AHDB strategy and inform upcoming marketing activities. The segmentation needs to be based on actual purchasing behaviour as well as attitudes and should work across multiple AHDB sectors (detailed in objectives). The aim of the segmentation is to allow AHDB to have a common ‘language’ for all sectors and a way of targeting consumers more efficiently, beyond just simple demographics. Lot 1: AHDB would like to develop a consumer segmentation to underpin the future AHDB strategy and inform upcoming marketing activities. The segmentation needs to be based on actual purchasing behaviour as well as attitudes and should work across multiple AHDB sectors (detailed in objectives). The aim of the segmentation is to allow AHDB to have a common ‘language’ for all sectors and a way of targeting consumers more efficiently, beyond just simple demographics.<br/>AHDB has two main campaigns: <br/><br/>1) Beef, Lamb and Dairy’s ‘Let’s Eat Balanced’ which celebrates the naturally delicious taste and flavours of British meat and dairy and the role they play as part of a healthy and sustainable balanced diet. <br/>2) Pork’s ‘Feed your family for less’ which has focused on affordable but healthy pork dishes in response to the economic situation. <br/><br/>As some of the challenges with health, animal welfare, sustainability and cost are common across sectors, AHDB sees the opportunity a segmentation could bring to help understand how best to tackle these challenges by sector. The various sectors will be impacted by trends in different ways and therefore with the complexity of this market we feel the segmentation needs to be based on real measured purchasing behaviour, as well as attitudes.