Consumer Behavior Research The “GfK Consumer Monitor meat” is a yearly survey conducted by GfK in February and March, targeting consumers from the GfK panel in the Netherlands. Around two thousand consumers were asked about their opinions and behaviors regarding their sources of proteins. Vion is using this tool to align with the customers and consumers in the chain. Always looking for a good supply chain collaboration in the meat category and trying to find the right balance between supply and demand. Due to these consumer insights, we can foresee the trends. Meat is increasingly being regarded by meat consumers in the Netherlands as an essential part of nutrition. It is also being increasingly perceived as healthy and labeled as the most delicious component of a hot meal. Buying behavior Buying meat from Holland No Meat that travelled far Free-range meat Buying products with sustainable labels Buying Organic Meat Production Less plastic in packaging Fair pricing for farmers Reusable packaging Optimal utilization of resources More attention to animal welfare Reducing usage of antibiotics Protect the climate Eating Habits Prevent food waste Healthy and varied eating Smaller portions meat per meal Less often consumption of meat Eat more often plant-based products instead of meat 84% 88% 81% 62% 45% 31% 76% 75% 73% 73% 72% 60% 62% 61% 50% 48% 34% Meat consumption has a negative impact on the climate 29% 32% 35% 35% 34% Meat is an essential part of nutrition 51% 2016 2017 2018 2022 2023 2016 2017 2018 2022 2023 2016 2017 2018 2022 2023 2017 2018 2022 2023 2022 2023 2016 2017 2018 2022 2023 54% 56% 58% 61% The consumption of meat is healthy 44% 48% 50% 52% 55% Sustainability in 2023 (in the Netherlands) mainly involves preventing meat waste, reducing plastic in packaging, and maintaining a healthy and varied diet. Interestingly, organic or vegetarian meat is least associated with sustainability. Meat is the tastiest component of a hot meal 42% 43% 44% 47% 49% I expect to still be eating meat in 3 years 83% 83% 82% 83% By eating meat, I will definitely get enough nutrients 58% 63% 2016 2017 2018 2022 2023 8 | VIONSPIRATION VIONSPIRATION | 9 The survey shows that meat is still an important part of the daily meal in the Netherlands; 83% of the consumers expect to keep eating meat for the next 3 years. It is seen as an indispensable part of the nutrition. Fair prices for farmers have become more relevant towards the consumers. About 75% of the consumers like a fair pricing for our farmers. Sustainability is also a topic in the GfK survey. We see that most consumers are trying to reduce food waste, would like to have less plastics for packaging and keeping a healthy and versatile diet.
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