If I had more money in my pocket, 56% of the population would buy more beef. Within that universe, 30% would acquire more quantity, although would not change the frequency of consumption. While, 26% would buy the same amount but I would go to the butcher shop more often.
These were the conclusions of a survey carried out by the Institute for the Promotion of Argentine Beef (Ipcva) and which was announced by Adrián Biffareti, head of internal promotion of the agency during a day in the field in person at the “El Oratorio” establishment, located on Provincial Route 2, about 10 kilometers from the San Luis city of Villa Mercedes.
In the same online survey that the institute carries out every two months, with a sample of 1,000 effective respondents, It was highlighted that of this percentage, in addition, “22% would buy the same amount of meat, but 22%, even with more money in their pockets, would buy less meat than they currently buy.”
Speakers at the meeting were also Daniel Bovetti, producer and owner of the establishment; Aníbal Pordomingo, INTA researcher in the area of animal feed; Hugo Bernasconi, director of the INTA Villa Mercedes agricultural experimental station and; the president of the organization, Juan Grigera Naón.
In this context, Biffareti pointed out that the challenge of the meat chain is now outside the gates, that is to say “take care of those who eat everything and convince the flexitarians who are still undecided” and that is where the marketing strategy has to go to reposition meat at the top of food.
“In addition to what happens in the field, It is important to measure what happens in the market, in consumers. Measuring allows us to know how to intervene in it”, said.
In this sense, he said that one of the important issues to understand is changes in lifestyles, which involve changes in eating behaviors.
“Since the pandemic, in the urban centers of Argentina people live differently, the way people allocate their time, their effort, their money, is changing exponentially”, said.
In addition, he reported that The country has become one of the most binge-watching series, where in “the youngest there is an enormous digitization or virtualization and that is going to impact the issue of meat.”
“This new activist culture it shows differently, not only in the public space, but in the way of dressing, thinking, in the way of eating. In eating behavior this is also manifested, new values begin to be expressed. In society young people have new values that are not the same as the older ones. These changes end up having repercussions on eating behaviors,” he assured.
“You have to understand that we are living in a different world from a few years ago. This must be measured, as well as how it must be measured inside an establishment you have to measure it to know how to play, how to communicate and how to talk about beef in this context”, he added.
For the specialist “on this ship, meat faces the perfect storm”, since it is not a fashion, but those changes are here to stay. In this scenario, she remarked that they appear questions towards meat products, one of them is the Health, where “some dare to place meat at the same level as tobacco, a gross error”.
“Many question livestock and meat about the environmental impact, there is also much to discuss there and plenty of scientific evidence to the contrary. The institute has been working hard to generate knowledge to banish these questions”, he stated.
another discussion, the expert said, is the one linked to animal treatment, where “Many begin to say that they do not want to commit violence because they kill animals.”
“That we are murderers, I do not want to consume animal suffering. There is also a lot to work on there because Argentina you are doing your homework on animal welfare well. But the perfect storm is here and the flesh must face it”, stressed.
In the study, one of the questions on the IPCVA questionnaire was for respondents to give details of what would be the foods that they would be most interested in incorporating into their daily meals in the future.
“Everything that has to do with health and nutrition is welcome. Foods that give energy, organic and ecological products, where 20% indicated that they would like to incorporate foods that replace meat with vegetablesthat is to say that 20% proposed the substitution of meats for vegetables”, he described.
They were also asked if they were currently doing some regime that would lead to a decrease in beef. “28% say yes. When one inquires why they adopted this regime, there the arrows mark us, for professional recommendation, doctors who say take this diet. The other part is what the consumer collects, be it from the word of mouth, from friends, from acquaintances, who are talking and questioning the meat and what they are hearing, seeing on social networks. This question of social media is hitting beef hard,” pointed out.
When asked what probability “There would be that a vegan goes back to eating meat, there are 27% say that it could be feasible but there is 73% who say no”.
“The chance that there is a step back and a vegan eats meat again is not that high. What about those in the middle, the flexitarians? They are the ones who eat everything but intend to gradually reduce their meat consumption. Today, there is a large percentage of flexitarians in our country What can happen to that percentage in the future? Everything would indicate that is on the way to vegetarianism or veganism to a greater extent. To a lesser extent, there is a possibility that they will rethink history and go back to eating meat: 43% would remain flexitarian and 13% would go back to eating meat”, Biffareti noted.
When presented with the question of what are the odds of a carnivore going vegan, the survey found that 38% would: “Almost four out of 10 people can turn to veganism. It is something to pay close attention to, even in a country like ours. In Argentina we have 68% carnivores, who eat everything, 25% are flexitarians, who have been reducing meat consumption, and 7% are veggie population”.
Lastly, Biffareti indicated that the path must be “Defending meat, getting people to trust meat again, talking about its nutritional properties, importance from health, of what it means environmentally. “Take care of our carnivores, who are the ones who are going to help us defend meat. If, in addition, there is a possibility that they go to flexitarianism, they should not be neglected ”, hill.