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Turkey Trends up Among Australian Consumers

09 July 2013

AUSTRALIA - A new mealtime trend is emerging across Australian households as grocery buyers recognise the health, nutritional and taste benefits of turkey as an alternative dinner protein, according to Steggles, Australia’s leading poultry brand.

Newspoll research - conducted nationally in March 2013 among 1,217 respondents aged 18-64 years, including 1,031 grocery buyers - commissioned by Steggles, showed that one in four grocery buyers eats turkey at least once a month. More than half of turkey consumed (54 per cent) is made up of fresh turkey cuts including turkey mince, sliced turkey and pre-prepared turkey products with marinades.

Statistics also showed that grocery buyers are 25 per cent more likely to consume turkey at least once a month compared to non-grocery buyers

"Turkey consumption is in a period of growth and we anticipate an upward trend will continue as awareness of the category grows and education continues," said Laurel Brown, Steggles Senior Brand Manager.

Steggles was perceived to be a high-quality brand among grocery buyers already aware of Steggles turkey products, with 66 per cent believing that Steggles is a leading brand of turkey products.

The awareness of the Turkey Shortcuts range was found to be higher among younger grocery buyers aged 18-34 (15 per cent) than 35-49 year olds (eight per cent) and 50-64 year olds (eight per cent). Furthermore, grocery buyers aged 18-34 (nine per cent) and 35-49 (ten per cent) are more likely to buy Turkey Shortcuts at least once a month compared to 50-64 (five per cent).

"Whilst awareness is higher amongst younger grocery buyers, there is an opportunity for older buyers to consider turkey as an alternative protein to assist with healthy eating plans. Some cuts of turkey provide high levels of iron, zinc and vitamin B12, all of which are often found to be low in the diets of older Australians," said Ms Brown.

Overall, men were found to consume turkey more frequently than the overall population with nearly one in every three males consuming turkey meals at least once a month. Men were also found to be more likely to eat various types of turkey products including fresh and frozen products, whole turkeys, snacks and sliced turkey.

"Turkey has impressive health credentials, making the protein an attractive alternative for health conscious individuals. Promotions in gyms may have increased purchase amongst the younger demographic, in particular males who are looking for a lean source of protein to include in their diet," said Ms Brown.

At the forefront of the turkey trend, Steggles has continued to build on its existing popular Turkey Shortcuts range.

This winter, Turkey Shanks have made a return to the fresh meat section offering Australians an easy alternative to a classic Sunday roast. These cuts complement Steggles’ Turkey Shortcuts range which includes mince, breast steaks and burgers. The company is also soon to launch a range of freezer products including Mini Turkey Kievs with Apricot and Ginger, Turkey Nuggets, Turkey Breast Kievs with Lime and Pepper, and Turkey Roasted Breast.

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