November 19, 2010

EU meat performs poorly on consumer feedback

The EU meat market has been rated as below other food markets in terms of performance given by consumers, according to the Market Performance Indicator (MPI) results from the latest Household Budget Survey (AHDB).

The MPI is based on a range of measures such as "comparability", "trust", "live up to what you wanted", "problems & complaints", and "switching".

Although the result showed that the meat market stands in the middle to high range in contrast to the overall market (including non-food items), the meat MPI score was below the average for all products included in the "fast moving traditional retail" group – goods used regularly or frequent basis.

Although only 7% of consumers faced issues within the meat market, the rating is the worst in the "fast moving traditional retail" group.

In addition, meat rated 6.6 out of 10 for "trust" - a measure of consumers' confidence on how product and service providers follow rules and regulations protecting consumers. This score is the least for the food market and is deemed as poor for such a highly regulated industry.