Consumer Research for the Meat and Protein Industry in South Africa: Understanding the Modern Meat Shopper 

Few foods are as woven into South African life as much as meat. The Sunday roast, the weekend braai, traditional dishes and celebrations, and the everyday stew that feeds a family all put red meat at the centre of the table. Yet the South African consumer is changing fast and suppliers, retailers and producers need to understand customers. 

Rising food prices, tighter household budgets, growing health awareness, new retail formats and competition from chicken, pork, eggs, fish and plant-based alternatives are all reshaping how people buy and eat protein. For red meat producers, feedlots, abattoirs, processors, retailers, butcheries and industry bodies, one question matters more than ever: do we really know today’s consumer? 

For many in the industry, the honest answer is no. Decisions about marketing, consumer education, labelling and product development are too often based on outdated research, or none at all. That is a risky place to be. Without current evidence, the industry is effectively marketing to, educating and setting standards for a consumer who may no longer exist. 

That is why consumer research for the red meat and protein industry is essential. 

What the protein industry needs to know about consumers 

A comprehensive usage and attitudes (U&A) study for red meat and protein should answer six key questions. 

1. Who actually decides what meat to buy, and how? 

In many households the person who shops is not the only person who decides. Research should map the purchase decision journey: who decides, where they buy (supermarket, butchery, informal trader, wholesaler or farm), how often, and what influences the final choice. 

2. Why and when do consumers choose red meat over other proteins? 

Consumers constantly trade off beef, lamb, mutton and goat against chicken, pork, fish, eggs, legumes and plant-based alternatives. Understanding why and when red meat wins, for occasions, taste, tradition, nutrition or status, and when it loses, usually on price, is vital for every protein supplier. 

3. How do consumers judge value? 

Value is not the same as price. Shoppers weigh quality, cut, portion size, how far a pack stretches across family meals, freshness and trust in the seller. Research reveals how different consumers define value for money, and how that differs by income group and region. 

4. How well do consumers read and trust labels? 

Packaging carries a lot of information: origin, grade and classification marks, sell-by dates and nutritional claims. But what do shoppers actually read, understand and ignore? Label and information literacy research shows whether classification systems and labelling are doing their job, and where consumer education is needed. It also explores trust in branded versus unbranded and butchery meat, and perceptions of quality, safety and freshness cues. 

5. How do consumers cook and use meat? 

From braai culture to traditional dishes, offal and everyday family meals, cooking and usage habits shape which cuts and products sell. Research shows how these habits differ between generations, regions and cultures, and where opportunities exist for new cuts, products or recipe-led marketing. 

6. How are consumers responding to price pressure? 

When prices rise, consumers adapt by trading down to cheaper cuts, buying smaller portions, switching proteins, buying in bulk, chasing promotions or eating meat less often. Understanding these price-pressure responses helps producers, processors and retailers protect volume and plan pricing, pack sizes and promotions. 

Why the research must be truly national 

South Africa is not one meat market. Attitudes, habits and budgets vary greatly by province, income level (LSM), age, culture and urban or rural setting. A study that only covers the major metros, or only higher-income shoppers, will miss most of the country. 

A robust national study should include: 

• All nine provinces, with boosted samples in smaller provinces so that every region can be reported 

• Every income group, from LSM 1 to 10 

• Urban, township, peri-urban and rural consumers 

• Household meat decision-makers aged 18 to 65+, to capture generational shifts in attitudes and behaviour 

This is how you build a defensible, nationally representative evidence base, one that industry leaders, regulators and marketers can rely on. 

The best approach: “what” first, then “why” 

The most effective consumer research programmes combine three phases. 

Phase 1: Desk research and evidence review. Before any fieldwork, review existing industry reports and secondary data to identify genuine evidence gaps, so the new research doesn’t reinvent the wheel. This phase also designs the sample quotas and the survey questionnaire. 

Phase 2: A national quantitative survey. A large-scale survey, typically between 800 and 1,600 household decision-makers, maps what consumers are doing: how they buy, what they value, how they read labels and how they respond to price, measured across every province, income group and age group. 

Phase 3: Qualitative focus groups. Face-to-face focus groups in contrasting urban, township and peri-urban communities across several provinces unpack why consumers behave as they do. These conversations bring the numbers to life, revealing the emotions, trust issues, cultural meanings and practical trade-offs behind the data. 

Finally, both data sets come together in one integrated, actionable report. 

How consumer insight benefits the whole protein value chain 

Good consumer research doesn’t just sit on a shelf. It can guide: 

• Consumer education campaigns that address real knowledge gaps 

• Labelling and classification standards that consumers actually understand and trust 

• Market development and marketing strategy, including where to grow demand and how to compete with alternative proteins 

• Product and pack innovation: new cuts, portion sizes and value-added products 

• Retail and pricing strategy in a price-sensitive market 

• Long-term industry strategy, grounded in evidence rather than assumption 

What to look for in a food and protein research partner 

1. National fieldwork capability across all provinces, income groups and urban and rural areas 

2. Both quantitative and qualitative expertise, integrated into one story 

3. Experience with food, FMCG and retail research 

4. Strict quality controls and compliance with POPIA and the SAMRA and ESOMAR codes of conduct 

5. Actionable reporting that translates evidence into clear recommendations 

Talk to us about red meat and protein consumer research 

At The Brand Surgeon and Real Life Research Rooms, we have over 25 years of experience in marketing and consumer research across FMCG, food, retail and agriculture-linked industries. With one of South Africa’s largest qualitative research databases (more than 40,000 respondents with detailed profiles), we can reach meat shoppers in every province, income group and community. 

Whether you need a national usage and attitudes survey, focus groups, label and pack testing or price sensitivity research, contact us to discuss a research design that fits your objectives and your budget.