Value Chain Management International Inc.

The project utilized the Theory of Planned Behaviour (TPB) to determine how the turkey industry can respond to increased demand for foods whose value is defined by consistent and predictable benefits at minimal opportunity cost.

The TPB methodology identified that an individual is more likely to buy turkey when they:
1. Believe that the process of purchasing then preparing/consuming turkey will be a wholly positive and pleasurable experience;
2. Perceive that the external societal and economic environment encourages the purchasing and consumption of turkey; and
3. Believe that there is little to no risk of them being unable to turn their purchasing, preparation and cooking intentions into reality — resulting in the turkey consumed matching their predicted expectations.

The analysis of national data captured from 3,495 surveys completed online and in retailers’ meat departments segmented the population into nine distinct segments. It quantified how the turkey industry could appeal to six of these segments in particular with meat that possesses specific attributes to which they attach intrinsic value. These insights will help the turkey industry expand.

Decoupling itself from a common perception that ties turkey consumption to three meal occasions a year (whole turkeys at the holidays) will enable the industry to target the 1,000+ other meal occasions that (currently) are largely being missed. This can be achieved by producing and merchandizing more convenient easily prepared cuts and value-added items.

A key finding is that consumers apportion monetary value to items offering consistent and predictable taste, texture and juiciness (TTJ). The majority of respondents cited that turkey and pork share similar TTJ profiles. Consequently, given the fact that pork is consumed considerably more regularly than turkey, encouraging the substitution of turkey for pork is a sizeable opportunity in itself. This conclusion was strengthened by international evidence showing that menu items typically associated with pork (e.g. schnitzel) are being replaced by turkey. One driver of this change is the health and nutritional benefits that consumers associate with turkey versus other meats.

PHIL BOYD, Executive Director of Turkey Farmers of Canada, stated that “this research provided valuable insights which can contribute to the future growth of the Canadian turkey industry with a focus on innovation and potential for new product development.”

The next stage is for the industry to increase collaboration across the value chain – from farmer to retailer – to ensure everyone focuses on meeting consumers’ expectations of quality, convenience and consistency, and on creating consumer habits that see turkey as a year-round choice.