Australia beef gaining more preference from Japanese

Cattle Market & Farm Reports, Editorials
Jan 10, 2005
by WLJ
An independent survey of consumers in Japan has placed Aussie Beef at the top when it comes to brand recognition and food safety.
The AC Nielsen report into the retail beef market in Japan included surveys of Japanese consumers and took into account brand awareness, consumption figures, consumer perceptions, and key purchasing drivers for both domestic and imported beef brands in Japan.
Meat and Livestock Australia (MLA) Japan regional manager Samantha Jamieson said the report confirms the solid standing that the Aussie Beef brand currently has in the Japanese market.
“The Aussie Beef brand continues to be at the top of mind for consumers in Japan, even up against the local brands,” she said.
Ninety-nine percent of the respondents in AC Nielsen’s latest survey were aware of the Aussie Beef brand and 31 percent of theoe respondents thought of Aussie Beef first when asked to name a beef brand. “It was the top brand in this regard,” Jamieson said.
Another key finding of the AC Nielsen report was that product safety is highest in the mind of Japanese consumers when they purchase beef. In comparison to the same survey’s results from last year, safety overtook both freshness and price to be the number one criteria that Japanese consumers considered when buying beef.
A total of 70 percent of survey respondents named safety as their number one priority this year compared to 76 percent who said freshness was number one last year. Freshness, at 65 percent, dropped to third, while taste, with 66 percent, was second in this year’s survey.
“There is no doubt that the safety image of Aussie Beef plays an important part in maintaining the strong reputation of Australian beef in the minds of Japanese consumers,” MLA said.
“Traceability is really gaining momentum in Japan and we have to promote our strengths in this area if we are to maintain our strong safe image in Japan,” Jamieson said. “Similarly, we need to strengthen our delicious image to compete with local Japanese beef brands. We are the number one overseas brand when it comes to delicious image, but compared to Japanese brands we still have some catching up to do.” — WLJ