Minced meat labelling research

Monday 5 May 2008

Qualitative research was commissioned to explore consumers’ understanding of the nature of minced meat and their requirements or preferences for labelling and descriptors, in particular exploring the terms 'lean' and 'extra lean'.

Recent omnibus research has indicated that fat content, or ‘leanness’, is the most important consideration for people when they buy minced meat, and that over two thirds of people pay attention to packaging descriptions such as ‘lean’ or ‘extra lean’ at least some of the time.

There is, however, no statutory limit (apart from a maximum of 25% fat for ‘standard’ beef mince established in case law and of 3% fat for anything labelled ‘low fat’) for the fat content of minced meat, including those products labelled as ‘lean’ or ‘extra lean’. Surveys carried out by the Food Standards Agency have shown that there is, in fact, considerable overlap between the levels of fat in different categories of mince.

Given the potential for consumer confusion and misinterpretation of packaging created by this situation, the FSA commissioned research to explore these issues in further detail.

This report focuses on consumer perceptions of, and labelling issues surrounding, minced meat and does not comment on safety or production issues.