New research into meat purchases released this week has suggested a change of shopping behaviour amongst Australian consumers.

In a recent survey of nearly 11,000 Australians, commissioned by Australia’s largest specialty chicken retailer Lenard’s, over 57 per cent said that they intended to ‘save’ or ‘pay off debts’ with their Federal Government Stimulus payment and, in keeping with this prudence, they are turning away from more ‘luxury’ meats such as beef, pork and lamb, and putting more chicken on the table as times get tougher.

More than half (54%) contended that chicken was the best value-for-money meat, being eaten at meal times on average 2.3 times a week. Only 25 per cent of respondents believed beef to represent the greatest value.

“This confirms what I’ve always said – chicken is the better value meat,” said Lenard Poulter, Lenard’s Founder and Executive Director. “If customers were to believe the advertising hype, beef and lamb might come out on top, but our survey proves that customers are voting with their dinner plates.”

The research also showed that four in five (82%) surveyed considered beef, lamb and pork products as luxury food items. According to the Meat and Livestock Association’s own current research, consumption of these meats declined in the last quarter of 2008.

“Lenard’s has been providing Australian families with a variety of delicious and nutritious products for over 20 years, so we are confident these statistics genuinely reflect the shopping trends we’ve been observing over the years,” Mr Poulter advised.

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