Australian taste for turkey meat may help poultry producers

Posted by AFN Staff Writers on 15th July 2013

Poultry brand Steggles is promoting turkey as an alternative dinner protein to chicken. Turkeys being a larger bird than chicken and carrying lots of dark meat, have the potential to improve poultry processing efficiencies as well as offering a dark-meat alternative to red meats, particularly for the younger male demographic.

According to Steggles, one in four grocery buyers surveyed in Newspoll research conducted in March 2013 commissioned by the Company claimed to have eaten turkey at least once a month. The research survey was reported to show that more than half of turkey consumed (54 per cent) was made up of fresh turkey cuts, including turkey mince, sliced turkey and pre-prepared turkey products with marinades.

The findings also showed that grocery buyers were 25 per cent more likely to consume turkey at least once a month compared to non-grocery buyers.

“Turkey consumption is in a period of growth and we anticipate an upward trend will continue as awareness of the category grows and education continues,” said Laurel Brown, Steggles Senior Brand Manager.

Steggles said the research found that its brand was “perceived to be a high-quality brand” among grocery buyers already aware of Steggles turkey products, with 66 per cent of respondents believing that Steggles is a “leading brand” of turkey products. Awareness of the Steggles Turkey Shortcuts range was higher among younger grocery buyers (18-34 years).

“Whilst awareness is higher amongst younger grocery buyers, there is an opportunity for older buyers to consider turkey as an alternative protein to assist with healthy eating plans,” said Ms Brown. “Some cuts of turkey provide high levels of iron, zinc and vitamin B12, all of which are often found to be low in the diets of older Australians,” she said.

Steggles said the research found men said they consumed turkey more frequently than the overall population, with nearly one in every three males consuming turkey meals at least once a month. Men were also found to be more likely to eat various types of turkey products, including fresh and frozen products, whole turkeys, snacks and sliced turkey.

“Turkey has impressive health credentials, making the protein an attractive alternative for health conscious individuals. Promotions in gyms may have increased purchase amongst the younger demographic, in particular males who are looking for a lean source of protein to include in their diet,” Ms Brown said.


Steggles promoting turkey as 'alternative protein'