Korean consumers eye Irish beef for health boost
A Bord Bia report reveals that 67% of Korean consumers are keen to try Irish beef, which they associate with health benefits
Print5 September 2024
In May, Ireland gained export access for beef to the Korean market, one of the world’s largest importers of beef and the highest per-capita consumers of beef in Asia (at 17kg per year).
To support Irish exporters aiming to target the market, Bord Bia commissioned research to better understand the preferences and purchasing habits of Korean beef consumers.
The survey was conducted online with a sample of 1,000 people.
Grass-fed vs grain-fed
Respondents were surveyed across a range of topics including their perception of grass-fed versus grain-fed beef and the key factors considered when purchasing beef such as price, taste, nutrition and origin.
The report found that Korean consumers strongly associate beef consumption with health benefits due to its high protein content, with grass-fed beef considered to be healthier.
Consuming protein-rich food has become associated with boosting immunity among Koreans with 59% of those surveyed increasing their beef consumption for perceived health and nutrition benefits, according to the report.
“The report shows potential for Irish beef to claim market share on the basis of its grass-fed credentials and associations with health and ‘naturalness’,” said Jim O’Toole, chief executive, Bord Bia.
Although Irish beef had not yet reached the market when the survey was conducted, 67% said they would like to try Irish beef.
O’Toole adds: “This research was commissioned to complement Bord Bia’s existing market expertise and to provide an accurate gauge for our exporters of how Irish beef can be positioned in this competitive beef market.”
Topline findings
The topline findings were presented today at a beef-focused seminar in Seoul, hosted by Bord Bia on the first day of the Korean leg of a Government-led trade mission to China and the Republic of Korea.
The seminar marked the official launch of Irish beef in the market and was attended by Irish beef exporters alongside over 100 Korean beef importers and distributors.
Key findings of the 2024 Korean Consumer Research report include:
- 67% of Korean consumers would like to try Irish beef.
- Ireland is strongly associated with nature, safety, cleanliness, and high-quality food production.
- Thanks to the positive perception of Ireland, Irish beef is considered more premium than U.S. beef and on par with Australian beef.
- 85% are aware of grass-fed beef and over half have tried it. 49% claim a preference for grass-fed beef.
- 59% have increased their beef consumption for perceived health and nutrition benefits.
- Grass-fed is considered healthier, ‘more natural’, ‘more environmentally friendly’, with associations of stronger animal welfare.
- Domestically produced Korean beef is consumed for its taste and quality, while imported beef is primarily chosen on the basis of price.
Report commissioned by Bord Bia and conducted by Nielsen IQ.
Read more: Bord Bia reactivates €1.6m China campaign after resumption of Irish beef exports
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