Consumer Research

Customers Want Quality Standard Mark On Pre-Packed Ham

Eighty per cent of consumers believe in and trust the Quality Standard Mark (QSM) for ham. Seventy four per cent believe it is an important indication of the quality of the product, whilst 60 per cent believe that it guarantees the product meets UK production standards.

And importantly, where the Mark is not present on pack, the majority of shoppers feel that they cannot trust retailers to source pre-packed ham from approved suppliers. Indeed, just under one in five believe that retailers will sacrifice standards for money. These key findings, which stem from research* commissioned by the Meat and Livestock Commission (MLC), confirm that shoppers would like to see more than just the retailer’s name on pack in order to guarantee the quality of the product. Instantly recognisable to over half of consumers, the research also demonstrates that the Quality Standard Mark is seen as a mark of distinction and a clear indication of quality. Eighty per cent of respondents said that they believe in and trust the Mark and 75 per cent claim it is