Factors affecting food choice in relation to venison: A South African example

Meat is a universally valued and sought-after source of human nutrition. However, concerns are raised about the health implications of eating too much saturated animal fat. This also applies to South Africa where the high incidence of heart disease and cancer is often linked to consumption of red meat. Despite venison offering a healthy alternative to beef and lamb, its consumption is low. A review of appropriate literature and the perceptions, opinions and preferences of 300 South African consumers resulted in a simplified framework of consumer and market related issues that could influence consumers' preference for wild venison. Consumer-related factors include health considerations, sensory variables, social interactions, familiarity and habit, psychographics and demographics, while the most important market-related issues comprise price, distribution and promotion. An understanding of all these factors is required to better target the promotion of venison as a healthy food choice.