Consumer demands: Major problems facing industry in a consumer-driven society

Demand is driven by conventional market forces over much of the world among consumers with strong positive attitudes to meat as a nutritious, tasty and premium food; price in relation to income, availability, quality (including leanness) and relevance to life-style remain the dominant forces operating. But in the developed world, there are emerging concerns about how meat is produced, which are likely to have negative effects on demand, particularly that of the current younger generation, and which may well begin to affect Government policies towards the meat industry. The industry needs to establish strong information and education programmes, but also to examine its procedures to provide greater consumer assurance about practises and controls. Also the scientists and technologists serving the industry need to help it move towards sustainable lower input, less environmentally damaging systems, less reliance on drugs, stimulants and additives, sensitive exploitation of the new genetics and with more consideration for the animals involved.