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Meat consumption: trends and quality matters.

Maeve Henchion1, Mary McCarthy2, Virginia C Resconi1

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Global meat consumption is rising, especially for poultry. As income and price become less influential, focusing on quality cues like health and sustainability will be key for the meat sector. Consumer segmentation is essential.

Keywords:
Credence attributesMeat consumptionMeat qualitySustainability

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Area of Science:

  • Agricultural Economics
  • Consumer Behavior
  • Food Science

Background:

  • Global meat consumption shows a consistent upward trend, with white meats, particularly poultry, driving significant growth.
  • Economic factors like income and price are projected to have a diminishing influence on meat consumption patterns over time.
  • Consumer perceptions of meat quality are complex and can be influenced by misconceptions regarding intrinsic cues.

Purpose of the Study:

  • To apply quality theory to identify strategic opportunities within the meat sector.
  • To align business strategies with evolving global meat consumption trends.
  • To explore the role of quality attributes in addressing future market demands.

Main Methods:

  • Analysis of meat consumption trends and influencing factors.
  • Application of quality theory to understand consumer expectations versus experienced quality.
  • Evaluation of intrinsic, extrinsic, and credence attributes as market cues.

Main Results:

  • Quality is emerging as a critical driver in the meat sector, surpassing the influence of income and price.
  • Extrinsic and credence attributes can effectively communicate both tangible (e.g., eating quality) and abstract (e.g., health, sustainability) quality characteristics.
  • Consumer preferences for quality attributes vary, necessitating tailored approaches.

Conclusions:

  • The meat sector must adapt to changing consumer priorities by emphasizing quality.
  • Strategic use of extrinsic cues is vital for conveying perceived value and addressing diverse consumer concerns.
  • Implementing consumer segmentation and production differentiation strategies is crucial for market success.