Classification and characterization of Japanese consumers' beef preferences by external preference mapping

Area of Science:

• Food Science
• Consumer Behavior
• Sensory Analysis

Background:

• Japanese beef producers have enhanced marbling over decades.
• Recent findings suggest marbling is not the primary driver of palatability for Japanese consumers.
• This study aimed to identify consumer segments valuing beef characteristics other than high marbling.

Purpose of the Study:

• To identify Japanese consumer segments with preferences for beef sensory characteristics beyond high marbling.
• To understand the relationship between consumer attitudes and beef preference.

Main Methods:

• Descriptive sensory testing of Wagyu, Holstein, and imported lean beef samples.
• Physicochemical analysis of beef samples.
• Consumer preference testing (n=307) with classification and external preference mapping.
• Questionnaire survey on consumer attitudes.

Main Results:

• Four distinct consumer segments were identified: 'gradual high-fat likers', 'moderate-fat and distinctive taste likers', 'Wagyu likers', and 'distinctive texture likers'.
• While 'marbling liking' is the major trend, 16.9% of consumers preferred moderate marbling with distinctive taste.
• Consumer attitudes correlated well with preferences, particularly for the 'moderate-fat and distinctive taste likers' segment.

Conclusions:

• Moderately marbled beef with distinctive taste represents a significant market category in Japan.
• Consumer preferences for beef are more nuanced than a simple preference for high marbling.
• Understanding these diverse segments can inform beef production and marketing strategies.