Consumer preferences for pork chops in five Canadian provinces

Area of Science:

• Food Science
• Consumer Behavior
• Agricultural Economics

Background:

• Consumer preferences significantly influence the pork industry.
• Understanding pork attributes that drive purchasing decisions is crucial for market success.
• Regional variations in consumer choice exist within Canada.

Purpose of the Study:

• To identify key characteristics of fresh pork influencing consumer choice across five Canadian provinces.
• To analyze regional differences in pork selection criteria.

Main Methods:

• Utilized within-consumer preference replication and systematic image manipulation in surveys.
• Collected data on consumer choices regarding lean color, marbling, fat cover, and drip.

Main Results:

• Lean color and fat cover were the most significant factors in pork choice.
• Significant regional differences observed: Nova Scotians preferred light red, Albertans dark red, and Quebecers non-marbled pork.
• While marbling and drip were less frequently used criteria, 26% of consumers considered three or four attributes.

Conclusions:

• Consumer preferences for pork attributes like lean color and fat cover are clearly defined but vary regionally.
• Preferences for minimal marbling and fat cover, while achievable by the industry, may lead to a less desirable eating experience for consumers.
• Industry should consider consumer education on the gustative benefits of marbling and adequate fat cover.