Differentiation of demand

A survey was conducted in Q-PorkChains to assess consumer behaviour towards pig production and pork consumption in seven countries (Greece, Denmark, Belgium, Germany, Poland, Brazil and China).

Approximately 480 people per country were included in the study and the aim of the study was to investigate consumer behavior in relation to pork consumption and to map peoples' attitude towards pig production systems. In addition, to investigate whether these attitudes associate with pork consumption.

The mapping of consumer behavior should ultimately lead to development of new tools for the development and marketing of pork-based products.

Conclusions from consumer study

European citizens' attitude to pig production is dominated by considerations on housing and environmental impact
For about half of respondents, attitudes were weak
The other half consists of animal welfare conscious, small scale farming supporters, and intensive farming supporters
Attitude to pig production is only weakly related to consumption, but people with weak attitudes eat somewhat more pork
Attitudes to pig production are culturally embedded – for example, Brazilians like slatted floors and Chinese like big farms

Pork consumption

Pan-European survey

The participants in the survey were asked in their role as consumers to report on their pork consumption behaviour including which products they eat?, how often they eat them?, when and with whom?, where do they buy them and are they satisfied with the products.

According to Wim Verbeke (University of Gent, Belgium), one cluster clearly stands out in terms of pork consumption frequency in the pan-European consumer survey. This segment consists of consumers who seem to accept all kinds of pork products, and represent a potentially lucrative target market for novel pork products. Owing to their interest in novelty and innovation, these consumers are likely to be early adopters of new pork products (see full article here).

Brazilian survey

According to Marcia Dutra de Barcellos (University of Aarhus, Denmark) consumption of pork meat and pork products are still low in Brazil, although there is a high penetration of selected pork products (salami, ham, mortadela and sausages). The biggest problem seem to be a conjunction of external factors including poor availability of the products, low variety of cuts, high prices, lack of convenience of the products and the old image of the fatty pig animal type contributing to the belief of an unhealthy food (see full article here).

Signe Rosendal Rasmussen, - last update:10 September 2012