Consumer attitudes to quality animal food products in Croatia

Abstract

During the last two decades, significant changes in primary animal production and animal product markets have occurred. The transition of animal production in Croatia followed from the introduction of market economics that has imposed competitiveness as the primary criterion of future development. Transition changes resulted in specialization and intensification of production, enlargement of production units, introduction of a food control system throughout the entire production chain, ensuring traceability and other relevant information about the products. Liberalization of the food product market increased the demand for competitiveness and distinctiveness of national animal production. In the last decade, adjustments of legal norms concerned security, traceability and food labeling, so that consumers have complete information when making purchasing decisions. In addition, consumers’ attitudes have changed significantly during the last two decades, and today, the hygienic safety, traceability and origin of the product have become essential criteria when purchasing food products. Research has shown that consumers in Croatia prefer food products produced within national agricultural production systems, and show a certain reserve towards imported food, especially from overseas countries. During the last decade, some animal producers tried to raise their competitiveness by creating recognizable trademarks, according to the designation of origin characteristics, traditionalism or geographical origin. Apart from strengthening competitiveness of primary production, this also enriched the supply of animal products, preserved the traditional heritage and genetic resources, and strengthened the capacity of rural areas. Consumers react positively to an improvement in the quality of animal products, preferring the products they have more reliable and complete information on. In Croatia, producers that share a common interest, especially the producers of traditional food products, cooperate to increase their market competitiveness.