Abstract
Simple SummaryGiven the decrease in red meat consumption in the last decade, it is crucial for red meat producers to understand consumer preferences. This international study analyses the European consumer preferences for red meat (beef, lamb and goat) in seven countries: Finland, France, Greece, Italy, Spain, Turkey and the United Kingdom. Through a survey with hypothetical choice situations (choice experiment), 2900 responses were collected. Advanced econometric models were estimated to identify the diversity of preferences among consumers at the country level. The results indicate substantial differences between the most relevant attributes for the average consumer in each country. Nevertheless, national origin and organic labels were highly valued in most countries.Food consumption in Europe is changing. Red meat consumption has been steadily decreasing in the past decades. The rising interest of consumers for healthier and more sustainable meat products provides red meat producers with the opportunity to differentiate their offers by ecolabels, origin and health claims. This international study analyses the European consumer preferences for red meat (beef, lamb and goat) in seven countries: Finland, France, Greece, Italy, Spain, Turkey and the United Kingdom. Through a choice experiment, 2900 responses were collected. Mixed multinomial logit models were estimated to identify heterogeneous preferences among consumers at the country level. The results indicate substantial differences between the most relevant attributes for the average consumer, as well as their willingness to pay for them in each country. Nevertheless, national origin and organic labels were highly valued in most countries.
Highlights
Food production and consumption tendencies in Europe have shown significant changes in recent years, especially regarding meat consumption
This study presents the results of an econometric analysis of consumer preferences and willingness to pay for health-related and ethical claims in the red meat European market
The present study looks at analysing the European meat consumer preferences and willingness to pay for health and “ethical” labels in beef, lamb and goat meat
Summary
Food production and consumption tendencies in Europe have shown significant changes in recent years, especially regarding meat consumption. While beef and lamb meat production have decreased since the beginning of the nineties, poultry and pig meat production have increased during the same period [1,2]. Concerns about health issues and environmental sustainability have driven away beef consumers [3,4,5,6]. With consumers perceiving it as fatty, difficult to cook, and sold in family-sized portions, has negatively impacted lamb meat consumption. When new lamb meat products were introduced for younger consumers (e.g., single portions), lamb meat sales increased [7]. Addressing specific consumer needs through product differentiation could help revitalise the European red meat market [8]
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