Understanding middle-aged consumers' perceptions of meat using repertory grid methodology

Abstract

There is a dearth of information about middle-aged consumers' needs for, and perceptions of, food products. Three age groups of Australian consumers (young, aged 20–30 years, n=40; middle-aged, aged 50–60 years, n=47; older, aged 65–75 years, n=48) assessed 14 meat products using Repertory Grid Methodology. Generalized Procrustes Analysis showed that meat products were perceived in similar ways across the three age groups, with the middle-aged group sharing perceptions with the older group in particular. Subtle differences between age groups were observed: middle-aged and young consumers perceived white meats and fish as “healthy” and not red meats, which was in contrast to the older group who did describe red meats as “healthy”. Middle-aged and older consumers shared perceptions of lamb and pork chops, roasted chicken and comminuted or processed products; perceiving these more positively than the young group. Communication strategies aimed at influencing meat intakes of middle-aged consumers should be similar to those directed towards other age groups, however it may also be important to note these observed subtle age-related differences in perceptions.