To eat or not to eat pork, how frequently and how varied? Insights from the quantitative Q-PorkChains consumer survey in four European countries
Meat SciencePublished 26 February 2011
Wim Verbeke, Federico J.A. Pérez-Cueto, Klaus G. Grunert
Citations26
SJR quartileQ1
SJR score1.58
SNIP1.74
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Abstract
This study uses pork consumption frequency and variety to identify and profile European pork consumer segments. Data (n=1,931) were collected in January 2008 in Belgium, Denmark, Germany and Poland. "Non-pork eaters" are profiled as predominantly younger (<35years) females, with a high likelihood of living single and being underweight (BMI<18.5kg/m²). Three segments of pork eaters were identified. The "Low variety, Low frequency" segment (17.4%) has a similar profile as the non-pork eaters, though it is a largely non-Polish and non-German segment. The "High variety, High frequency" segment (18.6%) consists mainly of rural, lower educated and overweight or obese (BMI>30kg/m²) males. The segment "High variety, Medium frequency" (50.1%) includes families and other non-single households, with a profile that matches the overall sample. Their pork consumption is balanced over a wide range of pork cuts and pork meat products. Each segment entails specific challenges for the industry and the public health sector.
Keywords
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