National Consumer Behaviour Report: Ireland · 6cdng 804< 8kuwcn kpurgevkqp...

National Consumer Behaviour Report:Ireland

Cathal Cowan and Michael Mannion

October 1997

Project „Quality Policy and Consumer Behaviour“FAIR-CT 95-0046

This study is part of the project

QUALITY POLICY AND CONSUMERBEHAVIOUR TOWARDS FRESH MEAT

Project coordinator:

Tilman BeckerInstitut für Agrarpolitik und Landwirtschaftliche Marktlehre,

University of Hohenheim

The study has been carried out with the financial support from the Commission of theEuropean Communities, Agriculture and Fisheries (FAIR) specific RTD programme,CT 95-0046, „Quality Policy and Consumer Behaviour“. It does not necessarily reflectits views and in no way anticipates the Commission’s future policy in this area. Thismanuscript presents only some of the results. Other studies can be downloaded fromhttp://www.uni-hohenheim.de/~apo420b/eu-research/euwelcome.htm

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_______________________________________________________________________________________Teagasc, The National Food Centre

2

6CDNG QH %QPVGPVU

2CIG 0Q0

30 +PVTQFWEVKQP 7

40 5QEKQ/FGOQITCRJKEU 8

50 /GCV %QPUWORVKQP 32

60 3WCNKV[ 2GTEGRVKQP 38

70 5CHGV[ %QPEGTPU CPF 2GTEGRVKQP 49

80 #VVKVWFGU 5;

90 5[ODQNU CPF .CDGNU 69

:0 6TWUV 74

;0 5WOOCT[ CPF 2TGNKOKPCT[ +ORNKECVKQPUHQT 3WCNKV[ 2QNKE[ 75

4GHGTGPEGU#RRGPFKEGU

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3

6CDNG QH 6CDNGU

6CDNG 403< 5CORNG CPF QHHKEKCN CIG ITQWR UVCVKUVKEU *'+QQQQQQQQQQQQ086CDNG 404< 1EEWRCVKQP QH TGURQPFGPVU*'+0QQQQQQQQQQQQQQQQQQ96CDNG 405< 1EEWRCVKQP QH RGTUQP YJQ EQPVTKDWVGU OQUV VQ JQWUGJQNF KPEQOG *'+0096CDNG 406< *QWUGJQNF UK\GU QH UCORNG *'+QQQQQQQQQQQQQQQQQQ96CDNG 407< %JKNFTGP WPFGT 38 KP UCORNG *'+QQQQQQQQQQQQQQQQQ:6CDNG 408< ;GCTU KP HWNN/VKOG GFWECVKQP *'+QQQQQQQQQQQQQQQQQ0:6CDNG 409< *QWUGJQNF KPEQOG *'+QQQQQQQQQQQQQQQQQQQQQ00;

6CDNG 503< +TGNCPF / $GGH. RKIOGCV CPF RQWNVT[ EQPUWORVKQP / MIU1RGTUQPQQQ00326CDNG 504< 'ZRGPFKVWTG QP OGCV KP +TGNCPF CU C ' QH HQQF GZRGPFKVWTG

CPF C ' QH VQVCN JQWUGJQNF GZRGPFKVWTGQQQQQQQQQQQQQ000336CDNG 505< 2TQRQTVKQP QH DGGH. RQTM. RQWNVT[ CPF QVJGT OGCV RTQFWEVU CU '

QH VQVCN JQWUGJQNF OGCV GZRGPFKVWTG HQT OGCV KP 3;;6/3;;7QQQQQ346CDNG 506< +TGNCPF / 0Q0 QH HTGUJ OGCV QWVNGVU 3;:9 ( 3;;3QQQQQQQQQQ346CDNG 507< +TGNCPF / 6TGPF HQT UGNGEVGF UJQRU / PWODGTUQQQQQQQQQQQ00356CDNG 508< +TGNCPF / 4GVCKN UGEVQT / EQPEGPVTCVKQP KP VWTPQXGT *'+QQQQQQQ0356CDNG 509< (TGSWGPE[ QH EQPUWORVKQP QH DGGH. RQTM CPF

EJKEMGP KP JQWUGJQNF *'+QQQQQQQQQQQQQQQQQQQQ366CDNG 50:< %JCPIG CPF TCVG QH EJCPIG KP EQPUWORVKQP QH DGGH. RQTM CPF

EJKEMGP QXGT VJG NCUV HKXG [GCTU *'+QQQQQQQQQQQQQQQ0366CDNG 50;< 2NCEG QH RWTEJCUG HQT DGGH. RQTM CPF EJKEMGP *'+QQQQQQQQQ37

6CDNG 603< +ORQTVCPEG QH DGGH GCVKPI SWCNKV[ CVVTKDWVGU *'+QQQQQQQQQQ436CDNG 604< +ORQTVCPEG QH RQTM GCVKPI SWCNKV[ CVVTKDWVGU *'+QQQQQQQQQQ446CDNG 605< +ORQTVCPEG QH EJKEMGP GCVKPI SWCNKV[ CVVTKDWVGU *'+QQQQQQQQ00456CDNG 606< *GNRHWNPGUU KP RTGFKEVKPI GCVKPI SWCNKV[ CVVTKDWVGU QH DGGH *'+QQQQ466CDNG 607< *GNRHWNPGUU KP RTGFKEVKPI GCVKPI SWCNKV[ CVVTKDWVGU QH RQTM *'+QQQ00476CDNG 608< *GNRHWNPGUU KP RTGFKEVKPI GCVKPI SWCNKV[ CVVTKDWVGU QH EJKEMGP *'+QQ048

6CDNG 703< %QPEGTP CDQWV KPFKXKFWCN KUUWGUQQQQQQQQQQQQQQQQQ04:6CDNG 704< 'ZVGPV QH CITGGOGPV YKVJ VJG UVCVGOGPV / K6JG SWCNKV[ CPF UCHGV[

QH OGCV PQYCFC[U EQPEGTPU OGL D[ CYCTGPGUU QH QTICPKE HQQFUQQQ4;6CDNG 705< 'ZVGPV QH CITGGOGPV YKVJ VJG UVCVGOGPV / K6JG SWCNKV[ CPF UCHGV[

QH OGCV PQYCFC[U EQPEGTPU OGL D[ ENWUVGT 'QQQQQQQQQQQ526CDNG 706< 'ZVGPV QH CITGGOGPV YKVJ VJG UVCVGOGPV / K+ CO PQV UCVKUHKGF YKVJ

VJG HQQF + GCV KU UCHGL D[ ENWUVGT 'QQQQQQQQQQQQQQQQ526CDNG 707< %QPEGTPU CDQWV DGGH *'+QQQQQQQQQQQQQQQQQQQQ0546CDNG 708< %QPEGTPU CDQWV RQTM *'+QQQQQQQQQQQQQQQQQQQQ 556CDNG 709< %QPEGTPU CDQWV EJKEMGP *'+QQQQQQQQQQQQQQQQQQ000566CDNG 70:< *GNRHWNPGUU KP CUUGUUKPI VJG UCHGV[ QH DGGH *'+QQQQQQQQQQ00576CDNG 70;< *GNRHWNPGUU KP CUUGUUKPI VJG UCHGV[ QH RQTM *'+QQQQQQQQQQ0058

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4

6CDNG 7032< *GNRHWNPGUU KP CUUGUUKPI VJG UCHGV[ QH EJKEMGP *'+QQQQQQQQQ 59

6CDNG 803< %QPUWOGTU TGCEVKQP VQ CVVKVWFKPCN V[RG UVCVGOGPVU *'+QQQQQQQ00626CDNG 804< 8KUWCN KPURGEVKQP *'+QQQQQQQQQQQQQQQQQQQQQQ636CDNG 805< 3WCNKV[ RGTEGRVKQP D[ XKUWCN KPURGEVKQP TCPMKPIUQQQQQQQQQQ646CDNG 806< %QQMKPI UVCVGOGPVU *'+QQQQQQQQQQQQQQQQQQQQQ656CDNG 807< 5VCVWU QH OGCV UVCVGOGPVU *'+QQQQQQQQQQQQQQQQQQ0656CDNG 808< #PKOCN YGNHCTG1GVJKEU *'+QQQQQQQQQQQQQQQQQQQQ666CDNG 809< 1TKIKP UVCVGOGPVU *'+QQQQQQQQQQQQQQQQQQQQQQ666CDNG 80:< 5CHGV[ UVCVGOGPVU *'+QQQQQQQQQQQQQQQQQQQQQQ676CDNG 80;< 0WVTKVKQPCN KPHQTOCVKQP UVCVGOGPVU *'+QQQQQQQQQQQQQQ0676CDNG 8032< 0WVTKVKQP UVCVGOGPV *'+QQQQQQQQQQQQQQQQQQQQQ0676CDNG 8033< 2TKEG1SWCNKV[ UVCVGOGPVU *'+QQQQQQQQQ00QQQQQQQQQ0068

6CDNG 903< *QY QTICPKE HQQF YCU KFGPVKHKGF D[ EQPUWOGTUQQQQQQQQQQ06:6CDNG 904< 3WCNKV[ U[ODQNU QT NCDGNU PQTOCNN[ UQWIJV YJGP DW[KPI

OGCV / CDUQNWVG HTGSWGPEKGUQQQQQQQQQQQQQQQQQQQ072

6CDNG :03< 6TWUV CPF KPHQTOCVKQP QP OGCV *'+QQQQQ0QQQQQQQQQQ074

#RRGPFKEGU

#RRGPFKZ 3 < 5QEKQ/FGOQITCRJKEU QH VJG +TKUJ RQRWNCVKQPQQQQQQQQQQQQ084#RRGPFKZ 4< 3WGUVKQPPCKTGQQQQQQQQQQQQQQQQQQQQQQQQQ0088#RRGPFKZ 5< (QQF EQPUWORVKQP UVCVKUVKEU CPF OGCV RTKEG KPFKEGU HQT +TGNCPFQQQ0096#RRGPFKZ 6< 3WCNKV[ CVVTKDWVGU QH RQTM EJQRU < HKPFKPIUQQQQQQQQQQQQQ9;#RRGPFKZ 7< (QQF EQPEGTPU CPF GCVKPI JCDKVU COQPI +TKUJ EQPUWOGTUQQQQQQ0:3#RRGPFKZ 8< 5VTWEVWTG QH OGCV RNCPVU CP F OGCV QWVRWV / +TGNCPFQQQQQQ0QQ0:4

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5

30 +PVTQFWEVKQP

6JG EQPVKPWKPI EQPVTQXGTU[ QXGT $5' CPF QVJGT KUUWGU *G0I0 CPVKDKQVKEU KP RQTM+ NGF VQFGENKPKPI EQPUWOGT EQPHKFGPEG KP +TGNCPF QH VJG HQQF KPFWUVT[ CPF VJG YC[ KV YCU TGIWNCVGF0 +PQTFGT VQ TGUVQTG EQPUWOGT EQPHKFGPEG VJG +TKUJ )QXGTPOGPV CPPQWPEGF KP 1EVQDGT 3;;8 VJCV KVYCU UGVVKPI WR CP KPFGRGPFGPV (QQF 5CHGV[ $QCTF VQ TGIWNCVG VJG TGIWNCVQTU KP VJG CTGC QH HQQFUCHGV[ *%QPUWOGT #HHCKTU 4GRQTV. ;71;8+0

6JKU FGXGNQROGPV KU LWUV C TGHNGEVKQP QH VJG YCVGTUJGF YJKEJ KU EWTTGPVN[ QEEWTTKPI KP VJG HQQFKPFWUVT[0 /QTG URGEKHKECNN[ VJG OGCV KPFWUVT[ KU EJCPIKPI HTQO C UWRRN[1RTQFWEVKQP/NGFKPFWUVT[ VQ C FGOCPF/NGF QPG0 +P VJKU V[RG QH DWUKPGUU GPXKTQPOGPV VJG EWUVQOGT KU MKPI0 1PGTGRGTEWUUKQP KP VJKU GPXKTQPOGPV HQT VJG OGCV KPFWUVT[ KU VJCV SWCNKV[ OWUV DG FGHKPGF HTQO VJGEQPUWOGTU RGTURGEVKXG0 6JG QDLGEVKXG QH VJKU TGRQTV VJGTGHQTG KU VQ KKFGPVKH[ *+TKUJ+ EQPUWOGTUIRGTEGRVKQP CPF GZRGEVCVKQPU QH OGCV SWCNKV[. VQ GZRNQTG VJGKT RWTEJCUG FGEKUKQP RTQEGUUL CPFKVQ OCMG EQPENWUKQPU QP VJG PCVKQPCN NGXGNL0 6JG RTGNKOKPCT[ TGRQTV RTGUGPVGF KP (GDTWCT[3;;8 JCU PQY DGGP FGXGNQRGF VQ KPENWFG VJG TGUWNVU QH VJG +TKUJ EQPUWOGT UWTXG[0 6JWU VJKUTGRQTV PQV QPN[ EQPVCKPU VJG TGXKGYU QH RTGXKQWU UVWFKGU ECTTKGF QWV QP EQPUWOGT DGJCXKQWTVQYCTFU OGCV KP +TGNCPF DWV CNUQ VJG GORKTKECN TGUWNVU QH VJG PCVKQPCN EQPUWOGT UWTXG[0

5GEVKQPU QP OGCV EQPUWORVKQP DGJCXKQWT. OGCV SWCNKV[ RGTEGRVKQP. EQPEGTPU CDQWV OGCV.CVVKVWFGU VQYCTFU OGCV CPF HQQF KP IGPGTCN. SWCNKV[ NCDGNU CPF YJQ EQPUWOGTU OQUV VTWUV YJGPNQQMKPI HQT KPHQTOCVKQP CDQWV VJG UCHGV[ QH OGCV CTG EQXGTGF0 'CEJ UGEVKQP TGXKGYU EWTTGPVNKVGTCVWTG CPF RTGUGPV VJG UWTXG[ TGUWNVU QP GCEJ VQRKE HQT DGGH. RQTM CPF EJKEMGP0

6JG TGRQTV EQPENWFGU YKVJ C UWOOCT[. UQOG EQPENWUKQPU CPF RTGNKOKPCT[ KORNKECVKQPU HQTSWCNKV[ RQNKE[0 +P VJG HKPCN [GCT *3;;:+ QH VJG RTQLGEV VJG )GTOCP CPF $TKVKUJ RCTVPGTU YKNNUVWF[ KP FGVCKN VJG HKPFKPIU QH VJG UWTXG[ CPF VJG TGNCVKQPUJKR DGVYGGP EQPUWOGTUI XKGYU CPFSWCNKV[ RQNKE[0

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6

2. 5QEKQ/FGOQITCRJKEU

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

Socio-demographics of SampleThose participating were the main household shopper and at least one of the three freshmeats; beef, pork and chicken, had to be eaten in their households. The following sectiongives details on the sample.

1. Gender : The proportion of male and female respondents, who usually carry out most of theshopping for food in the household, is 13% and 87% respectively. With regard to the malerespondents a quarter of them lived in single-households, thereby making them the obviousmain food shoppers, while another quarter lived in a two person household. In Ireland,therefore, the traditional role which females have of being the main food purchaser ispredominant.

2. Age of respondents : Over half of the respondents (56%) were aged between 30 and 49.About one-fifth were aged between 50 and 59 with a similar figure for those 60+. Theaverage age of respondents in the sample was 45.

Table 2.1 : Sample and official age group statisitcs (%)

Age Groups Sample Offical Statisics1

15 - 30 8 2430-39 27 1440-49 29 1350-59 18 960+ 17 151) C.S.O Labour Force Survey, 1994

3. Occupation : Half of the respondents were housewives, with other employed positioncategories next at one-fifth. Those retired, self employed and employed professionallaccounted for 8% each, respectively.

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Table 2.2 :Occupation of respondentsOCCUPATION %

Housewife 52Student 1Retired 8Not Working 1Self-employed 8Employed professional ormanagement

8

Other Employed position 22

Persons in the categories other employed positions, self-employed and employed professionalor management respectively made up the main occupations of those who contribute most tohousehold income.

Table 2.3 : Occupation of person whocontributes most to household income

OCCUPATION %Retired 12Not Working 5Self-employed 31Employed professional ormanagement

17

Other Employed position 35

3. Household Size : The average household size in the sample was 3.9 people. Table 2.4illustrates the distribution of households by size.

Table 2.4 :Household sizeNumber of People %

1 92 193 174 205 17

6+ 18

With the exception of one person households, which constituted 9% of respondents, all other

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categories from two to six or more people were equally represented in the sample. Thenumber of one person households in the sample is under represented compared to the numberin the national statistics illustrated in Appendix 1. The reason might be that singleshouseholds were more difficult to contact by telephone or that they more often refused to beinterviewed than others.

4. Children: As illustrated in Table 2.5 nearly half of the households in the survey had nochildren under 16. Those over 16 were regarded as adults. Close to two-fifths of respondentshad two children or more and those with one child consisted of 16% of the sample.

Table 2.5 : Children under 16Number of Children %

0 471 162 173 12

4+ 7

5. Years in full-time education: The length of full-time education is used as an indicator of theeducational level of the sample. The average age for completing full-time education was 17.3years of age. This indicates that the majority of respondents completed their LeavingCertificate (final second level examination in Ireland). The table below summarises theresults into three categories. Approximately a third of respondents fall into each categorgiving equal representation among all age groups.

Table 2.6 :Years in full-time education

Educational Level Years %Low <17 35Middle 17-18 37High >18 28

6. Income : Income deciles were used in the questionnaire to classify the income levels of thesample. Deciles are ten (income) classes which are characterised by the fact that 10% of thepopulation belong to each class. If a survey is representative and the income deciles used arecorrect, 10% of the sample ought to belong to each of the ten deciles. However, in the survethose at the upper and lower limits of the classes were under-represented. Of the sample 17%refused to answer this question, therefore, this could explain the low numbers of high and andin particular low income groups. In addition, as already indicated, the sample is representative

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of household food purchasers and meat consumers rather than the full population.

Table 2.7 below reduces the number of income groups to five by adding every two decilegroups.

Table 2.7 :Household Income

Income %Less than £4,000 - £6,500 11£6,501 - £11,000 15£11,001 - £18,500 19£18,501 - £28,500 21£28,501 - £55,000+ 16Refused 17

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10

50 %QPUWORVKQP $GJCXKQWT

6JKU UGEVKQP DTKGHN[ UWOOCTKUGU HQQF EQPUWORVKQP VTGPFU KP +TGNCPF CPF VJG PWODGT QH TGVCKNQWVNGVU CPF RTGUGPVU TGUWNVU HTQO VJG UWTXG[ QP VJG EQPUWORVKQP DGJCXKQWT QH VJG UCORNG0

(QQF %QPUWORVKQP 6TGPFU(KIWTGU HQT 3;;2 HTQO C TGRQTV D[ .CODMKP QP VJG +TKUJ EQPUWOGT OCTMGV *3;;5+ UJQY VJCVGZRGPFKVWTG QP HQQF CPF PQP CNEQJQNKE FTKPMU KP +TGNCPF YCU 450:' QH VQVCN GZRGPFKVWTG0 6JKUKU JKIJGT VJCP VJG 7-. (TCPEG. +VCN[ CPF )GTOCP[. CNN QH YJKEJ CTG WPFGT 42'0 +V KU CDQWV VJGUCOG CU 5RCKP DWV NQYGT VJCP )TGGEG0 6JG '7 CXGTCIG YCU 42'0 +P VGTOU QH HQQF FGOCPFRTKEG GNCUVKEKV[ HQT HQQF KP +TGNCPF TCPIGF DGVYGGP /2077 CPF /209; HQT C PWODGT QH UVWFKGUDGVYGGP 3;7: CPF 3;::0 'ZRGPFKVWTG GNCUVKEKV[ HQT HQQF YCU GUVKOCVGF VQ DG DGVYGGP 206: CPF20740

+P VGTOU QH HQQF EQPUWORVKQP RGT ECRKVC VJGTG KU JKIJ EQPUWORVKQP QH UQOG FCKT[ RTQFWEVUUWEJ CU OKNM CU YGNN CU RQVCVQGU0 $KUEWKV CPF EJQEQNCVG EQPUWORVKQP KU CNUQ JKIJ0 %JGGUGEQPUWORVKQP KU NQY CU KU HTWKV CPF XGIGVCDNG EQPUWORVKQP0 /GCV EQPUWORVKQP KU UNKIJVN[ DGNQYVJG '7 CXGTCIG *5GG #RRGPFKZ 5. 6CDNG 3+0

6CDNG 503 < +TGNCPF / $GGH. RKIOGCV CPF RQWNVT[ EQPUWORVKQP /MIU1RGTUQP

;GCT $GGH 2KIOGCV 2QWNVT[ 6QVCN /CNN OGCVU

3;:8 4405 5607 3:06 :30;

3;:9 4304 5508 3;0: :308

3;:: 3;05 5706 4209 :403

3;:; 3:0: 5708 3;08 :306

3;;2 390; 5704 4308 :40;

3;;3 3905 5:02 4505 :80:

3;;4 3903 5904 4507 :70;

3;;5 3904 570; 4707 :906

3;;6 3709 5808 490: ::04

3;;7 3608 590: 5206 ;206

3;;8 3409 590: 5302 :;04

5QWTEG< %GPVTCN 5VCVKUVKEU 1HHKEG. %QTM

#U ECP DG UGGP HTQO 6CDNG 503 CDQXG HQT VJG RGTKQF 3;:8 / 3;;8 VJGTG JCU DGGP C FGETGCUG KPDGGH EQPUWORVKQP D[ 65'0 2KIOGCV EQPUWORVKQP *YJKEJ KPENWFGU DCEQP+ JCU KPETGCUGFUNKIJVN[. YJKNG RQWNVT[ EQPUWORVKQP JCU KPETGCUGF D[ OQTG VJCP 72'0

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# .GCVJGTJGCF UVWF[ *.(4#. 3;;6+ HQWPF VJCV VJG OCKP TGCUQPU HQT C FGETGCUG KP DGGHEQPUWORVKQP YGTG< health factors; cost; food scares; moral/ concern over animal husbandrypractices; don’t like the taste; health concerns; dieting; fat content; vegetarianism. It is thoughtthat most of these factors have an effect on meat consumption in Ireland.

A study by the Henley Centre (1992 b) suggests there will be a movement away from meatconsumption in the future. Some 25% of adults agreed with the statement that they “intend toeat less meat in the future”.

In terms of future consumption Henley predicted that a decline in red meat consumption, growthin white meat and poultry consumption, more demand for convenience foods such as readmeals, an increased interest in “foreign” foods and a growing demand for home delivery.

*QWUGJQNF GZRGPFKVWTG QP OGCV CPF OGCV RTQFWEVU CU C RGTEGPVCIG QH VQVCN HQQF GZRGPFKVWTGCPF QH VQVCN JQWUGJQNF GZRGPFKVWTG CTG EQODKPGF KP VJG VCDNG DGNQY0 6CDNG 7 KNNWUVTCVGU VJCVOGCV CU C ' QH HQQF GZRGPFKVWTG CPF CU C ' QH VQVCN GZRGPFKVWTG KU FGETGCUKPI0 6JKU KU CIQQF KNNWUVTCVKQP QH 'PIGNIU NCY / CU KPEQOG KPETGCUGU VJG RTQRQTVKQP QH KPEQOG URGPV QPHQQF FGENKPGU0

6CDNG 504 < 'ZRGPFKVWTG QP OGCV KP +TGNCPF CU C ' QH HQQF GZRGPFKVWTG CPF C ' QH VQVCNJQWUGJQNF GZRGPFKVWTG

;GCT /GCV CU ' QH HQQF /GCV CU ' QH VQVCN GZRGPFKVWTG

3;:9 4703 805

3;;61;7 4305 60:

5QWTEG < *QWUGJQNF $WFIGV 5WTXG[ HQT 3;:9 CPF 3;;61;70

;GCT /GCV CU ' QH HQQF /GCV CU ' QH VQVCN GZRGPFKVWTG

3;;5 4806 706

3;;6 4802 607

5QWTEG< 0CVKQPCN #EEQWPVU. %51. +TGNCPF0 0CVKQPCN #EEQWPVU FQ PQV KPENWFGEQUV QH HQQF KVUGNH. QPN[ VJG UGTXKEG UQ VJG[ WPFGTGUVKOCVG GZRGPFKVWTG0

$GGH EQPUVKVWVGU QPG SWCTVGT. RQWNVT[ QPG/HKHVJ CPF RQTM LWUV QXGT QPG/GKIJV QH VQVCN JQWUGJQNFHQQF GZRGPFKVWTG HQT OGCV0

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12

6CDNG 505< 2TQRQTVKQP QH DGGH. RQTM. RQWNVT[ CPF QVJGT OGCV RTQFWEVUCU ' QH VQVCN JQWUGJQNF OGCV GZRGPFKVWTG HQT OGCV KP 3;;6/3;;70

$GGH 472QTM 362QWNVT[ 3;.COD ;06$CEQP 451VJGT ;6QVCN 322'

5QWTEG< *QWUGJQNF DWFIGV UWTXG[. 3;;6/I;7

0WODGT QH TGVCKN QWVNGVU6JG FCVC QP TGVCKN QWVNGVU CTG PQV GZCEV UQ VJG[ CTG KPENWFGF HTQO VYQ UQWTEGU0 6JG %05010FCVC *VCDNG+ KPFKECVGU VJCV VJGTG CTG CDQWV 3722 QWVNGVU UGNNKPI HTGUJ OGCV0 6JKU KPENWFGUUWRGTOCTMGVU CU YGNN CU KPFGRGPFGPV DWVEJGTU0 *&CVC HQT 3;;8 FQGU PQV DTGCM QWVNGV HKIWTGUKPVQ C HTGUJ OGCV ECVGIQT[+0 6JG UGEQPF UQWTEG 0KGNUGP / 6CDNG 507 / KPENWFGU HKUJ UJQRUYKVJ DWVEJGTU0 +V CRRGCTU CDQWV 97' CTG DWVEJGTU0

Table 3.4 : Ireland - No. of Fresh Meat Outlets 1987 & 1991

1987 1991

Number of Outlets 1,690 1,568

Turnover IR£m 233 277

No. of Employees 2,888 3,017Source: C.S.O. Census of Services, Vol. 1.

9JKNG VJGTG KU KPETGCUKPI EQPEGPVTCVKQP KP VJG TGVCKN KPFWUVT[ KP +TGNCPF *6CDNG 508+ VJG RCEGQH UWEJ EQPEGPVTCVKQP KU UNQYGT KP UOCNN DWVEJGT[ UJQRU YJGTG VJG PWODGT QH QWVNGVU CV4.222 KU UVKNN SWKVG UKIPKHKECPV CU KNNWUVTCVGF KP 6CDNG 5070 /QTG CPF OQTG +TKUJ JQWUGJQNFUCRRGCT VQ TGN[ QP QPG YGGMN[ UJQRRKPI HQT OCLQT ITQEGTKGU DWV UVKNN QP VJG NQECN DWVEJGT HQTOGCV / C RCVVGTP CEEGPVWCVGF FWTKPI VJG EWTTGPV $5' ETKUKU. YJGP NQECN DWVEJGTU FKF PQVCRRGCT VQ UWHHGT CU OWEJ HTQO VJG FTQR KP UCNGU *-GCPG CPF .CPICP 3;;9+0

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13

6CDNG 507 < +TGNCPF / 6TGPF HQT UGNGEVGF UJQRU / PWODGTU

5JQRV[RG 3;88 3;:5 3;;5)TQEGTU 348:3 9958 7774$WVEJGTU1HKUJOQPIGTU 4466 42;2 42395QWTEG< 0KGNUGP 4GVCKN %GPUWU 3;;6

6CDNG 508 < +TGNCPF / 4GVCKN 5GEVQT / %QPEGPVTCVKQP KP 6WTPQXGT

3;99 3;:: 3;;5' 5JQRU ' 6WTPQXGT4 47 6: 7232 69 88 9272 :6 :; ;65QWTEG< 0KGNUGP 4GVCKN %GPUWU 3;;6

%QPUWORVKQP $GJCXKQWT QH 5CORNG+P VJKU UGEVKQP VJG UWTXG[ TGURQPFGPVU EQPUWORVKQP DGJCXKQWT QH DGGH. RQTM CPF EJKEMGP CTGUVWFKGF0

30 (TGSWGPE[ QH %QPUWORVKQP%QPUWOGTU YGTG CUMGF /JQY HTGSWGPVN[ GCEJ QH VJG VJTGG HTGUJ OGCVU YGTG GCVGP KP VJGKTJQWUGJQNF0 #U KNNWUVTCVGF KP 6CDNG 509 DGNQY 4;' QH JQWUGJQNFU FKFPIV GCV RQTM. 608' FKFPIVGCV EJKEMGP CPF 3;06' FKFPIV GCV DGGH0

1PG VJKTF QH VJG UCORNG GCV RQTM QPEG C YGGM YJGTGCU QPN[ 38' GCV KV VYKEG QT OQTG VKOGU0

#U KP VJG ECUG QH RQTM LWUV WPFGT QPG/VJKTF GCV EJKEMGP QPEG C YGGM. JQYGXGT. QXGT JCNH GCV KVVYKEG QT OQTG VKOGU0

9KVJ DGGH PGCTN[ QPG/SWCTVGT GCV KV QPEG C YGGM YJGTGCU 67' GCV KV VYKEG QT OQTG VKOGU0

6JGUG HKIWTGU KPFKECVG VJCV EJKEMGP JCU DQVJ C YKFG CPF JKIJ NGXGN QH EQPUWORVKQP0 2QTM QPVJG QVJGT JCPF JCU C PCTTQY CPF OQFGTCVG TCVG QH EQPUWORVKQP0 +P VJKU TGICTF KV UJQWNF DGPQVGF VJCV VJG DCEQP EQORQPGPV QH +TKUJ RKIOGCV EQPUWORVKQP KU OWEJ JKIJGT VJCP VJG RQTMEQORQPGPV0 .GUU QH VJQUG KPVGTXKGYGF YGTG GCVKPI DGGH DWV VJQUG EQPUWOKPI KV JCF C JKIJ TCVGQH EQPUWORVKQP0

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14

6CDNG 509 < (TGSWGPE[ QH EQPUWORVKQP QH DGGH. RQTM CPF EJKEMGP KP JQWUGJQNF *'+

0GXGT .GUU QHVGPVJCP QPEG COQPVJ

.GUU VJCPQPEG C YGGMDWV OQTG VJCPQPEG C OQPVJ

1PEG C YGGM 6YKEG C YGGM 6JTGG QTOQTG VKOGU CYGGM

$GGH 3; 5 ; 45 42 472QTM 4; 32 33 54 33 7%JKEMGP 7 6 6 53 4: 4:

40 %JCPIGU UKPEG 3;;4%QPUWOGTU YGTG CUMGF KH VJG COQWPV QH GCEJ OGCV GCVGP KP VJGKT JQWUGJQNFU JCF EJCPIGF KPVJG NCUV HKXG [GCTU K0G0 UKPEG 3;;40 6JQUG YJQ JCF EJCPIGF YGTG VJGP CUMGF KH VJG[ YGTGGCVKPI OQTG QT NGUU QH VJCV OGCV0 #U ECP DG UGGP HTQO 6CDNG 50: DGNQY LWUV QXGT JCNH QH CNNTGURQPFGPVU JCXG EJCPIGF VJGKT EQPUWORVKQP QH DGGH KP VJG RCUV HKXG [GCTU / OQUV QH VJGUGTGURQPFGPVU *;2'+ JCXG TGFWEGF VJGKT EQPUWORVKQP0

+P VJG ECUG QH RQTM LWUV QXGT C VJKTF JCXG EJCPIGF. VYQ/VJKTFU QH YJQO JCXG TGFWEGF VJGKTEQPUWORVKQP KP VJG NCUV HKXG [GCTU0

*CNH QH VJG TGURQPFGPVU JCXG EJCPIGF VJGKT EQPUWORVKQP QH EJKEMGP KP VJG RCUV HKXG [GCTU / CUKOKNCT RTQRQTVKQP VQ DGGH0 *QYGXGT. WPNKMG DGGH. VJG FKTGEVKQP QH EJCPIG KU RQUKVKXG0 9KVJEJKEMGP CDQWV VJTGG/SWCTVGTU QH VJQUG EJCPIKPI JCXG KPETGCUGF VJGKT EQPUWORVKQP KP VJG NCUVHKXG [GCTU0

6CDNG 50: < %JCPIG CPF TCVG QH EJCPIG KP EQPUWORVKQP QH DGGH. RQTM CPF EJKEMGP QXGT VJG NCUVHKXG [GCTU *'+0

%*#0)'& '#6 /14' 14 .'55%JCPIGF 0QV %JCPIGF /QTG .GUU

$GGH 77 67 32 ;22QTM 56 88 55 89%JKEMGP 73 6; 99 43

50 2NCEG QH 2WTEJCUG6JG RNCEG QH RWTEJCUG KU WUGF VQ KPFKECVG DQVJ VJG SWCNKV[1UCHGV[ RGTEGRVKQP CPF VJGSWCNKV[1UCHGV[ CUUGUUOGPV0 6JGTGHQTG. VJG TGURQPFGPVU YGTG CUMGF YJGTG VJG[ PQTOCNN[RWTEJCUG DGGH. RQTM CPF EJKEMGP0

_______________________________________________________________________________________


15

6CDNG 50; < 2NCEG QH 2WTEJCUG HQT $GGH. 2QTM CPF %JKEMGP *'+

$''( 214- %*+%-'0

$WVEJGT 5WRGT/OCTMGV

1VJGT $WVEJGT 5WRGT/OCTMGV

1VJGT $WVEJGT 5WRGT/OCTMGV

1VJGT

84 4: 32 77 62 7 55 82 :

(QT DGGH VJG DWVEJGT KU VJG RTGFQOKPCPV RNCEG QH RWTEJCUG CV 84'0 9KVJ RQTM VJG DWVEJGT KUCNUQ VJG OCKP RNCEG QH RWTEJCUG. JQYGXGT. UWRGTOCTMGVU JCXG C UK\GCDNG UJCTG QH DWUKPGUUYKVJ 62' QH EQPUWOGTU RWTEJCUKPI RQTM VJGTG0 1P VJG QVJGT JCPF. VJG DWVEJGT QPN[ JCU QPG/VJKTF QH VJG DWUKPGUU YJGP KV EQOGU VQ EJKEMGP YKVJ VJG UWRGTOCTMGV NGCFKPI CV 82'0 1VJGTV[RGU QH QWVNGVU KPENWFGF YGGMN[ OCTMGVU. NQECNU UJQRU CPF FKTGEV HCTO UCNGU0 6JGTG YCU CNUQUQOG HCTO JQWUGJQNFU YJQ EQPUWOGF OGCV RTQFWEGF QP VJG HCTO0

AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

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16

60 3WCNKV[ 2GTEGRVKQP

6JKU UGEVKQP HKTUVN[ EQPVCKPU OCVGTKCN QP VJG NKVGTCVWTG HTQO VJG RTGNKOKPCT[ TGRQTV0 +V VJGPQWVNKPGU VJG UWTXG[ TGUWNVU QP VJG KORQTVCPEG QH VJG GCVKPI CVVTKDWVGU HQT VJG VJTGG OGCVU0(KPCNN[. KV RTGUGPVU VJG TGUWNVU QP VJG JGNRHWNPGUU QH XCTKQWU HCEVQTU. YJGP UJQRRKPI. HQTRTGFKEVKPI VJG GCVKPI SWCNKV[ QH GCEJ OGCV0

+TKUJ NKVGTCVWTG QP SWCNKV[ RGTEGRVKQP QH OGCV6JG UGEVKQP QP SWCNKV[ RGTEGRVKQP HQT VJG RTGNKOKPCT[ TGRQTV KU TGRGCVGF DGNQY0

A Leatherhead study (LFRA, 1994) found that the main benefits of eating meat were: meat is good source of protein; it is an important part of a balanced diet; it gives taste flavouenjoyment; it is a good source of vitamins; it is a good source of iron; it is good fobodybuilding and it is healthy/good for you.

Steenkamp (1989) has undertaken work on product quality and how it is perceived bconsumers. He identifies four major approaches to product quality :

(1) meta physical approach of philosophy (2) production management approach(3) Economic approach and (4) behaviour or perceived quality approach.

Two appear relevant to this project, the production management approach which is “concernedwith standardised manufacturing procedures, quality control and quality costs “ and thperceived quality approach which concentrates on the quality perception process i.e. the wayconsumers form judgments about the quality of a product on the basis of incompletinformation. His main conclusions are “consumers use a limited number of cues in the qualitperception process. Actual cue usage depends on the product in question, and on personal andsituational factors.

He points out studies should be based on explicit theoretical and conceptual notions so that theiresults may be generalised. Such a model should include factors that might be expected tomoderate cue effects on perceived quality. Price and place of purchase were extrinsic cues in hisstudy.

Bansback says models need to depart from “regarding the main competition being between onmeat and another and need to look at competition within the fresh food market, the processedproduct sector, the fast food segment of the catering market and ready prepared meals".

.CODMKP CNUQ RQKPVU QWV VJG KORQTVCPEG QH RTKEKPI HQT +TKUJ EQPUWOGTU. CU HQWPF D[ CTGRQTV HTQO VJG *GPNG[ %GPVTG *3;;3+ $ SWCNKV[ KU CNUQ C OCLQT EQPUKFGTCVKQP. CU CTG JGCNVJCPF GPXKTQPOGPVCN EQPUKFGTCVKQPU. DWV VJG GXKFGPEG KPFKECVGU VJCV EQPUWOGTU GXCNWCVG VJGUGHCEVQTU CICKPUV RTKEG CPF YKNN QPN[ RWTEJCUG RTQFWEVU YJGTG VJG RTKEG XCNWG VTCFG QHH KU KP VJGKTHCXQWT0000000VJG RGTUKUVGPEG QH NQY KPEQOGU CPF JKIJ WPGORNQ[OGPV UWIIGUV +TKUJ EQPUWOGTU

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17

OC[ DGEQOG GXGP OQTG RTKEG UGPUKVKXG KP VJG HWVWTG$0

# PWODGT QH HCEVQTU KPHNWGPEG VJG EQPUWOGT)U RWTEJCUG FGEKUKQP0 6JGUG KPENWFG VJGOCTMGVKPI HCEVQTU *QWVUKFG UVKOWNK+ RTKEG. RTQOQVKQP CPF FKUVTKDWVKQP CPF QH EQWTUG VJGRTQFWEV0 (QTEGU KP VJG IGPGTCN OCETQGPXKTQPOGPV KPENWFG GEQPQOKE. VGEJPQNQIKECN. RQNKVKECNCPF EWNVWTCN HCEVQTU0 (CEVQTU KP C EQPUWOGTU DCEMITQWPF CTG EWNVWTCN *G0I0. KPHNWGPEG QHTGHGTGPEG ITQWRU UWEJ CU HCOKN[+ UQEKCN. RGTUQPCN *G0I0 CIG. UGZ+ CPF RU[EJQNQIKECN*OQVKXCVKQP. RGTEGRVKQP. NGCTPKPI. CPF DGNKGHU CPF CVVKVWFGU+0 6JG HKPCN RWTEJCUG EJQKEG KU CTGUWNV QH EQORNGZ KPVGTCEVKQP QH CNN VJGUG HCEVQTU0 6JKU TGXKGY EQPEGPVTCVGU QP VJG RTQFWEV.RTKEG CPF CVVKVWFGU *(KIWTG 603+0

(KIWTG 603 5KORNG /QFGN QH $W[GT $GJCXKQWT

1WVUKFG 5VKOWNK $W[GT $NCEM $QZ $W[GT 2WTEJCUG &GEKUKQP

/CTMGVKPI 'PXKTQPOGPV

2TQFWEV 'EQPQOKE2TKEG 6GEJPQNQIKECN2TQOQVKQP 2QNKVKECN&KUVTKDWVKQP %WNVWTCN

%JCTCEVGTKUVKEU

%WNVWTCN5QEKCN 'XCNWCVKQP2GTUQPCN2U[EJQNQIKECN

2TQFWEV %JQKEG$TCPF %JQKEG2WTEJCUG #OQWPV( 6KOKPI

5QWTEG< &GTKXGF HTQO -QVNGT0 20 *3;;3+ /CTMGVKPI /CPCIGOGPV 2TGPVKEG *CNN

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

0CUJ CPF /E +PV[TG *3;::+ KPFKECVGF VJGTG YCU ENGCT GXKFGPEG VJCV +TKUJ EQPUWOGTU YGTG OQTGCYCTG QH PWVTKVKQPCN KUUWGU CPF VJKU YCU TGHNGEVGF KP VJGKT HQQF RWTEJCUKPI DGJCXKQWT0 6JKUFGOCPF JCF NGCF VQ VJG KPVTQFWEVKQP QH OCP[ TGFWEGF CPF NQY HCV FCKT[ RTQFWEVU0

+P CP GEQPQOGVTKE UVWF[ HQT VJG RGTKQF 3;96 VQ 3;:2 KP +TGNCPF %QYCP CPF *GTNKJ[ *3;:4+HQWPF VJCV EJCPIGU KP QYP RTKEG CPF GZRGPFKVWTG YGTG VJG OQUV UKIPKHKECPV HCEVQTU KPHNWGPEKPIRKIOGPV FGOCPF0 %JCPIGU KP QVJGT OGCV RTKEGU CRRGCTGF VQ DG OWEJ NGUU KORQTVCPV0

# UVWF[ QP DQCT CPF ECUVTCVG DCEQP YKVJ EQPUWOGTU CV C HCEVQT[ CPF QHHKEG KP &WDNKP YCUWPFGTVCMGP D[ %QYCP CPF ,QUGRJ *3;:3+0 5KZ SWCNKV[ CVVTKDWVGU YGTG UEQTGF QP VGP RQKPVUECNG0 (NCXQWT CPF NGCPPGUU YGTG EQPUKFGTGF VJG VYQ OQUV KORQTVCPV QH VJG CVVTKDWVGU UEQTGF00QP UJTKPMCIG YCU VJKTF HQNNQYGF D[ EQNQWT. CRRGVKUKPI CTQOC CPF UVTGPIVJ QH CTQOC0#PQVJGT UWTXG[ YCU WPFGTVCMGP D[ %QYCP. )TKHHKVJU CPF 4GKF *3;:7+ QP VJG CEEGRVCDKNKV[ QH

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18

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

6JG[ HQWPF VJCV $QNGCPPGUU YCU D[ HCT VJG OQUV KORQTVCPV SWCNKV[ HCEVQT HQT EQPUWOGTU YJGPDW[KPI RQTM EJQRU0 6JG[ CNUQ YCPV YGNN EWV CPF RTGRCTGF RTQFWEVU YJKEJ CTG YGNN RCEMCIGF0.GUU KORQTVCPEG YCU CVVCEJGF VQ EQNQWT HCEVQTU CPF COQWPV QH DQPG$0 *#RRGPFKZ 6. 6CDNG 3+

$+P VGTOU QH FGVGTTGPVU FCTM CPF FWNN EQNQWT. ITG[ HCV CPF VQQ OWEJ HCV YGTG TGICTFGF CURWTEJCUG FGVGTTGPVU D[ OQUV EQPUWOGTU0 +P CFFKVKQP OCTDNKPI UJQWNF PQV DG VQQ XKUKDNG$0*#RRGPFKZ 6. 6CDNG 4+

$1H HKXG GCVKPI SWCNKV[ CVVTKDWVGU. VGPFGTPGUU CPF HNCXQWT YGTG KFGPVKHKGF CU VJG OQUV KORQTVCPVCVVTKDWVGU QH VJG RQTM EJQRU D[ OQUV EQPUWOGTU0 ,WKEKPGUU YCU VJG VJKTF OQUV KORQTVCPV GCVKPISWCNKV[ HCEVQT CPF OCP[ EQPUWOGTU RGTEGKXGF RQTM VQ DG FT[$0*#RRGPFKZ 6. 6CDNG 5+

A Bord Bia study was undertaken with Irish consumers in 1995. When asked about hoimportant 10 attributes of meat were quality had the highest score followed by flavour/taste, andtenderness. Next in order of importance were health content, value for money, leanness,presentation in shop, cost ease of use and versatility. While quality had the highest score exactlwhat consumers meant was not established.

In terms of satisfaction beef scored well on all attributes but best on quality and flavour amonthose eating beef. In terms of satisfaction lamb is best rated on flavour and tenderness andworst on cost and versatility. For pork highest satisfaction scores are for quality, flavour and

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19

value for money. Poorest ratings are for versatility and health content. Satisfaction with poultrywas best on tenderness and leanness and worst on cost.

%QPUWOGT UVWFKGU QP QTICPKE HQQFU. WPFGTVCMGP KP 3;;5 D[ 4QFF[. %QYCP CPF *WVEJKPUQP.*3;;6 CPF3;;8+ KPENWFGF C HQEWU ITQWR CPF EQPUWOGT UWTXG[ 0

(QT VJG HQEWU ITQWR YQTF CUUQEKCVKQP YCU WUGF VQ IGV UQOG XKGYU QP CVVKVWFGU VQ HQQF KPIGPGTCN DGHQTG CUMKPI CDQWV QTICPKE HQQFU0

6JG OCKP HCEVQTU GOGTIKPI HTQO VJG YQTF HQQF YGTG VJCV KV KU C PGEGUUKV[. KV OWUV VCUVG IQQFCPF DG GPLQ[CDNG CPF $IQQF$ HQQF KU IQQF HQT JGCNVJ0 6JGTG YCU C PGICVKXG CVVKVWFG VQYCTFUCFFKVKXGU. EJGOKECNU CPF RTGUGTXCVKXGU0

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

6JG OQUV KORQTVCPV TGCUQP HQT DW[KPI QTICPKE HQQF CEEQTFKPI VQ TGURQPFGPVU KU VJG DGNKGH VJCVQTICPKE HQQFU CTG JGCNVJKGT HQNNQYGF D[ VJG HCEV VJCV PQ EJGOKECNU QT HGTVKNKUGTU CTG WUGF KPVJGKT RTQFWEVKQP0 6JG OQUV KORQTVCPV TGCUQP HQT PQV DW[KPI YCU VJCV QTICPKE HQQFU CTG VQQGZRGPUKXG0 1VJGT TGCUQPU CTG NCEM QH CXCKNCDKNKV[ CPF NCEM QH CYCTGPGUU0

General conclusionQuality is not easily defined. For different foods different extrinsic and intrinsic factors areimportant. In addition purchase behaviour is influenced by a whole range of perceptions andattitudes. All of these affect the quality perception. They includes product attributes as well asattitudes based on perceived healthiness, perceived inclusion of additives and perceptions onaturalness.

For example, for potatoes in unprompted research flavour, texture, basic soundness and sizwere considered the most important factors when buying potatoes. For pork, leanness, flavouand tenderness appear most important. The study must therefore identify what are the importantintrinsic attributes of each meat. Qualitative work is necessary to ensure the factors that are oimportance to today' s consumer are included. The study must attempt to restrict itself to thmost influential factors. From this limited review of Irish literature the following have beenidentified as important for meat.

leanness(fatness), flavour, texture, tenderness, juiciness (succulence), nutritional contenand pri

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20

There are a whole range of other attributes which are also relevant. These include:freshness, amount of marbling, size of cut, type of cut, ease of cutting, colour, amount of waste,firmness, after taste convenience, modernness, product versatility.

Probably of less importance again are: amount of bone, drip, amount of surface wateriness,stringiness (gristle), type of aroma, strength of aroma, shrinkage, digestibility, popularity,

In addition views and opinion about the price quality relationship, value for money, other foodsafety issues, other healthy food issues and country of origin are also relevant.

6JG VGTO HGCVKPI SWCNKV[I KU WUGF KP VJKU UVWF[ KP QTFGT VQ ENGCTN[ FKHHGTGPVKCVG DGVYGGP VJGHQNNQYKPI VYQ UVCIGU QH VJG SWCNKV[ CUUGUUOGPV RTQEGUU<

30 SWCNKV[ CUUGUUOGPV FWTKPI GCVKPI040 SWCNKV[ CUUGUUOGPV KP VJG UJQR 6JG EJCTCEVGTKUVKEU CEVWCNN[ WUGF HQT DQVJ QH VJGUG UVCIGU KP VJG SWGUVKQPPCKTG YGTG FGTKXGFHTQO<

30 6JKU NKVGTCVWTG TGXKGY CPF UKOKNCT TGXKGYU KP VJG QVJGT EQWPVTKGU40 (QEWU ITQWR KPVGTXKGYU YJKEJ YGTG EQPFWEVGF QP ITQWRU QH OCKP RWTEJCUGTU QH OGCV KP+TGNCPF CPF VJG QVJGT RCTVKEKRCPVU0

6JGUG HGCVKPI SWCNKV[I CVVTKDWVGU YJKEJ TGURQPFGPVU YGTG CUMGF CDQWV YJKNG GCVKPI YGTG CUHQNNQYU< HNCXQWT. VGPFGTPGUU. EQNQWT. UOGNN. NGCPPGUU. LWKEKPGUU. HTGG QH ITKUVNG. CPF VGZVWTG0

6JG EWGU WUGF VQ KPHGT GZRGEVGF GCVKPI SWCNKV[ KP VJG UJQR YGTG CU HQNNQYU< EQNQWT. OCTDNKPI.NGCPPGUU. DTCPF QT SWCNKV[ CUUWTCPEG NCDGN. RTKEG CPF EQWPVT[ QH QTKIKP0

H'CVKPI 3WCNKV[I 2GTEGRVKQP QH 5CORNG6JG TGURQPFGPVU YGTG CUMGF VQ TCVG VJG UGNGEVGF EJCTCEVGTKUVKEU QH OGCV KP VGTOU QH VJGKTKORQTVCPEG KP CUUGUUKPI VJG GCVKPI SWCNKV[ QH DGGH. RQTM CPF EJKEMGP0 6JQUG TGURQPFGPVU YJQJCF KPFKEVGF VJCV DGGH. QT RQTM. QT EJKEMGP YCU PGXGT GCVGP KP VJG JQWUGJQNF YGTG PQV CUMGFVJKU SWGUVKQP HQT VJG RCTVKEWNCT OGCV1OGCVU PQV GCVGP0 #U CITGGF YKVJ VJG QVJGT RCTVPGTU VJGH9KNEQZQP UKIPGF TCPM VGUV HQT OCVEJGF RCKTUI YCU CRRNKGF VQ VJG CVVTKDWVG FCVC UGV HQT GCEJOGCV0 6JG TGUWNVU CTG RTGUGPVGF DGNQY01

1 4GURQPUGU HQT VJG HFQPIV MPQYI ECVGIQT[ JCXG DGGP QOKVVGF HTQO CNN VCDNGU QH TGUWNVU DGECWUG VJG[ YGTG HGY KP PWODGT0

_______________________________________________________________________________________


21

$GGH6CDNG 604 UJQYU VJG TGUWNVU HQT DGGH0 +V KNNWUVTCVGU VJCV TGURQPFGPVU TCVGF CNN CVVTKDWVGU XGT[JKIJN[. JQYGXGT. WUKPI VJG 9KNEQZQP VGUV VGPFGTPGUU CPF HNCXQWT TCVG CU VJG VYQ OQUVKORQTVCPV CVVTKDWVGU HQT CUUGUUKPI VJG GCVKPI SWCNKV[ QH DGGH0 +P CNN VJTGG ITQWRU QH CVVTKDWVGUYGTG HQTOGF WUKPI VJG VGUV0 %QNQWT QEEWRKGF VJG UGEQPF ITQWR CPF CNN QVJGT CVVTKDWVGU VJGVJKTF0

6CDNG 604 < +ORQTVCPEG QH DGGH GCVKPI SWCNKV[ CVVTKDWVGU *'+

8GT[KORQTVCPV

3WKVGKORQTVCPV

0GKVJGT KORQTVCPV PQTWPKORQTVCPV

0QV XGT[KORQTVCPV

0QV CV CNNKORQTVCPV

6JG HNCXQWT QHVJG DGGH

:9 32 / 4 /

6JG VGPFGTPGUUQH VJG DGGH

;2 ; / 3 /

6JG EQNQWT QHVJG DGGH

:3 36 3 4 3

6JG UOGNN QH VJGDGGH

9: 33 4 8 4

6JG NGCPPGUU QHVJG DGGH

:4 34 3 6 3

6JG LWKEKPGUU QHVJG DGGH

98 3; 4 6 3

$GGH HTGG QHITKUVNG

9: 35 4 8 3

6JG VGZVWTG QHVJG DGGH

98 39 4 7 3

9KNEQZQP VGUV HQT KORQTVCPEG QH DGGH GCVKPI SWCNKV[ CVVTKDWVGU

6GPFGTPGUU .GCPPGUU(NCXQWT %QNQWT ,WKEKPGUU

6GZVWTG)TKUVNG5OGNN

_______________________________________________________________________________________


22

2QTM6JG TGUWNVU HQT RQTM CTG UKOKNCT VQ VJQUG HQT DGGH0 9JKNG TGURQPUGU HQT OQUV CVVTKDWVGU CTGTCVGF JKIJN[ VJG 9KNEQZQP VGUV DGNQY UJQYU VJCV HVGPFGTPGUUI CPF HHNCXQWTI CTG TGICTFGF VQ DGVJG OQUV KORQTVCPV KP FGVGTOKPKPI VJG GCVKPI SWCNKV[ QH RQTM0 #NN TGOCKPKPI CVVTKDWVGU HQTOKPVQ C UGEQPF ITQWR0

6CDNG 605 < +ORQTVCPEG QH RQTM GCVKPI SWCNKV[ CVVTKDWVGU *'+

8GT[KORQTVCPV

3WKVGKORQTVCPV


0QV XGT[KORQTVCPV

0QV CV CNNKORQTVCPV

6JG HNCXQWT QHVJG RQTM

:7 33 3 4 /

6JG VGPFGTPGUUQH VJG RQTM

:4 37 3 4 /

6JG EQNQWT QHVJG RQTM

96 37 3 : 3

6JG UOGNN QH VJGRQTM

9: 33 4 : 3

6JG NGCPPGUU QHVJG RQTM

97 39 3 8 3

6JG LWKEKPGUU QHVJG RQTM

8: 3; 4 33 /

2QTM HTGG QHITKUVNG

93 3: 5 9 4

6JG VGZVWTG QHVJG RQTM

92 46 4 6 3

9KNEQZQP VGUV HQT KORQTVCPEG QH RQTM GCVKPI SWCNKV[ CVVTKDWVGU

6GPFGTPGUU 6GZVWTG(NCXQWT %QNQWT

.GCPPGUU5OGNN)TKUVNG,WKEKPGUU

_______________________________________________________________________________________


23

%JKEMGP9KVJ EJKEMGP HQWT CVVTKDWVGU CTG ITQWRGF CU DGKPI OQUV KORQTVCPV HQT CUUGUUKPI GCVKPI SWCNKV[ /HNCXQWT. VGPFGTPGUU. UOGNN CPF EQNQWT0 #NN VJG TGOCKPKPI CVVTKDWVGU HQTO C UGEQPF ITQWR0

6CDNG 606< +ORQTVCPEG QH EJKEMGP GCVKPI SWCNKV[ CVVTKDWVGU *'+

8GT[KORQTVCPV

3WKVGKORQTVCPV


0QV XGT[KORQTVCPV

0QV CV CNNKORQTVCPV

6JG HNCXQWT QHVJG EJKEMGP

:8 33 3 4 /

6JG VGPFGTPGUUQH VJG EJKEMGP

:3 37 3 4 3

6JG EQNQWT QHVJG EJKEMGP

9; 35 3 6 5

6JG UOGNN QH VJGEJKEMGP

:7 : 4 6 4

6JG NGCPPGUU QHVJG EJKEMGP

94 38 5 9 4

6JG LWKEKPGUU QHVJG EJKEMGP

92 39 5 ; 4

%JKEMGP HTGG QHITKUVNG

93 39 4 9 4

6JG VGZVWTG QHVJG EJKEMGP

93 43 3 7 4

9KNEQZQP VGUV HQT KORQTVCPEG QH EJKEMGP GCVKPI SWCNKV[ CVVTKDWVGU

(NCXQWT 6GZVWTG6GPFGTPGUU .GCPPGUU5OGNN )TKUVNG%QNQWT ,WKEKPGUU

5WOOCT[ HQT VJG VJTGG OGCVU1XGTCNN VGPFGTPGUU CPF HNCXQWT CTG TCVGF COQPI VJG OQUV KORQTVCPV CVVTKDWVGU HQT DGGH CPFRQTM0 *QYGXGT. KP VJG ECUG QH EJKEMGP UOGNN CPF EQNQWT CTG TGICTFGF CU DGKPI GSWCNN[KORQTVCPV CU HNCXQWT CPF VGPFGTPGUU0

_______________________________________________________________________________________


24

3WCNKV[ 2GTEGRVKQP KP VJG 5JQR#V VJG RQKPV QH RWTEJCUG EQPUWOGTU FGRGPF WRQP EGTVCKP SWCNKV[ KPFKECVQTU KP QTFGT VQ RTGFKEVVJG GCVKPI SWCNKV[ QH VJG OGCV0 6JGUG SWCNKV[ KPFKECVQTU EQORTKUG QH DQVJ KPVTKPUKE CPF GZVTKPUKEEWGU0 6JGUG EWGU CTG WUGF VQ KPHGT GZRGEVGF GCVKPI SWCNKV[0 +P QTFGT VQ ICKP KPUKIJV KPVQ VJGSWCNKV[ CUUGUUOGPV RTQEGUU. EQPUWOGTU YGTG CUMGF JQY JGNRHWN VJG[ HKPF C PWODGT QHCVVTKDWVGU YJGP VJG[ CTG UJQRRKPI0

6JG HQNNQYKPI YGTG VJG CVVTKDWVGU YJKEJ TGURQPFGPVU YGTG CUMGF VQ CUUGUU < EQNQWT. OCTDNKPI.NGCPPGUU. DTCPF QT SWCNKV[ CUUWTCPEG NCDGN. RTKEG CPF EQWPVT[ QH QTKIKP0 6JG TGUWNVU CTGQWVNKPGF DGNQY0

$GGH6JG JGNRHWNPGUU QH VJG UGXGP CVVTKDWVGU HQT CUUGUUKPI VJG GCVKPI SWCNKV[ QH DGGH YCU HQWPF VQ DGXCTKGF0 #RRN[KPI VJG 9KNEQZQP VGUV HQWT ITQWRU QH CVVTKDWVGU YGTG KFGPVKHKGF0 %QNQWT. RNCEG QHRWTEJCUG CPF NGCPPGUU CTG TCVGF CU VJG OQUV JGNRHWN0 %QWPVT[ QH QTKIKP HQTOGF VJG UGEQPFITQWR YJKNG DTCPF1SWCNKV[ CUUWTCPEG. NCDGN CPF OCTDNKPI HQTOGF C VJKTF0 2TKEG YCU KFGPVKHKGFVQ DG VJG NGCUV JGNRHWN KP VJG OKPFU QH VJG TGURQPFGPVU0

6CDNG 607 < *GNRHWNPGUU KP RTGFKEVKPI GCVKPI SWCNKV[ QH DGGH *'+

8GT[*GNRHWN

3WKVG*GNRHWN

0GKVJGT JGNRHWN PQTWPJGNRHWN

0QV XGT[JGNRHWN

0QV CV CNNJGNRHWN

%QNQWT QH VJGDGGH

:7 32 3 6 3

/CTDNKPI QH VJGDGGH

79 46 7 32 6

.GCPPGUU QH VJGDGGH

:2 36 4 6 3

# DTCPF QTSWCNKV[CUUWTCPEG NCDGN

82 34 7 37 :

6JG RNCEG QHRWTEJCUG

:5 33 3 7 3

6JG RTKEG QH VJGDGGH

63 47 9 3; :

6JG EQWPVT[ QHQTKIKP QH VJGDGGH

:4 ; 3 8 5

9KNEQZQP VGUV HQT JGNRHWNPGUU QH DGGH GCVKPI SWCNKV[ CVVTKDWVGU

%QNQWT %QWPVT[ 3WCNKV[ NCDGN 2TKEG

_______________________________________________________________________________________


25

2NCEG /CTDNKPI.GCPPGUU+P VJG ECUG QH OCTDNKPI VJGTG YCU C JKIJ ' QH HFQPIV MPQYUI CV 38'0 6JKU UJQYU OCP[EQPUWOGTU YGTG WPCDNG VQ CUUGUU OCTDNKPI CU CP KPFKECVQT QH DGGH GCVKPI SWCNKV[0

2QTM6JG TGUWNVU QH VJG 9KNEQZQP VGUV HQT RQTM YGTG VJG UCOG CU HQT DGGH / EQNQWT. RNCEG CPFNGCPPGUU CTG CNN TGICTFGF CU VJG OQUV KORQTVCPV CVVTKDWVGU0 2TKEG YCU RGTEGKXGF CU VJG NGCUVJGNRHWN0

6CDNG 608< *GNRHWNPGUU KP RTGFKEVKPI GCVKPI SWCNKV[ QH RQTM *'+

8GT[*GNRHWN

3WKVG*GNRHWN


0QV XGT[JGNRHWN

0QV CV CNNJGNRHWN

%QNQWT QH VJGRQTM

99 38 3 6 4

/CTDNKPI QH VJGRQTM

5; 42 7 35 7

.GCPPGUU QH VJGRQTM

95 42 3 7 3


73 3; 7 3; 8


99 34 4 : 4

6JG RTKEG QH VJGRQTM

59 45 32 46 9

6JG EQWPVT[ QHQTKIKP QH VJGRQTM

87 34 7 36 7

9KNEQZQP VGUV HQT JGNRHWNPGUU QH RQTM GCVKPI SWCNKV[ CVVTKDWVGU

%QNQWT %QWPVT[ 3WCNKV[ NCDGN 2TKEG2NCEG /CTDNKPI.GCPPGUU

+P VJG ECUG QH OCTDNKPI VJGTG YCU C JKIJ ' QH HFQPIV MPQYUI CV 3:'0 6JKU UJQYU OCP[EQPUWOGTU YGTG WPCDNG VQ CUUGUU OCTDNKPI CU CP KPFKECVQT QH RQTM GCVKPI SWCNKV[0

_______________________________________________________________________________________


26

%JKEMGP(QWT ITQWRU QH CVVTKDWVGU YGTG HQTOGF KP VJG ECUG QH EJKEMGP0 %QNQWT KU HQWPF VQ DG VJG OQUVKORQTVCPV CVVTKDWVG YJGP TCPMGF CICKPUV VJG QVJGTU0 .GCPPGUU CPF RNCEG QH RWTEJCUG HQTOGF CUGEQPF ITQWR YJGTGCU KP VJG ECUG QH DGGH CPF RQTM CNN VJTGG CTG ITQWRGF VQIGVJGT0 *QYGXGT.NKMG DGGH CPF RQTM RTKEG YCU RGTEGKXGF VQ DG VJG NGCUV JGNRHWN QH VJG CVVTKDWVGU KP CUUGUUKPI VJGGCVKPI SWCNKV[ QH EJKEMGP0

6CDNG 609 < *GNRHWNPGUU KP RTGFKEVKPI GCVKPI SWCNKV[ QH EJKEMGP *'+

8GT[*GNRHWN

3WKVG*GNRHWN


0QV XGT[JGNRHWN

0QV CV CNNJGNRHWN

%QNQWT QH VJGEJKEMGP

:5 34 3 5 4

.GCPPGUU QH VJGEJKEMGP

92 3: 5 9 4


82 39 5 38 6


94 36 4 ; 5

6JG RTKEG QH VJGEJKEMGP

57 46 32 45 ;

6JG EQWPVT[ QHQTKIKP QH VJGEJKEMGP

87 37 5 34 6

9KNEQZQP VGUV HQT JGNRHWNPGUU QH EJKEMGP GCVKPI SWCNKV[ CVVTKDWVGU

%QNQWT .GCPPGUU %QWPVT[ 2TKEG2NCEG $TCPF

5WOOCT[ HQT VJG VJTGG OGCVU%QPUWOGTU CVVCEJ ITGCVGT KORQTVCPEG VQ EQNQWT HQT CNN VJTGG OGCVU0 (QT DGGH CPF RQTM VJGRNCEG QH RWTEJCUG CPF VJG NGCPPGUU QH VJG OGCV CTG CU GSWCNN[ KORQTVCPV CU EQNQWT0 6JG EQWPVT[QH QTKIKP KU PGZV KP KORQTVCPEG HQT DGGH CPF RQTM CPF KU UQOGYJCV NGUU KORQTVCPV HQT EJKEMGP03WCNKV[ NCDGNU QT DTCPF CTG PGZV KP KORQTVCPEG CU CP KPFKECVQT QH SWCNKV[0 (KPCNN[ RTKEG KU VJGNGCUV KORQTVCPV QH VJG KPFKECVQTU WUGF0

_______________________________________________________________________________________


27

70 /GCV UCHGV[ EQPEGTPU CPF RGTEGRVKQPU

6JKU UGEVKQP TGRGCVU TGNGXCPV RCTVU QH VJG NKVGTCVWTG TGXKGY HTQO VJG RTGNKOKPCT[ TGRQTV0 +V VJGPQWVNKPGU TGUWNVU HTQO VJG UWTXG[ QP VJG GZVGPV QH EQPUWOGT EQPEGTP CDQWV XCTKQWU KUUWGU HQTGCEJ OGCV0 (KPCNN[. TGUWNVU QP VJG JGNRHWNPGUU QH C PWODGT QH HCEVQTU KP CUUGUUKPI VJG UCHGV[ QHGCEJ OGCV CTG RTGUGPVGF0

#0 %QPEGTPU

+TKUJ NKVGTCVWTG QP EQPEGTPU CDQWV OGCV5VWFKGU YGTG WPFGTVCMGP KP 3;:9. 3;:; CPF 3;;3 D[ 1I0GKNN CPF 5JCPCJCP *3;;5+ QP FKGVCT[EQPEGTPU QH +TKUJ EQPUWOGTU0 &KGVCT[ EQPEGTPU YGTG RWV KP EQPVGZV QH YKFGT JGCNVJ KUUWGU.KPENWFKPI GPXKTQPOGPVCN RQNNWVKQP. DGKPI QXGTYGKIJV. UOQMKPI. NCEM QH GZGTEKUG CPF COQWPVQH CNEQJQN FTWPM0 +P CNN VJTGG [GCTU KPITGFKGPVU KP VJG HQQF YG GCV YCU UGNGEVGF CU OQUVKORQTVCPV D[ CDQWV 3: ' QH VJG UCORNG0

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

%QTTGNCVKQP EQGHHKEKGPVU DGVYGGP VJG KVGOU UWIIGUVGF HKXG ITQWRU.3. EQPEGTP CDQWV CPVKDKQVKEU CPF JQTOQPGU KP DGGH4. #TVKHKEKCN EQNQWTKPI. CFFKVKXGU CPF RTGUGTXCVKXGU KP HQQF5. UWICT. UCNV CPF HKDTG KP RTQEGUUGF HQQFU6. HCV KP OGCV CPF FCKT[ RTQFWEVU * QPG [GCT QPN[+7. QVJGT

6JG TGRQTV UWIIGUVGF VJCV OCP[ EQPUWOGTU ECPPQV FKUVKPIWKUJ DGVYGGP TGCN CPF WPTGCNRTQDNGOU0 G0I0 VJGTG YCU CU OWEJ EQPEGTP CDQWV CPVKDKQVKEU KP DGGH CU QH ITQYVJ RTQOQVGTU KPDGGH0 6JKU UWIIGUVU KIPQTCPEG QH EQPUWOGTU CDQWV HQQF CPF CITKEWNVWTCN VGEJPQNQI[0 +VKPFKECVGU C OQQF HCXQWTCDNG VQ PCVWTCN RTQFWEVU CPF CPVK EJGOKECN KPVGTXGPVKQP KP HQQFRTQFWEVKQP CPF RTQEGUUKPI0

%QPEGTP CDQWV HCV YCU TGNCVKXGN[ NQY. RQUUKDN[ DGECWUG QH CNVGTPCVKXGU KP VJG ECUG QH FCKT[RTQFWEVU CPF DGECWUG KV KU XKUKDNG0 6JG UVWF[ EQPENWFGF VJCV KV KU FGUKTCDNG VQ MPQY VJGFKHHGTGPEG DGVYGGP EQPEGTP CDQWV HCV CPF EJGOKECN QT RJCTOCEGWVKECN CFFKVKXGU QT TGUKFWGUCPF VJG GHHGEV QP DGJCXKQWT QH DQVJ V[RGU QH EQPEGTP0

_______________________________________________________________________________________


28

+V YCU EQPENWFGF VJG RTQDNGOU CUUQEKCVGF YKVJ OGCV PGGF HWTVJGT GZCOKPCVKQP KH VJG[ CTG VQ DGFGCNV YKVJ0 6JGTG KU C PGGF VQ MPQY VJG UQWTEG QH EQPEGTPU0

# OQTG RQUKVKXG TGURQPUG VQ FCKT[ RTQFWEVU UWIIGUVU DGGH JCU C OWEJ RQQTGT KOCIG DWVYJGVJGT VJKU KU FWG VQ DCF RWDNKEKV[ QT FKHHGTGPV RGTEGRVKQPU QH VJG RTQFWEVKQP RTQEGUUGU KU PQVMPQYP0

6CDNG 703 < %QPEGTP CDQWV KPFKXKFWCN KUUWGU/GCP %QPEGTP 5EQTGU

3;:9 3;:; 3;;3#PVKDKQVKEU KP DGGH 056 063 064*QTOQPGU KP DGGH 053 062 072#TVKHKEKCN EQNQWTKPI 04; 063 059#FFKVKXGU CPFRTGUGTXCVKXGU

047 062 054

#PVKDKQVKEU KP OKNMRTQFWEVU

039 04; 039

.CEM QH HKDTG KPRTQEGUUGF HQQFU

/03; /032 /036

(CV KP OGCV /044 /032 /0465CNV KP RTQEGUUGF HQQFU /046 /042 /0465WICT KP RTQEGUUGF HQQFU /049 /045 /052#OQWPV QH HCV KP OKNMRTQFWEVU

/055 /045 /055

%JQNGUVGTQN KP GIIU /068 /046 /057

5QWTEG< 1) 0GKNN. 3;;5. &KGVCT[ EQPEGTPU QH +TKUJ EQPUWOGTU. 6GCICUE

%JCPIGU KP FKGV YGTG TGEQTFGF CPF VJG RTQFWEVU EQPUWOGTU UCKF VJG[ YGTG GCVKPI OQTG QHYGTG HTGUJ HTWKV CPF XGIGVCDNG. DTQYP QT YJQNGOGCN DTGCFU. NQY HCV FCKT[ RTQFWEVU CPFEJKEMGP0 6JG RTQFWEVU OQUV UCKF VJG[ YGTG WUKPI NGUU QH YGTG UCNV CPF UWICT0 *#RRGPFKZ 7.6CDNG 5+0 $GGH. NCOD CPF RQTM YGTG PQV KPENWFGF KP VJG NKUV0 +ORTQXGOGPVU YGTG TGNCVGF KPOQUV ECUGU VQ JKIJGT NGXGNU QH EQPEGTP0 5KOKNCTN[ KORTQXGOGPVU YGTG TGNCVGF VQ JGCNVJKGTNKHGUV[NGU0

# UVWF[ D[ .CPUFQYPG /CTMGV 4GUGCTEJ *3;:9+ HQWPF VJCV VJGTG YCU EQPHWUKQP CDQWVCPVKDKQVKE CPF JQTOQPG WUG KP OGCVU0

+P VJG EQPUWOGT UWTXG[ ECTTKGF QWV VQ GZCOKPG EQPUWOGT HQQF EQPEGTPU CPF RGTEGRVKQPU QHQTICPKE HQQF *4QFF[ GV CN. 3;;6+. VJG TGURQPFGPVU YGTG CUMGF VQ CITGG QT FKUCITGG YKVJ CPWODGT QH UVCVGOGPVU WUKPI C 7 RQKPV UECNG0 6JGKT TGURQPUGU VQ UVCVGOGPVU QP VJG UCHGV[ QHHQQF CPF SWCNKV[ CPF UCHGV[ QH OGCV KNNWUVTCVG VJG FKHHKEWNV RQUKVKQP QH OGCV0 9JKNG 47 ' YGTGPQV UCVKUHKGF VJCV VJG HQQF VJG[ GCV KU UCHG. 9:' HGNV VJCV VJG SWCNKV[ CPF UCHGV[ QH OGCVEQPEGTPGF VJGO *6CDNG 704+0

_______________________________________________________________________________________


29

8KGYU YGTG CHHGEVGF UKIPKHKECPVN[ D[ CYCTGPGUU CPF VJQUG YJQ JCF JGCTF QH QTICPKE HQQFCITGGF OQTG UVTQPIN[ *42' OQTG. UVTQPIN[ CITGG VJCP VJQUG YJQ JCFP)V JGCTF QH QTICPKEU VJCVVJG SWCNKV[ CPF UCHGV[ QH OGCV PQYCFC[U EQPEGTPGF VJGO+0 /QTG QH VJG ITQWR YJQ JCFP)VJGCTF QH QTICPKE HQQFU HGNN KPVQ VJG ECVGIQTKGU PGKVJGT CITGG PQT FKUCITGG QT FQP)V MPQY1PQTGURQPUG0

6CDNG 704 < 'ZVGPV QH CITGGOGPV YKVJ VJG UVCVGOGPV $6JG SWCNKV[ CPF UCHGV[ QH OGCV PQYCFC[UEQPEGTPU OG$ D[ CYCTGPGUU QH QTICPKE HQQFU*GCTF QHQTICPKE

5VTQPIN[CITGG

#ITGG 0GKVJGTCITGG PQTFKUCITGG

&KUCITGG 5VTQPIN[FKUCITGG

&QP)VMPQY10QTGURQPUG

5KIPKHKE/CPEG

;GU

0Q

5802

3607

6407

6902

90:

3:0;

3206

3402

409

60:

209

60:,,,

6QVCN 5603 640; :06 3208 40; 303

%QPUWOGTU YGTG ITQWRGF CEEQTFKPI VQ VJGKT CVVKVWFGU VQ HQQF. VJG GPXKTQPOGPV CPF QTICPKEHQQF WUKPI ENWUVGT CPCN[UKU0 +V GOGTIGF VJCV EQPUWOGT ITQWRU FKHHGT KP VJGKT CVVKVWFGU0 6JQUGOQTG RQUKVKXG CDQWV QTICPKE HQQFU YGTG OQTG NKMGN[ VQ DG EQPEGTPGF CDQWV VJG UCHGV[ CPFSWCNKV[ QH HQQF CPF OGCV VJCP NGUU EQPEGTPGF EQPUWOGTU0 6JKU KU KNNWUVTCVGF D[ 6CDNGU 705 CPF7060

_______________________________________________________________________________________


30

6CDNG 705 < 'ZVGPV QH CITGGOGPV YKVJ VJG UVCVGOGPV $VJG SWCNKV[ CPF UCHGV[ QH OGCV PQYCFC[UEQPEGTPU OG$ D[ ENWUVGT '

%QPUWOGT )TQWRUVTQPIN[CITGG

CITGG PGKVJGT CITGGPQT FKUCITGG

FKUCITGG UVTQPIN[FKUCITGG

30 1TICPKEEQPFKVKQPCNU

8604 5305 607 / /

40 *CNH/JGCTVGTU 560: 7908 706 404 /

50 &QP)V ECTGTU 602 6308 420: 4909 70;

60 7PFGOCPFKPI 3407 7305 3805 3:0: 305

70 %QUV EQPUEKQWU 6506 6803 808 50; /

80 1TICPKE RWTKUVU 8202 5602 602 402 /

907P/EQPEGTPGF 3806 8304 907 330; 502

:09QTTKGTU 7202 6808 506 / /

;0%QPXGPVKQPCNU 5806 7409 905 508 /

6CDNG 706 < 'ZVGPV QH CITGGOGPV YKVJ VJG UVCVGOGPV $+ CO PQV UCVKUHKGF VJCV VJG HQQF + GCV KU UCHG$ D[ ENWUVGT '

%QPUWOGT )TQWRUVTQPIN[CITGG

CITGG PGKVJGT CITGGPQT FKUCITGG

FKUCITGG UVTQPIN[FKUCITGG

30 1TICPKEEQPFKVKQPCNU

3506 540: 390; 3;06 3806

40 *CNH/JGCTVGTU 706 5307 560: 4:05 /

50 &QP)V ECTGTU / 602 4:09 7:06 :0;

60 7PFGOCPFKPI 305 907 350: 8805 3305

70 %QUV EQPUEKQWU / 50; 3:06 6:09 4:0;

80 1TICPKE RWTKUVU 802 6202 4:02 4402 602

90 7P/EQPEGTPGF / 3206 360; 8604 3206

:09QTTKGTU 470; 6808 4406 704 /

;0%QPXGPVKQPCNU 30: 707 4707 6707 430:

_______________________________________________________________________________________


31

Spontaneous questions on issues that most concerned consumers in a Bord Bia study with Irishconsumers in 1995 found that presence of hormones, chemicals, drugs and additives were mostmentioned. Animal welfare issues, hygiene /health worries, BSE, quality of the meat, transport,fat content, price, taste and slaughtering methods were also mentioned. Over half the samplhad no particular concern.

In response to agreement or disagreement with a number of statement there were indications oconcern about meat. The main concern was about hormones and chemicals used in meatproduction. Another concern was worry about the cruelty to animals used for meat production. Many think meat is not the same as it used to be, have eaten less meat because of fat content ohave eaten less meat because of health scares.

On the other hand most consumers feel meat makes a significant contribution to diet. Onlsmall proportion agree there are many good meat substitutes or that they eat meat substitutproducts regularly.

This review indicates the most important issues influencing buyer behaviour are hormones andchemicals in meat. In view of the main objectives of the research attention to consumerattitudes to quality marks and quality managemen are also necessary (see Chapter 7). BSEis a more recent issue needing consideration. For example their views on meat safety will binfluenced by perceptions of hormones and BSE.

Based on these studies the focus groups and discussions with other partners it was decided toask consumers how concerned they were about the following issues for all three meats:hormones, antibiotics, fat or cholesterol, salmonella or other bacteria and BSE (beef only). Thresults are outlined below.

_______________________________________________________________________________________


32

$GGH6JTGG QH VJG HKXG KUUWGU QH EQPEGTP YGTG ITQWRGF VQ DG QH OQUV EQPEGTP YJGP VJG 9KNEQZQPVGUV YCU CRRNKGF VQ VJG FCVC0 6JGUG YGTG JQTOQPGU. CPVKDKQVKEU CPF UCNOQPGNNC0 5WTRTKUKPIN[$5' YCU QPN[ TCPMGF UGEQPF VQ VJGUG KUUWGU KP VGTOU QH EQPEGTP0 0QPG VJG NGUU VJG JKIJ NGXGNQH EQPEGTP CDQWV $5' UJQWNF DG PQVGF0 6JKU HKPFKPI KU KPVGTGUVKPI KP VJG NKIJV QH CNN VJGEQXGTCIG YJKEJ $5' TGEGKXGF KP VJG OGFKC KP VJG OQPVJU RTGEGFKPI VJG GZGEWVKQP QH VJGSWGUVKQPPCKTG0

6CDNG 707 < %QPEGTPU CDQWV DGGH *'+

8GT[EQPEGTPGF

3WKVGEQPEGTPGF

0GKVJGT EQPEGTPGFPQT WPEQPEGTPGF

0QV XGT[EQPEGTPGF

0QV CV CNNEQPEGTPGF

*QTOQPGUKP DGGH

98 : 3 ; 7

#PVKDKQVKEUKP DGGH

95 32 3 33 7

(CV QTEJQNGUVGTQNKP DGGH

69 42 4 45 9

5CNOQPGNNCQT QVJGTDCEVGTKC KPDGGH

96 ; 4 32 8

$5' 95 8 3 36 9

9KNEQZQP VGUV HQT EQPEGTPU CDQWV DGGH

*QTOQPGU $5' (CV#PVKDKQVKEU5CNOQPGNNC

_______________________________________________________________________________________


33

2QTM.KMG DGGH JQTOQPGU. CPVKDKQVKEU CPF UCNOQPGNNC CTG TCVGF CU DGKPI QH OQUV EQPEGTP VQTGURQPFGPVU KP VJG ECUG QH RQTM0 4GURQPFGPVU FQ PQV RGTEGKXG VJGUG KUUWGU VQ DG CP[OQTGKORQTVCPV VJCP VJG QVJGT0 (CV QT EJQNGUVGTQN KU RGTEGKXGF VQ DG QH NGUUGT EQPEGTP0

6CDNG 708< %QPEGTPU CDQWV RQTM *'+

8GT[EQPEGTPGF

3WKVGEQPEGTPGF


0QV XGT[EQPEGTPGF

0QV CV CNNEQPEGTPGF

*QTOQPGUKP RQTM

8; 32 5 36 6

#PVKDKQVKEUKP RQTM

92 36 5 33 6

(CV QTEJQNGUVGTQNKP RQTM

69 42 4 45 9

5CNOQPGNNCQT QVJGTDCEVGTKC KPRQTM

94 33 5 32 6

9KNEQZQP VGUV HQT EQPEGTPU CDQWV RQTM

*QTOQPGU (CV#PVKDKQVKEU5CNOQPGNNC

_______________________________________________________________________________________


34

%JKEMGP7PNKMG VJG HKPFKPIU HQT DGGH CPF RQTM VJG KUUWGU UCNOQPGNNC. CPVKDKQVKEU. JQTOQPGU CPF HCVYGTG CNN UGGP CU QEEWR[KPI UKIPKHKECPVN[ FKHHGTGPV NGXGNU QH EQPEGTP KP VJG G[GU QH TGURQPFGPVU0

6CDNG 709 < %QPEGTPU CDQWV EJKEMGP *'+

8GT[EQPEGTPGF

3WKVGEQPEGTPGF


0QV XGT[EQPEGTPGF

0QV CV CNNEQPEGTPGF

*QTOQPGUKP EJKEMGP

8: 35 4 34 8

#PVKDKQVKEUKP EJKEMGP

94 33 3 34 6

(CV QTEJQNGUVGTQNKP EJKEMGP

63 3; 6 52 9

5CNOQPGNNCQT QVJGTDCEVGTKC KPEJKEMGP

:3 9 3 : 5

9KNEQZQP VGUV HQT EQPEGTPU CDQWV EJKEMGP

5CNOQPGNNC #PVKDKQVKEU *QTOQPGU (CV

5WOOCT[ HQT VJTGG OGCVU5CNOQPGNNC KU VJG KUUWG QH OQUV EQPEGTP HQT EJKEMGP0 (QT DGGH CPF RQTM JQTOQPGU CPFCPVKDKQVKEU CTG CU GSWCNN[ KORQTVCPV CU UCNOQPGNNC0 #U CPVKDKQVKEU CTG PQV CP KUUWG KP VJGRTQFWEVKQP QH DGGH CPF JQTOQPGU CTG PQV CP KUUWG KP VJG RTQFWEVKQP QH RQTM. VJGUG HKPFKPIUKNNWUVTCVG EQPHWUKQP COQPI VJG RWDNKE KP +TGNCPF0 (QT DGGH JQTOQPGU JCXG TGEGKXGFEQPUKFGTCDNG RWDNKEKV[ CPF HQT RQTM CPVKDKQVKEU JCXG DGGP KP VJG JGCFNKPGU0 *QY VJG KPFWUVT[ECP CFFTGUU VJGUG EQPEGTPU KU PQV CP GCU[ VCUM0 2GTJCRU VJG UNKIJVN[ NQYGT EQPEGTP CDQWV $5'KU FWG VQ VJG NCTIG COQWPV QH KPHQTOCVKQP HTQO VJG OGFKC YJKEJ RGTJCRU JGNRGF EQPUWOGTU VQQDLGEVKXGN[ CUUGUU VJG UCHGV[ TKUM QH GCVKPI +TKUJ DGGH0

$0 5CHGV[ 2GTEGRVKQP

6JKU UGEVKQP RTGUGPVU VJG TGUWNVU HTQO VJG EQPUWOGTU UWTXG[ QP VJG JGNRHWNPGUU QH XCTKQWUHCEVQTU KP CUUGUUKPI OGCV UCHGV[ KP VJG UJQR0

_______________________________________________________________________________________


35

,WUV CU VJGTG CTG KPFKECVQTU WUGF VQ CUUGUU VJG SWCNKV[ QH OGCV. EQPUWOGTU WUG EGTVCKPEJCTCEVGTKUVKEU QH OGCV QT QH VJG OGCV RTQFWEVKQP RTQEGUU KP QTFGT VQ CUUGUU VJG UCHGV[ QH OGCV0#U RTGXKQWUN[ KPFKECVGF UGXGP EJCTCEVGTKUVKEU YGTG KFGPVKHKGF VJTQWIJ VJG NKVGTCVWTG CPF HQEWUITQWR KPVGTXKGYU YKVJ YJKEJ EQPUWOGTU WUGF VQ CUUGUU UCHGV[= YJCV VJG CPKOCN HGF QP. VJGDTCPF1NCDGN WUGF. VJG PCOG QH VJG RTQFWEGT1HCTOGT. YJGVJGT VJG OGCV YCU QTICPKECNN[RTQFWEGF *HQT DGGH CPF RQTM+. VJG EQWPVT[ QH QTKIKP. RTKEG. HTGUJPGUU CPF KP VJG ECUG QHEJKEMGP YJGVJGT KV KU HTGG TCPIG0 6JG JGNRHWNPGUU QH VJGUG HCEVQTU KP CUUGUUKPI UCHGV[ CTGQWVNKPGF DGNQY0

$GGH(KXG FKUVKPEV ITQWRU YGTG HQTOGF YKVJ HTGUJPGUU DGKPI TGICTFGF CU VJG OQUV JGNRHWN HQTCUUGUUKPI VJG UCHGV[ QH DGGH0 6JKU YCU HQNNQYGF D[ EQWPVT[ QH QTKIKP0 (GGF. YJGVJGT KV KUQTICPKECNN[ RTQFWEGF CPF C SWCNKV[ NCDGN HQTOGF VJG VJKTF ITQWR0 6JG PCOG QH VJGHCTOGT1RTQFWEGT CPF RTKEG YGTG TGICTFGF CU DGKPI NGUU JGNRHWN VJCP VJG QVJGT HCEVQTU HQTCUUGUUKPI UCHGV[0

6CDNG 70: < *GNRHWNPGUU KP CUUGUUKPI VJG UCHGV[ QH DGGH *'+

8GT[*GNRHWN

3WKVGJGNRHWN

0GKVJGT JGNRHWNPQT WPJGNRHWN

0QV XGT[JGNRHWN

0QV CV CNNJGNRHWN

9JCV VJGCPKOCN YCUHGF QP

94 33 4 33 5

# DTCPF QTSWCNKV[CUUWTCPEGNCDGN

94 34 4 : 7

0COG QH VJGRTQFWEGT QTHCTOGT

89 34 7 33 7

1TICPKECNN[RTQFWEGF

92 37 5 : 6

%QWPVT[ QHQTKIKP QH VJGDGGH

:7 : 3 7 4

6JG RTKEG QHVJG DGGH

5: 44 : 43 33

6JGHTGUJPGUU QHVJG DGGH

;2 : / 5 /

_______________________________________________________________________________________


36

9KNEQZQP VGUV / UCHGV[ QH DGGH

(TGUJPGUU %QWPVT[ QH 1TKIKP (GGF (CTOGT 2TKEG1TICPKE3WCNKV[ NCDGN

2QTM#U YKVJ DGGH. HTGUJPGUU YCU HQWPF VQ DG VJG OQUV JGNRHWN HCEVQT KP CUUGUUKPI VJG UCHGV[ QHRQTM0 %QWPVT[ QH QTKIKP. SWCNKV[ NCDGNNKPI. HGGF CPF QTICPKECNN[ RTQFWEGF RQTM YGTG ITQWRGFUGEQPF. YKVJ HCTOGT1RTQFWEGT CPF RTKEG TCPMGF. TGURGEVKXGN[. VJKTF CPF HQWTVJ0

6CDNG 70; < *GNRHWNPGUU KP CUUGUUKPI VJG UCHGV[ QH RQTM *'+

8GT[*GNRHWN

3WKVGJGNRHWN


0QV XGT[JGNRHWN

0QV CV CNNJGNRHWN


8: 35 4 35 7


89 37 4 33 7


84 33 8 37 9

1TICPKECNN[RTQFWEGF

88 36 4 36 7

%QWPVT[ QHQTKIKP QH VJGRQTM

92 35 5 33 6

6JG RTKEG QHVJG RQTM

57 45 8 47 32

6JGHTGUJPGUU QHVJG RQTM

;3 9 / 3 3

9KNEQZQP VGUV / 5CHGV[ QH RQTM

(TGUJPGUU %QWPVT[ QH 1TKIKP (CTOGT 2TKEG3WCNKV[ NCDGN(GGF

_______________________________________________________________________________________


37

1TICPKE

%JKEMGP#U YKVJ DGGH CPF RQTM HTGUJPGUU UVCPFU QWV CU VJG OQUV JGNRHWN EJCTCEVGTKUVKE HQT CUUGUUKPI VJGUCHGV[ QH EJKEMGP0 #U HQT VJG VYQ QVJGT OGCVU. EQWPVT[ QH QTKIKP KU ITQWRGF UGEQPF KP VJG ECUGQH EJKEMGP0 *QYGXGT. KV KU ITQWRGF YKVJ HTGG TCPIG0 6JG HCTOGT1RTQFWEGT PCOG. DTCPF CPFV[RG QH HGGF HQTO VJG VJKTF ITQWRKPI YKVJ RTKEG DGKPI TCPMGF VJG QPN[ HCEVQT KP VJG NCUV ITQWR.CU KV KU KP VJG ECUG QH DGGH CPF RQTM0

6CDNG 7032 < *GNRHWNPGUU KP CUUGUUKPI VJG UCHGV[ QH EJKEMGP *'+

8GT[*GNRHWN

3WKVGJGNRHWN


0QV XGT[ JGNRHWN 0QV CV CNN JGNRHWN


88 35 5 35 7


88 38 4 34 6


83 42 5 34 6

%QWPVT[ QHQTKIKP QH VJGEJKEMGP

92 37 3 32 6

6JG RTKEG QHVJG EJKEMGP

54 43 : 4; 33

(TGG 4CPIG 99 32 4 ; 5

6JGHTGUJPGUU QHVJG EJKEMGP

;3 9 / 3 /

9KNEQZQP VGUV / 5CHGV[ QH EJKEMGP

(TGUJPGUU %QWPVT[ QH QTKIKP (CTOGT 2TKEG(TGG 4CPIG $TCPF

(GGF

_______________________________________________________________________________________


38

5WOOCT[ HQT CNN VJTGG OGCVU(TGUJPGUU KU RGTEGKXGF CU VJG OQUV JGNRHWN QH UGXGP HCEVQTU KP CUUGUUKPI VJG UCHGV[ QH CNN VJTGGOGCVU0 +V KU PQV GCU[ VQ FGHKPG HTGUJPGUU CU KV KU C EQORQUKVG XCTKCDNG KPENWFKPI GNGOGPVU UWEJCU EQNQWT. IGPGTCN CRRGCTCPEG CPF UOGNN0 +V YCU KPENWFGF CU EQPUWOGTUI KP VJG HQEWU ITQWRUCVVCEJGF KORQTVCPEG VQ KV0 (WTVJGT FKUEWUUKQP QH VJG GNGOGPVU KV EQORTKUGU YKVJ PGY EQPUWOGTFKUEWUUKQP ITQWRU YQWNF CRRGCT YQTVJYJKNG0 (QT CNN VJTGG OGCVU. KPHQTOCVKQP QP EQWPVT[ QHQTKIKP KU CNUQ RGTEGKXGF CU TGNCVKXGN[ JGNRHWN0 +P VJG ECUG QH RQTM VJG WUG QH C DTCPF QT SWCNKV[CUUWTCPEG NCDGN. KPHQTOCVKQP QP VJG HGGF WUGF CPF YJGVJGT KV KU QTICPKE OGCV QT PQV CTGTGNCVKXGN[ KORQTVCPV CU KPFKECVQTU QH UCHGV[0 (QT EJKEMGP HTGG TCPIG KU TGICTFGF CU C JGNRHWNKPFKECVQT QH UCHGV[0 6JGUG HKPFKPIU UWIIGUV NGUU KPVGPUKXG RTQFWEVKQP OGVJQFU CTG TGICTFGF CUUCHGT D[ +TKUJ EQPUWOGTU0AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

_______________________________________________________________________________________


39

80 #VVKVWFGU 6QYCTFU (QQF CPF /GCV

6JKU UGEVKQP TGRGCVU TGNGXCPV RCTVU QH VJG NKVGTCVWTG TGXKGY HTQO VJG RTGNKOKPCT[ TGRQTV0 +V VJGPFGCNU YKVJ VJG TGURQPUGU QH EQPUWOGTU VQ C UGTKGU QH CVVKVWFG UVCVGOGPVU CDQWV HQQF CPF OGCV0

+TKUJ NKVGTCVWTG QP CVVKVWFGU VQYCTFU OGCV# UVWF[ D[ .CPUFQYPG /CTMGV TGUGCTEJ *3;:9+ KPXQNXGF UKZ FKUEWUUKQP ITQWRU COQPIEQPUWOGTU CDQWV VJGKT CVVKVWFGU VQ OGCV0

6YQ VTGPFU GOGTIGF. HKTUVN[ VJG FGOCPF HQT EQPXGPKGPEG HQQFU CPF UGEQPFN[ JGCNVJEQPUEKQWUPGUU0 +P CFFKVKQP EQQMKPI OGVJQFU CTG OQTG CFXGPVWTQWU YKVJ HQTGKIP TGEKRGUKPETGCUKPIN[ KORQTVCPV0 /GCV YCU DGEQOKPI VQ DG TGICTFGF CU NGUU GUUGPVKCN0 -PQYNGFIG QHKPFKXKFWCN EWVU YCU RQQT RCTVKEWNCTN[ COQPI [QWPIGT JQWUGYKXGU0 .KVGTCVWTG HQEWUKPI QPUMKNNU CPF EQQMKPI VKOG YCU QH KPVGTGUV0

$GGH YCU UGGP VQ DG WPFGT KPETGCUGF RTGUUWTG HTQO NGUU GZRGPUKXG OGCVU0 $GECWUG QHXCTKCDKNKV[ KP SWCNKV[. UGTXKPI YCU TGUVTKEVGF VQ DGVVGT EWVU YJGTG JKIJ SWCNKV[ YCU FGOCPFGF0.COD YCU TGICTFGF CU VQQ GZRGPUKXG VQ UGTXG GZEGRV CU C NWZWT[0 1P VJG QVJGT JCPF PQCXCKNCDNG CNVGTPCVKXG YCU UGGP VQ UGTXKPI OGCV0 6JG TGRQTV EQPENWFGF VJGTG YCU C PGGF HQTRQUKVKXG RTQOQVKQPCN CEVKXKVKGU YJKEJ UWRRQTVGF VJG PWVTKVKQPCN XCNWG QH OGCV

+P C SWCPVKVCVKXG UVWF[ D[ .CPUFQYPG. CNUQ KP 3;:9. HKUJ CPF EJKEMGP YGTG UGGP D[ OQUVEQPUWOGTU CU HQQF HQT C JGCNVJ[ FKGV YJGTGCU RQTM. DGGH. DCEQP CPF NCOD YGTG OWEJ NGUUNKMGN[ VQ DG UGGP UQ0 .COD CPF DGGH YGTG VJG VYQ OGCVU OQUV UCY CU NGUU RQRWNCT VJCP VJG[WUGF VQ DG0

6JG UVWF[ D[ 1I /CJQP[. %QYCP CPF -GCPG *3;;7+ HQWPF VJCV KOQUV EQPUWOGTU YGTG JCRR[YKVJ VJG SWCNKV[ QH CXCKNCDNG RQTM0 *QYGXGT VJG[ HGGN VJG SWCNKV[ KU XCTKCDNG CPF ECP UVKNN DGKORTQXGF. LWKEKPGUU KP RCTVKEWNCTL0 *6CDNG 803+0

+P TGNCVKQP VQ OCTMGV UGIOGPVU KV YCU HQWPF VJCV KOCNGU CPF VJG #$%3 UQEKQ/GEQPQOKE ITQWRYGTG OQTG NKMGN[ VQ DG UCVKUHKGF YKVJ VJG VGPFGTPGUU QH RQTM EJQRU VJCP HGOCNGU QT EQPUWOGTUHTQO QVJGT UQEKQ/GEQPQOKE ITQWRU K0

_______________________________________________________________________________________


40

6CDNG 803 < %QPUWOGTU TGCEVKQP VQ CVVKVWFKPCN V[RG UVCVGOGPVU *'+0

#ITGG &KUCITGG 0QV 5WTG3 2QTM KU IQQF SWCNKV[* 83 10 7

2 Pork now is better than inthe past

49 15 36

3 Pork quality can beimproved a lot

54 33 13

4 The quality of pork variesa lot

40 55 5

5 Pork chops are goodvalue for mone

82 11 7

6 Pork chops are wasteful

11 85 4

7 Pork chops are nutritious 80 6 148 Pork chops are a healthproduct

83 9 8

9 Pork chops areconvenient to use

98 1 1

10 I like to see marbling inpork chops

12 73 15

11 Pork chops are tender 71 18 11

12 Pork chops are juic 38 46 15

13 Pork chops are hard todigest

26 69 5

* compared with other meat options(n=199).

Consumer survey resultsIn the questionnaire respondents were confronted with a series of statements concerning foodand meat in a general sense which they had to rate separately on a five point Likert scale; 1 “agree strongly” to 5 “disagree strongly”. Seventeen statements were asked in all. Attitudes tovarious issues were sought, at least two statements were asked of each issue. The objective othis section is to analyse attitudes to meat in the context of overall attitudes to food. Thfollowing areas were researched.

• Visual Inspection• Cooking• Animal Welfare/ethics• Status of meat• Price• Safety/Information

_______________________________________________________________________________________


41

• Origin• Nutriti

Visual inspectioFirstly, consumers were asked whether they could assess the quality of beef, pork and chickenjust by looking at it.

Table 6.2 : Visual Inspection (%Agree

StronglyAgreeslightl

Neitheragree nordisagree

Disagreeslightl

Disagreestrongly

You can assessthe quality of beefin the shop just blooking at it

40 22 3 21 14

You can assessthe quality of porin the shop just blooking at it

36 22 5 21 16

You can assessthe quality ofchicken in theshop just blooking at it

40 23 3 17 17

6JG TGUWNVU ENGCTN[ KPFKECVG UKOKNCT HKPFKPIU CETQUU CNN VJTGG OGCVU0 (QTV[ ' QH TGURQPFGPVUUVTQPIN[ CITGGF. KP VJG ECUGU QH DGGH CPF EJKEMGP. VJCV VJG SWCNKV[ EQWNF DG CUUGUUGF LWUV D[NQQMKPI CV KV0 %JKEMGP HQNNQYGF ENQUG DGJKPF YKVJ VJG RGTEGPVCIG KP VJKU ECVGIQT[ CV 58'0#RRTQZKOCVGN[ QPG/HKHVJ CITGGF UNKIJVN[ HQT CNN VJTGG OGCVU0 *QYGXGT. VJG FKHHKEWNVKGU KPCUUGUUKPI OGCV SWCNKV[ D[ QDUGTXCVKQP CTG KNNWUVTCVGF D[ VJG HKPFKPIU VJCV CV NGCUV 56' CTGPQV CDNG VQ CUUGUU OGCV SWCNKV[ D[ NQQMKPI CV KV0 6JKU UWIIGUVU C PGGF HQT CFFKVKQPCNKPHQTOCVKQP VQ JGNR EQPUWOGTU CUUGUU SWCNKV[ CV VJG RQKPV QH RWTEJCUG0

3WCNKV[ 2GTEGRVKQP D[ 8KUWCN +PURGEVKQP(WTVJGT CPCN[UKU YCU WPFGTVCMGP VQ GZCOKPG KH RGQRNG YJQ VJKPM VJG[ ECP CUUGUU OGCV SWCNKV[D[ XKUWCN KPURGEVKQP JCXG C FKHHGTGPV SWCNKV[ RGTEGRVKQP CV VJG RQKPV QH RWTEJCUG VJCP VJQUGYJQ VJKPM VJG[ ECPIV0 4GURQPFGPVU YGTG FKXKFGF KPVQ VYQ ITQWRU < VJQUG YJQ TGRNKGF KCITGGUVTQPIN[L QT KCITGG C NKVVNGL VQ UVCVGOGPV 3 *K;QW ECP CUUGUU VJG SWCNKV[ QH DGGH KP VJG UJQRLWUV D[ NQQMKPI CV KVL+ CPF VJQUG YJQ CPUYGTGF KFKUCITGG C NKVVNGL CPF KFKUCITGG UVTQPIN[L03WGUVKQP 8 KP VJG SWGUVKQPPCKTG *SWCNKV[ KP VJG UJQR+ YCU VJGP CPCN[UGF UGRCTCVGN[ HQT DQVJITQWRU0

_______________________________________________________________________________________


42

6CDNG 805 < 3WCNKV[ RGTEGRVKQP D[ XKUWCN KPURGEVKQP TCPMKPIU

#XGTCIG 4CPMU%JCTCEVGTKUVKE 6JQUG YJQ CITGG 6JQUG YJQ FKUCITGG

%QNQWT QH VJG DGGH 304; 3035/CTDNKPI QH VJG DGGH 30:4 3099.GCPPGUU QH VJG DGGH 305; 3049# DTCPF QT SWCNKV[ CUUWTCPEG NCDGN 30;7 30:;6JG RNCEG QH RWTEJCUG 3048 30486JG RTKEG QH VJG DGGH 4047 40466JG EQWPVT[ QH QTKIKP QH VJG DGGH 3057 3064

#RRN[KPI VJG 9KNEQZQP VGUV. VJG HQNNQYKPI TCPMKPI UJQYU PQ UKIPKHKECPV FKHHGTGPEGU DGVYGGPVJG VYQ ITQWRU<

6JQUG YJQ CITGG<

2NCEG%QNQWT /CTDNKPI 2TKEG%QWPVT[ .CDGNNKPI.GCPPGUU

6JQUG YJQ FKUCITGG<

2NCEG%QNQWT /CTDNKPI 2TKEG%QWPVT[ .CDGNNKPI.GCPPGUU

#U VJGTG CTG PQ UKIPKHKECPV FKHHGTGPEGU CHVGT WUKPI VJG 9KNEQZQP VGUV QVJGT HCEVQTU OWUV DGKPHNWGPEKPI CVVKVWFGU CDQWV SWCNKV[ RGTEGRVKQP QH DGGH KP VJG UJQR0

_______________________________________________________________________________________


43

%QQMKPI

6JG PGZV VYQ UVCVGOGPVU UQWIJV VQ HKPF QWV CDQWV CVVKVWFGU VQYCTFU EQQMKPI0 9JKNG OQUVTGURQPFGPVU *76'+ UVTQPIN[ CITGGF VQ HNKMG GZRGTKOGPVKPI YKVJ PGY TGEKRGUI. VJGTG YCU.JQYGXGT. C URNKV KP TGURQPFGPVUI CVVKVWFGU CDQWV VJG GPLQ[OGPV QH EQQMKPI0 9JKNG 5:'UVTQPIN[ CITGGF VQ VJKU UVCVGOGPV 58' UVTQPIN[ FKUCITGGF0

6CDNG 806 < %QQMKPI 5VCVGOGPVU *'+Agree



Disagreeslightl

Disagreestrongly

I likeexperimentinwith new recipes

54 21 3 12 10

I do not enjocooking vermuch but its atask which mustbe done

38 13 2 12 36

5VCVWU QH /GCV

9KVJ TGICTF VQ VJG HUVCVWU QH OGCVI OCP[ TGURQPFGPVU FKF PQV EQPUKFGT OGCV VQ DG GUUGPVKCN04GUWNVU KP VJG ECUG QH VJG VYQ UVCVGOGPVU EQTTGURQPFGF ENQUGN[0 9JKNG PGCTN[ 82' CITGGF VQDQVJ UVCVGOGPVU 62' FKUCITGGF0 6JWU 62' UCKF VJG[ UGTXG OGCNU YKVJQWV OGCV CPF FKF PQVUGG OGCV CU CP GUUGPVKCN RCTV QH C OGCN0 #U CNN TGURQPFGPVU YGTG OGCV GCVGTU. VJKU HKPFKPIUJQWNF DG QH UQOG EQPEGTP VQ VJG OGCV UGEVQT0 +V KNNWUVTCVGU C RGTEGRVKQP QH FGENKPKPIKORQTVCPEG DGKPI CVVCEJGF VQ VJG TQNG QH OGCV KP VJG JQWUGJQNF OGPW0

6CDNG 807 < 5VCVWU QH OGCV *'+Agree



Disagreeslightl

Disagreestrongly

I would neverserve a mealwithout meat forvisitors

45 11 4 23 17

Meat is anessential part of ameal

43 15 3 26 14

_______________________________________________________________________________________


44

#PKOCN 9GNHCTG

+P VJG ECUG QH VJG UVCVGOGPVU YJKEJ TGNCVGF VQ CPKOCN YGNHCTG TGURQPFGPVU HGNV UVTQPIN[ CDQWVVJKU KUUWG0 1XGT :2' CITGGF UVTQPIN[ VQ RTGHGTTKPI VQ DW[ OGCV HTQO CPKOCNU YJKEJ JCFDGGP VTGCVGF YGNN CPF VJCV OQTG TGURGEV UJQWNF DG IKXGP VQ CPKOCNU0 +H OGCV GCVGTU VJKPM VJKUYC[. KV UWIIGUVU VJCV VJG KPFWUVT[ PGGFU VQ CFFTGUU VJG KUUWG QH CPKOCN YGNHCTG CU C RTKQTKV[0

6CDNG 808 < #PKOCN 9GNHCTG1'VJKEU *'+Agree



Disagreeslightl

Disagreestrongly

I prefer to bumeat fromanimals which Iknow have beentreated well

82 10 4 2 1

We should havemore respect foranimals

81 13 3 2 2

1TKIKP

4GURQPFGPVU HGNV CU UVTQPIN[ CDQWV VJGKT CVVKVWFGU VQ HQTKIKPI CU VJG[ FKF VQ VJQUG CDQWVHCPKOCN YGNHCTGI0 0GCTN[ :2' CITGGF VQ DQVJ UVCVGOGPVU / VJG[ RTGHGTTGF VQ DW[ HQQF NQECNN[CPF HGNV VJCV MPQYNGFIG QH EQWPVT[ QH QTKIKP QH VJG OGCV VJG[ DW[ YCU KORQTVCPV0 +P VJGEQPVGZV QH UCHGV[. KPHQTOCVKQP QP EQWPVT[ QH QTKIKP YCU TGNCVKXGN[ OQTG JGNRHWN VJCP OCP[QVJGT HCEVQTU0 2TQXKFKPI VJKU KPHQTOCVKQP EQWNF JGNR CNN[ EQPUWOGT EQPEGTPU CDQWV VJG UCHGV[QH HQQF0 6JG HKPFKPI VJCV CNOQUV 62' YGTG PQV EQPHKFGPV VJCV HQQF KP VJG UVQTGU KU UCHG KU COCLQT EQPEGTP HQT VJG HQQF KPFWUVT[ KPENWFKPI TGIWNCVQT[ CIGPEKGU CPF DQFKGU0

6CDNG 809 < 1TKIKP *'+Agree



Disagreeslightl

Disagreestrongly

I prefer to bufood which isproduced locall

79 11 4 5 1

It is importantthat I know thecountry where themeat I buy isproduce

78 10 3 6 4

_______________________________________________________________________________________


45

6CDNG 80: < 5CHGV[ *'+Agree



Disagreeslightl

Disagreestrongly

I am confidentthat the food inthe shops is safe

33 23 5 24 15

+PHQTOCVKQP

+P VJG ECUG QH PWVTKVKQPCN KPHQTOCVKQP TGURQPFGPVU YGTG GSWCNN[ URNKV KP VJGKT CVVKVWFGUVQYCTFU VJKU KUUWG0 #RRTQZKOCVGN[ 72' CITGGF YJKNG CRRTQZKOCVGN[ 72' FKUCITGGF0

6CDNG 80; < 0WVTKVKQPCN KPHQTOCVKQP *'+Agree



Disagreeslightl

Disagreestrongly

I always checthe nutritionallabelling on foodsbefore buyinthem

33 16 5 24 23

0WVTKVKQP

%QORCTKPI VJG VYQ UVCVGOGPVU KP VJG ECUG QH PWVTKVKQP TGURQPFGPVU VGPF VQ UYC[ VQYCTFU VJGQRKPKQP VJCV HOGCV KU GUUGPVKCN HQT C DCNCPEGF FKGVI. YJGTGCU VJG[ UYC[ UNKIJVN[ VQYCTFUFKUCITGGOGPV VJCV HVJGTG KU PQ UQWTEG QH RTQVGKP NKMG OGCVI0 6JKU YQWNF KPFKECVG VJCV OCP[TGURQPFGPVU HGGN VJCV. KP PWVTKVKQPCN VGTOU. VJGTG KU OQTG VQ OGCV VJCP RTQVGKP0

6CDNG 8032 < 0WVTKVKQPAgree



Disagreeslightl

Disagreestrongly

Meat is essentialfor a balanceddiet

53 18 1 17 10

There is nosource of proteinlike meat

32 14 2 33 19

_______________________________________________________________________________________


46

2TKEG

Finally, attitudes to price and it relationship to purchasing meat was studied. Most respondentsagree (77%) that in order to get a good quality meat one has to pay a higher price. However, thisdoes not mean then that price alone will guarantee a good quality meat as indicated in the nextstatement; most respondents disagreed (68%) that price was the main thing that they consideredwhen buying meat. Therefore, this indicates that respondents evaluate many attributes inassessing quality and in order to get a more satisfactory degree of overall tenderness, flavour,texture and other attributes consumers must be prepared to pay a high price. Price is an indicatoof quality but not the main factor consumers’ consider when buying meat. These findings areconsistent with the findings on the helpfulness of various attributes in assessing the eatinquality of meat (see Chapter 4).

6CDNG 8033 < 2TKEG 5VCVGOGPVUAgree



Disagreeslightl

Disagreestrongly

You have to beprepared to pay ahigher price toget good qualitmeat

62 15 2 14 7

Price is the mainthing I considerwhen buyinmeat

17 12 3 34 34

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47

7. Symbols and Labels

6JKU UGEVKQP. HKTUVN[. FTCYU FKTGEVN[ QP VJG SWCNKV[ RQNKE[ TGRQTV D[ -GCPG CPF .CPICP*3;;9+ CPF VJG CPCN[UKU QH SWCNKV[ RQNKE[ KP +TGNCPF *-GCPG GV CN 3;;9+ YKVJ C XKGY VQGUVCDNKUJKPI YJKEJ NCDGNU +TKUJ EQPUWOGTU EQWNF DG CYCTG QH CPF VQ YJCV GZVGPV VJGGCVKPI SWCNKV[ HCEVQTU. SWCNKV[ KPFKECVQTU. UCHGV[ EQPEGTPU CPF UCHGV[ KPFKECVQTU CTGEQXGTGF D[ GZKUVKPI RQNKEKGU0 5GEQPFN[. VJG TGUWNVU HTQO VJG EQPUWOGT UWTXG[ QP YJKEJU[ODQNU QT NCDGNU EQPUWOGTU WUWCNN[ NQQM HQT YJGP DW[KPI OGCV CTG RTGUGPVGF0

+TKUJ SWCNKV[ RQNKE[6JGTG CTG DQVJ OCPFCVQT[ CPF XQNWPVCT[ EQORQPGPVU QH +TKUJ SWCNKV[ RQNKE[0

/CPFCVQT[+P VJG OCPFCVQT[ CTGC VJG TGIWNCVQT[ EQPVTQN QH HQQF KP +TGNCPF YCU HKTUV EQFKHKGF KP VJG 5CNGQH (QQF CPF &TWIU #EVU 3:97/3;58 YJKEJ CTG UVKNN QP VJG UVCVWVG DQQM0 5KPEG CEEGUUKQP VQVJG '7. VJG TCPIG QH HQQF NCYU JCU GZRCPFGF. VJG IGPGTCN CRRTQCEJ KU VQ KORNGOGPV VJGXCTKQWU GOCPCVKPI &KTGEVKXGU CPF TGIWNCVKQPU VJTQWIJ VTCPURQUKVKQP KPVQ UVCVWVQT[KPUVTWOGPVU0

&KHHGTGPV IQXGTPOGPV FGRCTVOGPVU KORNGOGPV HQQF NCY KP +TGNCPF0 #U TGICTFU OGCV KPIGPGTCN. XGVGTKPCT[ DCUGF NGIKUNCVKQP KU VJG RTKOCT[ TGURQPUKDKNKV[ QH VJG &GRCTVOGPV QH#ITKEWNVWTG. (QQF CPF (QTGUVT[ *&1#((+0 6JGTG KU UQOG QXGTNCR YKVJ VJG &GRCTVOGPV QH*GCNVJ *&*+ HQT UOCNNGT WPKVU CPF UQOG RTQEGUUGF RTQFWEVU0 6JG &GRCTVOGPV QH 'PVGTRTKUGCPF 'ORNQ[OGPV *&1''+ KU TGURQPUKDNG HQT KORNGOGPVKPI TWNGU QP NCDGNNKPI CPF YGKIJVUCPF OGCUWTGU0

6JG &1#(( KORNGOGPV UQ ECNNGF H8GTVKECNI &KTGEVKXGU YJKEJ CRRN[ VQ URGEKHKE UGEVQTU G0I0;316;91''% CPF ;316;:1''% / (TGUJ /GCV &KTGEVKXGU0 6JG QVJGT &GRCTVOGPVU KORNGOGPVH*QTK\QPVCNI &KTGEVKXGU G0I0 *[IKGPG QH (QQFUVWHHU ;51651''% D[ &*0

# (QQF 5CHGV[ $QCTF YCU TGEGPVN[ GUVCDNKUJGF CPF KV KU GZRGEVGF VQ JCXG C TQNG KP CUUKUVKPIVJG EQ/QTFKPCVKQP QH VJG TGURQPUKDKNKVKGU QH VJG FKHHGTGPV FGRCTVOGPVU0

8QNWPVCT[6JGTG CTG DCUKECNN[ HQWT V[RGU QH XQNWPVCT[ UEJGOGU KP +TGNCPF. YJKEJ ECP DG ENCUUKHKGFCEEQTFKPI VQ VJGKT UEQRG CPF QTKIKP CU=

• +PVGTPCVKQPCN< +050 '0 +51 ;222 UGTKGU• 0CVKQPCN< 3WCNKV[ CPF *[IKGPG /CTMU *'ZEGNNGPEG +TGNCPF. HQTOGTN[ +TKUJ 3WCNKV[ #UUQEKCVKQP+• 5GEVQTCN< 3WCNKV[ #UUWTCPEG 5EJGOGU *$QTF $KC< 2KIOGCV1$GGH+• %QORCP[< /WNVKRNG 4GVCKNGT 5EJGOGU

_______________________________________________________________________________________


48

+P CFFKVKQP. C UOCNN COQWPV QH OGCV KU UQNF WPFGT QTICPKE NCDGNU0 6JG EGTVKHKECVKQP U[ODQNHQT QTICPKE HQQFU KU C V[RG QH SWCNKV[ KPFKECVQT0 *QYGXGT. YJGP CUMGF KP 3;;5 *4QFF[.%QYCP CPF *WVEJKPUQP 3;;6+ $*QY FQ [QW MPQY KH RTQFWEVU CTG QTICPKE$. QPN[ 9' QH VJQUGYJQ RWTEJCUGF QTICPKE HQQF KFGPVKHKGF KV CU DGKPI QTICPKE VJTQWIJ C EGTVKHKECVKQP U[ODQN0/QUV RGQRNG MPGY DGECWUG VJGTG YCU CP QTICPKE NCDGN QP VJG RTQFWEV QT VJG UJQR FKURNC[GF CUKIP VQ UC[ VJCV RTQFWEVU YGTG QTICPKE0 1XGT 8' FKF PQV MPQY JQY VJG[ KFGPVKHKGF QTICPKEHQQF0

6CDNG 903 < *QY QTICPKE HQQF YCU KFGPVKHKGF D[ EQPUWOGTU

2GTEGPV

1TICPKE NCDGN1UKIP 9804

%GTVKHKECVKQP U[ODQN 903

1VJGT 3206

&QP)V MPQY1PQ TGURQPUG 805

0?587

7RVCMG QH UEJGOGU$[ FGHKPKVKQP CNN OGCV OWUV OGGV VJG OCPFCVQT[ TGIWNCVKQPU0 6JGUG TGIWNCVKQPU EQXGT CPWODGT QH UCHGV[ CURGEVU KPENWFKPI CPVKDKQVKEU. JQTOQPGU CPF $5'0

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

6JG GZVGPUKXG PCVWTG QH VJG DGGH RTQFWEKPI UGEVQT CPF VJG CDUGPEG QH UKIPKHKECPV RTQEGUUKPIGZRNCKPU VJG XKTVWCN CDUGPEG QH 'ZEGNNGPEG +TGNCPF QT +51 TGIKUVTCVKQPU0 *QYGXGT. VJG TGEGPV$5' UECTG OQVKXCVGF VJG NCTIGT OWNVKRNGU VQ FGOQPUVTCVG VJG UCHGV[ CPF VTCEGCDKNKV[ QH VJGKTRTQFWEG VJTQWIJ VJG CEVKXG FGXGNQROGPV QH 3WCNKV[ #UUWTCPEG 5EJGOGU0 6JG $QTF $KC3WCNKV[ #UUWTCPEG 5EJGOG KU EWTTGPVN[ DGKPI CRRNKGF VQ D[ PGCTN[ CNN DGGH RTQFWEGTU CPFRTQEGUUQTU0

4GNCVKQPUJKR DGVYGGP UEJGOGU CPF EQPUWOGT TGSWKTGOGPVU)GPGTCNN[. HQQFU CTG PQV NCDGNNGF VQ UJQY VJG[ EQORN[ YKVJ )QXGTPOGPV CPF '7 TGIWNCVKQPQP OGCV SWCNKV[ CPF UCHGV[0 6JWU. HQT GZCORNG EQPUWOGTU CTG PQV CYCTG QH VJG 5CNG QH (QQF

_______________________________________________________________________________________


49

CPF &TWIU #EV 3:97/3;580 (WTVJGTOQTG. VJG OCPFCVQT[ UEJGOGU FQ PQV EQXGT VJG RTQFWEVCVVTKDWVGU EQPUKFGTGF KORQTVCPV D[ EQPUWOGTU HQT GCVKPI SWCNKV[0

3WCNKV[ OCTMU CPF NCDGNU VJCV CTKUG VJTQWIJ XQNWPVCT[ KPKVKCVKXGU JCXG PQ UVCVWVQT[ GNGOGPV06JWU FGRGPFKPI QP VJGKT HQEWU VJG[ OC[ QT OC[ PQV DG KPEQTRQTCVGF KP VJG RCEMCIKPI QH VJGHQQF UQNF VQ VJG EQPUWOGT0 +P VJG ECUG QH VJG H3I CPF H*[IKGPGI OCTMU VJGUG OC[ DG UJQYPQP VJG RCEMCIKPI DWV KP VJG ECUG QH +51 ;222 PQ OCTM KU UJQYP0 )GPGTCNN[. VJG XQNWPVCT[UEJGOGU FQ PQV EQXGT VJG RTQFWEV CVVTKDWVGU CNVJQWIJ VJG $QTF $KC UEJGOG FQGU VQ UQOGGZVGPV CU QWVNKPGF DGNQY0

6JG $QTF $KC DGGH CPF RQTM UEJGOGU CTG TGNCVGF VQ IQXGTPOGPV TGIWNCVKQP KP VJG UGPUG VJCVVJG[ TGHGTGPEG IQXGTPOGPV TGSWKTGOGPVU YJGTG CRRTQRTKCVG0 6JGUG TGIWNCVQT[ TGSWKTGOGPVUCTG UQOGVJKPI VJG OGCV EQORCPKGU YQWNF JCXG VQ KORNGOGPV CP[YC[ WPFGT VJG UWTXGKNNCPEGQH VJG IQXGTPOGPV0 6JGTGHQTG VJG[ CTG DWKNV KPVQ VJG UEJGOGU0

2TQFWEVU VJCV CTG SWCNKV[ CUUWTGF ECP ECTT[ VJG SWCNKV[ CUUWTGF OCTM0 6JGTG KU C NCDGN KP VJGXCEWWO RCEMGF DCI YKVJ C UGTKCN PWODGT TGNCVGF VQ VJG ECTECUG0 4GVCKNGTU1EWUVQOGTU OC[VJGP EJQQUG VQ WUG VJG NQIQ HQT RTQOQVKQPCN RWTRQUGU0

#PKOCN HGGF KU NCKF FQYP KP VJG EQFGU QH RTCEVKEGU. UQ KU VJG QTKIKP0 6JG PCOG QH VJGRTQFWEGT KU PQV TGCNN[ EQXGTGF. KV KU PQV RWV QP VJG RTQFWEV0 *QYGXGT. VJG RTQFWEGT JCU VQDG MPQYP. JCXG IKXGP C FGENCTCVKQP CPF JCU VQ DG KPURGEVGF CPF CRRTQXGF0 #NN PCOGU CTGTGEQTFGF CPF ECP DG VTCEGF KH PGEGUUCT[0

*QTOQPGU CTG EQXGTGF CU YGNN CU DCEVGTKQNQIKECN VGUVU0 #PVKDKQVKEU KU PQV C EQOOQP RTQDNGOKP DGGH. CPF KU VJGTGHQTG PQV EQXGTGF KP VJG DGGH UEJGOG. DWV KU KP RKIOGCV0

#NVJQWIJ KV KU PQV TGHGTTGF VQ $5' KU EQXGTGF D[ VJG UEJGOG FWG VQ VJG TGIWNCVQT[TGSWKTGOGPV0

(NCXQWT KU PQV EQXGTGF DWV VGPFGTPGUU KU= EQNQWT KU EQXGTGF KPFKTGEVN[ DGECWUG VJGTG CTG 2J/TGSWKTGOGPVU CPF VJG[ CTG EQTTGNCVGF0 5OGNN KU PQV EQXGTGF0 .GCPPGUU KU EQXGTGF D[ VJGURGEKHKE ENCUUKHKECVKQP ECVGIQTKGU VJCV CTG GNKIKDNG HQT VJG UEJGOG0 +V GNKOKPCVGU VJG XGT[ HCVCPF VJG XGT[ NGCP0

%QPENWUKQP6JWU. KV OKIJV DG GZRGEVGF VJCV EQPUWOGTU YQWNF JCXG UQOG CYCTGPGUU QH RKIOGCV CPFRQWNVT[ DTCPFU. DWV PQ CYCTGPGUU QH DGGH DTCPFU0 6JG[ YQWNF CNUQ DG GZRGEVGF VQ JCXGUQOG CYCTGPGUU QH +3# *'ZEGNNGPEG +TGNCPF+ CU VJG 3 OCTM KU UJQYP QP VJG RCEMCIKPI. DWVVQ JCXG NKVVNG CYCTGPGUU QH +51 CU KV KU PQV HQEWUGF CV EQPUWOGTU CPF VJG NCDGN KU PQV UJQYPQP VJG HQQF RCEMCIG CNVJQWIJ FGNKXGT[ VTWEMU OC[ ECTT[ +51 OCTMU0 #U VJG $QTF $KCUEJGOG YCU QPN[ TGEGPVN[ KPVTQFWEGF QP VJG FQOGUVKE OCTMGV CV VJG VKOG QH VJG UWTXG[ NKVVNGCYCTGPGUU QH KV KU GZRGEVGF0 5QOG CYCTGPGUU QH UEJGOGU TWP D[ TGVCKNGTU KU GZRGEVGF0 (QT

_______________________________________________________________________________________


50

GZCORNG. 5WRGTSWKPP TCP C UEJGOG DGHQTG VJG $5' ETKUKU QH /CTEJ 3;;8. DWV EQPUWOGTUYGTG PQV OCFG CYCTG QH KV WPVKN CHVGT VJG ETKUKU0 +V YCU VJWU CDQWV C [GCT KP QRGTCVKQP KPVGTOU QH EQPUWOGT CYCTGPGUU CV VJG VKOG QH VJG UWTXG[0

-PQYNGFIG QH OGCV NCDGNU CPF OCTMU KP VJG EQPUWOGT UWTXG[In the questionnaire respondents were asked what quality symbols or labels they look for whenbuying beef, pork and chicken. In households where chicken was eaten the response rate was64%; it was 47% for households eating pork and 52% for beef. The rest of the respondentsdidn’t know of any quality symbols or labels for a particular meat. Some respondents mentionedonly one quality symbol/label, others mentioned a number of them. However, all symbols olabels mentioned at least five times are included in the absolute frequency table below.

Table 7.2: Quality symbols or labels normally sought when buying meat - absolutefrequencies

Beef Pork ChickenBrand label/Producer 9 11 79Q Mark 29 28 29Guaranteed Irish 22 20 19Irish 61 21 24Origin (local) 15 6 25Free range - - 40Sell by dat 9 11 39Appearan 31 29 36Butcher 28 17 13

BeefRespondents mentioned Irish produced beef as the predominant symbol which is sought at thpoint of purchase. Guaranteed Irish was also mentioned. While this particular symbol isn’tfound on beef many respondents implied that they meant that they looked for beef that wasguaranteed to be 100% Irish. The ‘Q’ mark was mentioned as the second most sought aftersymbol. Thirdly, beef of local origin was mentioned with brand label/producer not surprisinglreceiving few mentions.

Many respondents of this particular question didn’t refer to any particular symbol or label eitherbecause they didn’t know of any or because they didn’t use them. Instead these respondentsmentioned ‘indicators’ of quality. (Some respondents mentioned both indicators andsymbols/labels in their answers). These indicators can be grouped into three categoriesconsisting of firstly, the appearance of the meat - freshness and colour were attributes mostmentioned. Secondly, some respondents trusted the butcher about the quality of their meat - thbutcher himself was an assurance of quality. Finally, the sell by date, which was mentioned few times.

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51

PorkOverall the results for pork were similar to those of beef. Again pork of Irish origin was thmost mentioned symbol of quality with the ‘Q’ mark following. Brand/producer and pork olocal origin were mentioned only a few times.

Like beef ‘indicators’ of quality instead of symbols or labels of quality were frequentlmentioned. Appearance of the pork was recorded in most responses with trust in the butcher andsell by date following.

ChickenBrand label/producer received substantially more responses than any other answer for chicken.Secondly, chicken of Irish origin was mentioned, closely followed by free range. The ‘Q’ markthe third most mentioned symbol/label..

Again indicators of quality were mentioned. Unlike beef and pork the sell by date wasmentioned many times. Responses related to appearance followed close behind. Answersconcerning trust in the butcher was the third category most mentioned.

ConclusionsA symbol or indication that beef and pork is Irish is what most consumers look for when buyinthese meats. Otherwise ‘Q’ marks were sought or the butcher and place of purchase wereregarded as quality indicators. For chicken consumers look for brands and whether the productis free range. Many respondents gave equal credence to the appearance of the meat besidesusing the above factors. Others tended to rely solely on aspects of appearance.

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52

:0 6TWUV

+P VJKU SWGUVKQP KP VJG UWTXG[ TGURQPFGPVU YGTG CUMGF YJQ QT YJCV VJG[ OQUV VTWUVGF YJGPNQQMKPI HQT KPHQTOCVKQP EQPEGTPKPI VJG UCHGV[ QH OGCV0 6JG SWGUVKQP YCU WPRTQORVGF CPF WRVQ VJTGG OGPVKQPU YGTG TGEQTFGF0 #NN TGURQPFGPVU ICXG CV NGCUV QPG CPUYGT. ;4' ICXG VYQOGPVKQPU YJKNG 74' ICXG VJTGG0

$WVEJGTU XGT[ UKIPKHKECPVN[ GOGTIGF CU VJG ITQWR EQPUWOGTU VTWUVGF VJG OQUV0 #NN QVJGT OWEJNGUU HTGSWGPVN[ OGPVKQPGF0 9JGVJGT QT PQV VJGTG KU NKVVNG VTWUV KP QVJGT QTICPKUCVKQPU TGOCKPUWPENGCT CU VJG SWGUVKQP QPN[ TGEQTFGF C URQPVCPGQWU TGURQPUG0 0QPGVJGNGUU VJG HKPFKPIEQPEGTPKPI DWVEJGTU FQGU KPFKECVG EQPUWOGTU QRKPKQP RNCEGU C NQV QH VTWUV KP DWVEJGTU QPKPHQTOCVKQP CDQWV OGCV UCHGV[0

Table 8.1 : Information on Meat - YJQ QT YJCV EQPUWOGTU OQUV VTWUV (%)1st Menti 2nd Menti 3rd Menti Total mentions

Government 4 5 5.5 4Media 7 7 9 7Consumer Groups 1 2 2 2IndependentRetailers/butchers

18 5 3 10

Butcher in thesupermarket

46 24 42 37

Personal contacts 2 4 3 3Labelling 1 1 - 1Own Opinion 6 4 4 5Industry 4 3 4 2Medical 1 - 1 0Other/don’t kno 10 44 28 29

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53

9. Summary and preliminary implications for qualitypolicy

ObjectivesThis report is the Irish part of a six country EU study which aims to establish current consumerperceptions of meat quality, to describe quality policy and to relate consumer perceptions andquality policy with a view to improving quality policy and to better meeting the needs oconsumers. As outlined in the original proposal of the project a knowledge of national consumerperception and expectations seems indispensable for a rational and successful design oregulations on Community level.

The main findings are summarised below. Some tentative implications for quality policy arediscussed. However more detailed analysis of the data and of the relationship of the results tocurrent quality policies in Ireland is needed before firm conclusions are made. This will be thprimary goal of the third year (1998) of the project.

Consumer SurveyThe survey was undertaken with 500 Irish consumers in March 1997.

Meat consumptionOfficial data show there has been a decline in beef consumption in Ireland. In contrast chickenconsumption has increased. Pigmeat consumption has also increased to a lesser extent.

The results for the consumer survey mirrored the official statistics. They illustrated the manconsumers were reducing beef consumption and increasing chicken consumption. However,further analysis of the data will describe demographically and attitudinally those who increasedand/or decreased consumption.

While all three meats are bought at supermarkets and independent butcher shops, currently beefand pork are more likely to be purchased at butcher shops while chicken is more likely to bpurchased in supermarkets.

Implications for quality poliChicken appears to have a better image than beef and this is reflected in consumption. If thconsumption of beef is to recover through an image improvement the question then is if andhow quality policy has a role to play in this area.

These findings also suggest that appropriate elements of beef quality policy should be addressedby involvement of all types of butchers, but particularly independent butchers

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54

Quality perception - eating attributes.At consumption the most important factors for assessing the eating quality of the three meats arelisted below.

Beef: Tenderness and flavour are the most important eating attributes

Pork: Tenderness and flavour are the most important eating attributes

Chicken: In addition to tenderness and flavour, smell an colour are included among the mostimportant eating attributes.

Implications for quality poliThese findings are consistent with the findings of other studies and strengthen the argument thatquality policy needs to put an emphasis on these attributes, if it is to best meet the needs oconsumers. Only the Bord Bia scheme covers some of these attributes e.g. the scheme specifiesthe minimum hanging period for beef. At present beef and pork flavour is not covered by any othe existing schemes for these two meats nor is smell and colour covered by existing schemesfor chicken.

Quality perception when shoppingWhen shopping the most helpful indicators for predicting eating quality for the three meats arelisted below.

Beef: Colour, place of purchase and leanness are regarded as being equally helpful. Country oorigin is next in helpfulness.

Pork: Colour, place of purchase and leanness are also regarded as being equally helpful. Countryof origin is next in helpfulness.

Chicken: Colour is the most helpful factor while leanness and place of purchase the next mosthelpful factors.

Implications for quality poliAs consumers regard two extrinsic factors, place of purchase and country of origin as veryhelpful indicators of final eating quality, quality policy needs to consider how these may bincorporated and used to advantage. For example the retail outlet is an appropriate place toprovide consumer information on meat handling and to give advice to consumers on cookinmethods. Similarly, meat factories should be pro-active in informing butchers about the stepsthat are being taken to improve quality from a consumer perspective.

Product attributes are not necessarily all physical but may also be psychological (Runyon1977). Therefore, one could envisage that the place of purchase acts as ‘product attribute’which projects the quality image of the store to the quality of the meat purchased there.

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The fact that quality labels are seen as less helpful indicators of quality than other factors is anissue that needs consideration. Is it because quality labels and schemes are not long enough inexistence? - or widespread enough? Or is it because consumers don’t understand what theymean or that are poorly communicated to the consumer or are they conveying messages ointerest to consumers? Alternatively, are they of any value at all? In addition Neely et al (1995)demonstrated that consumer preferences are not always related to quality grades. This studconfirms this finding for meat.

In the case of beef most Irish consumers know the beef they are buying is Irish and this may bwhy they regard country of origin as a helpful indicator of quality. However as such the meat isnot labelled as Irish.

Intrinsic attributes are also important quality indicators. At present only the Bord Bia schemaddresses intrinsic aspects of quality e.g. a pH measure is taken and it influences colour.Leanness is also covered by factory specifications. More research is needed on consumerdefinition of these attributes, in particular colour, before guidance can be given for improvinquality policy in these areas e.g. whether Irish consumer prefer a lighter or darker colour in theibeef.

ConcernsSalmonella is the greatest concern in the case of chicken. For beef and pork, antibiotics andgrowth promoters are equally important concerns. As antibiotics in beef and growth promotersin pork are not a concern in reality, these results illustrate consumer confusion between real andimagined issues.

Implications for quality poliThe finding of consumer confusion are consistent with those of other studies in the last tenyears. Thus although quality policy addresses both antibiotics and growth promoters, it isapparently not succeeding in communicating these activities to consumers. Consumer areuncertain about these issues; therefore reducing this uncertainty is a key point for qualitpolicy because ‘consumers perceive there are different consequences of making a wrongchoice, especially in relation to health’ (Issanchon 1996).

EU mandatory regulation forbids the use of growth hormones in beef animals and regulartesting is undertaken. As the use of growth promoters in beef remain a problem, clearlincreased and ongoing attention must be paid to this issue by all quality policy instruments.

Similarly there are limits on antibiotic residues permitted in pork. These need to be enforced,and regular sampling is needed to ensure this happens. The ultimate objective must be to realisa situation where consumers can be assured that their beef is free from growth promoters, theipork free from antibiotics (above the residue limits) and that there is no confusion about this.

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In the case of salmonella and other bacteria, the need for maintaining hygiene standards andincorporating proper HACCP procedures is paramount.

Safety IndicatorsFreshness is perceived the most helpful factor in assessing the safety at the time of purchase foall three meats. Country of origin is regarded as the next most helpful factor.

Implications for quality poliWays of providing meaningful information on freshness should be considered by qualifyassurance schemes.

Consumers should be given information on the country of origin of the meat they buy,particularly in the case of beef. This is reinforced by the findings on symbols and quality labels.Quality schemes could introduce such a label with relative ease.

Attitudinal aspects1.Over 30 % of consumers cannot judge meat quality by appearance.2. The status of meat is declining among meat eaters.3. Consumers feel strongly about animal welfare issues.4. Most consumers want to know the country of origin of the meat they buy and prefer to bufood locally produced.5. Almost 40 % are not happy that the food in the shops is safe.6. Many consumers believe meat is essential for a balanced diet but do not see it as the onlsource of protein.7. Most consumers believe that in order to get a good quality meat a higher price must be paid.On the other hand most said price is not the main thing they consider when buying meat.

Implications for quality poliThere is a need for additional information to help at least a third of consumers assess quality atthe point of purchase. Quality policy can have a role to play in this regard. Animal welfare alsoneeds to be addressed as an issue by quality schemes and this is currently happening. Once againif schemes provided information on the country of origin it would ally consumer concerns aboutmeat safety.

Symbols, labels and brandsA symbol or indication that beef and pork is Irish is what most consumers look for when buyinthese meats. Otherwise ‘Q’ marks were sought or the butcher and place of purchase wereregarded as quality indicators. For chicken consumers look for brands and whether the productis free range. Many respondents gave equal credence to the appearance of the meat besidesusing the above factors. Others tended to rely solely on aspects of appearance.

Implications for quality poli

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57

As previously indicated country of origin information is what consumer are looking for in thcase of beef and for pork to a lesser extent.

Current labelling (brand, free range and date stamping) which are not part of quality policy isproviding consumers with suitable quality cues for chicken.

TrustThere is high level of trust in butchers. The level of trust is much higher compared to that foany other information sources.

Implications for quality poliAs consumers gave unprompted answers and were not asked directly about how much they trustpublic agencies on meat safety matters, it is difficult to know the extent to which they trust thpublic agencies with such responsibilities.

The lack of use of symbols suggest private quality policy is not very effective in convincinconsumers about the quality and safety of meat; however many of these were only introduced inIreland at the time of the survey. Equally the trust in butchers is something that can be built intoand on by these schemes.

Concluding comments1. Results point to a need for components of quality policies to be specific to each meat.However, the need for quality policy is greater for beef.

2. Place of purchase is an important indicator of quality and schemes must seek to integratretail outlets as much as possible and use these as a source of information for consumer feedback.

3. Intrinsic product attributes are not sufficiently covered by any of the schemes.

4. While concerns of consumers are covered by mandatory elements of quality policy thconsumers are not sufficiently informed by those who operate the schemes about the inclusionof tests which deal with these concerns. Perhaps there is a need to introduce a safety mark asdistinct from a quality mark. However, the feasibility of such a mark needs to be evaluatedbefore its introduction. Implementation of any scheme which assures safety is clearly difficult asany failures would destroy its credibility. The huge interest in knowing the country of origin isperhaps a much easier way forward.

ReferencesAnnual Reports of the director of Consumer Affairs for 1995 and 1996. p.3.

Bansback, B. 1995.Towards a broader understanding of meat demand., Journal of Agricultural Economics 46. 3.

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287-308

Brester. G. W. and Schroder, T. C. 1995The impacts of brand and generic advertising on meat demand. Amer. Jour. Agr. Econ. 77 (Nov1995), 968--979.

Cowan, C. and Joseph, R.L. 1981Production and Quality of boar and castrate bacon 2: Consumer and panel response to baconand fat samples. Irish Journal of Food Science and Technology 5:2:105-116

Cowan, C. and Herlihy, P. 1982The demand for bacon, pork and other meats at wholesale and retail levels - an econometrianalysis. Irish Journal of Agricultural Economics and Rural Sociology. 9:1:31-50

Cowan, C., MacCanna, C., O'Neill, F., Shanahan, U. and Twohig D. 1983Potatoes and the Irish consumer, An Foras Taluntais, December.

Cowan, C. 1985Potatoes: The influence of age and regional differences on preference for size. Irish Journal oAgricultural Economics and Rural Sociology 10,2 119-128

Cowan, C. Griffiths, T. and Reid, S. 1985A survey of the acceptability of rashers by consumers in the Dublin area with particularreference to salt content. Irish Journal of Agricultural Economics and Rural Sociology 10. 2.129-134.

Cowan, C. and McIntyre, B. 1990Report on in home placement of nutritionally improved butter (in Ireland) EEC Coresponsibility Project

Cowan, C. and McIntyre, B. 1991Consumer Views on Mono-unsaturated Butter. Farm and Food. 1. 3. 6-72

Cowan, C. and McIntyre, B. 1992German Consumers' Views on Mono-unsaturated Butter. Farm and Food. 2. 3. 21 - 23

Henley Centre Ireland, 1991 Planning for social change, Dublin.Henley Centre Ireland, 1992 b,"Food 2000", report commissioned by RGDATA, reported in Checkout magazine.

+UUCPEJQW. 50 *3;;8+ %QPUWOGT 'ZRGEVCVKQPU CPF 2GTEGRVKQPU QH /GCV CPF /GCV 2TQFWEV3WCNKV[0 /GCV 5EKGPEG. 8QN065. 0Q0 5. 57/53;0

Keane, J. B. and Langan, J. W. 1997 National Quality Policy in Ireland - EU Report. (EU FAIR

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- CT95 - 0046).

Keane, J. B., Langan, J. W., Lund, M and Cowan, C. 1997 Analysis of Fresh Meat QualitPolicy in Ireland - EU Report. (EU FAIR - CT95 - 0046).

Lambkin, M. 1993. The Irish Consumer Market, The Marketing Societ

Lansdowne Market Research, 1987Attitudes to Meat Qualitative Research 1987

Lansdowne Market Research, 1987Meat and Fish Purchasing and use, quantitative research

Leatherhead Food R.A. 1994Market Survey, The UK Meat and Poultry Products Report

Nash. P and Mc Intyre B. 1988. Consumer Awareness of Nutrition Issues: The case of dairyproducts. The National Food Centre

0GGN[. 60 40. .QTGP\GP. %0.0. 5CXCNN. ,0 90. /KNNGT. 400-0. 6CVWO. ,0&0. 9KUG. ,090.4GICP. ,010 ( 6C[NQT. ,0(0 *3;;7+ +P< 63UV +PVGTPCVKQPCN %QPITGUU QH /GCV 5EKGPEG CPF6GEJPQNQI[0 5CP #PVQPKQ. 6GZCU. #WIWUV 42/47. R05680

O'Neill, F and Shanahan, U. 1993, Dietary concerns of Irish consumers - second update, SocioEconomic Research Series, No. 12, Teagasc.

O'Mahony, R., Cowan C. and Keane, M. 1995.Dublin Consumers and Pork: Attitudes to Quality. British Food Journal. Vol. 97 No. 11, pp28-35.

Roddy, G., Cowan C. and Hutchinson, G. 1994Organic Food: A Description of the Irish Market , British Food Journal, 96. 4. 3-10.

Roddy, G., Cowan, C. and Hutchinson, G. 1996Consumer attitudes and behaviour to organic foods in Ireland, Journal of InternationalConsumer Marketing 9. 2. 41-63.

4WP[QP. -0 '0 3;99 %QPUWOGT $GJCXKQWT CPF VJG 2TCEVKEGU QH /CTMGVKPI0 %JCTNGU '0/GTTKNN 2WDNKUJKPI. %QNWODWU. 1JKQ0

Senaur, Ben; Asp, Elaine and Kinsey, Jean (1991) Food Trends and the Changing Consumer. StPaul, Minnesota.

Steenkamp, J. B, 1989

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Product Quality, An investigation into the concept and how it is perceived by consumers, VanGorcum, Assen/Maastricht, The Netherlands.

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Appendices

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Appendix 1: Socio-demographics of the Irish population

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Table 1:Ireland-Private households classified by household size,1986 and 1991Number of persons Number of households % Change 1986-1996in household 1986 1991 1996

1 180,793 (18.5%) 207,564 (20%) 241,838 (21%) +25%

2 198,048 (20%) 218,524 (21%) 256,795 (22%) +22%

3 144,835 (15%) 157,840 (15%) 179,819 (16%) +19.5%

4 156,675 (16%) 170,896 (17%) 191,812 (17%) +18%

5 127,844 (13%) 130,886 (13%) 133,011 (12%) +4%

6 83,941 (8.6%) 77,188 (7.5%) 70,246 (6%) -16%

7 or more 84,168 (8.5%) 66,186 (6.5%) 49,989 (4.5%) -40%

Total 976,304 1,029,084 1,123,238 Source: C.S.O. Census 1991.

Household size not only has influence on meat consumption in the household but also onexpectations towards meat e.g. households with children can have different expectations onmeat quality than single person households.

AgeAnother demographic factor which affects food consumption patterns is age. The age profile o

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the Irish population is illustrated in Table 2. A pronounced feature of the age profile of the Irishpopulation is that a high percentage of the population fall in the lower age groups. In 1994 overone-third of the population were 19 and under, another third were between 20 and 40 with thremainder over 40. These figures indicate a younger population in relation to other Europeancountries. This is predicted to change in the next 30 years. There will be a reduction in thproportion in the younger age groups and an increase in numbers in the older age groups. Thusin the longer term the Irish age profile will approximate that of most other European countries.

A study of age structure can reveal differences in meat quality expectations and perceptions. Foinstance young people consume more meat products than older people who need fewer caloriesand more food that cater to special health concerns (Senauer, Asp and Kinsey 1991). Thimplication of a shift in age structure will naturally lead to a shift in food consumption patterns.

Table 2 : Ireland - Population by Age 1994

'000s % As % of over 20’s

Under 10 555.8 15.6 -

10-19 664.6 18.6 -

20-29 540.6 15.1 23

30-39 494.0 13.8 21

40-49 451.0 12.6 19

50-59 318.9 8.9 13.5

60-69 261.8 7.3 11

70 and over 283.9 8.0 12

Total 3570.7Source: C.S.O. Labour Force Survey 1994

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Table 4 : Ireland, Labour Force, aged 15 and over As % of Labour Force As % of Population1990 1994 1996 1990 1994 1996

Males 68 65 62 35 34 29

Females 32 35 38 17 18 17

Source: Derived from C.S.O. Labour Force Survey, 1996.

Table 5: Ireland - Average Size of Household 1991

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Total Persons 3,433,048

Total Private Households 1,029,084

Average Size of Household 3.34Source: Census 1991, Household Composition and Family Units, C.S.O.

Table 6: Ireland - Labour Force 1990, 1992, 1994, aged 15 and over:'000's

In Labour Force 1990 1992 1994

Males 888.3 905.5 913.5

Females 421.3 454.8 485.8

Persons 1309.6 1360.3 1399.3

Not in Labour Force

Males 364.7 381.6 397.3

Females 876.9 876.3 873.9

Persons 1241.6 1257.9 1271.3

Total Male 1253.0 1287.1 1310.9

Female 1298.2 1333.1 1359.7

Total 2551.2 2618.2 2670.6

Note: In Labour force includes those at work and unemployed.Source: C.S.O. Labour Force Survey 1994.

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67

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Appendix 3Table 1: Per capita consumption of Food in Ireland and EU 1992

Food Ireland EU averag

Meat 87 94

Fish 12 7

Vegetables 99 117

Potatoes 140 83

Fruit 89 89

Bread 58 77

Mil 170 73

Butter 9 13

Eggs 6 5

Cheese 5 15

Frozen Food 24 18

Canned Food 24 25

Biscuits 18 7

Ice cream 8 6

Chocolate 8 5

Source: In Lambkin "The Irish Consumer Market" adapted from Euromonitor and other data.Table 2: Meat - Degree of Self Sufficiency in Ireland

1992 1993 1994

All Meat 312 324 305

Beef & Veal 937 1,002 973

Pigmeat 145 158 162

Sheepmeat 323 352 338

Poultry Meat 105 100 102

Other Meat 500 500 400Source: C.S.O. Statistical Release, Cork, Ireland.

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Table 4: Ireland - Consumer Price Index Base 1989 = 100

Year Food All Items

1990 100.4 101.7

1991 101.8 105.0

1992 103.5 108.2

1993 103.8 109.8

1994 107.4 112.4

1995 Mid-Feb. 109.8 114.0

Mid-May 112.2 115.2

Mid-Aug. 110.8 115.7

Source: Statistical Bulletin Dec. 1995, C.S.O.

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Table 5: Ireland - National Average Retail Prices - Mid May

Sirloin Stea Pork Loin Chops(1) IR£/lb (2)Ir£/lb (2)as % of (1)

Mid-May 1988 3.48 2.11 60.6

1989 3.88 2.19 56.4

1990 3.95 2.34 59.2

1991 3.80 3.10 81.6

1992 3.82 2.43 63.6

1993 3.97 2.31 58.2

1994 4.11 2.39 58.2

1995 4.21 2.35 55.8Source: Irish C.S.O Various Statistical Bulletins

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Table 6: Ireland - Comparable National Average Retail Prices 1995 - Ir£ Nat. Avg. Retail Price

Unit Mid-Feb Mid-May Mid-Aug .

Beef:Round Steak lb. 3.158 3.133 3.082Sirloin Steak " 4.060 4.210 4.121Rib Steak " 2.204 2.147 2.074Leg Beef(boneless) " 2.204 2.197 2.137Brisket pot roast (boneless) " 2.035 2.019 1.946

Mutton:Whole Leg lb 2.490 2.471 2.224Loin chops " 3.399 3.374 3.018Gigot chops " 2.354 2.330 2.160Neck " 0.991 0.993 0.962Liver " 1.529 1.546 1.497

Pork:Whole leg lb 1.652 1.674 1.643Loin chops " 2.342 2.348 2.342Shoulder roast (boneless) " 1.557 1.559 1.507Steak " 3.683 3.749 3.562

Bacon:Best back rashers lb 2.574 2.581 2.584Streaky rashers " 1.425 1.490 1.439Ham, uncooked " 1.496 1.501 1.434Ham, cooked " 3.459 3.540 3.575

Other meat:Sausages, pork lb 1.167 1.181 1.203Black pudding " 1.158 1.197 1.214

Source: Statistical Abstract C.S.O. 1995.

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Table 7: %WTTGPV TGVCKN RTKEGU QH XCTKQWU OGCVU KP '%7IU1 MI

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Table 9: Ireland - Socio Economic Grades 1991/92

Grade %

ABC1 30

C2 25

DE 30

F1, F2 15

Source : Wilson Hartnell, The Irish Market Facts and Figures, 1993

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Appendix 4Table 1: Consumer ranks for quality attributes when choosing to buy pork chop

(Percent).

Attribute /Rank Most 2nd Most 3rd Most Important Important Important _______________________________________________________________ Fat related factors 49 22 20 Leanness 47 17 12 White Fat 2 5 8 Presentation factors 23 19 26 Well cut and prepared 20 16 20 Good Quality Package 3 3 6 Amount of bon 9 27 27 A little bone 4 12 14 No bone 5 15 13 Colour factors 12 21 9 Bright pink meat 7 11 5 Very pale meat 5 10 4 Firm Meat 7 5 10 No Drip 2 3 3 ___________________________________________________________ n=199.Source: O'Mahony, R., Cowan C. and Keane, M. 1995.Dublin Consumers and Pork: Attitudes to Quality. British Food Journal. Vol. 97 No. 11, pp 2835.

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Appendix 4Table 2: What percentage of people find the following phenomena a deterrent whenchoosing to buy pork chops % (n=199).

Occurrence /Opinion Yes No No strong opinion __________________________________________________ Dark coloured meat 77 11 12 A marbled look 59 21 19 A dull colour 66 10 22 Grey / non-white fat 81 7 11 Plenty of fat 90 3 5____________________________________________________ Appendix 4Table 5: Consumer ranking for attributes of eating quality of pork chops (1=mosimportant, 5=least important) %.

Attribute /Rank 1 2 3 4 5 Not Stringy or gristl 16 12 15 22 35 Aroma 3 5 8 35 48 Flavour 30 32 26 12 1 Juiciness 6 25 30 29 10 Tenderness 44 31 19 4 1______________________________________________________ n=199

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Appendix 5 Table 1: Degree of concern about specific aspects of food 1991 %

Not at allconcerned

Somewhatconcerned

very concerned unsure

Antibiotics in milkproducts

25 30 42 3

Hormones in beef 15 20 64 2Artificial colourin 17 26 54 3Additives andpreservatives

21? 31 46 3

Antibiotics in beef 20 25 52 3Lack of fibre inprocessed foods

41 32 23 4

Fat in meat 41 37 20 1Salt in processed foods 44 33 21 2Sugar in processedfoods

46 32 20 2

Amount of fat in milkproducts

48 31 17 4

Cholesterol in eggs 56 26 13 5_________________________________________________________________________Appendix 5 Table 2: Changes in eating habits, reported changes in households comparedto a few years ago %

More Less Same Never eat it

Fresh Fruit 43 7 48 2Fresh vegetables 38 4 58 -Fish 26 10 53 11Chicken 31 8 57 11Brown orwholemeal bread

46 3 46 6

Low fat dairyproducts

32 3 38 27

Margarine 24 4 42 31Salt 2 34 60 3Sugar 3 35 57 5Cheese 28 8 58 6Yoghurt 25 6 42 27___________________________________________________________________________Source: O'Neill, F and Shanahan, U. 1993, Dietary concerns of Irish consumers - secondupdate, Socio Economic Research Series, No. 12, Teagas

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Appendix 6: Ireland - Structure of Meat Plants

Number of meat premises registered each year ended 31 March

A) Fresh Meat 1990 1992 1994

Slaughter Houses 40 41 45

Cutting Plants 56 65 77

Cold Stores 59 73 85

B) Pigs & Bacon 18 24 24

Note: A) Premises in operation under Agricultural Produce(Fresh Meat) Acts 1930 to 1938 and approved under EC(Fresh Meat) Regulations 1987.B) Premises registered under the Pigs and Bacon Acts,1935 to 1961.

Source: C.S.O. Statistical Abstract 1995.

Ireland, Meat Production- Slaughtering, preparing & preserving of meat

1989 1990Gross Output £m 1789 2004

Industrial Input £m 1557 1721

Net Output £m 232 283

Wages & Salaries £m 93 105

Remainder of Net Output £m 140 178

Persons engaged no. 9881 10697

Source: C.S.O. Ireland Statistical Abstract 1995.

National Consumer Behaviour Report: Ireland · 6cdng 804< 8kuwcn kpurgevkqp...

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