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Market Studies

Meat market study

The Consumer Scoreboard of October 2010 ranked the meat market as one of the lowest performing goods markets.

A follow-up study (2012) pdf assessed the consumers’ situation and decision-making in the meat market.

Findings:

  • Consumers focus on a limited number of information aspects when they buy meat: 68% look for the durability date, 67% for the price and 48% for the country of origin .
  • The level of understanding of a 'best before' date or a health claim is rather low (36% of EU consumers indicated the right meaning of a 'best before' label and 23% knew the exact meaning of a 'low fat' claim ).
  • Mystery shopping revealed that information is generally available to consumers, however, to a lesser extent in butcher shops - mystery shoppers could not obtain the durability date for 63% of meat which they assessed in butchers.
  • Health was indicated by consumers as the main reason for which they would like to reduce their purchases of meat or meat products. On the other hand, only 21% of consumers look for information regarding nutritional values .
  • There is a gap between consumer intentions and their current behaviour - the widest one can be observed for organic meat (41% of EU consumers said they would like to buy this type more often whereas only 16% buy it now) .
  • The main obstacle to buy specific types of meat seems to be a too high price and insufficient choice or unavailability of a particular meat type at the retailer.
  • The analysis of prices shows that organic meat is 66% more expensive than the regular one, meat with an origin or an animal welfare certificate is 20% more expensive.