Consumer attitudes towards specific beef and lamb quality products in different European regions
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The concept of meat quality is constantly evolving, partly in response to the rising concerns of consumers in terms of safety, health, ethical aspects, origin, etc. As a consequence, the demand for Quality Meat Products (QMPs) that deliver specific quality attributes appears to be increasing across the EU. Within this context, extensive livestock production systems could have a comparative advantage if farmers’ organisations and small meat companies are able to translate the demands of consumers into consumer‑led quality products.
Data obtained from a survey carried out in 4 regions of the EU were used to analyse the positive and negative factors perceived by consumers in relation to QMPs. The main positive factors were: levels of satisfaction, region of origin and the guarantee/certification associated with QMPs. Negative factors were: a price considered high and lack of information on the product’s attributes. Differences in attitude towards QMPs between species (beef and lamb) and regions were identified and discussed, and their relationship with purchasing motives, quality requirements, sources of information on quality, labelling preferences and socio-economic features was analysed.
The paper concludes that there are opportunities for the development of certified labelled QMPs that can help to restore consumer confidence. In this way, farmer groups and meat SMEs can benefit from the exploitation of quality/safety-driven markets.