Polish beef consumers: emerging or declining market?

Abstract

The consumption of beef in Poland decreased from 17 kg per capita in the late 1980s to 3.8 kg per capita in the early 2000s. This decline was much greater than in other European countries. This paper presents results of quantitative consumer research, carried out from December 2009 to February 2010, to identify consumer perceptions of beef, habits, culinary preferences and factors hampering its consumption. The survey was conducted on a sample of 3,195 respondents. The respondents stated that amongst the features which are decisive in the choice of a particular piece of beef are: colour, general appearance and fat content. Other important factors mentioned were: best before date and price. Consumers also mentioned factors referring to consumption. The most important were: sensory aspects (taste, juiciness), nutritional value and healthiness. Respondents also confirmed the fact that beef consumption decreased in their households but the number of responses indicating that fact and those indicating that consumption had not changed were very similar. The vast majority of consumers stated they did not eat beef because of its high price. Some respondents would consider commencing or resuming beef consumption on condition that price decreased. Other conditions for increased beef consumption are as follows: better taste and greater opportunities to buy it. It can be concluded that there is a great potential for beef market development in Poland. Future studies should investigate consumer concerns with regard to beef, as well as the producer, distributor and retailer roles in the beef supply chain.