Chicken meat consumer profile in northwestern São Paulo State, Brazil

Abstract

Brazil is the world’s first chicken meat exporter nowadays. The maintenance of this position requires a constant quality attributes evolution. This work evaluated the chicken meat consumer profile in the northwest region of São Paulo state, the most important Brazilian poultry meat consumer market, in order to provide information to the productive sector. The data were collected using 482 interviews and questionnaires that were answered by e-mail. The questionnaires involved questions related to the consumer identification, habits and preferences and their knowledge about food safety, production system, sustainability and animal welfare. Most of the consumers, 62%, were female, with ages ranging from 20 to 50 years. Beef was preferred by the majority of the answerers and chicken and pork meat were together the second choice. Only 2% of the interviewed consumers mentioned not enjoying poultry meat. The main part of consumers, 67%, prefer to buy breast and leg cuts and only 11% are used to buy the whole poultry carcass. More than 60% of the interviewed have already eaten free range chicken meat, but the majority of them, 89%, are used to consume regular industrialized poultry. About 75% of the consumers believe hormones are used to grow the birds. Over 80% of people observe the expiration date before buying the product, but only 55% check if it has the stamp of the official inspection service. Color and appearance of meat are the most important factors that influence the consumer’s choice. The amount of water that drips on the tray is a rejection factor to 88% of answerers. Most of them, 66%, prefer lighter colored meat. Only 27% of them believe that chicken meat causes an environmental impact and 48% do not know the meaning of animal welfare. More than half of the interviewed do not consider animal welfare aspects before consuming any kind of meat. From these results obtained, it is possible to conclude that any effort to improve the product quality, mainly concerned to animal welfare and sustainability aspects, requires prior educational initiatives.