Consumer’s segmentation based on acceptability of boar meat in a study carried out in Barcelona (ES) and Reading (UK)

Abstract

The aim of this work was to study consumers’ acceptance of pork with different levels of boar taint, in Barcelona (ES, n=126) and Reading (UK, n=146). Samples were classified as ‘Females’, ‘Low boar taint’ (low levels of androstenone and skatole), and ‘Medium boar taint’ (medium levels of androstenone and skatole). Three segments of consumers were identified on the basis of ‘How delicious do you find this meat’. The first segment was labelled as ‘pork lovers’ (n=169), the second as ‘boar meat lovers’ (n=59) and the third one as ‘gilt meat lovers’ (n=44). Apart from the ‘pork lovers’, this study identified a group of consumers that scored better the meat with medium levels of boar taint than low levels or meat from gilts, suggesting that there is a niche for meat from medium levels of boar taint