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Rising Number of Vegetarians a Threat to Meat Industry in Italy: Ken Research

Posted on 20 January 2017 by KenResearch Food and Beverage ,

Ken research announced its recent allotment on " Consumer and Market Insights: Meat in Italy

It provides an overview of the market, analysing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes. It will highlight the key demographic groups driving consumption, and what motivates their consumption. When combined with an in-depth study of market and category dynamics, readers are able to identify key opportunities. It outlays ways to tackle them aswell. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behaviour within the category are accurate. This report brings together consumer analysis and market data to provide actionable insight into the behaviour of Italian Meat consumers. This is based on Canadean's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Meat sector. Category, brand, and packaging dynamics are also examined. This allows product and marketing strategies to be better aligned with the leading trends in the market.

The Italian meat production has a long history and tradition and its weight within the national agriculture gross domestic product (GDP) is around one quarter percent. Italy is not self-sufficient for the meat production and the import of meat and live animals represents two of the main negative voices of the agricultural deficit of the country. There are various types of meat available in Italy:

The customer discernment

In the recent years, the Italian consumers have shown an increased lack of confidence toward the consumption of meat products and particularly towards the meat.

  • The new food habits of the young generations
  • The negative impact of the food scandals involving meat products;
  • The progressive decline of the organoleptic traits of the meat.

As in many other North European Countries, Italy is showing a continuous increase in the number of vegetarians particularly among the young generations. Support to this trend comes by the progressive concern of the people about the animal rights and the rearing conditions of the farm animals which has led to the issue of several EU regulations in the matter of animal welfare. Food scandals like the BSE or the dioxin-contaminated poultry in Belgium have created a negative shadow on the safety and genuineness of meat products. In April 2000, the Italian Institute of Food Research and Nutrition carried out an opinion poll on what Italian consumers thought about the food safety at that time. Virtually, every Italian had heard about the BSE problem. People were also very much aware of the cases of food-born botulism and salmonella that occurred in Italy shortly before the poll as well as the discovery of dioxin-contaminated poultry and eggs in Belgium. Therefore, it was not surprising that they rated meat and eggs to be unsafe foods. Data from ISMEA (2001) showed that the general decline observed in the organoleptic traits of the meat has arisen from several reasons. In the case of red meat, the loss of taste and flavour can be mainly related to the reduced marbling since the lipid fraction plays a key role in the determination of these traits. Moreover, the reduced intramuscular fat deposition has a negative effect on meat tenderness, which in cattle has also been worsened by the progressive reduction in the time of muscle tissue maturation after slaughtering

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Ken Research

Ankur Gupta, Head Marketing & Communications



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