Module I - Consumers, citizens and the market

Module coordinator

Prof. Klaus G. Grunert

The development on the world market for pigs gives rise to considerable challenges in the European production and export of pork. The increased competition can be a financial drain on EU countries and it is therefore decisive that the pig industry understands and comprehends the increasingly demands from both consumers and citizens.

The objective of module 1 is to develop new tools for innovation and marketing of pork-based products. More specifically the purpose is to map and evaluate consumers and citizens’ attitudes towards pig production and pork consumption in general and use this knowledge as input for further development.

A lot of citizens are critically towards the pig industry and many take part in the public debate about large pig production plants, slaughterhouses and animal transportation, even if they do not know much about food production.

It is a widespread opinion that negative attitudes towards the pig production are not strongly related to consumers’ purchasing behaviour. Attitudes in terms of what is voted for at the local and national election can however have an impact over time on the process of production by means of upcoming rules and regulations.

Consumers on the other hand relate to pork products based on their meal patterns and preferences for eating quality, nutritional aspects, convenience, variety, production processes etc., which in some cases will result in willingness to pay prices for products that enable profitable productions.