Factors influencing the willingness to pay a price premium for red meat with potential to improve consumer wellness in Australia and the United States of America.

This study determined consumers' attitudes towards physical and mental wellness related to red meat consumption and their willingness to pay (WTP) more for the meat. In 2019, two online surveys of red meat eaters were conducted in the USA (n = 1000) and Australia (n = 523) using commercial platforms. Results showed that over 90% of respondents indicated interest in purchasing red meat to improve their wellness status. Additionally, about 85% indicated their WTP more for red meat for its wellness benefits, with Americans indicating stronger willingness than Australian respondents. The potential of meat consumption to improve overall wellness among red meat eaters was a dominant factor influencing consumers' WTP more. Other factors that increased WTP included frequency of meat consumption, physical exercise, sleep quality, number of children in a household, partnership status, and economic position. Outcomes from this study highlight a unique opportunity for the meat industry to position meat on its qualities that include wellness improvement if backed up with robust scientific evidence.

Can innovations in traditional pork products help thriving EU untapped pig breeds? A non-hypothetical discrete choice experiment with hedonic evaluation.

The EU is supporting measures that stimulate enhanced value-added products in order to conserve local and threatened livestock breeds. Several Traditional Pork Products (TPP) and Innovative Traditional Pork Products (ITPP) with health innovations from four untapped pig breeds in Spain (Porc Negre Mallorquí), Croatia (Turopolje), Italy (Cinta Senese) and Slovenia (Krskopolje) were analysed. Consumers' "Non-hypothetical" willingness to pay (WTP) and hedonic evaluation were investigated. An integrated experimental approach using two Non-Hypothetical Discrete Choice Experiment (NH-DCE) was carried out before and after a hedonic evaluation test. Results showed that the health innovative products (ITPP) received similar and even lower WTP than the "control" products (TPP) from the untapped pig breeds. The TPP outperformed products enriched with healthy ingredients or with reduced undesirable compounds. The potential demand for traditional and "unaltered" product from the rustic pig breeds could contribute to their conservation. A market niche exists, where consumers appreciate these high-quality products and where no "add-ons" are required to enhance their uptake.

Consumers' sensitivity to androstenone and the evaluation of different cooking methods to mask boar taint.

Boar taint is an unpleasant odour and flavour present in some entire male pigs that is due to the presence of androstenone and skatole. The aim of the study was to assess the sensitivity of 150 consumers to androstenone and to compare the acceptability and liking of meat from castrated and entire pigs, cooked with different cooking methods. Meat samples consisted of loins from castrated (CM) and entire male pigs (EM) with high levels of androstenone cooked by two cooking methods: sous-vide and fried/breaded with garlic and parsley. Consumers evaluated smell and flavour acceptability, and overall liking of CM and EM for each cooking method. The results of the study showed that dislike of androstenone odour increased significantly with sensitivity. The results of acceptability and overall liking were similar in CM and EM for both cooking methods. Therefore, the two cooking methods used in the study may be useful to mask boar taint.

Consumers' segmentation based on the acceptability of meat from entire male pigs with different boar taint levels in four European countries: France, Italy, Spain and United Kingdom.

Two consumer studies were conducted to know the acceptability of pork with different boar taint levels: test 1 performed in Spain (n=126) and United Kingdom (n=146), and test 2 performed in France (n=139) and Italy (n=140). Each test had 3 types of pork: 'Female meat', 'Low boar tainted meat', and a third type was 'Medium boar tainted meat' or 'High boar tainted meat'. Three main clusters were identified on the basis of 'How delicious do you find this meat?': 1-Pork lovers, 2-Boar meat lovers, 3-Reject boar tainted meat. Additionally, in test 2, a fourth cluster was identified: 'Reject low tainted meat'. A group of 16.2-38.2% of consumers rejected meat from boars, and another group of 12.4-21.7% rated the meat with medium or high levels of boar taint better than the meat from females, identifying a niche for meat from medium and high levels of boar taint, and suggesting the need to select carcasses on the basis of boar taint.

Impact of consumer's sensitivity to androstenone on acceptability of meat from entire male pigs in three European countries: France, Spain and United Kingdom.

The aim of this work was to study consumers' acceptance of pork with different levels of boar taint according to their androstenone (AND) sensitivity in France (FR, N=144), Spain (ES, N=101) and United Kingdom (UK, N=147). Samples were classified as 'females', 'detection minus' males (low levels of AND and skatole - SKA) and 'detection plus' males (high levels of AND and SKA). Globally, 22.7% of consumers were high sensitive, 28.3% middle and 49.0% low sensitive or insensitive to AND. Sixty-five percent dislike AND odour. AND disliking was lower in UK than ES and FR. The percentage of consumers that may reject tainted meat was 14.3-41.0%; the risk was lower in UK than ES and FR. The description of AND odour varied according to the degree of sensitivity of the consumers. High AND levels reduced the acceptability of boar meat; medium AND levels could even improve its acceptability compared with low levels, resulting in meat which is as positive as that from females.