Pork consumption in Brazil: Challenges and opportunities for the Brazilian pork production chain

Abstract

In spite of being the world’s most consumed meat, pork ranks only third in Brazil, with a consumption level much lower than that of poultry and beef. Although consumption of fresh pork meat has been increasing in recent years, 67.9% of the Brazilian pork consumption is based on processed pork products. Despite the chain’s many technological improvements in recent years, producers and industry are not yet focused on innovation nor on informing and captivating the new millennium’s consumer. Brazil is a country of continental dimensions and recent changes in the economic status of the population have created a favourable environment for the development of new pork products. This study investigates consumers’ eating habits, preferences and satisfaction using data collected from a survey among 482 consumers as part of the Q-PorkChains project in Brazil. Results indicate that consumers prefer fresh (not frozen) products and the supermarket is their preferred distribution channel. Pork products are consumed mostly at home, with family, on any day of the week. Consumers are generally satisfied with the products available in the market, although health aspects, convenience and price could be improved. Overall, the interviewed pork consumers in Brazil signal opportunities for the pork chain in terms of innovation and new product development.