WHAT ARE CONSUMERS VIEWS ABOUT GAME MEAT AS FOOD SOURCE? Proff M. - - PowerPoint PPT Presentation

WHAT ARE CONSUMERS VIEWS ABOUT GAME MEAT AS FOOD SOURCE?

Proff M. Saayman & E. Slabbert

WHAT ARE CONSUMERS VIEWS ABOUT GAME MEAT AS FOOD SOURCE?

Presented by

Proff M. Saayman & E. Slabbert TREES (NWU) 2 August 2018 Skukuza

• Significant growth in Game farms - 9000
• Excess of 20 million heads of game
• The consumption of game meat is relatively low
• Game meat has huge potential globally, greater

emphasis on healthy living

Prefer:

• 24% Game
• 24% Beef
• 20% Chicken
• 91% indicated that they would donate

skin and bones

• 54% hunt for someone else

• 69% consume local food
• Game meat consumed includes:
• Kudu and Springbuck (biltong and sausage)

Reasons for not consuming local food

• 53% not sure what is local
• 17% not sure what a dish contains

Game farmer / breeder Harvest team / hunters Abattoir / butcheries Meat processing Skin Bones Creative entrepreneurs Consumers Horns Veterinary sciences Transport Retailer Restaurants / hotels Consumer Meat export Auctions

Type of Meat

High Preference Low preference 1 2 3 4 5 6

Beef

35 26 21 12 5 4

Poultry

3 5 9 15 27 42

Mutton

32 22 16 13 11 5

Lamb

5 8 7 15 30 33

Pork

7 12 19 29 18 12

Game meat

18 27 28 16 9 4

Processed game meat purchase behaviour

Processed game meat Frequency Mean value (Std. Deviation) Chilly Bites Rarely 2.45(±1.343) Salami Rarely 2.49(±1.202) Dry wors Often 3.38(±1.296) Biltong Often 3.73(±1.224)

Income level Percentage Processed game meat average spending per group Number of respondents (n=1053) Total

< R140 001 6 R186.82 68 R12 703.76 R140 001-R221 000 7 R232.65 73 R16 983.45 R222 001-R305 000 9 R251.73 96 R24 166.08 R306 001-R431 000 14 R250.28 146 R36 540.88 R432 001-R552 000 11 R300.97 121 R36 417.37 R553 001-R672 000 10 R281.84 105 R29593.20 R673 001-R772 000 8 R350.82 81 R28 416.42 > R772 001 35 R335.00 363 R121 605.00 Total spending R258 094.00

𝑄𝑠𝑝𝑑𝑓𝑡𝑡𝑓𝑒 𝑕𝑏𝑛𝑓 𝒏𝒇𝒃𝒖 𝑏𝑤𝑓𝑠𝑏𝑕𝑓 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 ∗ 𝑂𝑣𝑛𝑐𝑓𝑠 𝑝𝑔 𝑠𝑓𝑡𝑞𝑝𝑜𝑒𝑓𝑜𝑢𝑡 = 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕

𝒚 = 𝑺𝟑𝟓𝟔. 𝟐𝟏

Scenario A: (1 million consumers) 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = (𝑦) ∗ 1 000 000 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = 245.10 ∗ 1 000 000 𝑼𝒑𝒖𝒃𝒎 𝒕𝒒𝒇𝒐𝒆𝒋𝒐𝒉 = 𝑺𝟑𝟓𝟔 𝟐𝟏𝟏 𝟏𝟏𝟏. 𝟏𝟏 R2.4 billion is spent on biltong or processed game meat if one million consumers in South Africa consume biltong. This is equivalent to nearly 1 042.98 tons (1 kg = R 235). Scenario B: (3 million consumers) 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = (𝑦) ∗ 3 000 000 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = 245.10 ∗ 3 000 000 𝑼𝒑𝒖𝒃𝒎 𝒕𝒒𝒇𝒐𝒆𝒋𝒐𝒉 = 𝑺𝟖𝟒𝟔 𝟒𝟏𝟏 𝟏𝟏𝟏. 𝟏𝟏 In scenario B, the number of consumers is increased to three million and based on the results from the research it implies that R 7.35 billion is spent on biltong (± 3 128.94 tons).

Fresh game meat Frequency Mean value (Std. Deviation)

Smoked SA game meat, e.g. Carpaccio Rarely 1.53(±.927) Other Rarely 2.18(±1.069) Species wors (mixed game and pork beef) Sometimes 2.62(±1.028) Tripe Sometimes 2.91(±1.203) Mince meat Sometimes 3.22(±1.253) Fillet/ sirloin/ rump Sometimes 3.43(±1.044)

Income level Percentage Fresh game meat average spending per group Number of respondents (n=375) Total

< R140 001 5 R267.92 20 R5 358.40 R140 001-R221 000 7 R238.25 26 R6 194.50 R222 001-R305 000 9 R273.75 33 R9 033.75 R306 001-R431 000 14 R335.23 52 R17 431.96 R432 001-R552 000 10 R302.26 40 R12 090.40 R553 001-R672 000 12 R328.24 45 R14 770.80 R673 001-R772 000 8 R289.13 29 R8 384.77 > R772 001 36 R424.31 130 R55 160.30 Total spending R78 315.87

𝐺𝑠𝑓𝑡ℎ 𝑕𝑏𝑛𝑓 𝑛𝑓𝑏𝑢 𝑏𝑤𝑓𝑠𝑏𝑕𝑓 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 ∗ 𝑂𝑣𝑛𝑐𝑓𝑠 𝑝𝑔 𝑠𝑓𝑡𝑞𝑝𝑜𝑒𝑓𝑜𝑢𝑡 = 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 𝒚 = 𝑺𝟑𝟏𝟗. 𝟗𝟓

Scenario B: (3 million consumers) 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = (𝑦) ∗ 3 000 000 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = 208.84 ∗ 3 000 000 𝑼𝒑𝒖𝒃𝒎 𝒕𝒒𝒇𝒐𝒆𝒋𝒐𝒉 = 𝑺𝟕𝟑𝟕 𝟔𝟑𝟏 𝟏𝟏𝟏. 𝟏𝟏 In scenario B, the number of consumers is increased to three million and based on the results from the research it implies that R 6.26 billion is spent on fresh game meat (± 4 933.00 tons). Scenario A: (1 million consumers) 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = (𝑦) ∗ 1 000 000 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = 208.84 ∗ 1 000 000 𝑼𝒑𝒖𝒃𝒎 𝒕𝒒𝒇𝒐𝒆𝒋𝒐𝒉 = 𝑺𝟑𝟏𝟗 𝟗𝟓𝟏 𝟏𝟏𝟏. 𝟏𝟏 The results from scenario A indicate that R2 billion is spent on fresh game meat with regard to one million South African consumers. This is equivalent to nearly ± 1 644.33 tons of fresh game meat.

Reason to buy fresh game meat Frequency Mean value (Std. Deviation)

Grew up with it Neutral 2.95(±1.257) I prefer it compared to other types of meat Neutral 3.05(±1.021) Fairly priced Neutral 3.23(±0.912) Value for money Neutral 3.33(±0.988) Something different Neutral 3.49(±0.961) Healthy option Agree 3.50(±01.094) Unique taste Agree 3.71(±0.906)

Aspect Frequency Mean value (Std. Deviation)

Your knowledge of and exposure to game meat To a moderate extent 3.51(±1.010) Year-round availability To a moderate extent 3.54(±1.115) Lower prices To a moderate extent 3.57(±1.154) Specials To a moderate extent 3.65(±1.148) Health benefits and nutrition of SA game meat To a moderate extent 3.72(±1.049)

Reason Frequency Mean value (Std. Deviation) Never eaten it before Disagree 1.78(±1.147) Smell of the meat Neutral 2.79(±1.204) Do not trust the quality of the product Neutral 2.82(±1.153) The meat is tough Neutral 2.90(±1.102) Do not like the taste Neutral 2.91(±1.308) Prices are too high Neutral 2.98(±0.992) Do not know how to prepare the meat Neutral 3.06(±1.305) Do not have knowledge about game meat Neutral 3.14(±1.299) Not regularly available Neutral 3.25(±1.094)

Aspect Frequency Mean value (Std. Deviation)

Cooking demonstrations for game meat To some extent 2.91(±1.300) Game Meat Regulation To some extent 2.98(±1.345) Marketing efforts to sell more game meat To some extent 3.00(±1.233) Pre-packed and prepared game meat (value-added products) with recipe/instructions To some extent 3.11(±1.223) Specials To some extent 3.14(±1.289) Your knowledge of and exposure to game meat To some extent 3.15(±1.219) Lower prices To some extent 3.16(±1.265) Having specific species readily available (details on label of species) To some extent 3.17(±1.243) Higher levels of awareness or availability To some extent 3.25(±1.268) Meat tasting To some extent 3.21(±1.295) Details on label of species To some extent 3.23(±1.291) Health benefits and nutrition of SA game meat To some extent 3.33(±1.280)

• Government support;
• Address legislation issues;
• Introduce mobile abattoirs;
• Branding of game meat e.g.
• SA game meat, Biltong etc. Local is lekker;
• National marketing campaign (improve knowledge of consumer);
• Accompanied by retailers who support the campaign with tastings and specials;
• Year-round availability;
• A Retail competition for game meat products (Checkers boerewors

competition);

• Game meat route e.g. Limpopo Province;
• Use festivals to market game meat;
• Restaurants and hotels to offer game meat;
• Educate and inform game farmers.