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

Presented by Proff M. Saayman & E. Slabbert TREES (NWU) 2 August 2018 Skukuza WHAT ARE CONSUMERS VIEWS ABOUT GAME MEAT AS FOOD SOURCE?

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

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

High Preference Low preference Type of Meat 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 Mean value Processed game meat Frequency (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)

Processed game meat Number of Income level Percentage average spending per respondents Total group (n=1053) < 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) Scenario B: (3 million consumers) 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = (𝑦) ∗ 1 000 000 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = (𝑦) ∗ 3 000 000 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = 245.10 ∗ 1 000 000 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = 245.10 ∗ 3 000 000 𝑼𝒑𝒖𝒃𝒎 𝒕𝒒𝒇𝒐𝒆𝒋𝒐𝒉 = 𝑺𝟑𝟓𝟔 𝟐𝟏𝟏 𝟏𝟏𝟏. 𝟏𝟏 𝑼𝒑𝒖𝒃𝒎 𝒕𝒒𝒇𝒐𝒆𝒋𝒐𝒉 = 𝑺𝟖𝟒𝟔 𝟒𝟏𝟏 𝟏𝟏𝟏. 𝟏𝟏 R2.4 billion is spent on biltong or processed game meat if one million consumers in South In scenario B, the number of consumers is Africa consume biltong. This is equivalent to increased to three million and based on the results from the research it implies that R 7.35 nearly 1 042.98 tons (1 kg = R 235). 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 Sometimes 2.62(±1.028) beef) 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 Number of Total average spending per respondents group (n=375) < 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 A: (1 million consumers) Scenario B: (3 million consumers) 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = (𝑦) ∗ 1 000 000 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = (𝑦) ∗ 3 000 000 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = 208.84 ∗ 1 000 000 𝑈𝑝𝑢𝑏𝑚 𝑡𝑞𝑓𝑜𝑒𝑗𝑜𝑕 = 208.84 ∗ 3 000 000 𝑼𝒑𝒖𝒃𝒎 𝒕𝒒𝒇𝒐𝒆𝒋𝒐𝒉 = 𝑺𝟑𝟏𝟗 𝟗𝟓𝟏 𝟏𝟏𝟏. 𝟏𝟏 𝑼𝒑𝒖𝒃𝒎 𝒕𝒒𝒇𝒐𝒆𝒋𝒐𝒉 = 𝑺𝟕𝟑𝟕 𝟔𝟑𝟏 𝟏𝟏𝟏. 𝟏𝟏 The results from scenario A indicate that R2 billion is spent on fresh game meat with regard In scenario B, the number of consumers is to one million South African consumers. This is increased to three million and based on the results equivalent to nearly ± 1 644.33 tons of fresh from the research it implies that R 6.26 billion is game meat. spent on fresh game meat ( ± 4 933.00 tons).

Mean value Reason to buy fresh game meat Frequency (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)

Mean value Aspect Frequency (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)

Mean value Reason Frequency (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)

Mean value Aspect Frequency (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.