Reports

Attitudes and buying behavior of Icelandic consumers of horsemeat

Published:

01/04/2019

Authors:

Eva Margrét Jónudóttir, Kolbrún Sveinsdóttir, Guðjón Þorkelsson

Supported by:

Agricultural Productivity Fund

Contact

Eva Margrét Jónudóttir

Researcher

evamargret@matis.is

Attitudes and buying behavior of Icelandic consumers of horsemeat

The aim of this study was to submit proposals to improve the position of horsemeat in the domestic market. A quantitative research method analyzed the attitudes and purchasing behavior of Icelandic consumers (n = 853) of horsemeat. The results were, among other things, that horse and foal meat is not prominent enough and visible in stores all over the country. Most people who buy horse and / or foal meat buy it from the refrigerator or about 50% participants, but the next most common is that people get the meat from friends, relatives, slaughter it themselves, buy it directly from a farm or more. More often than not, people made little distinction between attitudes towards horsemeat on the one hand and foal meat on the other. In terms of willingness to buy products, most said they were less likely to buy minced or smoked horsemeat, but most likely to buy steaks, goldfish and schnitzel. In the opinion of the participants in the study, habits and upbringing have the greatest effect on the consumption of horse and foal meat, followed by knowledge of the product. There are many opportunities in the sale of horsemeat. Most of those who took part in the study were really positive and welcomed the discussion about horsemeat. 96% of the participants had tasted horse and / or foal meat but those who had not tasted were not interested, either because they did not eat meat over their heads or because they felt like eating their dog and considered it wrong because of emotions. Superstitions and prejudices against the consumption of horsemeat seem to have passed long ago, but the public's knowledge of the quality and treatment of horsemeat could be increased. Most people considered horsemeat and foal meat to be a clean and environmentally friendly food, free of antibiotics and contaminants. All that can be said is that there are opportunities for marketing horsemeat and it can be assumed that with many trumps in hand, a big hit can be won if the cards are held correctly.

The aim of this study was to improve the status of horse meat on the Icelandic market. A quantitative research method was used to study the attitudes and buying behavior of Icelandic consumers on horse meat (n = 853). The results showed that horse and foal meat is not prominent and visible in stores in Iceland. Most people who buy horse and / or foal meat buy it from stores, refrigerated, or about 50% of the participants, but most often people get the meat from friends, relatives, slaughter themselves or buy directly from farms. Attitudes towards horse meat and foal meat were generally similar. In terms of buying a product, most people were the least likely to buy a buried or smoked horse meat, but most likely to buy steaks, guillemots and chips. The respondents believed that habits and upbringing had the most effect on horse and foal meat consumption, but knowledge of the product was in the third place. There are many opportunities in the sale of horse meat provided for quality products. Most of the participants were positive towards horse meat and welcomed the discussion on horse meat. 96% of the participants in the survey had tasted horse and / or foal meat. Those who had not tasted the meat, had no interest, either because they did not eat meat or because they felt like eating their dog and felt it was wrong because of emotions. Pastoralism and prejudice towards horse meat appear to belong to the past, but there is room for improvement of consumer knowledge of quality and treatment of horse meat. Most people considered the horse and foal meat to be clean and environmentally friendly food, free of antibiotics and contaminants. The marketing possibilities for horse meat are good.

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Reports

Information on fish consumption and buying behavior from fishmongers and restaurants

Published:

01/10/2007

Authors:

Gunnþórunn Einarsdóttir, Kolbrún Sveinsdóttir, Emilia Martinsdóttir

Supported by:

AVS Fisheries Research Fund

Contact

Kolbrún Sveinsdóttir

Project Manager

kolbrun.sveinsdottir@matis.is

Information on fish consumption and buying behavior from fishmongers and restaurants

The project "Attitudes and fish consumption of young people: Improving the image of seafood" aims, among other things, to gather information on the attitudes and fish consumption of young people. Questionnaires on various issues concerning fish consumption and young people's buying behavior were submitted to 14 fishmongers and five restaurants in the capital area at the end of 2005. This report summarizes information based on these parties' information and their views on young people's fish consumption. Some of the fishmongers expressed their concern about the tender specifications for the pre-schools and primary schools in Reykjavík, which were later found to be not good enough and clear enough, but it is very important to have clear definitions of what fresh ingredients are. This is important in light of the fact that some fishmongers say they know of examples where parents stop cooking fish at home where their children get it at school. The questions that must then arise are: How is fish in schools? Do the kids eat the fish at school? It seems to be different what people think the fish is expensive. The majority of people find it too expensive and there are examples of it comparing the price of fish with other foods. The fishmongers who have "gourmet fish shops", ie. are almost exclusively with ready-made fish dishes, but say they do not feel that people complain about the price. The people who come to them know what they are doing and are willing to pay for it. From the responses from the restaurants, it is clear that sales of fish dishes have increased over the years. Most fishmongers and restaurant owners agree that all fish and seafood commercials are good.

There is a consensus that fish and other seafood contain nutrients that have a positive effect on public health and consumption should thus be promoted. The overall objective of the project Young consumer attitudes and fish consumption: Improved image of seafood is to find ways to increase seafood consumption. This report discusses a particular survey, which was carried out in the project with the aim of gaining information about the purchasing and consumption behavior, as well as preferences especially of young consumers, with regard to seafood. Fishmongers, restaurateurs and caterers and others who have the occupation of dealing in fish and seafood, are among those believed to possess valuable information about consumer behavior in this respect. In order to tap into this data, a questionnaire was devised and 14 fishmongers, chosen by random selection, were visited and interviewed. The same questionnaire was also used to gain information from randomly selected restaurants that offer seafood, as well as managers at preschool- and compulsory school canteens. The many issues brought up by the questionnaire included purchasing behavior, quality, preferences, pricing etc. Some fishmongers voiced complaints about how Reykjavik City Treasury handled tendering procedures, especially the manner in which tender specification with regard to seafood for preschool- and compulsory school canteens has been carried out. The fishmongers claimed that the tender specifications regarding quality, freshness etc. were incomplete. Following these complaints, an informal investigation into the matter revealed that the criticism had some valid grounds.

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