THE UNTAPPED POTENTIAL OF GAME MEAT AS FOOD SOURCE: CONSUMER PERSPECTIVE. Prof Elmarie Slabbert

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1 THE UNTAPPED POTENTIAL OF GAME MEAT AS FOOD SOURCE: CONSUMER PERSPECTIVE Prof Elmarie Slabbert

2 Introduction Significant growth in Game farming Nearly 20 million heads of game Annual Game exports = R500 million The consumption of game meat is very low South Africa (14 million people) South Africa is not on a food secure level Game meat has potential, but is still underutilised Consuming game meat is very healthy Being aware of this information does not increase the demand

3 Aims of the study

4 Method of study Quantitative research Survey- ifeedback October 2017

5 Results Section A: Demographic information Gender Male (56%) Female (44%) Age Average of 50 years Home language 1. English (57%) 2. Afrikaans (36%) 3. Other (7%) Tswana, Xhosa, Zulu, Sotho Highest level of qualification 1. Diploma/ Degree (47%) 2. Post-graduate degree (33%) 3. Matric/ Grade 12 (18%) Province or residence Gauteng (51%) Gross annual income 1. > R (35%) 2. R R (14%) 3. R R (11%) Number of people in household The average household consists of three people Description of personality 1. Slightly adventurous (56%) 2. Adventurous (38%) 3. Not at all adventurous (6%)

6 Meat preference Type of Meat High Preference Low preference Beef Poultry Mutton Lamb Pork Game meat

7 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)

8 Spending per month on processed game meat Income level Percentage Processed game meat average spending per group Number of respondents (n=1053) < R R R R R R R R R R R R R R R R R R R R R R R R R R R > R R R Total spending R Total Processed game meat average spending Number of respondents = Total spending x = R

9 Economic Viability Scenario A: (1 million consumers) Total spending = (x) Total spending = Total spending = R 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 tons (1 kg = R 235). Scenario B: (3 million consumers) Total spending = (x) Total spending = Total spending = R 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 (± tons).

10 Game meat lovers Fresh game meat purchase behaviour 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)

11 Spending on fresh game meat Income level Percentage Fresh game meat average spending per group Number of respondents (n=375) < R R R R R R R R R R R R R R R R R R R R R R R R R R R > R R R Total spending R Total 1 in 3 people are game meat lovers Fresh game meat average spending Number of respondents = Total spending x = R208.84

12 Economic Viability Scenario A: (1 million consumers) Total spending = (x) Total spending = Total spending = R 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 ± tons of fresh game meat. Scenario B: (3 million consumers) Total spending = (x) Total spending = Total spending = R 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 (± tons).

13 Reasons for buying 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)

14 Aspects contributing to buying game meat more often 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)

15 Non-game meat lovers Reasons for not consuming fresh game meat 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)

16 Fresh game meat purchase enhancers 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)

17 Recommendations Formalise the processing systems of game meat; Consumers trusting the product and sales; National marketing campaign (improve knowledge of consumer); Accompanied by retailers who support the campaign with tastings and specials; Year-round availability; and A Retail competition for game meat products (Checkers boerewors competition). Retailers such as Spar or Woolworths: Marketing campaigns by retailers focus on health benefits of fresh game meat; Provide bite-snacks during the winter months; Pre-packed spices and recipes for fresh meat; Retailers should focus on Kudu and Springbuck while educating consumers about other species; Specials; and Affordable pricing.

18 Recommendations The Tourism and Hospitality industry: Fresh game meat tastings at arts festivals or food markets; Restaurants should serve game meat options (Proudly SA label); Promote game meat (Guesthouses and/or restaurants); and 'Special of the day' opportunities (Kudu-potjie, Springbuck-bredie or an Ostrich stew). The consumer: Efforts should be made emphasizing own preparation of fresh game meat; There is a willingness from consumers and that should be exploited; Labelling is important informed consumers; and Awareness campaigns.

19 The Untapped Potential of Game Meat as Food Source: Consumer Perspective Thank You Any Questions?