Consumer preferences for pork chops in five Canadian provinces

In this study, photographs of pork chops were shown to consumers in five Canadian provinces to study which characteristics are most important when choosing fresh meat. Understanding how consumers choose meat allows the industry to produce and supply meat that better responds to consumer preferences. The findings showed that high proportions of Nova Scotians chose light red pork, Albertans dark red pork and Quebecers non-marbled pork. Overall, the most important choice criteria were fat cover with a majority of consumers preferring lean meat and muscle colour which was divided between light and dark red preferences. Noting that a quarter of the consumers used three or four characteristics to make their choice, marbing and drip were also important characteristics in the decision-making process. The consumer preferences are readily met by the industry, but unfortunately, preferences for minimal or no marbling and fat cover likely result in a compromised gustative experience for many Canadian consumers.