Mexican consumers at the point of meat purchase. Beef choice

Meat is the largest food category in Mexico, accounting for approximately 25% of total grocery spending and, in 2015, beef consumption in Mexico was 9.9 kg per capita. Mexico is one of the top eleven beef exporters in the world, but domestic production does not meet demand. Given this significant beef market met through international trade, it is in the interest of not only the local, but also the global beef industry to be aware of Mexican market preferences. However, reports of Mexican consumers’ preferences for beef at the point of purchase are lacking. This study aimed to identify the most important characteristics of fresh beef that determine consumer choice in cities in four regions of Mexico. Books of 256 images of beef comparing two levels of each of four characteristics were developed as surveying tools. In addition, to better define preferred levels and acceptable limits that the consumer will tolerate in fresh beef, a series of images was produced for each of the four characteristics. The most important meat traits used at purchase were fat cover and marbling, with lean options preferred. Meat colour was also important, but divided between light and dark red. Fat colour was the least important of the four attributes studied, but was nevertheless important given that almost half of consumers used three or four characteristics to make their choice. Imported and domestic beef in the Mexican marketplace appear to respond to the range of Mexican consumer preferences for beef at the point of purchase.