Mexican consumers at the point of meat purchase. Pork choice

Meat is the largest food category in Mexico of which pork is the second most popular reporting 11.5 kg per capita consumption in 2015. In the same year, pork production in Mexico totaled more than one million metric tons and another million tons were imported. With this significant amount of pork demand met through international trade, it is as much in the interest of the Mexican as the global meat industry to be aware of Mexican market preferences. The aim of the current study was therefore to identify the most important characteristics of fresh pork which determine consumer choice in cities in four regions of Mexico. Preliminary interviews validated the use of the chosen attributes and elaborated criteria reported as useful at the point of purchase. Surveys using images of pork chops showed that consumers in four cities across Mexico had similar strategies for pork choice. New surveying tools also determined preferred levels of the characteristics used in the decision-making process. The most important choice criteria were colour (divided between light and dark red), and fat cover (preference for lean). Marbling and drip were less used, but are nevertheless important given that 21% of consumers used three or four characteristics to make their choice. Preferences within the normal range of pork colour, fat cover achieved through trimming and drip countered by an absorbent pad all favour industry practice. Unfortunately, preferences for minimal or no marbling and fat cover likely result in a compromised gustative experience for many Mexican consumers.