Perceptual attributes of poultry and other meat products: A repertory grid application

Increased demand for processed poultry products through the growth of home meal replacements and ready to eat products, present an opportunity for the development of new value-added poultry products. Repertory grid interviews were conducted to generate insight into consumer driven product development of these products. Procrustes analysis revealed that healthiness, nutrition, convenience, and processing attributes were most important parameters for discriminating amongst 24 meat and meat alternatives. “White meat”, “healthier”, “leaner”, “good source of protein”, “easy to cook” and “convenient”, were found to positively influence consumer preferences for unprocessed chicken products, eggs and salmon while price did not appear to be important for differentiating the products. Traditional processed fish and poultry products, such as chicken nuggets, represented undesirable composition, processing and quality concerns. Identification of consumer attributes for discriminating poultry products among other meat alternatives can guide the development of competitive value-added poultry products.