To eat or not to eat pork, how frequently and how varied? Insights from the quantitative Q-PorkChains consumer survey in four European countries

This study uses pork consumption frequency and variety to identify and profile European pork consumer segments. Data (n = 1931) were collected in January 2008 in Belgium, Denmark, Germany and Poland. "Non-pork eaters" are profiled as predominantly younger (< 35 years) females, with a high likelihood of living single and being underweight (BMI < 18.5 kg/m²). Three segments of pork eaters were identified. The "Low variety, Low frequency" segment (17.4%) has a similar profile as the non-pork eaters, though it is a largely non-Polish and non-German segment. The "High variety, High frequency" segment (18.6%) consists mainly of rural, lower educated and overweight or obese (BMI > 30 kg/m2) males. The segment "High variety, Medium frequency" (50.1%) includes families and other non-single households, with a profile that matches the overall sample. Their pork consumption is balanced over a wide range of pork cuts and pork meat products. Each segment entails specific challenges for the industry and the public health sector.