The consumption of pork meat products is increasing due to its affordability, versatility and high protein content.

A North-West University (NWU) research project from the Consumer Sciences subject group in the School of Applied Health Sciences, is focusing on food product cues (sensory and non-sensory attributes) that influence consumers’ food choices. Prof Annchen Mielmann is now looking into the cues of pork meat because of its increased popularity among consumers.

She and fellow colleague Carike Brits are co-supervisors of master’s student Diewald Jordaan, who is specifically investigating what intrinsic and extrinsic product cues influence consumers’ perceived value of pork meat. 

“Due to the higher demand for pork meat, consumers are becoming more concerned about the quality, safety and environmental impact thereof. Pork meat has numerous product cues that could influence consumers’ perceived value, a contributing factor in modelling consumers’ choice of pork product,” says Prof Mielmann.

She says their quantitative and ethically approved study used an online questionnaire for data collection purposes.

The study findings indicated that most of the respondents consumed pork meat on a weekly basis and more than 75% perceived pork meat as positive.

“Interestingly, the most important reasons for purchasing pork meat products were the variety of products available, the meat’s sensory characteristics and its affordability compared to other red meats.”

Flavour, taste and affordability

According to Prof Mielmann, Diewald identified a total of 17 intrinsic cues (i.e. sensory properties such as smell, taste and appearance) and 26 extrinsic cues (i.e. non-physical properties such as price and quality).

He points out that while respondents regarded the flavour and taste of pork meat as the most important intrinsic cues, the price and quality of pork meat were viewed as the most important extrinsic cues.

Significant associations were also reported between socio-demographic factors and product cues, and between the value that respondents perceived and pork meat cues.

“This study accentuates the importance of sensory characteristics shaping consumers' perceived value of pork meat as respondents valued intrinsic cues as more important than extrinsic cues.”

Study can aid pork industry to promote pork meat

The research team believes the product cues identified in this study might aid the South African pork industry to promote pork’s nutritional value and unique product cues that will contribute to an improved quality evaluation and a more optimistic perceived value of pork-derived food products.

“Furthermore, this study could benefit the consumer by meeting their consumption requirements that will support the stance and growth of the South African pork industry.”

Prof Mielmann concludes that the sensory characteristics of food play a fundamental role in linking consumer behaviour, nutrition and food sciences to sustain the growing demand for affordable, protein-rich products that will improve the dietary well-being of consumers.

Prof Annchen Mielmann

Carike Brits

Diewald Jordaan