Occasions, people and places for pork consumption in Europe. Empirical findings from the Q-Porkchains pan-European consumer survey

Objective : to describe the occasions when, the places where and people with whom respondents reported pork meat consumption. Design & Setting: Cross-sectional web based survey in Belgium, Denmark, Germany, Greece and Poland, January 2008, with quota samples on gender (male, female), age categories (20- 44y and 45-70y), and locality of residence (urban, rural with low pig production density and rural with high pig production density). Subjects : 2437 respondents (51% women, 49% men; mean age 41.4 y SD 13.1). Methods : Online computer based survey, including sociodemographic information, anthropometrics (weight, height), and further questions on frequency of pork consumption (30 common items, 17 country-specific items), the occasions (working day, any day, weekend, special occasions), the company (alone, with family, with friends, with others) and the place of actual consumption (at home, outside of home). Results are aggregated for the five European countries. Results : Tenderloin, mignonette, brochette together with pork shoulder ranked as the first choices for weekend and special occasions. The most out-of home consumed products are mixed gyros-pita meat, pork based brochette, pizza, small cuts, marinated meat, escalope, shoulder, tenderloin and mixed meat. The Greek country specific Sygglino, Tigania, and the Country-style sausage are amongst the main preferences for out of home consumption. At European level, most products are consumed at home and with the family. Meat products such as salami, ham, and similar products are amongst the first choices when eating alone. Semi-processed meat like brochettes, small cuts and marinated or ready to eat dishes as gyros-pitas and pizza are the main choice for eating in the company of friends. Conclusions : European respondents seem to make specific choices of food depending on to the occasions, the places and the company. This information highlights the potential orientation of consumers towards fresh meat for special occasions or weekends, and more processed and convenient products when alone or socializing. This information is also useful to address interventions aiming at the improvement of food related health in Europe.