Experts Identify the Key Motive for Young People When Choosing Meat

Information about product quality is the main factor that increases young consumers’ motivation to buy meat products. This was the answer given by 40% participants in a study by Miratorg Agricultural Holding and Bryansk State University named after Academician I.G. Petrovsky.

1.5 thousand people took part in the survey. Young people aged 16–28 accounted for 97% of the sample.

When choosing meat products directly, respondents primarily focus on taste — it was noted by 45% of those surveyed. For 30%, the main criterion was price, and for 15% — natural ingredients.

Among additional incentives to buy after information about quality, participants named modern packaging design — 30%, recipes from bloggers — 20%, and small-format packaging — 10%.

The greatest interest in the youth line was in ready-made meals: 40% respondents chose them. Party semi-finished products interested 30%, meat snacks — 20%, and diet products — 10%.

Local origin of products also builds trust. 26% respondents called this factor important, and another 39% rated it as “rather a plus.”

“The study confirmed that young buyers trust local products and want to know more about their quality. We are ready to give them this information,” the Miratorg press service said.

According to the study’s academic supervisor, Candidate of Economic Sciences, Associate Professor Elena Yakubenko, the results show the importance of taste, natural ingredients and transparent information about quality for a young audience.