A survey was conducted in north Indian cities (Ghaziabad, Noida, Gurugram, Delhi, Lucknow and Bareilly) with an aim to evaluate meat consumption pattern and meat products quality. Retailers from 15 randomly chosen shops, viz., Shop-A, B, C...O and 403 consumers visiting those shops were interviewed. Sample meat products from 10 shops were collected and quality evaluated. Among retailers, 73.33% told meat Kabab (chicken and chevon), is the most sold out product. As per 50.37% & 34.24% consumers chicken and goat meat was 1st and 2nd preference of meat species respectively, 53.46% of consumers preferred “taste” as their first criteria of meat products purchase, 62.85% consumers preferred convenience meat products as compared to traditional counterparts, highest percentage of (43.42%) consumers chosen seekh kabab (chicken and chevon) as their first preference of product. Evaluation of market products quality revealed that, maximum and minimum protein percentage in Shop-A, Chicken Kabab (16.73%) and Shop-C, Chicken Kabab (5.32%) respectively. Cholesterol content found maximum and minimum amount in Mutton Kabab from Shop-J (60.72 mg/100g) and Chicken Sausages from Shop-N (33.54 mg/100g) respectively. Calcium content found highest in Chicken Kabab from Shop-C (1.63%). Highest Total Plate Count (TPC) detected in chicken Kabab from Shop-D (5.41 log 10 cfu/g).
Food of animal origin in relation to protein contents are at the top of the food chain (Chemnitz and Becheva, 2014) and among that meat occupies the principal position. Meat is most widely used important food commodity of animal origin food. It contains quality protein, palatability enhancing fat, energy providing carbohydrates, vitamins as well as essential fatty acids and micronutrients which make it a balanced diet for most of the people (Sharma
Meat consumption behavior is the pivotal factor for the development of livestock sector based economy. In gross, consumer’s behavior in relation to choosing a food item indicates the process and activities that they follow when they search, select and purchase any food item to satisfy their needs and decisions. Various external factors such as culture, sub culture, social class, reference groups, family decisions and certain situational determinants also influence the consumer’s purchase decisions. Meat consumption behavior falls within these lines and varies with the societal set up in which the consumers are operating (Raju and Suryanarayana, 2005). Till date the culture, traditions, customs, taboos and finally the quality of the available meat products influences the consumption pattern of meat and meat products, in all the strata of Indian society. Nutritional, functional and hygienic attributes of available market meat products determines its acceptability. Therefore, maintaining the optimum quality of meat products should always be the priority of both processors and retailers engaged in meat business. Following of good manufacturing, handling and packaging practices, maintenance of cold chain are the issues influence the meat products quality at any point in supply chain.
Structured information of meat consumption pattern and existing market meat products quality of a particular area is very much necessary to develop the future strategies for face lifting of meat processing industries in that area because in the present world, supply of quality food to the consumer in its safest form is the biggest challenge to the food processors (Talukder and Mendiratta, 2017). Furthermore the basic database can help to ensure the food safety of consumer and can deal the future problems related to meat and meat products as well. In India, a significant portion of meat consumer belongs to the major northern Indian cities viz., NCR (Delhi, Ghaziabad, NOIDA and Gurugram), Lucknow and Bareilly. Generation of data base of meat and meat product consumption pattern in this vast area and the evaluation of existing quality of the market meat products will be very much useful in planning and development of future strategies of meat business and will assure the food safety of the consumers efficiently.
The present study was undertaken in 6 major cities in northern India viz., Ghaziabad, NOIDA, Gurugram, Delhi, Lucknow and Bareilly. From each city at least 2-3 retail meat shops, engaged in selling of fresh meat and convenience/traditional meat products, were identified randomly (
A random sampling procedure was used. Total 15 retail meat shops (
A well structured, bilingual (Hindi & English) questionnaire used separately for retailers and consumers. The retailers answered basic information viz., amount and species of meat sold per week, most preferred meat products of consumer etc. Whereas, consumer answered the basic informative questions, viz., preference of meat species and products, frequency and quantity of meat and meat products consumption per month, their preference of feature in meat products during purchase, preference for place of purchasing, preference for traditional or convenience meat products, most frequently purchased convenience product and its brand. The personal opinion of retail shop owners and the consumers about the present trends of meat consumption behaviour in the society, other than included in questionnaire were also tabulated and analyzed.
The proximate composition of collected samples was determined as per AOAC (1995). Calorific values of the samples were determined by Gallenkamp and Ballistic Bomb Calorimeter (Haque and Murali, 1999). Total dietary fibre (TDF), was determined by slight modification of an enzymatic method (Furda, 1981). Thiobarbituric acid reactive substances (TBARS) value of samples was determined by the distillation method (Tarladgis
The collected primary data obtained through survey forms were recorded. Suitable statistical tool used for the analysis of data. The responses were grouped together and presented in the form of frequencies and percentages.
The number of consumer from individual shop varied between 17-41 depending on their availability. The variability in the number of male and female consumers, encountered during survey was might be due to less preference to meat consumption by female consumers as compared to vegetarian diet, social stratification, environmental reason etc. The reason for this might be linked to the idea that some foods are seen as masculine and some are feminine. Traditionally, the meat consumption is described as more masculine while the consumption of vegetables and fruits is more feminine (Prattala
The data related to selling pattern of meat and meat products provided by the retailer is presented in
Sl. No. |
Variables |
Category |
Frequency (%) |
---|---|---|---|
1 |
Educational qualification of retailer |
≤ 10th |
0 |
10th-12th |
6.66 |
||
Graduate |
60 |
||
Post graduate |
33.33 |
||
2 |
Species of meat sell |
Chicken |
46.67 |
Chevon/Mutton |
26.67 |
||
Fish |
13.33 |
||
Pork |
6.67 |
||
Other |
6.67 |
||
3 |
Quantity of meat sell (kg)/ week |
≤40 kg |
6.67 |
40-60 |
46.67 |
||
60-80 |
26.67 |
||
80-100 |
6.67 |
||
≥100 |
13.33 |
||
4 |
Quantity of product sell (kg)/week |
≤10 kg |
13.33 |
10-20 |
6.67 |
||
20-30 |
6.67 |
||
30-40 |
20 |
||
40-50 |
40 |
||
≥50 |
13.33 |
||
5 |
Most sold out product |
Tandoor product |
0 |
Kabab |
73.33 |
||
Patties/nuggets/balls/salami |
20 |
||
Other |
6.66 |
||
6 |
Pattern of change in meat business in last five years |
Increase in fresh meat sell |
13.33 |
Decrease in fresh meat sell |
0 |
||
Increase in product sell |
80.00 |
||
Decrease in product sell |
0 |
||
No change in selling pattern |
6.67 |
According to 46.67% retailer chicken is the most sold out meat species. Whereas 26.67% retailer told chevon/mutton is most sold species. Easy availability, lower price of chicken as compared to other ruminant meat might be the reason why it is being preferred by the consumers most. According to Devi
According to 40% retailer, they sells 40-50 kg meat products per week, whereas, 13.33% retailer sells of ≥50 kg/week. The increasing demands of ready to eat meat products among consumer might be due to preference of convenience meat products. Changes in socioeconomic status, increasing number of women entering in the workforce are fuelling high demand for ready to eat type of meat products, has also been described by Gadekar and Shinde (2011). As per 73.33% of retailer Kabab (chicken/ chevon), was the most preferred processed meat, might be due to its unique, charcoal grille taste and flavor, readily availability, economic nature and finally its enriched nutritional character. Similarly, Bhat
During survey, the problems faced by retailer in meat business and consumer’s expectation to them were also addressed and presented in
In present study, 93.33% consumers prefer convenience meat products. As a result, there is a growing demand for convenient, packaged processed meat products (ICFA, 2016). As per retailers’ opinion, 100% consumers demands both tasty and healthy meat products. The heath consciousness of taste loving consumers is might be the reason behind that.
Sl. No. |
Variables |
Frequency (%) |
---|---|---|
1 |
||
» Increased competition in market |
86.67 |
|
» Myth about the quality of frozen meat and products |
93.33 |
|
» Social pressure against non vegetarianism |
6.67 |
|
» Less supply of quality raw material as compared to demand |
26.67 |
|
2 |
||
» Demands for convenience meat products |
93.33 |
|
» Tasty but healthy meat products |
100.00 |
|
» Low fat in meat/product |
86.67 |
|
» Demands for fish and fish products |
80.00 |
Among retailer, 86.67% told that the health conscious consumers demands for healthy meat products in relation of low level of fat in them. This may have arisen from the healthy advice from doctor, social medias etc. urging consumers to reduce their intake of fat, particularly saturated fat, in order to avoid obesity, lower the risk of coronary heart disease etc. (Jalal
The socio-economic and demographic characteristics of consumer are presented in
When the expenditure for monthly meat consumption is concern, it has been observed that the maximum 40.69% of the consumer expense ₹ 1000-1500/- per month. Whereas, 26.80% of the consumer expenses ₹ 1500-2000/- per month. Maximum number (48.88%) of consumer takes meat and meat products in dinner, whereas 27.05% consumer takes it as snacks. It has been observed that 51.61% of the consumers take meat and meat products 3-4 times a week as an integral part of their meals. The results showed that, grains and vegetables are the 1st choice of food item. According to 46.90% consumers there is reduction in fresh meat consumption since last two years and 52.85% consumers agreed with the fact that there is increase in processed meat consumption.
Sl. No. |
Variables |
Category |
Frequency (%) |
---|---|---|---|
1 |
Gender of meat purchaser |
Male |
69.23 |
Female |
30.76 |
||
2 |
House hold size |
≤2 |
7.94 |
3-4 |
50.37 |
||
5-6 |
32.75 |
||
≥6 |
8.93 |
||
3 |
Monthly meat consumption expenditure (₹) |
≤500 |
3.47 |
500-1000 |
17.62 |
||
1000-1500 |
40.69 |
||
1500-2000 |
26.80 |
||
≥2000 |
11.41 |
||
4 |
Meat is taken in the meal |
Breakfast |
5.21 |
Lunch |
18.86 |
||
Dinner |
48.88 |
||
Snacks |
27.05 |
||
5 |
Meat intake per week |
≤2 |
26.05 |
3-4 |
51.61 |
||
5-6 |
14.39 |
||
Every day |
7.94 |
||
6 |
Position of meat/meat products in respect to nutritional priority in diet |
Grains/Vegetable |
45.66 |
Milk/Milk products |
35.24 |
||
Meat/Meat products |
18.61 |
||
Other |
0.5 |
||
7 |
In last 2 years fresh meat consumption status |
Increased |
41.44 |
Decreased |
46.90 |
||
Maintained |
11.66 |
||
8 |
In last 2 years processed meat consumption status |
Increased |
52.85 |
Decreased |
38.71 |
||
Maintained |
8.44 |
Meat purchasing behavior of the consumers has been evaluated and presented in
Sl. No. |
Variables |
Category |
Frequency (%) |
---|---|---|---|
1 |
Species of meat preferred |
Chicken |
50.37 |
Goat/Sheep |
34.24 |
||
Fish |
7.94 |
||
Pork |
4.22 |
||
Other |
3.23 |
||
2 |
Purchase meat from |
Traditional meat shop |
41.19 |
Departmental store |
29.03 |
||
Road side stall |
24.57 |
||
Other |
5.21 |
||
3 |
Purchase meat products from |
Traditional meat shop |
33.75 |
Departmental store |
32.51 |
||
Road side stall |
20.84 |
||
Other |
12.90 |
||
4 |
Preferred meat products type |
Traditional |
37.47 |
Convenient |
62.53 |
||
5 |
Most preferred convenient product/s |
Kabab/ Tikka |
43.42 |
Nuggets |
18.86 |
||
Sausages |
14.39 |
||
Fish products |
7.20 |
||
Patties |
2.98 |
||
Salami/Ham |
13.15 |
||
6 |
Product attributes preference |
Taste |
50.12 |
Nutritive value |
30.77 |
||
Price |
1.49 |
||
Brand name |
11.41 |
||
Packaging |
6.20 |
Among consumer, 41.19% and 33.75% told about their preference of place of purchase fresh meat and meat products respectively from traditional meat shop, whereas, only 29.03% and 32.51% consumer prefer departmental store for purchase fresh meat and meat products respectively, the probable reasons behind this might be, the lack of awareness of consumers about hygiene and safety. It has been observed that 62.53% consumer preferred convenience meat products, which might be due to its easy processing, handling.
As most preferred meat products, Kabab has been chosen by 43.42% consumer. The characteristic traditional flavor and taste of charbroiled kababs is due to combustion of fat that drips on the red hot charcoal (Anjaneyulu
Survey showed that 50.12% consumer preferred “taste” as their first criteria to purchase meat products, which might be contributed by various sensory attributes of meat products as taste, texture, aroma, and appearance have distinct and influential effects on acceptability of meat product.
The proximate composition, calorific value and fat quality attributes of market meat products samples have been evaluated and presented in
The TBARS and FFA are the two attributes which determines the fat quality in meat products. Higher value of TBARS than the acceptable range (1-2 mg MLD/kg, Malav
As far as mineral component is concern in the market samples, it has been found that the mineral content varied in samples (
Product |
Total Plate Count (log 10 cfu/g) |
Psychrophilic Count (log 10 cfu/g) |
Coliform Count (log 10 cfu/g) |
---|---|---|---|
A. Chicken Kabab |
4.97 ± 0.04 |
2.35 ± 0.05 |
N.D. |
C. Chicken Kabab |
3.75 ± 0.10 |
1.68 ± 0.06 |
N.D. |
D. Chicken Kabab |
5.41 ± 0.16 |
2.56 ± 0.03 |
N.D. |
F. Chicken Sausage |
5.17 ± 0.08 |
2.39 ± 0.17 |
N.D. |
H. Chicken Kabab |
3.15 ± 0.10 |
1.42 ± 0.04 |
N.D. |
I. Chicken Sausage |
4.46 ± 0.19 |
2.22 ± 0.02 |
N.D. |
J. Mutton Kabab |
4.35 ± 0.28 |
2.13 ± 0.15 |
N.D. |
L. Chicken Kabab |
4.39 ± 0.22 |
2.11 ± 0.06 |
N.D. |
M. Chicken Kabab |
3.10 ± 0.07 |
1.63 ± 0.05 |
N.D. |
N. Chicken Sausages |
4.26 ± 0.15 |
2.05 ± 0.08 |
N.D. |
(N=10, N.D. = Not Detected).
The microbiological quality of meat products reflects the level of hygiene and cleanliness of production and processing practices adopted. The Total plate count (TPC) and psychrophilic count found in this study varied from sample to sample which is obviously due to the adoption of different processing and handling practices for meat product development (
Highest TPC as well as the Psychrophilic Count found in Chicken Kabab from Shop-D, 5.41 log 10 cfu/g and 2.56 log 10 cfu/g respectively. The high number of microorganisms, could be influenced due to many factors which affects the growth of microorganisms in meat products, these include handling of raw meat with contaminated hands, mixing of contaminated meat with other meat, improper cooking temperature and time schedule, adoption of unhygienic practices, use of contaminated water etc. Furthermore, the variations in TPC and psychrophilic count in different samples could be due to the materials and different treatment/processes used by the producers and sellers. This observation is in line with the findings of Igene
In the present study meat consumption behaviour and the existing meat products quality in north Indian cities have been evaluated. It has been observed that, the choice of meat species by the consumers is being influenced by their gender, food habit, religion and their position in social stratum. According retailer there is a trend of increasing consumption of processed meat as compared to fresh meat. Both retailer and consumers revealed that the chicken is the most preferred meat species and Seekh Kabab is most preferred product. The preference of convenience meat products has been established in this study. The study showed a variation in quality of market meat products and the microbiological quality found satisfactory for most of the products. From the present study an idea can be obtained, about the thrust area where emphasis to be given to accelerate the pace of overall growth of Indian meat industry at present scenario.