Insights into the consumption pattern, consumer preference and attitude towards meat and meat products in different administrative divisions of Karnataka

Introduction

India's meat production has shown steady growth, reaching 8.60 million tonnes, with the poultry sector contributing nearly half of the total output. The country has demonstrated a notable increase in production compared to previous years, reflecting the expanding demand for animal-derived foods. On a global scale, projections by the Food and Agriculture Organization estimate that meat demand will rise substantially, reaching about 455 million metric tonnes by 2050. Furthermore, global consumption of animal protein is expected to increase significantly by 2030, driven mainly by population growth and economic development, with poultry showing the highest anticipated growth among meat sources. Animal proteins play a crucial role in ensuring balanced nutrition; however, their availability in India remains comparatively low. The per capita supply of protein from animal sources is considerably below the global average. Similarly, the availability of meat per person in India does not meet the dietary recommendations of the Indian Council of Medical Research, indicating a gap between nutritional requirements and actual consumption levels. Despite this, meat has historically been an integral component of Indian diets and changing socio-economic conditions have contributed to a gradual increase in non-vegetarian food consumption. Rising incomes, urbanization and dietary diversification have encouraged higher intake of animal protein, while westernization has also led to increased popularity of processed meat products, particularly among younger populations. Although meat consumption is increasing, there remains a lack of comprehensive data on consumer preferences and consumption patterns in India. Understanding consumer behavior is essential for designing region-specific livestock production systems and improving meat marketing strategies. Such insights can support farmers and entrepreneurs in aligning production with market demand while ensuring quality and safety standards (Barbuddhe et al., 2018) [5] . In this context, Karnataka contributes a moderate share to the national meat output and plays a significant role in the livestock sector. Despite this, per capita meat availability in the state remains relatively low, highlighting the need for improved production and consumption strategies. Therefore, the present study was undertaken to evaluate consumer preferences for different types of meat, analyze consumption patterns and assess awareness regarding food safety regulations such as those governed by the Food Safety and Standards Authority of India. The study also aims to understand consumer perspectives on meat quality, animal welfare, purchasing behavior, and hygienic practices. The findings are expected to provide valuable insights for meat entrepreneurs to develop products that align with consumer expectations and regional demand.

Materials and Methods

A total of 80 participants were selected using a simple random sampling method. Data regarding socio-demographic characteristics and meat-related preferences were collected individually through a pre-tested structured interview schedule. The collected information was subsequently analyzed and interpreted. For analytical purposes, the respondents were grouped based on four administrative divisions of Karnataka, namely Bengaluru, Belagavi, Kalaburagi and Mysuru.

Results and Discussion

Details pertaining to respondents

The survey population comprised a higher proportion of males than females (Table . 1), with most respondents belonging to the middle-aged category. Households typically consisted of four to six members. A considerable number of participants had completed secondary education and were primarily engaged in agriculture as their main occupation. The majority also fell within the lower income bracket, earning less than one lakh rupees annually.

People's preference on meat and meat parts

Chicken emerged as the most preferred meat among respondents, followed by mutton (Table . 2), fish, pork and beef, while a smaller proportion showed interest in other meat types (Kiran et [2,3,1,4] . Among chicken cuts, leg pieces were the most favored, followed by breast, wings, back and neck portions. A majority of participants expressed acceptance of both skinless and bonein chicken. With regard to by-products, liver was identified as the most preferred edible organ in both small ruminants and poultry. The high preference for chicken can be attributed primarily to its palatability, affordability and easy availability in the market.

Consumption pattern of meat and meat products

Respondents commonly reported consuming chicken twice a week (Table . 3), particularly on Sundays and Wednesdays, with many attributing their preference to its perceived nutritional benefits. Dietary habits were consistent throughout the year, with no noticeable seasonal variation in meat consumption. Monthly individual intake was generally moderate, with most participants consuming between 1 and 2.5 kg, while a smaller proportion consumed less than 1 kg. Household expenditure on meat was typically within an affordable range. Overall, the findings indicate that the majority of respondents consume meat in quantities exceeding the recommendations of the Indian Council of Medical Research.

Purchase mode and preferred meat products

Respondents showed a clear preference for purchasing meat from registered shops (Table . 4), reflecting their inclination toward hygienic and clean sources of procurement. However, when it came to meat products, a greater preference was observed for homemade preparations, particularly dry items such as chilli, tandoori and kebabs, which were perceived as safer, healthier and more reliable. Despite the availability of processed meat products, many participants expressed reluctance to consume them, largely due to their habitual preference for fresh meat (Eswara Rao et al., 2017; Reddy and Raju, 2010) [1,4] . In terms of quality evaluation, texture was commonly considered an important indicator of good quality meat, while unpleasant odour was widely recognized as a sign of spoilage. Overall, the findings suggest that consumers place strong emphasis on cleanliness, safety and hygienic handling in both meat and meat products.

Awareness among the respondents

Awareness regarding food safety regulations was found to be relatively limited (Table. 5), with less than half of the respondents being familiar with the role of the Food Safety and Standards Authority of India. However, this level of awareness appears comparatively higher than that reported by Singh et al. (2019) [6] , where consumers in Ludhiana showed minimal knowledge of FSSAI in a large-scale meat survey. Knowledge gaps were also evident in other critical areas, as more than half of the respondents were unaware of antimicrobial resistance in meat products, the functions of the Broiler Coordination Committee and the use of humane practices such as stunning during slaughter. Perceptions regarding frozen meat were relatively low, with only a minority considering it nutritious. This reflects a strong consumer preference for fresh meat sourced from wet markets. Unlike industrialized countries, where wellestablished cold chain systems enhance food safety and consumer confidence, awareness and acceptance of cold chain practices in India remain limited (Muthukumar et al., 2018) [3] . Cultural influences were also evident in consumption patterns, as many respondents avoided meat during auspicious periods such as the Shravan month. A notable proportion of participants reported experiencing meat-borne illnesses, while simultaneously acknowledging the nutritional benefits of meat consumption. Awareness regarding issues such as adulteration and slaughter practices was moderate among respondents. Additionally, a majority believed that regular consumption of meat contributes positively to health. Overall, while there is a reasonable understanding of the nutritional importance of meat, the findings indicate a need for further improvement in awareness related to food safety, hygiene and modern meat processing practices.

Conclusion

The present study provides valuable insights into consumer perceptions, preferences, and awareness regarding meat and meat products. These findings can assist policymakers and stakeholders in the meat industry in formulating strategies to enhance meat safety, quality, and market efficiency while safeguarding public health. Despite a reasonable understanding of the nutritional importance of meat, gaps in awareness persist, particularly regarding the role of the Food Safety and Standards Authority of India, as well as the benefits of processed and frozen meat products.

The results highlight the need for comprehensive educational interventions aimed at improving consumer knowledge on hygienic practices, food safety standards, and modern meat processing technologies. Strengthening awareness through targeted training programs and extension activities will be essential to promote safe consumption practices and to support the sustainable growth of the meat sector.

References

1. Eswara Rao B, Bhaskar K, Naga Mallika E, Naveen Z, Gupta A. Study on consumption pattern of meat in and around rural locality of Gannavaram (Andhra Pradesh). Chemical Science Review and Letters. 2017;6(23):13631368.
2. Kiran M, Prabhu KN, Paramesha SC, Rajshekar T, Praveen MP, Punitkumar C, et al. Consumption pattern, consumer attitude and consumer perception on meat quality and safety in southern India. International Food Research Journal. 2018;25(3):1026-1030.
3. Muthukumar M, Ramesh M, Naveena BM, Kulkarni VV. Consumption pattern and purchase behaviour of meat consumers in India. Journal of Veterinary Public Health. 2018;15(2):103-111.
4. Reddy MS, Raju DT. Meat consumption pattern in Hyderabad city. Indian Journal of Animal Research. 2010;44(4):248-253.