Differences in qualitative aspects of broiler meat demand in Spain. Part 1: Home Consumption

To know the Spanish homes reasons of purchasing broiler meat a survey of 1,000 families, by means of a 13 question interview, was carried out during 2007. After processing the information it was concluded that Spanish families purchase food an average of 2.34 times/week, 95% of which do not exceed 100 € and, with the exception of more than 400 € purchases, in more than 90% of which broiler meat accounts for more than 14% of the spent budget. Broiler meat is bought near home, in butcher’s shops or supermarkets, with purchases via telephone or the internet being marginal. The main declared benefits of consuming broiler meat were the low fat content, being a healthy meat, and being proper in a healthy diet. Surprisingly, 72% of interviewees did not see any benefit in chicken meat or did not answer to that question, contrasting with the fact that only 20% of interviewees admitted low price as a benefit. Most of the Spanish families do not feel influenced by the media and/or advertising campaigns, what would support the hypothesis that they purchase broiler meat as a “shelter product”, due to its quality and price competitiveness.