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Imprint
Export opportunities of animal welfare meat originated from Germany (Export opportunities of animal welfare meat originated from Germany)
Project
Project code: 28N1800006
Contract period: 01.01.2019
- 28.02.2022
Budget: 510,884 Euro
Purpose of research: Applied research
Keywords: animal husbandry, competitiveness, animal welfare, meat, husbandry techniques, re-adjustment of farms, pigs, poultry
The aim of this project is to analyse opportunities for German meat exports produced under significantly improved animal husbandry conditions and thus under increased production costs. Third countries’ consumer preferences for imported meat ‘made in Germany’ produced under higher animal welfare standards will be assessed. Additionally, it will be estimated if consumers in the destination countries are willing to pay a premium for this meat. The project will also investigate to what extent there is already a market differentiation in the importing countries with regard to husbandry standards or whether new market segments might be developed. The project focuses on pork and poultry meat, as the discussions about improved animal welfare in Germany are focused on these products. In order to adequately analyse market potentials of animal welfare meat in selected export destinations, the project is divided into four work packages. First, work package WP-1 presents the current state of knowledge. In work package WP-2 expert interviews provide an overview of the meat market in the respective countries which also help to give a first indication of consumer expectations. Based on the outcome of WP-1 and 2 work package 3 qualitatively examines consumer attitudes, preferences and willingness to pay with the help of focus group discussions. Finally, work package 4 comprises the outcome of this project and will indicate and quantify the market potential of animal-welfare pork and poultry meat. The project will be carried out using qualitative and quantitative methods. The work packages 3 and 4 will be processed by a mixed method approach combining qualitative and quantitative approaches. For the present case a quantitative online survey is based on qualitative focus group discussions as a pilot study. In work package 1, the current state of research is prepared based on an extended literature review. In work package 2 semi-structured expert interviews of the respective meat markets are carried out. The planned semi-structured form of interviews offers the interviewee the necessary freedom to address country- and market-specific aspects that seem important in the different countries covered in this project. The consumers' point of view is investigated in an explorative way under work package 3 using guideline-structured focus group discussions. The guidelines will cover findings from the literature and the expert interviews conducted prior to the group discussions. Results are due to the joint discussion about the topic in a dynamic process, which also reveals unexpected aspects. Work package 4 comprises the quantification of the focus group discussions within the framework of an online survey planned after the focus group discussions. One advantage of online surveys is that relatively large numbers of consumers can be asked within a relatively short time period at comparatively low costs. Based on a previously conducted screening, persons with certain quotas (e.g. consumer behaviour, socio-demographic characteristics) can be represented in the survey at a fixed frequency. The questionnaire will be conducted with regard to the planned analysis methods.
Section overview
Subjects
- Animal Husbandry
- Animal health
- Agroeconomics
