Resumen:
Sheep meat is an essential element within the multicultural mosaic of Mexican agri-food traditions. A total of 332 consumers were surveyed face-to-face in restaurants specializing in selling traditional sheep meat products. Our results showed that consumers could be segmented based on their perceptions, habits, and preferences towards sheep meat. For consumers, sheep meat is perceived as food with unique sensory attributes, coming from healthier animals than other species and traditional characters. Their willingness to pay extra is subject to the guarantee that the meat is safe, free of hormones and antibiotics, and to a lesser extent, certified organic. The multivariate analysis suggested three clusters or consumer profiles named passive, wholehearted, and deep-rooted, which explained the associations among attitudes, some demographic variables, and consumption frequency. The nascent national sheep meat industry needs to consider these concerns in developing marketing and trust strategies to attract, maintain, and build loyalty among Mexican consumers.
Descripción:
Sheep production in Mexico has historically been destined to satisfy domestic demand, closely linked to traditional cuisine (Thom´e-Ortiz, 2018). National consumption of sheep meat has ranged during the last 25 years between 500 and 950 g/year/per capita, participating moderately in the food basket of Mexicans, compared to other animal proteins such as chicken and pork (Partida, Ríos Rinc´on, Cruz Colín, Domínguez Vara, & Buendía Rodríguez, 2017). However, the demand for sheepmeat has traditionally exceeded the possibilities of national production, of 64,758 tons in 2020 and an inventory of 8.7 million heads (SIAP, 2020).
Imports of frozen meat that currently compensate for this deficit come mainly from Australia, New Zealand, and sporadically Uruguay or Chile
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