The objectives of the survey set by the participating organisations were to collect information about the consumers’ opinion on various meat products, with special regard to pork, and to define consumer segments in bigger Hungarian towns. On the basis of the results obtained it can be stated clearly that the previous leading meat
types are still the most preferred and most frequently bought products (poultry, pork, beef). At
the same time, though, an obvious shift in consumption can be seen towards white meats, primarily
poultry. It is a general opinion that red meats (especially pork) do not belong to the modern diet, primarily
due to their high cholesterol and fat content. It seems that poultry gradually gains ground in
meat consumption, which basically cannot be compensated by the pig sector. All this has happened despite the poultry sector globally suffering from avian influenza, but this could not undermine the
increasing trust of the Hungarian consumers.During past years, poultry sector has carried out a very effi cient collective marketing activity. The message of the communication focused on the safety (traceability) and excellent quality of Hungarian poultry, as well as on the slogan ‘Hungarian poultry, Hungarian jobs’. Besides this,
the devotees of healthy nutrition started an attack against red meats saying they have to be left out of our diet.
The consumers’ view and image of pork are worse than those of poultry in almost all aspects. Therefore, future marketing research needs to reveal the factors that result in such an unfavourable image of pork that cannot have an impact on the consumption of pork and on the preferences of the consumers. A substantive re-positioning of pork products may not be necessary or only slightly, but rather a psychological re-positioning of the pork products becomes due.