TRŽIŠTE MESA DIVLJAČI U ISTOČNOJ HRVATSKOJ

Abstract

In the Republic of Croatia, game meat is consumed far less than meat of domestic animals. Yearly game meat consumption amounts to only 0.55 kg per household member. Consumers prefer meat of domestic animals, because it is cheaper, not paying attention to specific nutritive advantages of game meat. A research on the game meat market and consumers’ preferences was carried out on 101 examinees, chosen among inhabitants of Slavonia and Baranja. The majority of questioned inhabitants did consume game meat (92%), of whom 66% consider game meat to be of better quality than meat of domestic animals. Significant number of examinees considers game meat as healthy food, being also convinced that game was healthier to consume if hunted in their natural environment, than if reared on specialized farms (90%). Irrespective of quality, only 22% of examinees buy game meat, and 51% think such meat is too expensive. This is the main reason why consumers have game meat only once a month (51%). Taking into consideration monthly income of their respective household, 58% of examinees can afford game meat only once a month, and, if having an opportunity, they would opt for meat of roe deer (55%) and rabbit (25%). When asked what would stimulate the game meat market in Croatia, 56% of examinees believe this could be achieved by lowering of prices, 27% think the issue could be addressed by opening of specialty stores, and only 17% opted for more aggressive marketing activities.Meso divljači se u Republici Hrvatskoj konzumira u znatno manjim količinama od mesa domaćih životinja. Potrošnja mesa divljači iznosi svega 0,55 kg po članu domaćinstva godišnje. Potrošači preferiraju cijenom povoljnije meso domaćih životinja, bez obzira na pojedine nutricionističke prednosti mesa divljači. Istraživanje tržišta mesa divljači i preferencije potrošača provedeni su na 101 ispitaniku među stanovništvom Slavonije i Baranje. Većina anketiranih stanovnika konzumirala je meso divljači (92%) i misli da je ono kvalitetnije od mesa domaćih životinja (66%). Značajan broj anketiranih smatra da je meso divljači ekološki zdrava hrana i da je zdravije ukoliko se divljač odstrijeli u prirodi, nego da je podrijetlom sa specijaliziranih farmi (90%). Bez obzira na kvalitetu, tek 22% ispitanika kupuje meso divljači, a 51% anketiranih smatra da je ono preskupo. To je i glavni razlog što je meso divljači na stolu potrošača tek jednom mjesečno (51%). S obzirom na mjesečna primanja članova, 58% anketiranih u mogućnosti je konzumirati meso divljači samo jednom mjesečno, a najradije bi izabrali meso srneće divljači (55%) i zeca (25%). Na temelju provedene ankete, tržište mesa divljači moguće je poboljšati sniženjem cijena, što smatra 56% ispitanika, dok 27% misli da bi se ono poboljšalo otvaranjem specijaliziranih prodavaonica, a tek 17% ispitanika izjasnilo se za jaču marketinšku aktivnost