Are consumers sensitive to boar meat with abnormal odor and can they also really smell it?

Smelling a different scent is very personal and very different. European consumer research also confirms that there are major differences in the way the scent is experienced.
One can be totally insensitive to boar taint and another will smell it clearly. Thereby it even happens that the smell is considered pleasant. It is clear that European consumers have no preconceived notions about the quality of boar meat without boar taint. The bias and emotion is at the producers, processors and sellers.

Europe (including UK, Germany, Belgium, France and The Netherlands) now produces clearly more boar meat. Does this have an effect on the appreciation and marketing of pork?

Consumer’s attitude of pork is rather stable. It remains the most consumed type of meat and the increase in the amount of boar meat has no – negative – impact on the valuation and consumption.

What is the reason that pork consumption in Europe is under pressure?

The total meat consumption in Europe shows a little decrease. It then is logical that this affects also pork, the most consumed type of meat in Europe. In the Netherlands significantly more pork of boars is being sold. However, the decline in sales in the Netherlands does not differ from other countries. The Dutch consumer accepts boar meat and experiences no difference in pork from barrows or gilts.

Is there a difference in consumers’ acceptance of boar meat in different EU countries?

Research and taste tests show that consumers in several EU countries experience no difference in the preparation and consumption of pork from boars compared to pork from barrows and gilts. It does not affect their quality perception or purchasing and consumption behavior.