How many and which animal-based foods (meat, milk and cheese) young people consume and with what preferences is the subject of a study conducted by the University of Turin within the Filierba project, which studies grass-based food chains of the bovine species, where animal feeding is based on the use of polyphyte forage (composed of at least five different plant essences).
The survey, started in 2022 and completed recently, was conducted by the Department of Management of the University of Turin, under the coordination of Professor Giovanni Peira.
Young students and women are the most involved in the survey
The researchers of the Piedmont university have prepared a questionnaire online, mainly targeting their own students. The survey covered consumption habits and the perception that Millennials and Generation Z members have of the aforementioned meat and dairy products.
Participated 1750 people in the survey, 88% domiciled in Piedmont, mostly young under-25 (81%), engaged in studies (77%) and especially women (71%).
Good presence also of interviewees between 30 and 50 years old (15%), and marginal for over-50s (4%).
Considerable consumption of milk and meat, respecting animals and the environment
Among general consumption habits it is recorded that about 90% of the interviewed sample (average data) consumes beef (86%) and dairy products (93% overall, of which 75% cheese, 69% milk, 65% butter), though not very involved in their purchases (45% for meat, 58% for dairy products).
The two types of products have recorded a high frequency of consumption, with 70% of people stating they eat meat and dairy products one or more times a week.
Among the elements considered in purchasing choices, freshness, flavor, and production methods respectful of animals and the environment stand out, while among the aspects considered negligible are the brands of companies and associations for the protection of cattle breeds, those of distribution chains, and products presented as ‘premium’.
The type of breeding
From the answers to the questionnaire, it emerges that 28% of young people pay attention to the breeding method of livestock.
The characteristics of feed considered most important are
- absence of drugs (antibiotics),
- local origin,
- organic production.
Less known is instead the importance of the composition of cattle feed.
32% know the meat grass-fed but only half of them consume it
32% of consumers, through the web, university or family, know the existence of dairy products and meats from animals fed with fresh forage (fresh grass) and conserved (hay and silage) from meadow origin, commonly called ‘grass-hay’, ‘grass-fed’ or also ‘pasture-fed’.
Only 17% of the sample, however, have consumed these products: mainly cheeses and meats, and to a lesser extent milk, yogurt, and butter.
Such purchases are made in order at farms, in local shops, and supermarkets.
72% would spend more for meat and milk from grass and hay
In response about interest in products obtained from polyphite forage, two-thirds of consumers (66%) expressed willingness to buy, while 13% responded negatively (21% don't know).
The attention of respondents is mainly directed towards meats and cheeses, and to a lesser extent milk, yogurt, and butter.
The majority of consumers (72%) declare themselves more encouraged to buy these products if more information about traceability and the production chain were available.
The concrete interest towards food from animals fed with at least 60% of polyphyte fodder is evidenced by the strong willingness to pay more to have them:
– 52% of respondents declare themselves willing to spend 20% more compared to conventional products,
– 20% would even go as far as to +40%.
On the contrary, 21% of respondents would like prices in line with commonly available products, while 7% would even prefer to pay less.
Professional journalist since January 1995, she has worked for newspapers (Il Messaggero, Paese Sera, La Stampa) and magazines (NumeroUno, Il Salvagente). Author of journalistic investigations on food, she published the volume 'Reading Labels to Know What We Eat'.
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