Beef Color Preferences Among Meat Shoppers: An International Comparison

Abstract

In the course of developing a more sustainable food system, food waste, including retail meat waste, needs to be reduced to a minimum. Since meat discoloration often leads retailers to discount and then discard meat products due to consumer rejection, this study aimed to examine German consumer attitudes and preferences regarding beef color. We conducted a discrete choice experiment using digital photos of beef steaks with varying colors, prices, and discount levels to analyze consumer preference behavior and willingness to pay in Germany in the course of a pre-test. We then compared these results with the beef color preferences we found for US beef consumers.