Consumers' Perception and Preference for the Consumption of Wild Game Meat among Adults in Poland.

Wild game meat can be a healthier, safer, and more environmentally friendly alternative to meat from farm animals. The aims of this study were to know the preferences and opinions of Polish consumers regarding game meat and its use in their diet, and to identify consumer segments based on differences in individual game meat choices, concerns, and eating habits related to game meat. The survey was conducted using the platform for online surveys among 1261 adult Poles. Six clusters characterizing the behavior of game consumers were identified (casual consumers, occasional game gourmets, indifferent consumers, occasional consumers, accidental consumers, wild game lovers) and four clusters among those who do not eat game (uninterested, restricted, dislikers, fearful). It has been found that wild game is more often eaten by hunters and their family or friends. The most common reasons for not consuming game are high prices, low availability, no family tradition, and unacceptable taste. Many positive respondents eat game because of its nutritional value but are concerned about the potential health risks and lack of cooking skills. The results of this study indicate the need for information programs for consumers about this meat. They will provide guidance to meat companies about consumer preferences for game and allow them to develop appropriate marketing strategies.