CONSUMER HABITS AND PROFILE OF IN NATURA PORK IN DIFFERENT REGIONS OF BRAZIL DURING THE COVID-19 PANDEMIC

Abstract

The increasingly competitive Brazilian pork production chain ranks third globally, exporting 23% of its total
production and allocating 77% to the domestic market, demonstrating an increase in per capita consumption. However, myths passed down through generations are reflected in the consumption of pork, for cultural or religious reasons, which have been demystified, but little is known about the impact of these long-held beliefs on the Brazilian population in the 21 st century. The objective of this study was to characterize the profile of pork consumers by region in Brazil during the pandemic, identifying the main prejudices related to the consumption of fresh meat that still persist in the country. Furthermore, the study aimed to examine the reasons underlying consumers’ acceptance and/or rejection of pork. Data were collected online through a questionnaire distributed via Google Forms and shared on social media. This study employed both qualitative and quantitative applied approaches and a descriptive research objective. The data were analyzed using the Chi-Square test in the SAS statistical software, at a 5% significance level. The findings indicate that pork is still surrounded by certain myths, however, these have a reduced impact on consumption, suggesting a growing acceptance among the Brazilian population. It was observed that, out of the total responses obtained, 88.13% were positive about consuming fresh pork, and only 11.88% of participants do not consume this animal protein, demonstrating good acceptance among Brazilians and a growing increase in consumption. However, despite high consumption, the lack of information and promotion through marketing and advertising can be considered a weakness in this process, thus requiring actions to persuade consumers and boost demand for pork meat.