I let the flow to Sonia so thank you thank you organizer for inviting me to this seminar for giving the presentation entitled meet or not meet a consumer perception as you can see in the screen the topic is far away from their previous session but I will try to open a little window to the consumer perception of of MIT so I have divided a presentation in three different part first I will talk about my consumption patterns regarding pass today and future trends then I will pass to the mid quality furniture and Schumer perspective and finally some argument for not eating and eating me will be presented for starting let me tell you some words stayed but a professor in paleontology from here Spain who stated in one of his book that substitution of plant-based food by rich protein food mainly meat in the ancestral diet played a definitive role leads to an increase the side brain and decreased the intestine length the presence of cunning teeth in the eating apparatus together with a relative short digestive tract allowed to the own sapiens to adopt an omnivorous diet and this omnivorous diet allowed to the brain evolution as well as the development of social organization and morality for Millennials human beings have hunted animals cooked animals and later raised animals but we have to consider that daily meat-eating is a relatively new phenomenon the animal must consume it 4 meter as you must know it we can cut along regarding the global trends in over a meat consumption I work for white meat under what for red meat is reported in fact in this table you can observe the global meat consumption from 1990 to 2009 and an increase in red meat is reporting particularly for beef sorry a decrease and an increasing white means some particular particularly important meat is also optional the data from the different continents spraying that in while in America Africa and Oceania the most consumed meat are beef and poultry in Europe and Asia is pork here we have a table corresponding to the chains in animal-based protein consumption in six different countries for the barrier from 1961 to 2011 the animal protein consumption has considerably increased particularly in Brazil and Spain and the major animal protein source has been meat except for India and Japan where milk and fish and seafood was the most important animal protein source and as I reported before the milk protein consumption has increased and particularly in China and Japan based on these arguments the future of meat consumption is positive however some geographical differences will be expected in developing countries particularly in Asia Latin America and Middle East go growing affect is will will be expected however in more developed country and particularly in Europe and contraction and slowing consumption growth is expected for the prediction for the period to 2013 to 2020 to submit the type differences patterns will be expected the quantity consumed for all meet is projected to continue to Queens and among white meats poultry will dominate in over the world except in Europe where poor will be the most consumed at meat let's move to the second part of this presentation regarded the meat quality from a consumer perspective consumers are the last step in the meat chain process and therefore if we know with factors contribute or influence the consumer behavior mid sector would allow to satisfy the demands needs and expectations of this consumers and what are these factors did this factor are classified in three groups psychological ones related to individual factors sensory with at related to the product itself and marketing factors regarding the psychological factors overall meat tend to have a narrative image due to its association with the meat production system religious ideological ethical or moral concerns however this negative image have a limited influence or mid shopping behavior due to the consumers should put in their minds and mechanisms call directed or international forgetting moreover health consequences are more important as safety concerns in consumers behavior and these consequences could change the habits reducing or even avoid the meat consumption however ham consumers do not seem to be ready to compromise the sensory properties of the food or meat for potential benefits to the health this paradox consumer behavior seems to be attributed to the duality between citizens and consumers regarding meat consumption let's move to the meat quality concept from a consumer perspective before parts is the meat of a food product prior expectations is formed based on previous information and experience despite expectations together with the quality cues formed any expectations and therefore the expected meat quality this quality cues are classified in two categories intrinsic ones related with color fat content and mulling of the meat under extrinsic ones regarding the price origin quality levels welfare sustainability and public health if these new expectations are high probably the consumer purchase the product of the meat but if the new expectations are low will be a rejection to purchase the meat after purchase the perceived of experienced meat quality is formed based on the preparation conditions the cooking methods and the eating process together with the sensory characteristics that find the meat process the meat consumption the experience meat quality confirmed or not the previous or the new expectation that we have before purchase the meat in a negative or positive way the further relationship between the experience and expected meat quality will influence the future consumer behavior regarding the intrinsic meat quality use fat content and Murray are more important in mid quality both contribute to particular eating sensory properties of receive quality particularly the business and flavor and they are both related to a special health quality under meat fatphobia phenomenal however marked a new positive preference depends on radio country and culture had been reported for instance in South Korea or France consumers preferences are for more marble pork here in Spain we have also very fatty and Marvin meat derived from Iberian pigs that is a rustic rustic bread um regarding poultry consumption consumers tend to prefer lean poultry regarding beef in Europe consumers prefer lean beef but in Japan with what you walk over bread with meat and in China or Australia consumers prefer more marbled beef regarding the extrinsic meat quality kills that it going to form the expected meat quality quality labelling is also important for meat the presence of safety certifications traceability or designation of origin as for instance they protect it for names that we have in Europe or information regarding a country of origin of about organic production will influence their consumer preferences let's move now to the perceive or experience meat quality this pyramid quality is formed based of the eating quality or quality attributes amid among texture characteristics are very important particularly tenderness nusiness and succulents they are positively influenced most consumer preference in pork beef or lamb and they are highly correlated with the over experience quality the intention to purchase unwillingness to pay in general terms consumer preferred more tender and juicy pork beef around the other group of quality attributes are those related with the taste order and flavor or meat most component that are contributed to this that it's going to contribute to these quality attributes are formed during cooking or thermal processing an oxidation process and maia reaction are domaine already over 1,000 volatile components have been identified in cooked meat sometimes the older one flavor profiles of meet our animal species characteristics and factors as the age of the animals that generated or the feeding systems can modify this order and flavor profile for eastern pork we can have the bought a which is an off odor and flavor related to the intact amaze and regarding the presence of the accumulation of unroasted on and eschaton and some consumers have a percent a high sensitivity to the unrest turn on in fresh meat and also in process it meat products finally the familiar with ER or abbot of consumption have been imported factors affecting flavor preferences finally some arguments regarding of not eating and eating meat it's going to be presented the reason for not eating meat can be split into two categories first personal health motives meat could bring to consumers some health authority Leo's drugs antibiotics moreover the fat component it's also very important for consumers for Easter the high level cholesterol or the particular fatty acid composition of particular meat in fact the consumption of red meat and processed meat products seems to increase the risk of development of some specific cancers as well as the cardiovascular diseases present in the Agency for research on cancer from the World Health Organization published our report in which red meat was classified as a probable carcinogen regarding the other reason for not eating meat we have the moral motives in the cell we have the animal rights concerns mainly focus on intensive production systems and in Europe consumers are particularly concerned for the pigs and poultry living conditions we have also that subjective or cultural norms as edible meat so in some part of the world meat some meat edible but in other parts of the world consumers refuse to eat them moreover there are some animals are horses dogs or rabbit are consumes in some parts of the world but in other consumers refuse to treat them obviously we have some religious registration for particular meat consumption of pork or beef finally we have environmental sustainability concerns for Easter the concerns regarding the contribution of gas emission from cows the essence to the global warming process regarding the different diets or lifestyles that we have among not meat eaters we have different classifications we have the of niibori that only consume meat and other animal products it's certain ethical and/or environment and standards are made in opposite to factory farming practice we have also deflects Italian diet which is a consensus reduction in meat in the diet with a greater emphasis on plant-based food this type of diet is leading by Millennials who is the people born in the early 80s to 2000 and finally we had the vegetarians under a several type of vegetarian depends on the type of restoration the most strengths are the vegan that not eat in meat and do not use products from animal origin although the consumption of meat is a common practice in all the world some people think that vegetarianism is an admirable as healthy and nice property from a moral perspective in fact omnivorous today sometimes find themselves in social situations where they must defend the Commons to eat meat and then go on moving to the reasons for eating meat in a report in a study story report by Piazza eco laboratories they reported four main reasons for eating meat called the four ends theory eating meat is justified because it is natural normal necessary and nice it's natural because eating meat is writing in our biology meat is what we naturally crave and is it what our species evolved to it moreover eating meat is normal because that it is what of people in Seville a civilized society - and what most people expect from us morover a team it is necessary because we need meat for survival all that we need to consume at least some meat to be strong fully healthy individuals in this regard some micronutrients are best a bi-level from meat for instance iron selenium beta means a bit b12 and folic acid moreover meat is rich in proteins and poor in carbohydrates contributing today how to a low glycemic index and it has positive effects will regard to obesity and the development or diabetes unconcern finally eating meat it's nice as I have reported before meat have a unique texture flavor and taste properties and it also has a humanities which contribute to increase drinking appetite and security and a lot of kid stays active compose have been reported in it and finally the role of meat a protein in society phenomenon I mean the feeling of fullness after meals contribute to a less energy intake under fur to decrease the risk of development of obesity in this slide I present the frequency of meat eating justification in two populations workers and students and the results are very clear because these people justify the meat of the eat of meeting of meat sorry by the 4 ends privily reporting it means necessary nice natural and normal and this justification wars were were the most frequent moreover the items associated to its argument is reporting for natural the most important item was it is only natural to eat meat for necessary a healthy diet requires at least some meat for normal justification they eat eating more food frequent or more important it is abnormal for humans not to eat meat and finally form rice meat add so much flavor to a meal it does not make sense to live it out finally to a home let me give you some home key message meat consumption patterns are different based on the country or region and the animal species a great increase in poultry consumption is globally expected meat quality perception by consumers is formed into a step spective meat quality before porters impressive or experienced meat quality after birth mid qualities multifactorial consents concept and depends on personal products and marketing characteristics consumer argument for not eating meat are mainly related to health and moral concern finally the decision for eating meat is justified by four arguments natural normal necessary and nice thank you very much [Music]