Game meat purchasing frequency and its influencing factors among Hungarian consumers based on a representative study

Farkasné Gyurcsó, Adrienn and Kasza, Gyula and Szakos, Dávid and Máté, Marietta and Ózsvári, László (2025) Game meat purchasing frequency and its influencing factors among Hungarian consumers based on a representative study. ACTA ALIMENTARIA: AN INTERNATIONAL JOURNAL OF FOOD SCIENCE, 54 (4). pp. 671-684. ISSN 0139-3006

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Abstract

This study explores consumer behaviour toward game meat in Hungary, a country with a longstanding tradition of wild game management and hunting. Despite this cultural heritage, interest in game meat remains relatively modest within Hungarian society. The findings indicate that men, rural residents, and higher-income individuals are more likely to consume game meat, which is generally perceived as an expensive and unfamiliar food, particularly by urban residents, women, and those with limited access to venison. Many consumers obtain game meat through informal channels, such as receiving it from family members or friends who are hunters. Regular grocery shoppers prefer frozen, ready-to-eat game products, while respondents from rural communities and small towns more often obtain fresh meat directly. Preferences for locally sourced game meat are more prevalent among environmentally conscious consumers and older individuals. Expanding retail availability, especially in urban supermarkets and hypermarkets, alongside targeted educational initiatives, could broaden the consumer base. Educational initiatives emphasising the ecological importance of hunting and the sustainability and nutritional value of game meat may be particularly effective in engaging younger and urban populations. The results hold practical relevance for various stakeholders. Given similarities in consumption patterns, these insights may be applicable in other Central European countries and possibly offer valuable lessons for other regions.

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