It is important to analyse the consumer profile of each type of meat to better adapt the marketing mix to each one. To this end, we examined the average consumption frequency of different types of meat based on two methodologies: consumer segmentation using the foodrelated lifestyle (FRL) framework, giving rise to 4 segments, and analysis of socio-demographic profiles. The variables used were: sex, age, educational level, social class, number of people in the household, presence of children younger than 18 in the home, geographical area and habitual residence. Beef was the only meat type significant in both analyses. Turkey meat only appeared as significant in the FRL analysis. The other meats (chicken, pork, rabbit and lamb) were only significant in the sociodemographic variables analysis. From the outcomes we may conclude that there is no single consumer profile, which rather depends on the type of meat.

Market segmentation divides the market into small groups of consumers who share similar characteristics. As all consumers within the same group have a common profile, marketing strategies can be adapted to target a specific type of consumer. Owing to the rapid changes in today's society, consumer lifestyle has become the ideal criterion for market segmentation. In this study, we employed the food-related lifestyle model, which scholars have shown to be suitable and valid in several countries. Using data from a survey (with 3.53% error), we segmented the Spanish food market based on consumers' food-related lifestyles. For each segment, we identified the consumer profile and analysed consumers' consumption of rabbit meat. Factor analysis and cluster analysis yielded 4 segments: (i) 'Unconcerned' (36.8% of the sample) mainly consists of male consumers. Consumers in this segment value neither the freshness nor the price/quality ratio of their food items and consume rabbit meat rarely (39.4%) or sporadically (29.3%).(ii) 'Cooks' (18.4%) predominantly consists of middle-aged women. Consumers in this segment are highly demanding and critical of the quality of food products. They like cooking and are regular consumers of rabbit meat (40.6%). (iii) 'Out-of-home consumers and convenience shoppers' (28.6%) mostly consists of consumers aged between 25 and 34 y old and contains a large proportion of upper-class consumers. Consumers in this segment prefer to eat out and consume convenience products. This segment has the second highest percentage of regular consumers of rabbit meat (36.9%). The segment also has the second highest percentage of consumers who rarely or never eat rabbit meat (43.9%). (iv) 'Rational purchaser with little interest in cooking' (16.2%) has the highest proportion of consumers aged 55 to 74 y old. Consumers in this segment have the least interest in cooking, the most interest in the purchasing process, and the lowest consumption of rabbit meat (51.1% consume little or no rabbit meat).

Purpose The purpose of this paper is to describe fresh fruit consumers in Spain according to their food-related lifestyle (FRL). Design/methodology/approach A random stratified sample of 500 people, representative of the persons responsible for household food purchasing and resident in Spain, was interviewed in 2017 using a revised and adapted version of the FRL instrument (Grunert et al., 1993). Questions about fruit purchasing criteria, consumption habits and demographics were also included. Factor and cluster analysis (Ward method) yielded four segments. Findings The segments identified are: “Total indifference (TI)”, small segment with disinterest in extra-domestic and social consumption, nutrition and innovation; “Little time to cook, concerned about nutrition and extra-domestic consumption (LICNE)”, the largest consumers of fresh fruit who show interest in nutrition and health, but no interest in the price of products, convenience foods or liking cooking; “Cooks and preference for natural products (COOKNAT)”, the largest segment, with a medium-high consumption of fresh fruits, who are related to cooking at home, natural products and a concern for the price-quality ratio; and “Unconcerned (UNC)” presents the lowest fresh fruit consumption and shows the lowest interest in natural products and some indifference to the other criteria. Originality/value The information obtained in this study gives interesting new insights for the marketing strategies of the fresh fruit suppliers to Spain and the Food and Public Health Administrations.

The aim of this research was to study the cuniculture industry in Spain, according to the Food Value Chain model, and analyse what its main operators are. Four components were identified in the rabbit meat production chain: input suppliers, producers, abattoirs and cutting plants and distribution. Distribution can follow 2 paths, the traditional channel and the modern or large-scale distribution channel. Rabbit feed, which represents the main input for producers, is a minority product, especially when compared to feeds formulated for other livestock species, as its manufacture calls for specialist companies. Rabbit production is linked to the rural environment and constitutes a significant economic option, not only for farms but also for the industry around it, such as feed producers and distributors, technicians, slaughterhouses or leather processors, among others. Rabbit farms are generally independent and not usually integrated, as found in other types of livestock. Slaughterhouses currently represent one of the main axes of the rabbit meat production chain and are either focused on traditional or large-scale distribution. The main strategic changes are apparent in slaughterhouses focused on large-scale distribution by seeking cooperative ways of working, using slaughterhouse groupings and vertical integration processes. This way, they manage to adjust margins by working with economies of scale and, ultimately, lower prices. Slaughterhouses whose strategies are based on traditional distribution may achieve higher margins than those focusing their efforts on large-scale distribution, but their growth is limited. In traditional retail premises, the majority of sales consist of whole carcasses in bulk, which are prepared and quartered as per consumer tastes. Large-scale retail distribution outlets sell both cut produce from the meat counters located in their own premises and pre-packaged products, more suited to self-service formulae. Brand presence is minimal, as is that of processed or semiprocessed products. This current situation requires support from the entire sector in order to provide rabbit meat with new features better adapted to consumers' needs, above and beyond price and with greater added value.

<p>The nutritional and dietary properties of rabbit meat make it an ideal food for children, recommended by the World Health Organisation. However, the presence of children under 18 in the home has been found to decrease the frequency of rabbit meat consumption. If we focus on households with children under 18, 52.5% of minors do not consume rabbit meat. The main reason why children (intended as people under 18 yr old) do not consume rabbit meat is the fact that they do not like it (40.9%) and because it is not bought/eaten at home (30.9%). Faced with this situation, there is a pressing need to seek appropriate strategies to adapt rabbit meat for consumption by the youngest family members. In light of the results, the following strategies are proposed. First, the development of functional foods for babies and children, such as rabbit meat enriched with ω3 and docosahexaenoic acid. Secondly, improving meat tenderness. Third, adapting rabbit meat presentations for children (burgers, nuggets, sausages, marinades …), converting them into convenience products for parents and extending their shelf life. Fourth, adapting the labelling/packaging for children to attract attention of both parents and offspring. Finally, developing communication strategies on the nutritional value of rabbit meat aimed at both children and parents. It is observed that if minors consume rabbit meat, they also eat other types of meat such as lamb and beef more often. Therefore, in this type of households a varied and complete diet is consumed in terms of meat consumption, so it would be necessary to rethink joint communication strategies among the three meat sectors. Promoting rabbit meat consumption among the under 18s has several consequences, as in the future they will be in charge of household purchases or share this responsibility.</p>