“Kazagromarketing” JSC under preparation of analytical study of the domestic market of meat examined consumer preferences of Kazakhstan people for poultry meat.
In the survey 800 people attended (50 people from each of the regional center and Astana and Almaty cities) of different sex, social status or family situation.
According to the results of the survey analysts made the following conclusions:
Leaders in the preferences of the respondents were the following types of meat: beef and poultry meat. These types of meat account for 57% of consumer preferences. It should be noted that, in Astana, Almaty and Pavlodar horse meat is of high level of consumer preferences.
As for poultry meat, the majority of respondents consume chicken meat (65%).
The average frequency of chicken purchases is 1-2 times per month (41%) or 1-2 times a week (38%). In general, there is an average frequency of purchases in the country.
The average volume of purchases is from 500 g to 2 kg, which indicates the predominance of small and medium-sized purchase of this product.
A high percentage of respondents, whose average volume of purchases at one time is 2.5-3 kg, is observed in the cities of Taldykorgan, Shymkent, Atyrau, Ust-Kamenogorsk.
According to the number of respondents, whose average volume of purchases at a time is more than 3 kg, Kostanay, Shymkent, Atyrau are the leaders.
Based on the results of respondents to the question: “In what form do you usually get chicken?” it can be concluded that the majority of respondents use frozen poultry meat.
In the cities of Astana and Almaty, there is a high percentage of respondents who use chilled chicken.
Among the parts of chickens, according to the survey, the majority of respondents prefer a leg.
In Astana, a high proportion of respondents who buy fillets and wings, which is much higher than the average rate on the RK.
According to the survey the top four at a rate of recognition includes the following brands of chicken: “Ak-Kus”, “Kus-Vkus”, “Alel” and “Aknar”.
According to the survey, the majority of consumers (74%) prefer chicken of domestic production.
The majority of respondents prefer to buy chicken in the market or corner grocery stores.
Regarding this issue it should be noted that, according to the survey, the majority of consumers in the cities of Astana and Almaty prefer to buy chicken in specialized departments in supermarkets.
According to the survey, the vast majority of consumers are satisfied with the existing choice of meat chicken products in the places of purchase.
The majority of consumers, according to the survey prefer “chicken meat packed with a certain weight”.