# Consumer Preferences and Assortment in Large-Scale Retail of Lamb Meat: A Comparative Study in the Metropolitan Area of Turin (North-West Italy)

## TL;DR

This study compares consumer preferences for lamb meat with what is offered in large retail stores in Turin, Italy, revealing mismatches that could improve marketing strategies.

## Contribution

The study uniquely combines consumer preference data with retail product analysis to identify supply-demand mismatches in lamb meat retailing.

## Key findings

- Consumer preferences for lamb meat are only partially reflected in large-scale retail offerings.
- Retailers increase lamb availability during festive periods, despite non-seasonal consumer consumption patterns.
- Consumer interest in organic lamb is not met by current large-scale retail product certifications.

## Abstract

This study introduced two distinct investigations conducted in a specific area of Italy (North-West) in order to analyses and compare the supply and demand of lamb meat. The first involved a survey using a questionnaire administered to 135 consumers in the metropolitan area of Turin, examining their choices and preferences, as well as the reasons why 212 non-consumers avoid lamb meat. Concurrently, a study was carried out in the sales points of large-scale retail (LSR) in Turin, focusing on the attributes used to market lamb meat. By comparing the results of the consumer survey, conducted using the Best-Worst Scaling method, with the analysis of LSR offerings, it was found that consumer preferences are only partially aligned with the product offerings. The mismatch between LSR supply and demand is significant in highlighting potential inefficiencies along the supply chain and opportunities not fully exploited by the distribution system. For example, the increase in product availability during the festive period contrasts with consumers’ non-seasonal consumption. Even the lack of organic certification in LSR products contrasts with consumer preferences. However, the wide variety of product origins and the availability of different meat cuts align well with consumer preferences. These findings can inform marketing strategies in large retail chains, enabling them to better align with consumer choices.