Public Perceptions of Critical Issues in Meat Production: An Importance–Urgency Analysis with Consumer Segmentation

Ensuring global food security is one of the greatest challenges facing humanity and meat production is a critical source for protein; however, there are many critical issues facing the industry. This study focused on consumer perceptions of four key issues facing the meat industry: (1) the public perception of the animal industry, (2) environmental sustainability, (3) animal health and well-being, and (4) ensuring human health and well-being (e.g., food safety, nutrition). Analyzing the data from an importance and urgency perspective, the results indicated most respondents tended to perceive ensuring human health and well-being as most important and urgent relative to the other items. However, after calculating the criticality index (a measure of within-person concordance), environmental sustainability had the highest observed mean criticality score, followed by public perception. Lastly, a cluster analysis was undertaken. Four distinct clusters emerged: (1) Health-Focused/Environment-Skeptic, (2) High Engagement, (3) Low Engagement, and (4) Important But Not Urgent. Overall, results indicate a range of consumer perspectives regarding critical issues facing the meat industry; however, human health and well-being was consistently identified as the most important and urgent issue from a consumer perspective which can help inform more targeted communication strategies and effective policy development.