Consumer profile of pork in the Curu Valley, Brazil: Consumption habits and perceptions

Abstract

This study aimed to characterize the profile and consumption habits of pork consumers in the Curu Valley region of Ceará, Brazil. A total of 87 electronic questionnaires were administered between February and July 2025, collecting data on age, income, consumption frequency, purchasing location, and perceptions regarding pork. The results indicate that most consumers were between 18 and 20 years old, had completed secondary education, and reported monthly household incomes ranging from one to three minimum wages. Pork was consumed weekly by 52.3% of respondents, predominantly at lunch (95.3%), with specialized meat shops representing the main point of purchase (61.6%). The most preferred cuts were pork ribs (66.3%) and pork loin chops (64%), generally prepared roasted (48.8%). Quality and freshness were the most important criteria at the time of purchase (58.1%), and more than half of respondents (54.7%) reported inquiring about the meat's origin. Although pork was positively perceived in terms of flavor and nutritional value—particularly its high-quality protein and essential mineral content—cultural misconceptions persisted, especially regarding fat content and disease transmission. A considerable proportion of respondents also reported washing pork, highlighting gaps in their food safety knowledge. Addressing these issues requires targeted educational campaigns in schools, health facilities, and community spaces, with an emphasis on dispelling misconceptions and disseminating scientifically grounded practices for the safe handling and preparation of pork.