Preferences for imported poultry meat in Africa: Analyzing consumer demand for Ghana

Many African countries import large quantities of frozen meat products such as poultry from overseas including the EU. What preferences do consumers have for poultry meat? What impact does it have on local markets in Africa and what role do EU trade policies have? Researchers of the Thünen-Institute of Market Analysis consider those questions for the West African country Ghana.

Background and Objective

Many African countries import large quantities of frozen meat products such as poultry from overseas including the EU. Main destinations of EU chicken exports to Africa are Benin, South Africa and Ghana. Particularly the parts of slaughtered animals, which are traded, are less often consumed in Western European countries. As this trend is rising, as well as the criticism in discussions about food security, the role of poultry meat products exported by the EU to African countries is becoming an intensively discussed topic. Therefore, we analyse the relevance of poultry trade between EU and Africa and how it affects local markets. One important issue that is rarely addressed in regard to imported meat products is the situation on the demand side and especially the impact on individual demand behavior and consumption habits in those developing countries, which import large quantities of meat. First data analysis reveal that demand for poultry meat has increased strongly – not least because of the population growth and economic development in recent years. Some studies also indicate that imported poultry meat is preferred by African consumers not only because of the prices but also due to its convenience and ready-to-eat attribute. Therefore, researchers of the Thünen-Institute of Market Analysis are going to analyze consumers’ real preferences and the determinants of poultry meat purchase decisions in Ghana.

Approach

Two main activities are proposed within the three-year project:

A survey of chicken meat purchasers will be carried out in Ghana. The focus here is on food markets in urban livelihoods as imported poultry meat is predominantly available in urban areas. The survey will be implemented on the basis of a standardized questionnaire, which will be developed in consideration of information about the country and its particularities. After data collection, a statistical model explaining demand behaviour for chicken meat will be specified and the survey’s data will be analysed.

To capture the impact of trade agreements between EU and Ghana or, respectively, the Economic Community of West African States (ECOWAS) developments in production, consumption, trade flows, and trade policies are analysed.

Our Research Questions

• What preferences do consumers have for poultry meat in Ghana?
• What factors determine demand for imported as well as local chicken meat?
• How do consumers perceive imported poultry meat?
• How does it influence consumption patterns?
• What impact has the trade agreement between EU and the ECOWAS on Ghanaian meat imports as well as on local poultry production?

Preliminary Results

First results are expected in 2018.

Thünen-Contact

• Weible, Daniela Institute of Market Analysis

Involved Thünen-Partners

• Asante-Addo, Collins Institute of Market Analysis
• Pelikan, Janine Institute of Market Analysis

Funding Body

• Federal Office for Agriculture and Food (BLE)
  (national, öffentlich)

Duration

1.2017 - 11.2019

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