Consumer Preferences in the Premium Meat Market in Brazil

Bruno Chagury Salcedo; Adriano Matos de Oliveira

DOI: 10.22167/2675-6528-202602735

Article derived from a Course Conclusion Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Summary

The premium beef market in Brazil stood out due to changes in consumer behavior and the appreciation of quality attributes and consumption experience. The study’s objective was to analyze Brazilian consumers’ preferences in this market. To this end, a quantitative, descriptive, and exploratory survey was conducted, with data collected through an online questionnaire applied to 166 respondents between June and July 2025. The data were analyzed using descriptive and exploratory statistics. The results showed that the consumption of premium meats was mostly associated with specific occasions, reinforcing their non-everyday character and greater symbolic value. The purchase decision was mainly influenced by sensory attributes, such as tenderness and flavor, and by previous experiences and interpersonal recommendations. A preference for physical purchase channels was identified, possibly linked to the search for greater trust and direct evaluation of product quality, and a moderate willingness to pay additional amounts, conditioned by purchasing power. It was concluded that value creation in the premium meat market depends on the consistent delivery of quality, requiring alignment between expectations and consumption experience.

Keywords: Sensory attributes; Consumer behavior; Purchase decision; Consumption experience; Value perception.

1. Introduction

The Brazilian beef market holds significant economic and cultural relevance, consolidating the country as one of the main global producers and consumers of animal protein. The beef cattle production chain plays a strategic role in the national agribusiness, contributing significantly to the Gross Domestic Product and job creation, in addition to having a strong presence in international trade (Malafaia et al., 2021; Brazilian Beef Exporters Association [Aibec], 2024; Hötzel and Vandresen, 2022). Meat consumption is widespread among different population profiles, being influenced by socioeconomic, regional, and cultural factors, which reinforces its importance in the country’s food and economic context (Bonfim et al., 2024).

In recent years, a transformation in consumption patterns has been observed, driven by changes in lifestyle and increased consumer demands (Tonsor and Lusk, 2019; da Veiga et al., 2023). Countries with a strong dependence on animal production, such as Brazil, are part of a context of transformation in the protein sector, driven by technological, social, and consumption changes. This scenario reinforces the need to adapt traditional production chains to new consumer demands, especially regarding the valuation of attributes such as quality, origin, and sustainability (da Silva and Conte-Junior, 2024). In this context, the growth of the premium meat segment stands out, characterized by products with differentiated attributes, such as superior quality, traceability, certifications, and practices associated with animal welfare and sustainability (Morais et al., 2023; Lisbinski, 2019).

The growth of this market is directly related to changes in consumer behavior, which begins to value attributes such as quality, origin, traceability, and sensory experience in the consumption of beef (Ribeiro, 2022). The purchase decision is no longer predominantly centered on price and begins to incorporate criteria associated with perceived quality, food safety, and product trust, reflecting a broader shift in how consumers evaluate food products (Tonsor and Lusk, 2019; Font-i-Furnols and Guerrero, 2014). The evolution of consumer behavior highlights a significant change in how food products are evaluated, incorporating intangible factors such as brand trust, sensory attributes, and quality perception, which directly influence consumer behavior (da Veiga et al., 2023; Grunert, 2020; Asioli et al., 2021). Characteristics such as tenderness, marbling, flavor, certifications, and origin become determinants in the purchase decision, directly influencing the consumer’s willingness to pay higher prices (Font-i-Furnols and Guerrero, 2014; Asioli et al., 2021). Aspects related to sustainability and responsible production have gained increasing relevance, impacting the perception of value and contributing to differentiation in the premium meat market (Andreazza et al., 2024).

Given this scenario, it becomes fundamental to understand how Brazilian consumers perceive and value the attributes of premium meats, as well as to analyze whether the positioning strategies adopted by companies are aligned with these expectations (Hötzel and Vandresen, 2022; Morais et al., 2023; Grunert, 2020). The growing competitiveness in the sector requires that agents in the production chain adopt more strategic approaches, based on a deep understanding of consumer behavior, in order to differentiate themselves in the market and meet new demands (Bonfim et al., 2024; Morais et al., 2023). Despite advances in studies on consumer behavior in the meat market, there are still gaps in the integration between consumer perception and positioning strategies in the premium meat segment (Grunert, 2020; Asioli et al., 2021; Hötzel and Vandresen, 2022; Banović et al., 2020; da Silva and Conte-Junior, 2024). A large part of these studies focuses on the analysis of these attributes in isolation, without deeply exploring how these factors can be translated into differentiation and positioning strategies (Tonsor and Lusk, 2019; da Veiga et al., 2023; Lim et al., 2022). Furthermore, there is a limitation of studies applied to the Brazilian context, which reinforces the need for research that considers the country’s cultural, economic, and consumption particularities (da Veiga et al., 2023; Hötzel and Vandresen, 2022).

The relevance of this study is associated with the growing importance of the premium segment in Brazilian agribusiness and the need for applied knowledge generation that aids in strategic decision-making by agents in the meat production chain. By better understanding consumer preferences and market positioning dynamics, it is expected to contribute to the development of more efficient strategies aligned with contemporary demands. Thus, the objective of this study is to analyze the preferences of Brazilian consumers in the premium meat market and the positioning strategies adopted by companies in the sector.

2. Material and Methods

The present study was characterized as a research with a predominantly quantitative approach, with qualitative support, of an applied nature. The quantitative approach was used to measure behavioral patterns and identify relationships between valued attributes and the purchase decision in the premium meat segment, allowing for structured analysis of the collected data (Malhotra, 2019; Hair et al., 2019). The qualitative support, in turn, contributed to the interpretation of the results, especially in understanding subjective perceptions associated with quality, trust, and perceived value (Creswell, 2014).

Regarding the objectives, the research was classified as applied, seeking to generate knowledge aimed at decision-making and the improvement of market positioning strategies. Additionally, it was characterized as descriptive, by identifying and analyzing consumer behavior patterns, and exploratory, by investigating still little-explored relationships between quality attributes and differentiation strategies in the Brazilian context (Malhotra, 2019; Gil, 2022).

The study’s target population consisted of adult consumers with the potential or habit of consuming beef in Brazil, encompassing individuals from different regions and sociodemographic profiles. The study was set within the context of the Brazilian premium meat market. The final sample comprised 166 valid respondents, who formed the database analyzed.

The sampling adopted was non-probabilistic, by convenience, with intentional selection of participants, considering characteristics related to the consumption of premium beef. The dissemination occurred organically, using the chain sampling technique, known as “snowball sampling”, in which participants shared the questionnaire with their contact networks, allowing for greater reach of the target audience in digital contexts (Bockorni and Gomes, 2021; Ribeiro et al., 2024).

The data collection instrument was an online questionnaire, structured in five sections. The first section presented the research and the Free and Informed Consent Term (TCLE). The second addressed the sociodemographic and socioeconomic characterization of the respondents. The third section investigated consumption habits related to premium beef, while the fourth explored the perception of value and relevant attributes in the choice process. Finally, the fifth section included open-ended questions to understand motivations, experiences, and consumption suggestions. The quantitative questions used multiple-choice questions and ordinal scales, based on the Likert scale model (Likert, 1932).

Data collection was carried out using an online form, created on the Google Forms platform, made available between June and July 2025. The instrument was disseminated through social media, thematic groups, and direct sharing among contacts, being self-administered and without direct interaction between researcher and respondents. Before the final application, the questionnaire underwent a pre-test with three individuals from the target audience, aiming to assess the clarity and adequacy of the questions. Based on the feedback, adjustments were made to the instrument, including expanding options and removing redundancies.

The collected data were organized and tabulated with the aid of electronic spreadsheets and analyzed in two stages. Firstly, descriptive analysis was performed, with calculation of frequencies and distribution of responses. Then, exploratory analysis was carried out, through cross-tabulations between sociodemographic and behavioral variables, to identify relevant patterns and relationships. The open-ended responses were analyzed through content analysis, which allowed for the identification of recurring patterns, trends, and perceptions.

The research was conducted in accordance with Resolution No. 510, of April 07, 2016, of the National Health Council (Brazil, 2016). Ethical principles were ensured, including the non-identification of participants, confidentiality of information, and voluntary participation, through acceptance of the Free and Informed Consent Term (TCLE). According to the Ethics Waiver Form (FDE), the study was classified as public opinion research, with non-identified participants, and waived from submission to the Research Ethics Committee and the National Commission for Ethics in Research (CONEP).

3. Results and Discussion

This section presents and discusses the results of the research conducted with premium beef consumers, seeking to understand their behavior patterns and value perception in this specific segment. The analysis was structured to offer a progressive view of the findings, starting with the sociodemographic characterization of the participants, moving on to the evaluation of consumption habits, the most valued attributes, and the willingness to pay. The discussion of the data was carefully articulated with the relevant literature, as addressed in the original TCC, aiming to interpret the findings in order to generate strategic insights for the market positioning of premium meats. This approach allowed us to go beyond mere description, connecting empirical data with the theoretical concepts that underpin the study of consumer behavior.

Respondent profile

Regarding the sociodemographic data of the 166 respondents, a predominance of the male sex was observed, representing 60.8% of the sample, in contrast to 39.2% of the female. The most representative age group was 42 to 57 years, encompassing 46.4% of the participants, followed by 34.3% in the 26 to 41 years group. Individuals aged 57 years or older accounted for 16.3%, and the 12 to 25 years group represented only 3%. In terms of marital status, the majority, 73.5%, were married, while 16.3% were single, 8.4% divorced, and 1.8% widowed. This data provides an initial overview of the target audience, indicating a more mature and established consumer base, which can directly influence their consumption habits and purchasing power.

The analysis of participants’ monthly income revealed a significant concentration in the range between R$ 7,591.00 and R$ 15,180.00, with 31.3% of respondents. Additionally, 21.7% of participants were in the range above R$ 15,181.00, and another 21.7% in the range between R$ 15,181.00 and R$ 22,770.00. Education level also proved to be high, with 42.2% of respondents holding postgraduate degrees, and 30.1% with a completed university education. The Southeast region concentrated the largest portion of participants, with 70.5%, followed by the South region (12.7%), Center-West (9%), North (4.2%), and Northeast (3.6%). The majority of respondents, 65.1%, stated they have children. This socioeconomic and demographic profile suggests an audience with higher purchasing power and educational level, characteristics that align with the expectation of consuming premium products, such as high-quality beef.

Premium beef consumption

Regarding the frequency of premium beef consumption, the results indicated that 30.7% of respondents consumed it occasionally, meaning once a month. Another 25.9% consumed it frequently, two to three times a month, and 15.7% consumed it very frequently, once a week. In contrast, 13.9% stated they consumed it rarely (every two or three months) and another 13.9% very rarely (one to two times a year). This distribution reveals that premium beef consumption is not a daily habit for most participants, but rather a more sporadic event, associated with specific moments, which reinforces its character as a differentiated product with higher symbolic value in the Brazilian consumers’ food context.

This non-everyday consumption pattern is in line with the literature on consumer behavior, which suggests that premium products are often associated with differentiated experiences and specific consumption moments, being perceived as items of higher symbolic value (Kotler and Keller, 2016). In this context, consumption transcends the mere functional need for food, incorporating emotional and experiential aspects that contribute to the perception of value. Premium beef, therefore, is seen as an item for special occasions, where the experience and the meaning of the moment are as important as the product itself. This perception of added value is a crucial factor for marketing and market positioning strategies.

The cross-analysis of the data revealed that the frequency of premium beef consumption varied significantly among age groups. Approximately 58% of respondents over 45 years old reported consuming premium beef monthly or weekly. In contrast, in the younger age groups, up to 35 years old, this percentage was around 37%. This finding suggests that more regular consumption of premium meats is associated with older age groups, which can be explained by factors such as greater financial stability, higher income, and established consumption habits. This correlation between age and consumption frequency indicates the importance of segmenting market strategies, considering the particularities of each demographic group.

Premium beef purchasing locations

When investigating preferred locations for purchasing premium beef, participants could indicate up to two options. The specialized butcher shop emerged as the most cited location, with 82 mentions, corresponding to 49.4% of the responses. Next, supermarkets were mentioned by 70 respondents, totaling 42.2%. The other options had lower representation, with fairs and events and direct purchase from the producer receiving 5 mentions each, or 3.0% of the total. Online purchasing was the least cited, with only 4 respondents, representing 2.4%. This predominance of physical channels in the purchasing decision suggests that consumer-perceived credibility and safety are crucial factors, surpassing the convenience of other channels.

This pattern of preference for physical channels, especially specialized butcher shops and supermarkets, indicates the relevance of the point of sale in the purchase decision of premium beef. The choice of acquisition location seems intrinsically linked to the search for greater trust and the possibility of direct evaluation of product quality, going beyond its intrinsic characteristics. These findings align with studies on food consumer behavior, which point to a preference for channels that convey greater reliability, especially for products with sensory attributes and more rigorous selection criteria (Grunert, 2020; Verbeke et al., 2010). Therefore, market strategies must consider not only the product itself but also the sales environment as an integral component of the consumer’s choice process.

Preferred environment type for purchase

The research also investigated the ideal environment type for purchasing premium beef. The closest store was the most cited alternative, with 66 respondents, representing 39.8% of preferences. The “indifferent” option was the second most chosen, with 56 respondents (33.7%), indicating that for a significant portion of consumers, the specific physical environment is not a determining factor. The modern environment was mentioned by 29 respondents (17.5%), while the rustic environment received only 9 indications (5.4%). Online shopping was cited by 6 respondents (3.6%). These results suggest that the convenience and accessibility of the point of sale are more valued than the aesthetic or conceptual characteristics of the shopping environment.

The predominance of choosing the nearest store and the high proportion of respondents indifferent to the type of environment reinforce the idea that factors related to practicality and accessibility exert a significant influence on consumer choices. Although the purchase channel is relevant, as seen in the preference for specialized butcher shops, the physical environment itself seems to play a secondary role in the decision-making process. This suggests that consumers in this segment tend to prioritize functional criteria, such as convenience and ease of access, over aesthetic characteristics of the physical space. This perception indicates that the efficiency of the purchasing process is an important differentiator for consumers of premium beef.

Premium beef consumption occasions

When analyzing the consumption occasions for premium beef, it was found that parties and special occasions were the most cited situations, with 77 respondents, corresponding to 46.4% of the indications. Everyday consumption was the second most frequent option, with 49 respondents (29.5%). Specialized restaurants were mentioned by 30 respondents (18.1%), and events where participants were guests by 14 respondents (8.4%). The option “when I want to make a good impression” had the lowest representation, with only 1 indication (0.6%). This data reinforces the non-everyday nature of premium meat consumption, associating it with moments of celebration and greater social relevance, where the product acquires symbolic and experiential value.

This behavior aligns with the literature on consumer behavior, which indicates that products with higher perceived value tend to be associated with differentiated consumption contexts, where symbolic and social aspects assume greater relevance (Kotler and Keller, 2016). The consumption of premium beef, therefore, transcends nutritional function, incorporating elements related to the experience and meaning of the moment. Market strategies should consider these different consumption moments as relevant elements in value construction and product positioning, focusing on communicating that premium meat is ideal for celebrating and making special occasions even more memorable. The low representation of consumption to “make a good impression” suggests that the motivation is more intrinsic to the experience than to ostentation.

Willingness to pay for premium beef

The research investigated consumers’ willingness to pay an additional amount for premium beef. The majority of respondents, 49.4%, indicated they were willing to pay between 11% and 25% more compared to conventional products, totaling 82 responses. Next, 22.3% of participants (37 respondents) stated a willingness to pay up to 10% more. A portion of 19.9% (33 respondents) would be willing to pay between 26% and 50% more. Only 6.6% (11 respondents) would not pay an additional amount, and the range above 50% showed the lowest representation, with only 3 indications (1.8%). These results indicate a moderate willingness to pay more, with a perceived limit by consumers regarding the acceptable additional price, suggesting that perceived value must be balanced with affordability.

This willingness-to-pay pattern aligns with the consumer behavior literature, which suggests that the decision to pay more is related to the balance between perceived benefits and associated costs (Kotler and Keller, 2016). Although premium beef is recognized for its differentiated attributes, the decision to pay a higher price involves an economic evaluation by the consumer. The cross-analysis revealed that purchasing power significantly influences this willingness: approximately 64% of respondents with a family income exceeding five minimum wages indicated a willingness to pay between 11% and 50% more, while among those with an income below three minimum wages, this percentage was around 28%. This demonstrates that financial capacity is a determining factor, and pricing strategies must consider different audience segments, seeking to balance perceived value with accessibility to maximize product appeal.

Attributes that influence the purchase decision

When participants were asked about the attributes that most influenced their decision to purchase premium beef, allowing the choice of up to three factors, tenderness was the most cited attribute, with 89 respondents (53.6%). Flavor appeared in second place, with 43 respondents (25.9%). The other attributes showed lower representation: marbling was cited by 12 respondents (7.2%), price by 7 (4.2%), and origin by 6 (3.6%). Attributes such as color (1.8%), brand (1.2%), sustainability (1.2%), pasture-raised (0.6%), and breed (0.6%) had low frequency of choice. This significant concentration in the responses for tenderness and flavor highlights that sensory attributes are the main criteria considered by consumers, reflecting the importance of direct product experience.

The predominance of sensory attributes, such as tenderness and flavor, in the purchase decision of premium beef, is aligned with the literature on food consumer behavior. Studies indicate that characteristics directly related to the consumption experience exert greater influence on choice, especially in products with higher perceived value (Kotler and Keller, 2016). In this sense, the intrinsic attributes of the product, which can be perceived at the moment of consumption, play a central role in the decision. Complementary factors, such as brand, origin, and sustainability, although relevant for some niches, act in a secondary way for most consumers. This reinforces the importance of consistently delivering high-quality sensory attributes as a central element for attracting and retaining consumers in the premium meat market.

Importance of product/farm history in the purchase decision

The relevance attributed to the product or farm history in the purchase decision of premium beef revealed a relatively balanced distribution of perceptions among respondents. Fifty-five participants (33.1%) considered this aspect important, while 53 (31.9%) classified it as slightly important. Twenty-seven respondents (16.3%) indicated it was very important, and 19 (11.4%) considered it not important at all. Eleven respondents (6.6%) rated it as extremely important, and there was one blank response (0.6%). This lack of consensus suggests that the product or farm history acts as a complementary attribute, valued by a portion of consumers, but not as a determining factor for the majority.

This behavior indicates that the relevance of the origin narrative is associated with specific consumer profiles, who are more sensitive to symbolic and informational aspects of the product. The literature points out that extrinsic attributes, such as origin and narrative, tend to influence specific market segments, especially in higher value-added food products (Grunert, 2020; Verbeke, 2010). Therefore, communication strategies based on the product or farm’s story may be effective for market niches that value these differentiators, but should not be considered a broad impact factor for the entire premium beef market. The heterogeneity in the importance attributed to this factor suggests the need for segmented marketing approaches.

Factors that most influence the purchase decision

When investigating the factors that most influence the purchase decision of premium beef, the results showed that previous experiences were the most cited element, with 98 respondents, representing 59.0% of choices. Friends’ recommendations were the second most relevant factor, with 48 responses (28.9%). The other factors showed lower representativeness: ease of access was mentioned by 14 respondents (8.4%), while packaging (2.4%), social media (0.6%), and influencers (0.6%) had low frequency of choice. This predominance of prior experiences and interpersonal recommendations indicates that direct experience with the product and social validation play a central role in shaping consumer preferences.

The strong orientation of the purchase decision by previous experiences and close social validation aligns with the literature that highlights direct experience as one of the main determinants of food purchasing behavior, especially for products with a strong sensory component (Grunert, 2020; Verbeke et al., 2010). Product trust is built mainly from direct contact and is reinforced by interpersonal interactions, such as recommendations from friends. In contrast, factors related to indirect communication, such as social networks and influencers, showed low relevance, suggesting that, for the premium beef consumer, practical evaluation and social validation outweigh indirect marketing stimuli. Consumer loyalty, therefore, depends on the consistency of the experience over time.

Factors leading to preference for premium beef

Regarding the factors that lead consumers to prefer premium beef, superior quality was the main attribute, cited by 135 respondents, which corresponds to 81.3% of choices. This factor stood out significantly compared to other options. Reliable origin was mentioned by 20 respondents (12.0%), while the options “healthier” (3.6%) and “greater variety of cuts” (3.0%) showed low representation. This clear preference for superior quality indicates that consumers seek differentiation and a high standard of consumption, where the expectation of product performance is the main driver of choice, surpassing complementary factors such as origin, healthiness, and variety.

The strong association of preference for premium beef with the perception of product superiority is in line with the literature that points to perceived quality and sensory attributes as central determinants in the evaluation and choice of meats, especially in higher value-added products (Felderhoff et al., 2020; Font-i-Furnols and Guerrero, 2014; Tonsor and Lusk, 2019). This behavior reinforces the idea that positioning strategies should prioritize the consistent delivery of this attribute as a central element of attraction and loyalty. Quality perception is not limited to sensory aspects, but also encompasses trust in origin, albeit to a lesser extent, indicating that product excellence is the fundamental pillar for consumer preference.

Improvements and desired differentials in premium beef brands

When asked about the desired improvements and differentials in premium beef brands, participants indicated that certifications and quality seals were the most cited factors, with 60 respondents (36.1%). The variety of cuts was the second most mentioned option, with 39 responses (23.5%). Thirty respondents (18.1%) expressed interest in more information on the label, while 28 (16.9%) mentioned the offer of online sales, delivery, and tastings. The option related to ecological or sustainable packaging showed the lowest representation, with only 9 indications (5.4%). These results highlight that consumers value elements that reinforce trust and transparency in their relationship with the product, seeking to reduce uncertainties in the choice process.

The predominance of responses associated with certifications and clear information on the label suggests that, in addition to perceived quality, there is a demand for greater informational support and assurance of origin. This finding aligns with literature that points to information and credibility as central factors in building trust in food products, especially when quality is not fully observable at the time of purchase (Asioli et al., 2021; Lim et al., 2022). In parallel, the relevance attributed to the variety of cuts and convenience (online sales/delivery) indicates the importance of expanding the offering and facilitating access to the product. Market strategies, therefore, must integrate trust, information, and convenience to strengthen positioning and enhance brand attractiveness in the premium meat segment.

Memorable experiences with premium beef

Regarding memorable experiences with premium beef, participants indicated that preparation and flavor were the most cited factors, with 109 respondents, representing 65.7% of choices. This result stood out expressively in relation to other factors. The excellent cost-benefit ratio was mentioned by 27 respondents (16.3%), while company or special occasion was indicated by 20 respondents (12.0%). Factors related to differentiated service (3.0%) and memorable ambiance or presentation (3.0%) showed lower representativeness. This predominance of preparation and flavor as central elements of memorable experiences suggests that the intrinsic performance of the product at the moment of consumption is the determining factor for consumer satisfaction.

The analysis of the results shows that memorable experiences are predominantly associated with product performance, especially regarding the sensory attributes of preparation and flavor. Although contextual elements, such as company and occasion, contribute to the overall experience, the determining factor is directly related to the intrinsic characteristics of the meat. Aspects like service and ambiance had less influence, indicating a secondary role in building these experiences. These findings align with the literature that highlights the central role of sensory attributes in shaping the meat consumption experience, with flavor and perceived quality being determinants of consumer satisfaction, while contextual factors act as complementary elements (Font-i-Furnols and Guerrero, 2014; Felderhoff et al., 2020). The construction of memorable experiences, therefore, depends mainly on consistency in product delivery, reinforcing the importance of ensuring the quality of the experience at the moment of consumption as the main differentiating factor in the market.

Preference for premium beef cuts

To complement the analysis, participants were asked to indicate their preferred premium beef cut. Picanha was the most cited cut, with 27 respondents (16.3%), followed by ancho, with 23 respondents (13.9%). Other cuts, such as contrafilé (6.6%), costela (6.0%), and filet mignon (5.4%), also had relevance, while the others showed lower representation. This preference for cuts already consolidated in the market, such as picanha and ancho, indicates the influence of familiarity in consumer choice. Although there is openness to experimentation, the decision tends to be guided by already known references, which helps reduce uncertainty at the time of choice. Familiarity and prior knowledge play a relevant role in meat consumption decisions, influencing the perception of quality and consumer confidence in the product (Font-i-Furnols; Guerrero, 2014; Tonsor and Lusk, 2019; da Veiga et al., 2023).

The coexistence of preferences for traditional cuts and, to a lesser extent, for less conventional options, reflects both tradition and consumer diversity in the premium meat market. This suggests the presence of more conservative consumer profiles, who adhere to known and valued cuts, and more exploratory profiles, who show interest in differentiated products. This dynamic reinforces the importance of strategies that reconcile standardization and variety in product offerings, catering to different consumer segments. Understanding these preferences for specific cuts is fundamental for companies to optimize their inventories, marketing campaigns, and product presentation at points of sale, aligning with the expectations of the target audience.

In summary, the results of this research showed that the consumption of premium beef in Brazil is predominantly associated with special occasions, with the purchase decision strongly influenced by sensory attributes such as tenderness and flavor, in addition to previous experiences and interpersonal recommendations. The preference for physical purchase channels, such as specialized butcher shops and supermarkets, reflects the search for trust and direct quality assessment. Although consumers show a moderate willingness to pay additional amounts, this willingness is conditioned by purchasing power. Superior quality and consistency in product delivery are the main factors that lead to preference and make experiences memorable, while the product’s story and indirect communication play a secondary role. These findings, therefore, provide a solid basis for understanding Brazilian consumer preferences and guiding positioning strategies in the premium meat market, confirming that value construction is intrinsically linked to the consumption experience and quality perception.

4. Conclusion

This study sought to analyze the preferences of Brazilian consumers in the premium meat market and the positioning strategies adopted by companies in the sector. It was found that the consumption of premium beef is mostly associated with specific occasions, reinforcing its non-everyday character and higher symbolic value. The purchase decision was mainly influenced by sensory attributes, such as tenderness and flavor, and by previous experiences and interpersonal recommendations. A preference for physical purchase channels, such as specialized butcher shops and supermarkets, was identified, possibly linked to the search for greater trust and direct evaluation of product quality. Although consumers show a moderate willingness to pay additional amounts, this willingness is conditioned by purchasing power. Superior quality emerged as the main factor leading to preference, and memorable experiences are intrinsically linked to the preparation and flavor of the product. These findings provide a solid basis for understanding consumption dynamics and for guiding positioning strategies in the premium meat market, highlighting that value creation depends on the consistent delivery of quality and the alignment between expectations and consumption experience.

However, this study presented limitations arising from non-probabilistic sampling, which restricts the generalization of results to the general population. Additionally, data were obtained through self-reported responses, which may contain individual perception biases. For future research, it is recommended to expand the sample and include different geographical regions, enabling comparative analyses between distinct cultural and economic contexts. It is also suggested to conduct studies segmented by consumer profile, considering variables such as age group, income, and gender, in order to deepen the understanding of differences in the decision-making process. Furthermore, it is proposed to investigate in more detail the role of attributes such as sustainability, origin, and certifications, especially regarding willingness to pay and trust building, as well as to analyze the influence of communication and brand positioning strategies, and the relationship between consumption experience and loyalty, contributing to a more comprehensive understanding of consumer behavior.

Bibliographic References

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