Technical report - Mystery shopping...The mystery shopping main fieldwork took place from the 15th September to the 3rd October 2011. Mystery shoppers carried out 2025 visits across

1

TECHNICAL REPORT – MYSTERY SHOPPING SURVEY

Consumer Market Study on the Functioning of the meat market for consumers in the European Union SANCO/2009/B1/010

Prepared by: GfK EU3C (EU Custom Research and Coordination Centre)

Final Issue: December 2012

2

Table of Contents

1 The mystery shopping audit .................................................................................................... 3

2 Interpreting the results ............................................................................................................. 3

3 Overall choice of products ....................................................................................................... 4

3.1 Products assessed 4

3.2 Products purchased by assessors 5

3.3 Availability of different product types 6

4 Prices ........................................................................................................................................ 16

4.1 Availability of information on product price 16

4.2 Average product prices 17

4.3 Regular vs specific prices 24

5 Origin ........................................................................................................................................ 30

5.1 Availability of country of origin information 31

5.2 Country of origin of products 46

6 Quality ...................................................................................................................................... 58

6.1 Organic 59

6.2 Quality/origin certifications 74

6.3 Animal welfare/rearing standards 89

7 Health...................................................................................................................................... 104

7.1 Use by date 105

7.2 Nutritional value 119

7.3 Nutritional or health claims 132

Annex I. – Methodology .................................................................................................................. 145

Annex II. – Fieldwork details .......................................................................................................... 147

Annex III. – Sample frame ............................................................................................................... 148

Annex IV. – Mystery shopping questionnaire ............................................................................... 149

Annex V. – Comments from mystery shoppers ........................................................................... 157

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1 The mystery shopping audit

Every year, the Commission monitors the functioning of the most important goods and services

markets in the EU. The meat and meat products market was identified as a market to research further

due to fairly low scores in 2011.1

The consumer market study on the functioning of the meat market in the EU includes a mystery

shopping audit and a price collection exercise, which were conducted together.

The mystery shopping main fieldwork took place from the 15th September to the 3rd October 2011.

Mystery shoppers carried out 2025 visits across 27 Member States and completed 10570 product

assessments in total. They collected data on product and product information availability and prices.

The questionnaire and detailed methodology are available in annex. The results of the audit are

detailed below by topic.

Please note that we used the following conventions when mentioning meat:

� Meat category refers to species, i.e. ‘minced beef’, ‘pork sausages’, ‘whole chicken’ and ‘pork

cutlets/chops'.

� Meat type refers to products with different production methods, for instance regular, organic,

origin or animal welfare certified meat.

Mystery shoppers were instructed to assess 12 products per visit: 3 different meat types within each of

4 meat categories.

2 Interpreting the results

Please note that the results presented below are based on the products assessed during the mystery

shopping audit rather than all products available at each retailer. Additional details are available in

annex I, but it is important to bear in mind that meat types were prioritized, that supermarkets and

hypermarkets constitute most of the sample and that mystery shoppers conducted a maximum of 12

product assessments per visit.

Mystery shoppers had to record whether information items were available on the product or shelf label,

or from the retailer staff.

In some cases, the base sizes per country are low and this should be taken into account when

interpreting the results. Where base sizes are indicated, they are in brackets on the figures.

1 GfK (2011). The monitoring of consumer markets in the European Union (Report commissioned by the European Commission,

DG SANCO). Leuven, Belgium: GfK. Retrieved on 22-04-2011, from

http://ec.europa.eu/consumers/strategy/docs/EC_Market_Monitoring_2011_en.pdf

4

3 Overall choice of products

3.1 Products assessed

Mystery shoppers were instructed to assess 12 products per visit. However, in many cases, at least a

product category or type was not available. The figure below presents the actual number of products

assessed per country, category (e.g. minced beef) and type (e.g. organic).

Figure 1. Number of products assessed per country, meat category and meat type

COUNTRY AT BE BG CY CZ DE DK EE EL ES FI FR HU IE IT LT LU LV MT NL PL PT RO SE SI SK UK

Regular 57 45 61 44 53 33 62 38 38 70 52 78 37 21 46 54 33 64 67 63 51 55 48 51 66 28 45

Organic 25 12 0 0 9 21 55 0 5 3 37 17 3 43 35 0 12 1 0 50 3 10 4 31 4 0 57

Origin

certified6 27 2 0 3 67 27 47 52 9 45 36 16 96 43 0 11 2 5 18 3 31 7 37 1 15 107

Animal

w elfare

certified

0 2 0 0 0 0 3 0 1 0 4 4 0 0 10 0 0 0 0 16 0 2 0 5 0 0 3

Environment/

climate

certif ied

0 0 0 0 0 0 0 0 1 1 0 0 1 0 2 0 0 0 0 2 0 1 0 13 0 0 1

Religious

slaughter 2 0 0 0 0 0 0 0 0 0 0 11 0 0 2 0 1 0 1 2 0 0 1 2 0 0 0

Other 0 1 0 0 0 5 0 0 0 6 0 1 0 3 1 0 0 0 0 2 0 0 0 0 0 0 9

Regular 19 50 45 49 43 41 58 38 45 71 57 71 30 51 46 69 32 49 54 59 21 69 64 43 65 51 57

Organic 3 8 0 0 0 20 13 0 8 0 18 13 2 5 29 0 12 0 1 29 2 0 11 16 0 1 33

Origin

certified4 30 11 0 3 78 23 46 72 10 35 47 14 75 37 0 10 4 19 9 0 17 12 24 46 33 100

Animal

w elfare

certified

0 3 0 0 0 1 0 0 3 1 1 3 0 0 7 0 1 0 0 14 0 0 2 5 0 0 33

Environment/

climate

certif ied

0 1 0 0 0 1 0 0 0 0 1 0 1 0 1 0 0 0 0 2 0 0 1 13 0 2 1

Religious

slaughter 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Other 0 1 0 0 0 2 0 0 0 18 0 1 1 8 1 0 0 0 0 1 0 1 0 0 0 5 14

Regular 55 59 66 50 59 19 55 31 39 67 27 72 31 20 36 70 31 60 59 39 49 69 54 34 55 48 50

Organic 18 24 2 0 15 3 22 0 19 2 5 33 5 22 31 2 16 1 3 23 2 35 10 19 8 3 48

Origin

certified13 53 50 0 4 73 39 49 52 7 13 93 37 82 28 0 20 3 18 9 5 14 28 28 26 41 80

Animal

w elfare

certified

0 15 0 0 0 0 12 0 24 42 0 23 15 36 5 0 12 0 0 16 0 16 12 14 2 12 50

Environment/

climate

certif ied

0 4 0 0 0 0 0 0 0 0 1 0 5 6 2 0 0 0 0 1 1 0 9 13 0 0 2

Religious

slaughter 0 3 0 0 0 1 2 0 0 8 0 6 0 0 4 0 0 0 0 2 0 5 0 2 0 0 7

Other 0 2 0 0 0 1 0 0 0 1 0 2 2 4 0 0 0 0 3 1 0 0 2 1 25 0 4

Regular 64 50 72 50 64 48 60 42 50 71 43 83 66 25 43 66 32 70 33 54 63 73 67 49 71 51 53

Organic 20 16 0 0 0 21 17 0 5 3 9 10 0 0 29 0 9 0 1 36 1 8 5 22 5 1 32

Origin

certified12 39 1 0 5 70 19 47 33 10 32 32 23 76 21 0 14 5 22 11 2 10 5 30 3 24 68

Animal

w elfare

certified

1 1 0 0 0 0 4 0 0 5 6 3 0 0 4 0 0 0 0 12 0 2 0 4 0 0 18

Environment/

climate

certif ied

0 1 0 0 0 0 0 0 0 1 0 0 0 0 0 0 1 0 0 2 0 0 0 10 0 0 2

Religious

slaughter 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Other 0 3 0 0 0 2 0 0 0 2 0 3 0 7 1 0 0 0 0 0 0 0 2 0 0 1 4

Total per

country299 450 310 193 258 507 471 338 447 408 386 642 289 580 464 261 247 259 286 473 203 418 344 466 377 316 878

Minced

beef

Pork

sausages

Whole

chicken

Pork

cutlets

5

3.2 Products purchased by assessors

Assessors were asked to purchase one of the products they assessed at the end of each visit and to

state why they chose this specific product.

The proportion of each product category that mystery shoppers bought is shown below. The mystery

shoppers’ comments can be found in annex.

Figure 2. Share of each product category among products bought by mystery shoppers - By

country

Minced Beef Pork cutlets Pork sausages Whole chicken

Austria 39% 36% 11% 15%

Belgium 24% 23% 28% 25%

Bulgaria 25% 28% 25% 21%

Cyprus 24% 26% 26% 24%

Czech Republic 27% 28% 21% 24%

Germany 27% 26% 23% 24%

Denmark 45% 21% 28% 5%

Estonia 28% 25% 24% 23%

Greece 28% 24% 23% 25%

Spain 31% 29% 24% 16%

Finland 77% 7% 15% 1%

France 35% 19% 25% 21%

Hungary 25% 27% 24% 24%

Ireland 24% 16% 45% 15%

Italy 40% 17% 25% 17%

Lithuania 29% 25% 43% 3%

Luxembourg 46% 16% 30% 8%

Latvia 40% 20% 15% 25%

Malta 42% 16% 24% 18%

Netherlands 53% 24% 13% 9%

Poland 24% 48% 11% 17%

Portugal 27% 23% 25% 25%

Romania 21% 27% 27% 25%

Sweden 43% 13% 27% 17%

Slovenia 27% 25% 24% 24%

Slovakia 23% 25% 24% 28%

UK 31% 12% 40% 16%

Total 33% 23% 25% 19%

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3.3 Availability of different product types

We first look at the breakdown of specific meat types by purchase channel to assess the availability of

different meat categories and types.

Please note that the proportions below represent the share of products assessed by mystery

shoppers, who had detailed instructions to prioritise certain types of meat (please see annex I for

details).

Most of the products assessed across all categories and retail channels were regular. Outdoor

markets and farms only displayed regular and origin certified meat, apart from whole chickens. 4% of

whole chicken products assessed in farms and markets were organic.

Origin certified products were the most widely available of the specific types. 32% of minced beef

products assessed by mystery shoppers in convenience stores were origin certified. This compares

with 37% for pork sausages and 32% for pork cutlets. The proportions of origin certified whole

chickens (32%) and pork sausages (34%) among the products assessed is also higher for

hypermarkets than for other channels.

Organic products were found in most retailers. The highest proportions were found in supermarkets

(18% of minced beef, 10% of pork sausages, 13% of whole chickens and 12% of pork cutlets). The

lowest proportions of organic products varied more per category and are respectively: 6% of organic

minced beef in butcher’s shops, 5% of organic pork sausages in both butcher’s shops and discount

stores, 6% of organic pork cutlets in discount stores and 4% of organic whole chicken in

markets/farms.

Other products were found in much smaller proportions, with the exception of animal welfare certified

chickens, which represent 12% of the products assessed in supermarkets and 10% in hypermarkets.

It is therefore possible to conclude that the availability of specific meat types varies across purchase

channels and between the types themselves, which may impact consumer choices.

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Figure 3. Share of product types among the products assessed - By shop channel - Minced Beef

8

Figure 4. Share of product types among the products assessed - By shop channel – Pork sausages

9

Figure 5. Share of product types among the products assessed - By shop channel – W

hole chicken

10

Figure 6. Share of product types among the products assessed - By shop channel – Pork cutlets

11

The figures below present the share of each product type by country, within each m

eat category.

Figure 7. Share of product types among the products assessed - By country – M

inced beef

52

%

40

%

83

%

10

0%

10

0%

97

%

96

%

93

%

92

%

89

%

82

%

80

%

79

%

65

%

65

%

63

%

58

%

56

%

53

%

52

%

45

%

42

%

41

%

39

%

38

%

37

%

33

%

26

%

20

%

13

%

27

%

32

%

14

%

3%

3%

1%

7%

5%

5%

12

%

10

%

35

%

28

%

7% 1

9%

31

%

24

%

31

%

55

%

18

%

12

%

54

%

33

%

27

%

31

%

53

%

48

%

59

%

17

%

22

%

3%

1%

6% 5%

14

%

7%

3%

5%

28

%

21

%

10

%

12

%

14

%

37

%

33

%

5%

27

%

22

%

25

%

17

%

26

%

26

%

2%

3%

2%

3%

2%

2%

10

%

1% 3%

4%

7%

1%

1%

1%

0%

1%

2% 1%

1%

1%

9%

1%

0%

1%

1%

7%

1%

1%

1% 1%

4%

4%

2%1%

1% 0%

1%

2%

2% 2%

7%

1%

1%

1%

EU

27

EU

15

EU

12 LT CY

BG LV SI

MT

PL

CZ

RO ES

SK

HU AT

LU PT

FR

BE

EE

DK

NL

EL FI

SE IT DE

UK IE

Re

gu

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ce

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Re

lig

iou

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lau

gh

ter

12

Figure 8. Share of product types among the products assessed - By country – Pork sausages

54

%

46

%

73

%

10

0%

10

0%

93

%

92

%

91

%

80

%

79

%

73

%

73

%

71

%

71

%

63

%

62

%

59

%

58

%

55

%

54

%

53

%

52

%

51

%

45

%

43

%

38

%

37

%

35

%

29

%

24

%

31

%

34

%

24

%

7%

8%

20

%

20

%

15

%

26

%

13

%

10

% 29

%

24

%

41

%

18

%

36

%

32

%

35

%

8%

31

%

55

%

24

%

31

%

54

%

56

%

55

%

42

%

9%

12

%

2%

9%

12

%

1%

12

%

4%

14

%

22

%

1%

9%

10

%

25

%

16

%

16

%

24

%

4%

6%

14

%

14

%

3%

4%

0%

2%

1%

2%

3%

2%

12

%

1%

5%

6%

2%

1%

14

%

1%

1%

1% 1%

2%

2%

1%

2%

1%

13

%

1%

1%

0%

2%

3% 1

%

1%

18

%

2%

5%

1% 1%

1%

1%

6%

1%

6%

EU

27

EU

15

EU

12 LT CY

CZ

LV PL

BG PT

AT

MT

RO ES

HU

DK SI LU SK BE

FR NL FI EE

SE IT IE EL

DE

UK

Re

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Org

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er

13

Figure 9. Share of product types among the products assessed - By country – W

hole chicken

44

%

35

%

61

%

10

0%

97

%

94

%

86

%

76

%

71

%

64

%

59

%

56

%

53

%

50

%

47

%

47

%

46

%

43

%

42

%

39

%

39

%

37

%

34

%

33

%

31

%

31

%

29

%

21

%

20

%

12

%

29

%

31

%

25

%

5%

9%

5%

22

%

15

% 28

%

42

%

6%

10

%

22

%

24

%

39

%

10

%

30

%

25

%

61

%

33

%

26

%

39

%

41

%

25

%

39

%

33

%

75

%

48

%

12

%

16

%

5%

3% 2

%

4%

19

%

4%

21

%

11

%

2%

2%

25

% 7%

9%

3%

25

%

17

%

20

%

15

%

29

%

5%

14

%

17

%

14

%

20

%

3%

13

%

10

%

14

%

4%

33

%

12

%

2%

10

%

12

%

18

%

9%

15

%

9%

5%

16

%

10

%

13

%

18

%

21

%

21

%

1% 1%

1%

2%

2%

8%

1%

3%

2%

5%

12

%

1% 4

%

2%

1% 3

%

4%

1%

22

%

2%

1% 1%

2%

1% 1

%

2%

1% 2%1%

2%

6%

4% 2

% 2%

2%

4% 3

% 2%

3% 1

%

EU

27

EU

15

EU

12

CY LT LV PL

CZ

MT

AT FI

BG ES

PT SI

RO SK NL

DK

LU EE

BE IT

HU FR SE EL

UK

DE IE

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r

14

Figure 10. Share of product types among the products assessed - By country – Pork cutlets

61

%

50

%

82

%

10

0%

10

0%

99

%

95

%

93

%

93

%

90

%

85

%

78

%

77

%

74

%

66

%

66

%

63

%

60

%

59

%

57

%

57

%

48

%

47

%

47

%

45

%

44

%

43

%

34

%

30

%

23

%

25

%

30

%

16

%

1%

3%

7%

7%

4%

6%

11

%

11

%

26

%

31

%

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%

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%

19

%

39

%

25

%

38

%

36

%

53

%

10

%

35

%

21

% 26

%

50

%

38

%

70

%

10

%

15

%

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6%

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%

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%

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15

%

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19

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%

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%

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%

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%

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2%

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%

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2%

6%

EU

27

EU

15

EU

12 LT CY

BG PL

LV CZ SI

RO PT

ES

HU SK

AT

FR

DK

MT

LU EL FI

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NL

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15

52% of minced beef products assessed within the EU27 were regular products, compared with 40%

in the EU15 and 83% in the EU12 countries.

This is linked to higher proportions of specific meat types being assessed in the EU15: 32% of origin

certified minced beef compared with 14% in the EU12 and 22% of organic products compared with 3%

in the EU12.

100% of all minced beef assessed in Latvia and Cyprus was regular. Estonia (55%), Greece (54%)

and Germany (53%) had the highest proportion of origin certified minced beef, while Denmark had the

highest proportion of organic beef (37%).

Similarly, 46% of pork sausages in the EU15 were regular, compared with 73% in the EU12. 34% of

pork sausages assessed in the EU15 were origin certified, while this figure was 24% in the EU12.

These proportions are respectively 12% and 2% for organic pork sausages.

All pork sausage products in Latvia and Cyprus were regular products. Greece (56%), Estonia and

Germany (both 55%) and Ireland (54%) have the highest proportion of origin certified sausages, while

the Netherlands (25%) and Italy (24%) top the ranking for organic sausages.

35% of EU15 whole chickens were regular, while this was the case for 61% of EU12 chickens. 31%

of EU15 chickens were origin certified and 16% were organic. These proportions are respectively 25%

and 5% in EU12 countries. All products assessed in Cyprus were regular. Germany (75%) had the

highest proportion of origin certified products and Italy the highest proportion of organic products

(29%).

50% of EU15 pork cutlets were regular, compared with 82% in the EU12. 30% of EU15 and 16% of

EU12 pork cutlets were origin certified. These proportions were 15% and 1% for organic products.

100% of all products assessed in Latvia and Cyprus were regular. Ireland (70%) had the highest

proportion of origin certified products, while the Netherlands (31%) and Italy (30%) had the highest

proportion of organic pork cutlets.

These results tend to show that the availability of specific meat types varies widely across the EU. The

level of product differentiation appears lower in the EU12 countries and in some specific countries.

16

4 Prices

Mystery shoppers were asked to record price information for each product they assessed.

4.1 Availability of information on product price

Standard product prices were available for 90% of records gathered – a product price was available

for 100% of products assessed in Cyprus. The lowest proportions were 59% in Greece and 56% in

Sweden.

Figure 11. Share of products for which standard price information was available - By country

90%

88%

93%

100%

99%

98%

98%

98%

98%

97%

97%

96%

96%

96%

95%

95%

94%

94%

93%

92%

92%

90%

89%

89%

88%

82%

81%

81%

59%

56%

10%

12%

7%

0%

1%

2%

2%

2%

2%

3%

3%

4%

4%

4%

5%

5%

6%

6%

7%

8%

8%

10%

11%

11%

12%

18%

19%

19%

41%

44%

EU27

EU15

EU12

CY

PL

AT

ES

BE

LT

HU

SK

BG

CZ

PT

SI

UK

MT

FR

FI

DE

DK

EE

LU

IE

NL

RO

LV

IT

EL

SE

Yes No

17

4.2

Average product prices

At EU27 level the average price of meat was €6.20 per kilo – the m

ost expensive country w

as Finland (€8.74 per kilo) and the least expensive w

as R

omania

(€3.57 per kilo). Prices in D

enmark and Luxembourg w

ere also over €8 per kilo on average. Prices in the E

U12 w

ere lower than average at €4.48 per kilo,

while the average price in the EU15 w

as €7.07. Meat from m

arkets/farm

s w

as the cheapest at €4.74 per kilo although data w

as not availa

ble in 19 countries,

and it is notable that it tended to be lower income countries that provided prices for markets/farm

s. Meat from discount stores w

as the next cheapest at €5.11

per kilo. Meat from butchers w

as the m

ost expensive at €6.44 per kilo, followed by convenience stores w

ith €6.43 per kilo. At individual country level, the

highest prices w

ere found in French butchers (€12.95 per kilo) and the lowest in H

ungarian convenience stores (€2.82 per kilo).

18

Figure 12. Mean m

eat price per kilogram - By retailer channel – All m

eat categories

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

EU27

6,06 €

3482

6,36 €

5285

6,43 €

371

5,11 €

379

6,44 €

451

4,74 €

97

6,20 €

10065

EU15

7,17 €

2138

7,02 €

3808

7,48 €

226

5,72 €

244

7,92 €

252

7,55 €

28

7,07 €

6696

EU12

4,30 €

1344

4,68 €

1477

4,79 €

145

4,01 €

135

4,57 €

199

3,60 €

69

4,48 €

3369

Austria

8,19 €

126

7,13 €

104

7,91 €

16

6,99 €

22

8,50 €

18

9,70 €

13

7,80 €

299

Belgium

7,44 €

125

7,76 €

263

7,18 €

28

5,39 €

14

9,48 €

17

.0

7,62 €

447

Bulgaria

3,63 €

143

3,63 €

146

3,15 €

6.

03,81 €

15

.0

3,63 €

310

Cyprus

6,03 €

56

6,27 €

96

6,95 €

18

.0

6,90 €

20

.0

6,33 €

190

Czech

Republic

4,31 €

135

4,39 €

89

4,85 €

83,51 €

83,83 €

15

.0

4,30 €

255

Germ

any

7,43 €

207

7,01 €

118

5,96 €

44

4,59 €

40

9,65 €

18

.0

6,99 €

427

Denmark

8,44 €

76

8,99 €

294

7,47 €

46,60 €

41

9,07 €

20

.0

8,66 €

435

Estonia

5,05 €

84

5,21 €

184

5,20 €

15

3,94 €

15

4,83 €

10

3,84 €

95,06 €

317

Greece

7,49 €

115

7,23 €

277

.0

.0

6,64 €

24

.0

7,27 €

416

Spain

6,12 €

124

4,37 €

209

6,52 €

13

4,91 €

28

5,92 €

19

5,69 €

15

5,13 €

408

Finland

9,04 €

150

8,43 €

144

8,89 €

67

8,00 €

13

.0

.0

8,74 €

374

France

7,89 €

399

8,00 €

204

.0

5,38 €

23

12,95 €

15

.0

7,95 €

641

Hungary

4,09 €

183

3,40 €

54

2,82 €

54,03 €

16

3,17 €

16

4,19 €

12

3,89 €

286

Ireland

5,88 €

112

6,30 €

349

.0

.0

6,67 €

24

.0

6,22 €

485

Italy

6,78 €

108

7,03 €

242

6,09 €

25

4,95 €

10

7,94 €

16

.0

6,89 €

401

Lithuania

3,98 €

36

3,73 €

180

3,79 €

16

.0

2,95 €

13

3,34 €

15

3,70 €

260

Luxembourg

8,48 €

16

8,36 €

190

8,21 €

75,28 €

11

8,50 €

21

.0

8,24 €

245

Latvia

4,32 €

91

4,31 €

100

4,23 €

17

3,98 €

18

4,10 €

10

3,79 €

15

4,25 €

251

Malta

.0

5,01 €

232

.0

5,03 €

85,28 €

39

.0

5,05 €

279

Netherlands

.0

7,16 €

429

.0

6,07 €

16

9,73 €

22

.0

7,24 €

467

Poland

3,69 €

67

3,75 €

93

3,95 €

11

3,43 €

15

3,99 €

10

2,94 €

73,70 €

203

Portugal

5,09 €

195

4,38 €

188

.0

4,18 €

83,73 €

23

.0

4,67 €

414

Romania

3,61 €

256

3,31 €

12

3,31 €

16

3,57 €

19

3,63 €

15

3,29 €

11

3,57 €

329

Sweden

7,72 €

132

8,05 €

246

8,69 €

19

6,04 €

18

.0

.0

7,89 €

415

Slovenia

5,91 €

95

5,80 €

225

7,61 €

15

4,53 €

19

5,55 €

22

.0

5,82 €

376

Slovakia

4,56 €

198

4,35 €

66

4,29 €

18

4,28 €

17

3,95 €

14

.0

4,46 €

313

UK

6,01 €

253

6,07 €

551

4,79 €

3.

06,30 €

15

.0

6,05 €

822

All

Hyperm

arket

Superm

arket

Convenience Store

Discount Store

Butchers

Markets/Farm

s

19

At the E

U27 level the average price of minced beef was €7.24 per kilo – the m


as France (€10.04 per kilo) and the cheapest was

Poland (€3.71 per kilo). Prices in the EU15 w

ere higher on average w

ith €8.07 per kilo, compared w

ith €5.19 in the EU12.

Minced beef from discount stores w

as the cheapest at €6.20 per kilo. The m

ost expensive m

inced beef was found in butchers at €8.15 per kilo. Overall, the

cheapest minced beef was found in butchers in Hungary (€2.76 per kilo) and the m

ost expensive in butchers in France (€18.43 per kilo).

Figure 13. Mean m

eat price per kilogram - By retailer channel – Minced beef

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

EU27

7,10 €

858

7,33 €

1353

7,40 €

98

6,20 €

92

8,15 €

104

6,29 €

25

7,24 €

2530

EU15

8,29 €

563

7,93 €

1028

8,30 €

68

6,78 €

67

9,29 €

67

9,97 €

88,07 €

1801

EU12

4,85 €

295

5,45 €

325

5,38 €

30

4,66 €

25

6,09 €

37

4,56 €

17

5,19 €

729

Austria

8,74 €

43

8,23 €

28

8,47 €

48,05 €

68,78 €

512,95 €

48,71 €

90

Belgium

8,07 €

24

8,34 €

49

8,01 €

77,08 €

210,39 €

4.

08,31 €

86

Bulgaria

4,36 €

30

4,33 €

29

4,45 €

1.

05,49 €

3.

04,40 €

63

Cyprus

6,60 €

14

6,58 €

22

6,89 €

3.

08,31 €

5.

06,81 €

44

Czech

Republic

4,78 €

36

5,10 €

24

5,28 €

1.

05,48 €

3.

04,94 €

64

Germ

any

7,33 €

51

8,75 €

30

6,78 €

11

4,98 €

10

9,77 €

6.

07,58 €

108

Denmark

9,70 €

20

9,83 €

95

8,71 €

27,78 €

12

8,02 €

6.

09,53 €

135

Estonia

5,61 €

23

6,25 €

44

6,17 €

44,48 €

54,95 €

14,63 €

35,87 €

80

Greece

9,00 €

26

8,56 €

62

.0

.0

9,30 €

6.

08,73 €

94

Spain

7,46 €

26

5,73 €

44

7,12 €

56,58 €

67,79 €

46,99 €

46,52 €

89

Finland

9,01 €

49

8,73 €

55

8,96 €

25

7,37 €

6.

0.

08,82 €

135

France

10,27 €

93

9,16 €

44

.0

7,34 €

618,43 €

4.

010,04 €

147

Hungary

4,76 €

42

3,48 €

7.

04,28 €

12,76 €

16,27 €

44,66 €

55

Ireland

6,45 €

38

7,35 €

99

.0

.0

10,03 €

6.

07,22 €

143

Italy

7,97 €

35

8,29 €

74

6,75 €

85,73 €

27,75 €

4.

08,04 €

123

Lithuania

4,69 €

94,66 €

39

4,44 €

4.

0.

04,62 €

24,65 €

54

Luxembourg

10,05 €

49,67 €

43

9,39 €

27,48 €

29,92 €

5.

09,63 €

56

Latvia

4,87 €

23

4,59 €

28

4,54 €

44,92 €

53,93 €

24,09 €

44,66 €

66

Malta

.0

6,38 €

59

.0

7,03 €

37,40 €

11

.0

6,56 €

73

Netherlands

.0

7,18 €

135

.0

5,87 €

89,18 €

8.

07,21 €

151

Poland

3,74 €

17

3,78 €

27

3,80 €

32,86 €

44,26 €

42,84 €

23,71 €

57

Portugal

7,43 €

52

6,20 €

40

.0

5,98 €

24,99 €

5.

06,78 €

99

Romania

4,35 €

48

4,24 €

23,42 €

43,44 €

23,53 €

23,68 €

24,20 €

60

Sweden

8,65 €

42

9,22 €

83

14,74 €

37,05 €

5.

0.

09,08 €

133

Slovenia

5,87 €

18

6,44 €

41

7,11 €

35,18 €

55,73 €

4.

06,19 €

71

Slovakia

4,98 €

35

5,85 €

37,98 €

3.

06,95 €

1.

05,30 €

42

UK

6,50 €

60

6,18 €

147

5,48 €

1.

07,53 €

4.

06,30 €

212

All

Hyp

erm

arket

Superm

arket

Conve

nience Store

Discount Store

Butchers

Markets/Farm

s

20

At an overall EU27 level the average price for pork sausages w

as €6.39 per kilo – the m


as A

ustria (€10.10 per kilo) and the

cheapest was Lithuania (€3.44 per kilo). Prices in the EU15 w

ere highest on average at €7.00 per kilo. Prices in the EU12 w

ere the lowest at €5.14 per kilo.

Pork sausages from m

arkets/farm

s w

ere the cheapest at €4.66 per kilo. The m

ost expensive pork sausages w

ere found in convenience stores at €6.96 per

kilo. Prices ranged from €2.67 per kilo in Lithuanian butchers to €11.79 per kilo in Austrian convenience stores.

Figure 14. Mean m

eat price per kilogram - By retailer channel – Pork sausages

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

EU27

6,21 €

772

6,57 €

1251

6,96 €

88

5,00 €

85

6,48 €

111

4,66 €

16

6,39 €

2323

EU15

6,98 €

483

7,05 €

892

7,28 €

58

5,46 €

58

7,71 €

61

6,47 €

67,00 €

1558

EU12

4,93 €

289

5,37 €

359

6,36 €

30

4,01 €

27

4,98 €

50

3,57 €

10

5,14 €

765

Austria

11,10 €

10

10,00 €

911,79 €

15,52 €

29,65 €

39,90 €

110,10 €

26

Belgium

7,96 €

24

8,12 €

54

7,54 €

56,74 €

48,95 €

5.

08,03 €

92

Bulgaria

3,86 €

21

3,84 €

31

.0

.0

3,34 €

4.

03,81 €

56

Cyprus

8,84 €

14

9,66 €

25

10,68 €

5.

09,56 €

5.

09,52 €

49

Czech

Republic

3,86 €

22

4,06 €

19

.0

.0

3,71 €

3.

03,93 €

44

Germ

any

7,17 €

48

7,09 €

38

5,81 €

11

4,14 €

13

10,16 €

6.

06,83 €

116

Denmark

7,02 €

12

8,71 €

61

7,27 €

15,45 €

99,32 €

6.

08,18 €

89

Estonia

5,30 €

20

5,83 €

48

6,33 €

3.

05,27 €

25,10 €

15,68 €

74

Greece

8,48 €

33

9,16 €

72

.0

.0

5,59 €

6.

08,77 €

111

Spain

5,85 €

34

4,73 €

47

7,77 €

36,46 €

77,51 €

45,79 €

55,48 €

100

Finland

7,50 €

41

7,33 €

41

7,69 €

24

7,94 €

4.

0.

07,50 €

110

France

8,84 €

85

10,67 €

41

.0

5,29 €

411,13 €

4.

09,36 €

134

Hungary

4,42 €

29

3,68 €

5.

04,64 €

53,25 €

63,42 €

34,16 €

48

Ireland

4,63 €

29

5,90 €

76

.0

.0

4,24 €

6.

05,48 €

111

Italy

7,20 €

28

6,82 €

63

7,03 €

64,87 €

27,17 €

3.

06,91 €

102

Lithuania

3,46 €

93,50 €

49

3,34 €

4.

02,67 €

43,56 €

33,44 €

69

Luxembourg

8,97 €

49,44 €

43

.0

6,35 €

38,80 €

5.

09,18 €

55

Latvia

4,10 €

21

4,35 €

21

4,39 €

23,42 €

33,86 €

2.

04,17 €

49

Malta

.0

4,44 €

59

.0

3,58 €

25,05 €

9.

04,49 €

70

Netherlands

.0

6,47 €

104

.0

4,98 €

48,81 €

4.

06,50 €

112

Poland

4,30 €

10

3,36 €

11

5,24 €

14,60 €

1.

0.

03,90 €

23

Portugal

5,07 €

37

5,29 €

43

.0

4,78 €

14,52 €

5.

05,14 €

86

Romania

3,61 €

60

3,63 €

33,46 €

43,38 €

73,79 €

43,21 €

33,58 €

81

Sweden

6,36 €

31

6,34 €

54

7,62 €

64,90 €

5.

0.

06,35 €

96

Slovenia

7,44 €

27

7,46 €

67

9,51 €

64,29 €

46,97 €

7.

07,42 €

111

Slovakia

5,74 €

56

5,64 €

21

4,02 €

54,46 €

54,70 €

4.

05,51 €

91

UK

5,17 €

67

5,56 €

146

5,65 €

1.

05,67 €

4.

05,44 €

218

Hyp

erm

arket

Superm

arket

Conve

nience Store

Discount Store

Butchers

Markets/Farm

sAll

21

At EU27 level the average price for whole chickens w



as Finland (€7.11 per kilo) and the cheapest was

Poland (€2.12 per kilo). Prices in the EU12 w

ere lowest on average at €2.99 per kilo, compared with €5.21 in the EU15.

Whole chickens from m

arkets/farm

s w

ere the cheapest at €2.97 per kilo. The m

ost expensive w

hole chicken w

as found in butchers w

ith €4.63 per kilo. The

cheapest whole chicken products w

ere found in discount stores in Poland (€1.70 per kilo) and the m

ost expensive in French butchers (€11.76).

Figure 15. Mean m

eat price per kilogram - By retailer channel – W

hole chicken

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

EU27

4,33 €

1038

4,56 €

1484

3,77 €

85

3,51 €

99

4,63 €

103

2,97 €

26

4,40 €

2835

EU15

5,36 €

606

5,16 €

1043

4,69 €

41

4,09 €

61

5,98 €

55

5,32 €

55,21 €

1811

EU12

2,89 €

432

3,14 €

441

2,91 €

44

2,57 €

38

3,08 €

48

2,41 €

21

2,99 €

1024

Austria

5,14 €

34

5,45 €

32

6,11 €

56,12 €

86,38 €

35,90 €

45,48 €

86

Belgium

6,26 €

49

6,36 €

95

3,98 €

72,88 €

48,05 €

4.

06,18 €

159

Bulgaria

2,50 €

58

2,56 €

54

2,38 €

3.

02,57 €

3.

02,52 €

118

Cyprus

3,99 €

14

4,31 €

26

4,99 €

5.

04,68 €

5.

04,32 €

50

Czech

Republic

3,92 €

44

3,45 €

22

3,11 €

32,45 €

42,35 €

5.

03,58 €

78

Germ

any

6,38 €

50

2,85 €

21

3,97 €

10

3,16 €

6.

0.

05,03 €

87

Denmark

7,30 €

25

6,46 €

75

5,19 €

15,73 €

12

7,72 €

4.

06,60 €

117

Estonia

2,84 €

21

2,79 €

46

2,59 €

42,37 €

5.

02,52 €

32,76 €

79

Greece

5,67 €

31

5,58 €

86

.0

.0

4,87 €

6.

05,57 €

123

Spain

4,48 €

36

2,99 €

74

2,30 €

22,80 €

93,07 €

53,04 €

13,39 €

127

Finland

6,72 €

24

7,50 €

18

7,91 €

3.

0.

0.

07,11 €

45

France

5,95 €

142

6,20 €

76

.0

3,75 €

811,76 €

3.

06,03 €

229

Hungary

2,69 €

60

2,83 €

24

2,02 €

23,05 €

42,26 €

32,31 €

22,71 €

95

Ireland

4,56 €

26

4,62 €

102

.0

.0

4,11 €

7.

04,58 €

135

Italy

3,85 €

23

4,79 €

54

3,98 €

64,12 €

49,69 €

4.

04,69 €

91

Lithuania

2,96 €

92,82 €

49

2,60 €

4.

02,27 €

42,67 €

62,78 €

72

Luxembourg

7,98 €

56,56 €

61

7,32 €

32,46 €

37,07 €

6.

06,56 €

78

Latvia

2,58 €

23

2,48 €

23

2,60 €

52,57 €

52,54 €

12,62 €

52,54 €

62

Malta

.0

3,64 €

69

.0

3,43 €

23,59 €

12

.0

3,63 €

83

Netherlands

.0

5,73 €

88

.0

.0

9,38 €

2.

05,81 €

90

Poland

2,38 €

22

1,99 €

25

1,94 €

21,70 €

42,16 €

11,82 €

32,12 €

57

Portugal

3,10 €

63

2,55 €

62

.0

2,26 €

32,52 €

8.

02,80 €

136

Romania

2,57 €

92

2,06 €

52,11 €

52,22 €

42,01 €

31,94 €

22,49 €

111

Sweden

5,94 €

28

5,44 €

50

3,86 €

33,84 €

4.

0.

05,47 €

85

Slovenia

4,58 €

30

4,06 €

70

4,30 €

43,21 €

53,91 €

6.

04,16 €

115

Slovakia

2,44 €

59

2,55 €

28

2,49 €

72,47 €

52,38 €

5.

02,47 €

104

UK

4,48 €

70

4,60 €

149

3,23 €

1.

06,08 €

3.

04,58 €

223

All

Hyp

erm

arket

Superm

arket

Conve

nience Store

Discount Store

Butchers

Markets/Farm

s

22

At EU27 level the average price for pork cutlets w



as F

inland (€11.13 per kilo) and the cheapest was

Lithuania (€4.22 per kilo). P

rices in the E

U12 w

ere €5.07 per kilo on average, while the average for the E

U15 w

as €8.17. Pork cutlets from m

arkets/farm

s

were the cheapest at €5.03. The m

ost expensive pork cutlets w

ere found in superm

arkets at €7.29 per kilo. The cheapest pork cutlets overall were found in

Hungarian convenience stores (€3.35) and the m

ost expensive in Finnish hyperm

arkets (€12.38)

23

Figure 16. Mean m

eat price per kilogram - By retailer channel – Pork cutlets

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

Mean price

per Kg

Base size

EU27

7,02 €

814

7,29 €

1197

7,26 €

100

5,77 €

103

6,47 €

133

5,03 €

30

7,06 €

2377

EU15

8,31 €

486

8,17 €

845

8,66 €

59

6,47 €

58

8,32 €

69

7,36 €

98,17 €

1526

EU12

5,12 €

328

5,20 €

352

5,24 €

41

4,87 €

45

4,47 €

64

4,03 €

21

5,07 €

851

Austria

9,49 €

39

7,04 €

35

8,39 €

67,60 €

68,72 €

710,22 €

48,40 €

97

Belgium

8,52 €

28

9,05 €

65

8,84 €

95,71 €

410,66 €

4.

08,84 €

110

Bulgaria

4,77 €

34

4,61 €

32

3,64 €

2.

03,93 €

5.

04,61 €

73

Cyprus

4,70 €

14

4,52 €

23

5,21 €

5.

05,05 €

5.

04,70 €

47

Czech

Republic

4,62 €

33

4,83 €

24

6,06 €

44,57 €

44,52 €

4.

04,77 €

69

Germ

any

8,63 €

58

8,11 €

29

6,99 €

12

5,53 €

11

9,01 €

6.

08,05 €

116

Denmark

9,48 €

19

11,00 €

63

.0

7,43 €

811,63 €

4.

010,42 €

94

Estonia

6,50 €

20

5,99 €

46

5,99 €

44,97 €

54,69 €

74,00 €

25,90 €

84

Greece

6,85 €

25

5,86 €

57

.0

.0

6,82 €

6.

06,21 €

88

Spain

7,34 €

28

4,96 €

44

7,10 €

34,58 €

65,99 €

65,07 €

55,80 €

92

Finland

12,38 €

36

9,93 €

30

10,89 €

15

9,33 €

3.

0.

011,13 €

84

France

7,56 €

79

7,43 €

43

.0

5,71 €

510,18 €

4.

07,53 €

131

Hungary

4,97 €

52

4,05 €

18

3,35 €

34,15 €

63,60 €

63,45 €

34,53 €

88

Ireland

8,44 €

19

7,66 €

72

.0

.0

9,13 €

5.

07,89 €

96

Italy

7,41 €

22

7,82 €

51

6,43 €

55,91 €

27,16 €

5.

07,55 €

85

Lithuania

4,80 €

94,17 €

43

4,80 €

4.

03,72 €

53,54 €

44,22 €

65

Luxembourg

6,58 €

38,53 €

43

8,37 €

25,57 €

38,50 €

5.

08,26 €

56

Latvia

5,67 €

24

5,52 €

28

5,34 €

64,79 €

54,59 €

54,56 €

65,37 €

74

Malta

.0

6,07 €

45

.0

5,12 €

15,14 €

7.

05,93 €

53

Netherlands

.0

9,07 €

102

.0

7,57 €

410,82 €

8.

09,14 €

114

Poland

4,91 €

18

5,31 €

30

4,58 €

54,75 €

64,15 €

54,71 €

24,99 €

66

Portugal

5,17 €

43

4,43 €

43

.0

4,98 €

23,64 €

5.

04,74 €

93

Romania

4,68 €

56

5,05 €

24,95 €

34,75 €

64,37 €

63,82 €

44,64 €

77

Sweden

9,42 €

31

10,18 €

59

9,09 €

78,41 €

4.

0.

09,80 €

101

Slovenia

5,86 €

20

5,47 €

47

9,26 €

25,38 €

55,36 €

5.

05,65 €

79

Slovakia

5,50 €

48

5,70 €

14

5,27 €

35,44 €

74,41 €

4.

05,47 €

76

UK

8,42 €

56

8,59 €

109

.0

.0

5,86 €

4.

08,47 €

169

Hyp

erm

arket

Superm

arket

Conve

nience Store

Discount Store

Butchers

Markets/Farm

sAll

24

4.3

Regular vs specific prices

Regular meat was the cheapest meat category (€5.40 per kilo). Prices for regular meat ranged from €3.69 per kilo in Poland to €8.10 per kilo in Finland.

Across the E

U27, organic w

as the m

ost expensive m

eat category (€8.97 per kilo). O

rganic w

as not found by assessors in C

yprus or Estonia. Prices for

organic m

eat ranged from €2.47 per kilo in Bulgaria to €12.28 per kilo in G

reece.

Environment/climate certified m

eat was found in all countries but Denmark, France, Austria, Cyprus, Slovenia, Estonia, Malta, Czech R

epublic, Latvia,

Lithuania and Bulgaria. Prices for environment/clim

ate certified m

eat ranged from €2.48 per kilo in Romania to €13.08 per kilo in the N

etherlands.

Anim

al welfare certified products w

ere on average €6.47 per kilo, with prices ranging from €3.09 per kilo in Slovakia to €13.30 per kilo in G

erm

any. Anim

al

welfare products w

ere availa

ble in all countries except Cyprus, Estonia, Malta, Czech Republic, Latvia, Lithuania, Poland and Bulgaria.

Origin certified products w

ere on average €6.44 per kilo w

ith prices ranging from €2.96 per kilo in R

omania to €8.62 per kilo in D

enmark. No origin certified

products w

ere found by assessors in C

yprus or Lithuania.

Overall, the highest price across m

eat categories w

as found in G

erm

any for anim

al welfare certified products (€13.30 per kilo) and the lowest was also

recorded in G

erm

any, for religiously slaughtered m

eat (€2.39 per kilo).

25

Figure 17. Mean m

eat price per kilogram - By m

eat type – All m

eat categories

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price

per Kg

Base size

EU27

€6.47

462

€8.37

100

€8.97

1,218

€6.44

2,716

€5.93

144

€5.40

5,368

€5.68

57

€6.20

10,065

EU15

€6.77

419

€9.51

83

€9.31

1,118

€7.03

2,056

€6.53

103

€6.24

2,862

€5.67

55

€7.07

6,696

EU12

€3.53

43

€2.78

17

€5.17

100

€4.59

660

€4.44

41

€4.45

2,506

€6.10

2€4.48

3,369

Austria

€9.99

1€9.98

66

€7.33

35

€7.13

195

€7.98

2€7.80

299

Belgium

€9.14

21

€7.63

6€10.36

60

€8.00

147

€8.18

7€6.43

203

€3.39

3€7.62

447

Bulgaria

€2.47

2€2.97

64

€3.81

244

€3.63

310

Cyprus

€6.33

190

€6.33

190

Czech Republic

€7.31

23

€3.66

15

€4.03

217

€4.30

255

Denmark

€8.07

19

€11.78

99

€8.62

96

€7.33

221

0€8.66

435

Estonia

€5.08

172

€5.03

145

€5.06

317

Finland

€9.80

9€3.41

2€10.89

66

€8.51

123

€8.10

174

€8.74

374

France

€8.81

33

€11.75

73

€7.87

207

€6.92

7€7.07

304

€7.24

17

€7.95

641

Germ

any

€13.30

1€8.99

1€10.35

58

€6.67

239

€7.78

8€5.90

119

€2.39

1€6.99

427

Greece

€6.27

26

€8.70

1€12.28

33

€6.95

188

€6.79

168

€7.27

416

Hungary

€3.60

15

€2.67

6€3.96

10

€3.92

89

€3.18

3€3.95

163

€3.89

286

Ireland

€5.23

34

€5.37

5€9.00

61

€5.96

260

€6.27

17

€5.61

108

€6.22

485

Italy

€6.71

18

€7.21

4€6.62

120

€7.71

108

€7.90

3€6.48

142

€6.63

6€6.89

401

Latvia

€3.95

2€4.73

13

€4.22

236

€4.25

251

Lithuania

€3.68

2€3.70

258

€3.70

260

Luxembourg

€6.76

13

€10.46

1€11.56

49

€7.89

54

€7.24

127

€8.62

1€8.24

245

Malta

€4.80

5€4.73

59

€3.27

3€5.16

211

€6.00

1€5.05

279

Netherlands

€8.23

56

€13.08

6€8.34

137

€6.96

47

€9.83

4€6.12

213

€7.68

4€7.24

467

Poland

€2.50

1€4.50

8€3.40

10

€3.69

184

€3.70

203

Portugal

€3.78

20

€11.34

1€5.83

53

€6.55

72

€3.98

1€3.99

262

€3.57

5€4.67

414

Romania

€3.69

14

€2.48

8€3.32

26

€2.96

50

€3.63

4€3.76

226

€6.21

1€3.57

329

Slovakia

€3.09

12

€4.44

2€4.03

5€4.27

112

€7.20

6€4.59

176

€4.46

313

Slovenia

€4.49

2€7.23

17

€7.34

76

€4.20

25

€5.44

256

€5.82

376

Spain

€4.53

48

€11.73

2€9.17

8€7.93

36

€5.57

27

€4.72

279

€3.21

8€5.13

408

Sweden

€7.21

24

€10.53

48

€9.05

76

€7.68

107

€4.39

1€6.79

157

€7.64

2€7.89

415

UK

€6.39

96

€5.74

6€7.90

159

€5.66

337

€6.28

28

€5.07

190

€3.71

6€6.05

822

TOTAL

Anim

al welfare certified

Environment/climate certified

Organic

Origin certified

Other

Regular

Religious slaughter

26

Regular was the cheapest minced beef category (€6.33 per kilo). P

rices for regular minced beef ranged from €3.64 per kilo in P

oland to €9.56 per kilo in

France.

Environment/clim

ate certified and organic were the most

expensive minced beef

categories (€10.18 and €9.55 per

kilo respectively).

Environment/clim

ate certified m

inced beef was not found by assessors in any of the E

U12 countries. Prices for environment/clim

ate certified m

inced beef

ranged from €3.51 per kilo in the U

K to €12.85 per kilo in the N

etherlands. The cheapest minced beef was origin certified beef in Poland (€3.42) and the m

ost

expensive w

as organic beef in G

reece (€21.13).

Figure 18. Mean m


eat type – M

inced beef

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price

per Kg

Base size

EU27

€8.52

46

€10.18

20

€9.55

416

€7.40

667

€7.14

26

€6.33

1,333

€8.54

22

€7.24

2,53

EU15

€8.52

46

€10.18

20

€9.75

393

€7.73

571

€7.14

26

€7.36

725

€8.79

20

€8.07

1,801

EU12

€0.00

0€0.00

0€6.25

23

€5.45

96

€0.00

0€5.10

608

€6.10

2€5.19

729

Austria

€9.46

25

€8.23

6€8.46

57

€7.98

2€8.71

90

Belgium

€11.93

2€10.56

12

€8.41

26

€7.99

1€7.49

45

€8.31

86

Bulgaria

€4.58

2€4.39

61

€4.40

63

Cyprus

€6.81

44

€6.81

44

Czech Republic

€5.81

8€4.74

3€4.82

53

€4.94

64

Denmark

€7.55

3€11.53

49

€9.88

24

€7.83

59

€9.53

135

Estonia

€6.10

43

€5.62

37

€5.87

80

Finland

€7.88

3€10.60

36

€8.72

45

€7.70

51

€8.82

135

France

€9.21

4€14.52

17

€9.44

36

€7.90

1€9.56

78

€8.94

11

€10.04

147

Germ

any

€9.75

20

€7.25

55

€9.53

4€6.47

29

€7.58

108

Greece

€6.48

1€8.70

1€21.13

3€8.34

51

€8.33

38

€8.73

94

Hungary

0€5.75

3€4.89

15

€4.48

37

€4.66

55

Ireland

€10.03

39

€6.18

82

€5.30

2€6.21

20

€7.22

143

Italy

€7.35

7€7.13

2€7.58

33

€8.97

38

€9.95

1€7.53

40

€10.40

2€8.04

123

Latvia

€5.23

1€4.84

2€4.64

63

€4.66

66

Lithuania

€4.65

54

€4.65

54

Luxembourg

€12.12

12

€10.14

10

€8.61

33

€8.62

1€9.63

56

Malta

€6.48

5€6.57

67

€6.00

1€6.56

73

Netherlands

€8.42

16

€12.85

2€8.15

49

€6.57

18

€8.43

2€6.09

62

€8.37

2€7.21

151

Poland

€5.13

3€3.42

3€3.64

51

€3.71

57

Portugal

€9.91

2€11.34

1€9.46

10

€7.92

31

€5.45

55

€6.78

99

Romania

€3.93

4€3.96

7€4.22

48

€6.21

1€4.20

60

Slovakia

€5.10

15

€5.41

27

€5.30

42

Slovenia

€10.93

4€8.18

1€5.88

66

€6.19

71

Spain

€10.95

1€10.95

3€7.75

9€6.25

6€6.13

70

€6.52

89

Sweden

€10.49

5€10.76

12

€10.11

31

€9.16

36

€7.83

47

€7.64

2€9.08

133

UK

€6.65

3€3.51

1€7.18

54

€6.13

104

€6.30

9€5.60

41

€6.30

212

Anim



Organic

Origin certified

Other

Regular

Religious slaughter

TOTAL

27

Regular was the cheapest pork sausage category (€5.67 per kilo) and availa

ble in all countries. Prices for regular pork sausages ranged from €3.44 per kilo

in Lithuania to €9.58 per kilo in Austria. Organic w

as the m

ost expensive pork sausage type w

ith an average price of €8.98. Prices for organic pork sausages

ranged from €3.06 per kilo in Hungary to €15.63 per kilo in G

reece.

Figure 19. Mean m


eat type – Pork sausages

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price

per Kg

Base size

EU27

€7.60

68

€8.32

23

€8.98

214

€6.76

673

€6.44

49

€5.67

1,296

€6.39

2,323

EU15

€7.74

66

€9.10

19

€9.31

200

€7.04

496

€6.36

43

€6.26

734

€7.00

1,558

EU12

€2.94

2€4.61

4€4.28

14

€5.98

177

€6.97

6€4.89

562

€5.14

765

Austria

€14.81

3€9.04

4€9.58

19

€10.10

26

Belgium

€9.88

3€10.79

1€11.54

8€7.74

30

€7.89

1€7.47

49

€8.03

92

Bulgaria

€4.16

11

€3.73

45

€3.81

56

Cyprus

€9.52

49

€9.52

49

Czech Republic

€3.29

3€3.98

41

€3.93

44

Denmark

€14.21

13

€9.08

20

€6.45

56

€8.18

89

Estonia

€5.56

39

€5.82

35

€5.68

74

Finland

€8.38

1€3.32

1€11.17

18

€7.67

35

€6.24

55

€7.50

110

France

€19.06

3€13.52

13

€9.96

46

€9.83

1€7.80

71

€9.36

134

Germ

any

€13.30

1€8.99

1€9.82

19

€6.37

61

€6.89

2€5.66

32

€6.83

116

Greece

€5.31

3€15.63

7€8.37

58

€8.43

43

€8.77

111

Hungary

€5.00

1€3.06

2€4.72

14

€5.13

1€3.91

30

€4.16

48

Ireland

€4.75

4€5.86

53

€5.66

6€5.09

48

€5.48

111

Italy

€6.33

6€8.90

1€6.79

28

€7.14

30

€7.45

1€6.84

36

€6.91

102

Latvia

€4.96

4€4.10

45

€4.17

49

Lithuania

€3.44

69

€3.44

69

Luxembourg

€6.92

1€11.74

12

€8.82

10

€8.40

32

€9.18

55

Malta

€3.19

1€4.75

17

€4.43

52

€4.49

70

Netherlands

€7.33

13

€12.26

1€6.96

29

€7.34

9€17.50

1€5.68

59

€6.50

112

Poland

€5.55

2€3.75

21

€3.90

23

Portugal

€6.70

17

€3.98

1€4.77

68

€5.14

86

Romania

€2.94

2€4.58

1€4.05

8€3.56

10

€3.52

60

€3.58

81

Slovakia

€4.44

2€7.09

1€5.34

33

€7.33

5€5.44

50

€5.51

91

Slovenia

€8.84

46

€6.41

65

€7.42

111

Spain

€2.50

1€6.92

10

€5.64

18

€5.29

71

€5.48

100

Sweden

€8.52

4€9.44

13

€5.86

15

€6.05

23

€5.51

41

€6.35

96

UK

€7.00

30

€5.97

1€7.37

31

€4.90

90

€6.48

12

€4.12

54

€5.44

218

TOTAL

Anim



Organic

Origin certified

Other

Regular

28

Regular whole chicken w

as the cheapest whole chicken category (€3.38 per kilo). Prices for regular whole chicken ranged from €2.06 per kilo in P

oland to

€7.19 per kilo in F

inland. Organic w

as the m

ost expensive w

hole chicken type w

ith €7.02 per kilo and w

as available in all countries except Cyprus and

Lithuania. Prices for organic w

hole chicken ranged from €2.06 per kilo in R

omania to €10.83 per kilo in Luxembourg.

Figure 20. Mean m


eat type – W

hole chicken

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price

per Kg

Base size

EU27

€5.32

296

€5.61

40

€7.02

352

€4.49

808

€4.11

47

€3.38

1,257

€3.89

35

€4.40

2,835

EU15

€5.60

255

€7.25

27

€7.36

302

€5.27

549

€4.67

15

€3.95

628

€3.89

35

€5.21

1,811

EU12

€3.56

41

€2.22

13

€4.97

50

€2.85

259

€3.86

32

€2.82

629

€0.00

0€2.99

1,024

Austria

€7.77

18

€4.72

13

€4.91

55

€5.48

86

Belgium

€8.46

15

€7.10

4€9.05

24

€7.25

52

€6.42

2€3.56

59

€3.39

3€6.18

159

Bulgaria

€2.47

2€2.61

50

€2.46

66

€2.52

118

Cyprus

€4.32

50

€4.32

50

Czech Republic

€8.11

15

€1.80

4€2.55

59

€3.58

78

Denmark

€7.03

12

€9.60

20

€6.62

36

€5.25

49

0€6.60

117

Estonia

€2.78

48

€2.73

31

€2.76

79

Finland

€3.49

1€9.18

5€6.43

13

€7.19

26

€7.11

45

France

€7.34

23

€9.49

33

€6.12

93

€5.00

2€4.10

72

€4.11

6€6.03

229

Germ

any

€8.60

2€5.36

66

€3.99

1€3.56

17

€2.39

1€5.03

87

Greece

€6.39

22

€10.13

18

€4.24

46

€4.51

37

€5.57

123

Hungary

€3.60

15

€2.20

5€3.25

5€2.62

37

€2.21

2€2.40

31

€2.71

95

Ireland

€5.23

34

€5.37

5€7.74

18

€3.53

59

€4.85

4€3.15

15

€4.58

135

Italy

€4.86

4€5.70

1€4.79

30

€5.21

24

€4.06

28

€4.75

4€4.69

91

Latvia

€2.68

1€3.50

2€2.51

59

€2.54

62

Lithuania

€3.68

2€2.75

70

€2.78

72

Luxembourg

€6.75

12

€10.83

16

€6.85

20

€4.02

30

€6.56

78

Malta

€4.56

3€3.96

18

€3.27

3€3.50

59

€3.63

83

Netherlands

€7.40

15

€6.49

1€6.30

23

€5.48

9€4.98

1€4.93

39

€7.00

2€5.81

90

Poland

€2.50

1€2.25

2€2.49

5€2.06

49

€2.12

57

Portugal

€3.08

16

€3.74

35

€2.98

14

€2.13

66

€3.57

5€2.80

136

Romania

€3.81

12

€2.19

7€2.06

9€2.15

28

€2.10

2€2.50

53

€2.49

111

Slovakia

€3.09

12

€2.66

3€2.48

41

€2.29

48

€2.47

104

Slovenia

€4.49

2€6.39

8€4.53

26

€4.20

25

€3.62

54

€4.16

115

Spain

€4.16

42

€8.20

2€6.47

7€2.39

1€2.49

67

€3.21

8€3.39

127

Sweden

€5.04

13

€8.93

13

€6.84

12

€4.49

21

€4.39

1€4.11

25

0€5.47

85

UK

€4.88

47

€4.31

2€6.19

46

€4.14

76

€4.00

3€3.47

43

€3.71

6€4.58

223

TOTAL

Anim



Organic

Origin certified

Other

Regular

Religious slaughter

29

Regular was the cheapest pork cutlet category (€6.06 per kilo). P

rices for regular pork cutlets ranged from €3.84 per kilo in P

ortugal to €11.58 per kilo in

Finland. Environment/clim

ate certified w

as the m

ost expensive pork cutlet type at €12.78 per kilo and w

as only found by assessors in 6 countries. Prices for

environment/clim

ate certified pork cutlets ranged from €6.59 per kilo in Belgium to €17.02 per kilo in the N

etherlands.

Figure 21. Mean m


eat type – Pork cutlets

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price per

Kg

Base size

Mean price

per Kg

Base size

EU27

€9.71

52

€12.78

17

€10.84

236

€7.69

568

€7.26

22

€6.06

1,482

€7.06

2,377

EU15

€9.71

52

€12.78

17

€11.18

223

€8.32

440

€7.52

19

€7.03

775

€8.17

1,526

EU12

€0.00

0€0.00

0€5.01

13

€5.52

128

€5.61

3€4.99

707

€5.07

851

Austria

€9.99

1€11.90

20

€9.14

12

€7.14

64

€8.40

97

Belgium

€11.54

1€6.59

1€11.58

16

€8.93

39

€9.50

3€7.84

50

€8.84

110

Bulgaria

€4.74

1€4.61

72

€4.61

73

Cyprus

€4.70

47

€4.70

47

Czech Republic

€4.73

5€4.77

64

€4.77

69

Denmark

€11.58

4€13.21

17

€10.63

16

€9.44

57

€10.42

94

Estonia

€6.23

42

€5.56

42

€5.90

84

Finland

€11.23

5€12.86

7€10.08

30

€11.58

42

€11.13

84

France

€9.32

3€12.18

10

€8.17

32

€6.90

3€6.67

83

€7.53

131

Germ

any

€11.88

17

€7.95

57

€6.38

1€6.65

41

€8.05

116

Greece

€10.06

5€6.08

33

€5.91

50

€6.21

88

Hungary

€4.88

23

€4.40

65

€4.53

88

Ireland

€7.94

66

€8.52

5€7.62

25

€7.89

96

Italy

€12.00

1€7.28

29

€9.57

16

€6.30

1€6.81

38

€7.55

85

Latvia

€4.98

5€5.39

69

€5.37

74

Lithuania

€4.22

65

€4.22

65

Luxembourg

€10.46

1€11.85

9€7.10

14

€7.68

32

€8.26

56

Malta

€7.12

1€4.98

19

€6.43

33

€5.93

53

Netherlands

€9.98

12

€17.02

2€11.01

36

€8.51

11

€7.52

53

€9.14

114

Poland

€5.05

1€5.66

2€4.97

63

€4.99

66

Portugal

€3.29

2€10.42

8€7.02

10

€3.84

73

€4.74

93

Romania

€3.93

5€4.90

5€5.15

2€4.66

65

€4.64

77

Slovakia

€5.09

1€5.40

23

€6.53

1€5.49

51

€5.47

76

Slovenia

€5.64

5€8.29

3€5.54

71

€5.65

79

Spain

€8.04

5€12.50

1€8.03

3€10.12

10

€4.50

2€4.89

71

€5.80

92

Sweden

€10.44

2€13.72

10

€11.34

18

€9.59

27

€8.38

44

€9.80

101

UK

€9.61

16

€8.18

2€12.69

28

€7.66

67

€7.35

4€6.98

52

€8.47

169

Anim



Organic

Origin certified

Other

Regular

TOTAL

30

5 Origin

Mystery shoppers were asked to check the availability of country of origin information for each product

they assessed, and to record the product’s actual origin (home country, EU, non-EU) where possible.

Please note that base sizes may be low for some sub-groups and are indicated in brackets where

relevant.

31

5.1 Availability of country of origin information

We first address the proportion of products for which country of origin information was available,

before turning to the proportion of home country, other EU country and extra EU products.

Figure 22. Share of products for which country of origin information was available - By country

– Minced beef

87%

88%

87%

100%

99%

99%

99%

99%

99%

98%

97%

95%

94%

93%

92%

91%

91%

88%

85%

84%

83%

82%

81%

80%

80%

79%

71%

68%

67%

42%

13%

12%

13%

1%

1%

1%

1%

1%

2%

3%

5%

6%

7%

8%

9%

9%

12%

15%

16%

17%

18%

19%

20%

20%

21%

29%

32%

33%

58%

EU27

EU15

EU12

SE

EL

AT

UK

SI

FI

HU

DK

IE

FR

IT

RO

LT

EE

SK

CZ

PL

DE

CY

MT

PT

ES

LV

BG

LU

BE

NL

Yes No

32


– Pork sausages

82%

81%

84%

100%

100%

97%

96%

95%

93%

92%

92%

91%

90%

89%

88%

88%

87%

84%

83%

79%

75%

74%

74%

71%

70%

70%

65%

64%

47%

37%

18%

19%

16%

3%

4%

5%

7%

8%

8%

9%

10%

11%

12%

12%

13%

16%

17%

21%

25%

26%

26%

29%

30%

30%

35%

36%

53%

63%

EU27

EU15

EU12

AT

PL

FI

CY

EL

SI

SK

UK

SE

DK

MT

IT

RO

FR

LT

IE

EE

ES

DE

LV

BG

BE

CZ

HU

PT

LU

NL

Yes No

33


– Whole chicken

90%

89%

92%

100%

100%

100%

99%

98%

97%

97%

97%

96%

96%

96%

96%

96%

96%

95%

94%

92%

91%

88%

87%

81%

81%

80%

73%

73%

69%

65%

10%

11%

8%

1%

2%

3%

3%

3%

4%

4%

4%

4%

4%

4%

5%

6%

8%

9%

12%

13%

19%

19%

20%

27%

27%

31%

35%

EU27

EU15

EU12

AT

RO

SE

EL

CY

SI

LV

UK

IE

MT

IT

SK

LT

FI

DK

FR

HU

PL

DE

ES

BG

CZ

EE

LU

PT

BE

NL

Yes No

34


– Pork cutlets

84%

85%

82%

100%

99%

99%

98%

98%

97%

94%

94%

92%

91%

89%

89%

87%

86%

82%

81%

80%

79%

75%

75%

74%

71%

71%

70%

68%

55%

49%

16%

15%

18%

1%

1%

2%

2%

3%

6%

6%

8%

9%

11%

11%

13%

14%

18%

19%

20%

21%

25%

25%

26%

29%

29%

30%

32%

45%

51%

EU27

EU15

EU12

AT

FI

EL

UK

SE

SI

LT

IE

FR

DK

MT

IT

EE

CY

ES

RO

LV

SK

BG

PT

PL

CZ

HU

DE

BE

LU

NL

Yes No

35

Across the single meat market, whole chicken products had the highest proportion of country of origin

information of the four product types (90%). This information was available for 87% of minced beef,

84% of pork cutlets and 82% of pork sausages.

Within the minced beef category, country of origin information was available for 88% of EU15

products and 87% of EU12. Eight countries had country of origin information available for more than

95% of products assessed: Sweden (100%), Greece, Austria, the United Kingdom, Slovenia and

Finland (99%), Hungary (98%) and Denmark (97%). The Netherlands had the lowest incidence of

country of origin information – 42%.

Within the EU15, country of origin information was seen on 81% of pork sausage products and within

the EU12 on 84% of products. Austria and Poland had country of origin information available for all

assessed products. Two countries had country of origin information available for less than half of

products - the Netherlands (37% of pork sausages) and Lithuania (47%).

Overall, 90% of whole chicken products had country of origin information – the highest of all four

categories assessed. This was the case for 89% of products within the EU15 and 92% in the EU12.

Three countries had country of origin information available for all assessed products: Austria, Romania

and Sweden. Again, the Netherlands had the lowest proportion of whole chickens with this

information: 65%.

Within the pork cutlet category, 84% of products had country of origin information available, with 85%

in the EU15 and 82% in the EU12. It was shown on 100% of products in Austria and on 99% of

products in Finland and Greece. The Netherlands had the lowest proportion of country of origin

information with 49%.

36

The figures below present the share of products assessed for which country of origin information was

available, by meat type and category. Please note base sizes may be low for some sub-groups and

are indicated in brackets where relevant.

Figure 26. Share of products for which country of origin information was available - By meat

type – Minced beef

37


type – Pork sausages

38


type – Whole chicken

39


type – Pork cutlets

40

Within the minced beef category, country of origin information was available for 98% of origin certified

products and 95% of environment/climate certified products. These are the two categories with the

highest proportions of country of origin information. Regular products had the lowest proportion of

country of origin information, with 82%.

Environment/climate certified pork sausage products had country of origin information for all products

assessed. Regular pork sausages had the lowest proportion of country of origin information – 74%.

Origin certified whole chickens had country of origin information available for 97% of products

assessed, while this was only the case for 84% of regular products.

100% of environment/climate certified pork cutlets had country of origin information available,

compared with 79% for regular products.

41

The figures below present the proportion of products for which country of origin information was

available by retailer channel and meat category. Please note base sizes may be low for some sub-

groups and are indicated in brackets where relevant.

Figure 30. Share of products for which country of origin information was available - By retailer

channel – Minced beef

42


channel – Pork sausages

43


channel – Whole chicken

44


channel – Pork cutlets

45

Within the minced beef category, the country of origin was available for more products assessed at

hypermarkets (90%) than in other channels. It was least available at butcher’s shops, with 69% of

products.

Country of origin information was available for 93% of pork sausage products assessed within

discount stores – the highest percentage for this category. Butcher’s shops had the lowest percentage

with 69%.

Country of origin information was available on 92% of whole chicken products assessed in

hypermarkets and on 90% of products assessed in supermarkets. Convenience stores had the lowest

proportion of available information – 82%.

92% of pork cutlet products assessed in discount stores had country of origin information available –

the highest level for this category. Butchers had this information item available for the smallest

proportion of products – 70%.

46

5.2 Country of origin of products

The figures below present the share of products by origin (home country, other EU country or extra EU

country) and by meat category.

Figure 34. Share of products from different origins - By country – Minced beef 2

81%

85%

71%

100%

100%

100%

100%

100%

100%

99%

99%

97%

96%

95%

87%

86%

85%

85%

81%

80%

79%

73%

64%

56%

50%

46%

44%

36%

26%

26%

18%

15%

28%

1%

1%

4%

5%

13%

14%

14%

15%

18%

17%

21%

27%

36%

44%

50%

54%

54%

64%

70%

71%

0%

0%

1%

3%

1%

1%

3%

2%

4%

3%

EU27

EU15

EU12

LT

BG

AT

FR

PL

BE

IE

FI

ES

DE

RO

UK

SI

SE

DK

PT

NL

EE

CZ

CY

IT

HU

LU

MT

EL

LV

SK

Home country Other EU Country Outside of the EU

2 Note that 0% is recorded on the graph due to rounding of the data. 0% represents figures which are less than 0.5% and have been rounded down.

47

Figure 35. Share of products from different origins - By country – Pork sausages3

92%

94%

87%

100%

100%

100%

100%

100%

100%

98%

97%

97%

97%

96%

96%

96%

95%

95%

95%

94%

94%

94%

93%

89%

88%

79%

74%

64%

50%

45%

8%

5%

13%

2%

3%

3%

3%

4%

4%

4%

5%

5%

5%

6%

6%

6%

5%

11%

13%

12%

26%

33%

50%

55%

0%

0%

0%

2%

10%

3%

EU27

EU15

EU12

BG

AT

FR

BE

ES

CY

LT

RO

IE

DE

FI

IT

PL

EE

SI

SE

DK

UK

HU

PT

EL

CZ

NL

SK

LV

LU

MT



48

Figure 36. Share of products from different origins - By country – Whole chicken

90%

92%

89%

100%

100%

100%

100%

100%

99%

98%

98%

98%

97%

97%

97%

96%

96%

96%

94%

94%

93%

89%

86%

84%

79%

73%

71%

66%

48%

40%

9%

8%

11%

1%

2%

2%

1%

3%

3%

2%

4%

4%

4%

6%

6%

7%

11%

14%

16%

19%

27%

29%

34%

51%

60%

0%

0%

0%

1%

1%

2%

1%

EU27

EU15

EU12

BG

AT

RO

PL

CY

ES

UK

IT

PT

SE

CZ

DK

FR

LT

SI

HU

EL

IE

FI

DE

EE

LV

BE

SK

NL

MT

LU


4


49

Figure 37. Share of products from different origins - By country – Pork cutlets

87%

90%

82%

100%

100%

100%

100%

99%

99%

99%

99%

98%

98%

98%

98%

97%

96%

95%

91%

90%

87%

84%

82%

78%

71%

68%

68%

47%

41%

35%

12%

10%

18%

1%

1%

1%

2%

2%

2%

2%

3%

4%

4%

9%

9%

13%

16%

17%

22%

21%

32%

32%

53%

59%

62%

0%

1%

0%

1%

1%

1%

1%

7%

3%

EU27

EU15

EU12

AT

RO

PL

CY

FR

IE

ES

PT

HU

LT

BG

FI

IT

DE

BE

SE

DK

SI

EE

UK

CZ

NL

MT

LU

EL

SK

LV


5


50

Within the EU27 (92%) and the EU15 (94%), pork sausages had the highest proportion of products

originating from the home country. Within the EU12, whole chickens had the highest proportion of

home country products (89%).

All minced beef products with country of origin information in Lithuania, Bulgaria, Austria, France,

Poland and Belgium came from the home country. Extra-EU products were assessed in seven

countries: Latvia (4% of minced beef products assessed in the country), Spain (3%), the Netherlands

(3%), Slovakia (3%), Malta (2%), Sweden (1%) and Portugal (1%).

Pork sausages were from the home country for all assessments in Bulgaria, Austria, France,

Belgium, Spain and Cyprus. The Netherlands (10%), Latvia (3%) and Portugal (2%) were the only

countries to display products from outside the EU.

Whole chickens came from the home country for all products assessed in Bulgaria, Austria,

Romania, Poland and Cyprus. Non-EU chickens were available in Latvia (2%), Portugal (1%),

Denmark (1%), and Malta (1%).

Pork Cutlets all came from the home country in Austria, Romania, Poland and Cyprus. The

Netherlands (7%), Latvia (3%), Spain (1%), Belgium (1%), the UK (1%) and Denmark (1%) had cutlets

from outside the EU available.

51

The figures below present the share of products by origin (home country, other EU country or extra EU

country) and by meat type. Please note base sizes may be low for some sub-groups and are indicated

in brackets where relevant.

Figure 38. Share of products from different origins - By meat type – Minced beef

Figure 39. Share of products from different origins - By meat type – Pork sausages

52

Figure 40. Share of products from different origins - By meat type – Whole chicken

Figure 41. Share of products from different origins - By meat type – Pork cutlets

53

The only minced beef products coming from outside the EU were animal welfare certified products. In

comparison with other minced beef products, regular minced beef was most likely to come from

another EU country with 23% of assessed products in this case.

The only pork sausages coming from outside the EU were animal welfare certified products (2% of

animal welfare certified pork sausages) or ‘Other’ products (2% of ‘other’ pork sausage products). All

environment/climate certified pork sausages assessed were from the home country.

3% of the religious slaughter chickens were from outside the EU. Across all other meat types, over

90% of whole chickens were from the home country.

Non-EU products were assessed for only three types of pork cutlets: organic (1% of organic pork

cutlet products), regular (1%) and animal welfare certified (2%). In comparison with other meat types,

animal certified products had the highest proportion of products coming from another EU country (16%

of animal welfare certified pork sausages).

54

The figures below present the proportion of products by origin and by retailer channel within each

meat category. Please note base sizes may be low for some sub-groups and are indicated in brackets

where relevant.

Figure 42. Share of products from different origins - By retailer channel – Minced beef

55

Figure 43. Share of products from different origins - By retailer channel – Pork sausages

56

Figure 44. Share of products from different origins - By retailer channel – Whole chicken

57

Figure 45. Share of products from different origins - By retailer channel – Pork cutlets

All the minced beef and pork sausages assessed in markets and farms came from the home country.

Discount stores had the highest proportion of meat from another EU country across all categories:

29% for minced beef, 19% for pork sausages, 11% for whole chickens and 27% for pork cutlets.

Small proportions of products came from outside the EU, but no trend is visible in terms of retailer

channels, with non-EU products assessed in all channels.

58

6 Quality

This section presents the results of the mystery shopping exercise linked to quality certifications, such

as organic, origin and animal welfare certifications. Please note that base sizes may be low for some

sub-groups and are indicated in brackets where relevant.

59

6.1 Organic

The figures below present the share of products for which organic certification information was

available.

Figure 46. Share of products for which organic certification information was available - By

country – Minced beef

19%

26%

3%

42%

41%

39%

38%

29%

28%

28%

27%

23%

19%

14%

14%

12%

11%

8%

6%

5%

5%

5%

4%

1%

81%

74%

97%

58%

59%

61%

62%

71%

72%

72%

73%

77%

81%

86%

86%

88%

89%

92%

94%

95%

95%

95%

96%

99%

100%

100%

100%

100%

100%

100%

EU27

EU15

EU12

IT

NL

SE

DK

UK

AT

FI

IE

LU

DE

CZ

BE

FR

PT

RO

SI

HU

PL

EL

ES

LV

LT

BG

EE

MT

SK

CY

Yes No

60


country – Pork sausages

12%

16%

3%

39%

35%

35%

22%

18%

16%

16%

15%

14%

12%

11%

10%

9%

6%

4%

4%

1%

1%

1%

88%

84%

97%

61%

65%

65%

78%

82%

84%

84%

85%

86%

88%

89%

90%

91%

94%

96%

96%

99%

99%

99%

100%

100%

100%

100%

100%

100%

100%

100%

EU27

EU15

EU12

IT

NL

SE

LU

RO

UK

FI

DE

DK

AT

BE

FR

PL

EL

IE

HU

MT

PT

SK

LV

LT

BG

SI

EE

CZ

ES

CY

Yes No

61


country – Whole chicken

16%

20%

7%

46%

34%

33%

28%

24%

21%

20%

19%

19%

18%

18%

18%

17%

15%

11%

11%

7%

5%

5%

3%

3%

3%

2%

2%

2%

84%

80%

93%

54%

66%

67%

72%

76%

79%

80%

81%

81%

82%

82%

83%

83%

85%

89%

89%

93%

95%

95%

97%

97%

97%

98%

98%

98%

100%

100%

EU27

EU15

EU12

IT

SE

NL

PT

UK

AT

LU

CZ

RO

DK

IE

BE

EL

FR

FI

HU

SI

PL

MT

DE

SK

LT

BG

ES

LV

EE

CY

Yes No

62


country – Pork cutlets

12%

18%

2%

41%

39%

30%

21%

20%

19%

16%

15%

15%

14%

9%

8%

8%

6%

6%

4%

2%

2%

1%

1%

88%

82%

98%

59%

61%

70%

79%

80%

81%

84%

85%

85%

86%

91%

92%

92%

94%

94%

96%

98%

98%

99%

99%

100%

100%

100%

100%

100%

100%

100%

EU27

EU15

EU12

IT

NL

SE

AT

UK

DK

LU

DE

BE

FI

PT

FR

RO

SI

EL

ES

MT

PL

SK

IE

LV

LT

BG

EE

HU

CZ

CY

Yes No

63

The availability of organic information is much lower in EU12 than in the EU15 in all categories,

although this could be linked to the lower availability of organic products in general in these Member

States.

The proportion of assessed products for which organic information was available was the highest in

Italy, the Netherlands and Sweden across all meat categories.

Overall, organic information was available on 19% of the assessed minced beef products – this figure

is higher in the EU15 with 26% and lower in the EU12 with 3%.

The average for pork sausages was 12% across the EU27, 16% for the EU15 and 3% for the EU12.

Italy had the highest proportion of organic information available for sausages with 39%.

The average proportion of whole chickens with organic information available was 16% across the

EU27 and 20% for the EU15. 7% of whole chickens in the EU12 had organic information available, the

highest proportion across all four categories. 46% of whole chickens assessed in Italy had organic

information available.

Overall, organic information was available for 12% of pork cutlets. This was the case for 18% of

EU15 products and 2% of EU12 products. The highest proportion was also recorded in Italy with 41%.

64


available by meat type and meat category. For instance, some products may display an organic and

an animal welfare certification at the same time.

Figure 50. Share of products for which organic certification information was available - By meat


65



66


type – Whole chicken

67



68

Some products display more than one type of certification. Products which were categorised as

environment/climate certified were most likely to also have organic information available across all

meat categories.

64% of minced beef products with an environment/climate certification were also certified organic.

This was the case for 24% of animal welfare certified products. None of the religious slaughter or other

products were also organic.

58% of pork sausages with an environment/climate certification were also certified organic, while this

was the case for 22% of animal welfare certified products. 4% of origin specified products were also

organic.

55% of whole chickens with an environment/climate certification were also organic. This proportion

was 12% for animal welfare certified chickens and 4% for origin certified products.

65% of environment/climate certified and 23% of animal welfare certified pork cutlets were also

organic.

69





retailer channel – Minced beef

70


retailer channel – Pork sausages

71


retailer channel – Whole chicken

72


retailer channel – Pork cutlets

73

Across all meat categories, mystery shoppers could find organic information more often for products

assessed in supermarkets and hypermarkets than in any other retail channel. Markets/farms had the

lowest proportion of products with organic information available.

Organic information was recorded for 22% of minced beef products assessed in supermarkets and

19% of products assessed in hypermarkets. This was the case for 4% of products in markets/farms.

Organic information was available for 13% of pork sausage products assessed in supermarkets and

12% in hypermarkets. None of the pork sausages assessed in markets/farms were certified organic.

18% of whole chickens assessed in hypermarkets had organic information available, followed by

15% in supermarkets. This was the case for 12% of products assessed in butcher’s shops and 4% in

markets/farms.

Pork cutlets were certified organic in 14% of cases in supermarkets and 11% in hypermarkets. None

of the pork cutlets assessed in markets/farms had organic information available.

74

6.2 Quality/origin certifications

The figures below present the share of products for which origin certification information was available

by country and meat category.

Figure 58. Share of products for which origin certification information was available - By


41%

50%

16%

82%

73%

67%

59%

57%

55%

53%

50%

41%

39%

39%

37%

35%

32%

30%

30%

30%

18%

18%

11%

10%

7%

3%

3%

3%

59%

50%

84%

18%

27%

33%

41%

43%

45%

47%

50%

59%

61%

61%

63%

65%

68%

70%

70%

70%

82%

82%

89%

90%

93%

97%

97%

97%

100%

100%

EU27

EU15

EU12

IE

UK

DE

EL

FI

EE

IT

SE

BE

PT

DK

FR

SK

LU

NL

AT

HU

CZ

RO

PL

ES

MT

BG

LV

SI

LT

CY

Yes No

75



40%

46%

26%

66%

66%

63%

60%

55%

51%

50%

44%

44%

41%

41%

37%

35%

31%

30%

27%

24%

24%

23%

20%

20%

10%

9%

8%

7%

60%

54%

74%

34%

34%

38%

40%

45%

49%

50%

56%

56%

59%

59%

63%

65%

69%

70%

73%

76%

76%

77%

80%

80%

90%

91%

92%

93%

100%

100%

EU27

EU15

EU12

DE

UK

EL

IE

EE

IT

SE

FI

FR

SI

BE

SK

HU

LU

DK

MT

RO

NL

AT

BG

PT

ES

PL

LV

CZ

LT

CY

Yes No

76



46%

53%

33%

80%

76%

68%

61%

60%

60%

60%

57%

51%

51%

51%

49%

47%

44%

44%

40%

37%

34%

28%

27%

24%

23%

11%

7%

6%

54%

47%

67%

20%

24%

32%

39%

40%

40%

40%

43%

49%

49%

49%

51%

53%

56%

56%

60%

63%

66%

72%

73%

76%

77%

89%

93%

94%

100%

100%

EU27

EU15

EU12

IE

DE

UK

EE

SE

FR

EL

HU

SK

IT

BE

DK

LU

RO

BG

NL

FI

AT

SI

PT

CZ

MT

PL

ES

LV

LT

CY

Yes No

77



33%

42%

16%

73%

62%

62%

53%

50%

48%

45%

45%

42%

39%

32%

31%

31%

30%

30%

27%

26%

16%

11%

10%

7%

7%

5%

4%

1%

67%

58%

84%

27%

38%

38%

47%

50%

52%

55%

55%

58%

61%

68%

69%

69%

70%

70%

73%

74%

84%

89%

90%

93%

93%

95%

96%

99%

100%

100%

EU27

EU15

EU12

IE

DE

UK

EE

SE

FI

IT

BE

EL

MT

NL

SK

AT

LU

FR

DK

HU

PT

ES

RO

CZ

LV

PL

SI

BG

LT

CY

Yes No

78

None of the products from Lithuania or Cyprus, across all meat categories, were origin certified.

Products assessed in Ireland, Denmark and the United Kingdom had higher proportions of origin

certifications than the average. Whole chickens had the highest proportion of origin certification of any

of the meat products. Products assessed in the EU12 were less likely to have this information

available than EU15 products.

41% of minced beef products were origin certified. This was the case for 50% of minced beef

products assessed in the EU15 and 16% of the EU12 minced beef. 82% of products assessed in

Ireland were origin certified, while Slovenia, Latvia and Bulgaria had the lowest proportion of this type

of information available (3% in each case).

40% of the assessed pork sausages products were origin certified. This proportion was 46% in the

EU15 and 26% in the EU12. 66% of pork sausage products assessed in Denmark and the United

Kingdom were origin certified. In contrast, the Czech Republic had the lowest proportion of this type of

information available, 7% of the pork sausage products assessed in the country.

Within the EU27, 46% of whole chicken products had an origin certification. This information item

was available on 53% of products assessed in the EU15 and 33% in the EU12. 80% of whole

chickens assessed in Ireland were origin certified, followed by Denmark (76%) and the United

Kingdom (68%). Latvia had the lowest proportion of origin certified products – 6%.

33% of pork cutlet products assessed in the survey were origin certified. This was the case for 42%

of products in the EU15 and 16% in the EU12. Bulgaria had the lowest proportion of origin

certifications – 1%. Ireland (73%), Germany and the United Kingdom (both 62%) had the highest

proportion of origin certified products.

79


by meat type and meat category. Please note base sizes may be low for some sub-groups and are

indicated in brackets where relevant.

Figure 62. Share of products for which origin certification information was available - By meat


80



81


type – Whole Chicken

82



83

Several types of certifications were available for some products. Aside from origin certified products,

environment/climate certified products and organic products were most likely to also be origin certified,

across all meat categories.

Overall, environment/climate certified minced beef products were the most likely to also be origin

certified with 86%. 76% of animal welfare certified products were also origin certified.

Out of the environment/climate certified pork sausages assessed, 75% were also origin certified. This

information was available for 70% of animal welfare certified products and 61% of organic products.

75% of environment/climate certified whole chickens assessed were also origin certified. This was

the case of 71% of the organic products assessed.

Environment/climate certified pork cutlets were origin certified in 76% of cases. This proportion was

68% for animal welfare certified products and 60% for organic pork cutlets.

84


by retailer channel and meat category. Please note base sizes may be low for some sub-groups and



retailer channel – Minced beef

85


retailer channel – Pork sausages

86


retailer channel – Whole chicken

87


retailer channel – Pork cutlets

88

Across all meat categories, supermarkets, hypermarkets and discount stores had higher proportions of

products with origin certified information.

Origin certified information was available for 43% of minced beef products assessed in hypermarkets,

42% of products in discount stores and 41% of products in supermarkets. Origin certified information

was less likely to be available for the products assessed in butchers (26%) and markets/farms (20%).

43% of pork sausages products assessed in hypermarkets were origin certified, followed by 40% in

discount stores and 39% in supermarkets. This was the case for 17% of pork sausages assessed in

markets/farms.

Origin certifications were available for 50% of whole chickens assessed in hypermarkets. In contrast,

only 8% of whole chickens assessed in markets or farms had this type of information available.

38% of pork cutlet products assessed in discount stores were origin certified, while this was the case

for 22% of products assessed in convenience stores.

89

6.3 Animal welfare/rearing standards

The figures below present the share of products for which rearing standards/animal welfare

certification information was available by country and meat category. Please note base sizes may be

low for some sub-groups and are indicated in brackets where relevant.

Figure 70. Share of products for which rearing standards information was available - By


17%

22%

3%

49%

40%

37%

34%

29%

18%

16%

15%

15%

14%

12%

11%

11%

9%

5%

5%

5%

5%

4%

3%

3%

1%

83%

78%

97%

51%

60%

63%

66%

71%

82%

84%

85%

85%

86%

88%

89%

89%

91%

95%

95%

95%

95%

96%

97%

97%

99%

100%

100%

100%

100%

100%

EU27

EU15

EU12

IT

SE

NL

UK

DE

AT

DK

IE

FI

CZ

EL

PT

LU

BE

FR

HU

PL

SK

EE

RO

LV

ES

LT

BG

SI

MT

CY

Yes No

90

Figure 71. Share of products for which rearing standards information was available - By


14%

19%

3%

45%

42%

38%

37%

13%

13%

11%

11%

10%

10%

10%

9%

8%

8%

6%

6%

4%

3%

3%

2%

86%

81%

97%

55%

58%

62%

63%

87%

87%

89%

89%

90%

90%

90%

91%

92%

92%

94%

94%

96%

97%

97%

98%

100%

100%

100%

100%

100%

100%

100%

EU27

EU15

EU12

IT

SE

NL

UK

DE

EL

IE

BE

PT

RO

DK

LU

HU

AT

FI

EE

PL

SK

FR

ES

LV

LT

BG

SI

MT

CZ

CY

Yes No

91

Figure 72. Share of products for which rearing standards certification information was

available - By country – Whole chicken

31%

42%

12%

62%

54%

50%

49%

47%

46%

43%

42%

40%

39%

35%

34%

31%

29%

27%

24%

22%

16%

6%

4%

4%

3%

3%

2%

1%

69%

58%

88%

38%

46%

50%

51%

53%

54%

57%

58%

60%

61%

65%

66%

69%

71%

73%

76%

78%

84%

94%

96%

96%

97%

97%

98%

99%

100%

100%

EU27

EU15

EU12

SE

IT

FR

EL

UK

NL

LU

BE

IE

ES

RO

DK

DE

PT

HU

AT

CZ

SK

MT

EE

PL

SI

BG

FI

LT

LV

CY

Yes No

92


available - By country – Pork cutlets

15%

21%

2%

44%

40%

35%

35%

28%

21%

20%

16%

16%

12%

10%

10%

9%

7%

6%

4%

3%

3%

3%

2%

1%

1%

85%

79%

98%

56%

60%

65%

65%

72%

79%

80%

84%

84%

88%

90%

90%

91%

93%

94%

96%

97%

97%

97%

98%

99%

99%

100%

100%

100%

100%

100%

EU27

EU15

EU12

IT

NL

UK

SE

FI

DK

AT

EL

DE

IE

FR

PT

BE

ES

HU

LU

EE

PL

RO

MT

LV

SK

LT

BG

SI

CZ

CY

Yes No

93

The proportion of rearing standards information available was higher for the whole chicken products

assessed than for other product categories overall. Products assessed in Italy had one of the highest

proportions of rearing standards information, while none of the products assessed in Cyprus were

rearing standards certified.

Within the EU27, 17% of the minced beef products assessed were rearing standards certified. This

proportion was 22% for products assessed in EU15 countries and 3% for EU12 countries. 49% of

minced beef products assessed in Italy had rearing standards information available, while this

information was not available for any of the products assessed in Lithuania, Bulgaria Slovenia, Malta

and Cyprus.

Within the pork sausages category, 14% of all assessed products had rearing standards information

available. This was the case for 19% of products in the EU15 and 3% of assessments the EU12. The

highest proportion of rearing standards information available, in Italy, was 45%, followed by Sweden

with 42% of assessed products. This information item was not available for any of the products

assessed in Latvia, Lithuania, Bulgaria, Slovenia, Malta, Czech Republic and Cyprus.

31% of the whole chicken products assessed had rearing standards information available, with 42%

in the EU15 and 12% of EU12 countries. Sweden had this information available for 62% of products

assessed, followed by Italy with 54%. In contrast, this information item was not available for any of the

whole chickens assessed in Latvia and Cyprus.

Across the EU27, 15% of the pork cutlet products assessed had rearing standards information

available – this proportion was 21% in the EU15 and 2% in the EU12. Italy had this information

available for 44% of the pork cutlet products assessed. At the other end of the ranking, none of the

pork cutlets assessed in Lithuania, Bulgaria Slovenia, the Czech Republic and Cyprus were rearing

standards certified.

94


certification information was available by meat type and meat category. Please note base sizes may

be low for some sub-groups and are indicated in brackets where relevant.


available - By meat type – Minced beef

95


available - By meat type – Pork sausages

96


available - By meat type – Whole chicken

97


available - By meat type – Pork cutlets

98

Overall, animal welfare certified and environment/climate certified products had higher proportions of

rearing standards information than other product categories.

77% of environment/climate certified minced beef products were also rearing standards certified. This

figure is 72% for animal welfare certified products.

84% of animal welfare certified pork sausages were also rearing standards certified, while this was

the case for 83% of environment/climate certified products.

Animal welfare certified whole chickens were also rearing standards certified in 94% of cases.

Environment/climate certified products are next with 73% of rearing standards certified products.

92% of animal welfare certified pork cutlets included a rearing standards certification, while this was

the case for 88% of environment/climate certified products.

99


certification information was available by retailer channel and meat category. Please note base sizes

may be low for some sub-groups and are indicated in brackets where relevant.


available - By retailer channel – Minced beef

100


available - By retailer channel – Pork sausages

101


available - By retailer channel – Whole chicken

102


available - By retailer channel – Pork cutlets

103

Rearing standards information was available for 19% of minced beef products assessed in

supermarkets, while this proportion was 11% for convenience stores and 8% for markets/farms.

Pork sausage products assessed in supermarkets had the highest proportion of rearing standards

information available (17%), while butchers had the lowest, 6%.

Rearing standards certifications were available for 35% of whole chicken products assessed in

hypermarkets and 32% in supermarkets. At the other end of the ranking, 4% of whole chickens

assessed in markets/farms were rearing standards certified.

Rearing standards information was available on 17% of pork cutlet products assessed in

supermarkets. In contrast, 9% of pork cutlets in butchers and 3% in markets/farms had such

information available.

104

7 Health

This section presents the results of the mystery shopping audit related to health: availability of ‘use by’

date information, nutritional values and nutritional or health claims.

Nutritional values present the content of food in terms of nutrients, such as carbohydrates, fat or salt.

Nutritional or health claims are claims on the food’s better nutritional values, for instance ‘low fat’ or

‘Omega 3.’

105

7.1 Use by date

Figure 82. Share of products for which ‘use by date’ information was available - By country –

Minced beef

87%

89%

83%

100%

100%

99%

99%

98%

97%

96%

96%

95%

95%

92%

92%

92%

91%

89%

88%

88%

82%

80%

80%

80%

79%

75%

67%

64%

45%

25%

13%

11%

17%

1%

1%

2%

3%

4%

4%

5%

5%

8%

8%

8%

9%

11%

12%

12%

18%

20%

20%

20%

21%

25%

33%

36%

55%

75%

EU27

EU15

EU12

FI

SE

NL

LV

EE

FR

UK

LT

SK

IE

CZ

ES

DK

HU

DE

RO

PL

AT

BE

IT

PT

LU

SI

BG

MT

EL

CY

Yes No

106


Pork sausages

90%

91%

89%

100%

100%

100%

98%

98%

97%

96%

96%

96%

95%

94%

93%

93%

92%

92%

90%

87%

87%

86%

85%

84%

84%

82%

77%

77%

69%

65%

10%

9%

11%

2%

2%

3%

4%

4%

4%

5%

6%

7%

7%

8%

8%

10%

13%

13%

14%

15%

16%

16%

18%

23%

23%

31%

35%

EU27

EU15

EU12

FI

PL

SE

NL

LV

SK

IE

UK

CZ

EE

FR

LT

DK

AT

SI

ES

DE

RO

CY

BE

EL

IT

PT

MT

BG

HU

LU

Yes No

107


Whole chicken

94%

94%

95%

100%

100%

99%

98%

98%

98%

98%

97%

97%

97%

97%

97%

96%

96%

95%

93%

92%

92%

91%

91%

91%

90%

88%

88%

87%

86%

84%

6%

6%

5%

1%

2%

2%

2%

2%

3%

3%

3%

3%

3%

4%

4%

5%

7%

8%

8%

9%

9%

9%

10%

12%

12%

13%

14%

16%

EU27

EU15

EU12

FI

NL

IE

SI

RO

FR

UK

BG

LT

SK

LV

AT

SE

EE

ES

PL

DK

DE

CZ

BE

IT

EL

HU

CY

MT

LU

PT

Yes No

108


Pork cutlets

85%

88%

79%

100%

99%

97%

97%

97%

95%

95%

95%

94%

93%

92%

91%

89%

87%

86%

85%

85%

77%

76%

76%

76%

73%

73%

57%

54%

53%

38%

15%

12%

21%

1%

3%

3%

3%

5%

5%

5%

6%

7%

8%

9%

11%

13%

14%

15%

15%

23%

24%

24%

24%

27%

27%

43%

46%

47%

62%

EU27

EU15

EU12

FI

NL

FR

EE

SE

UK

LT

IE

SK

LV

DK

CZ

ES

DE

PL

IT

BE

PT

AT

SI

RO

LU

HU

EL

MT

BG

CY

Yes No

109

The ‘Use by date’ information availability varies by country and meat category. Assessments

conducted in Finland showed greater consistency with this information item being available for all

products assessed across all categories. ‘Use by date’ information was more likely to be available in

Sweden and the Netherlands across all categories.

A use by date was available for 87% of all minced beef products. All minced beef products assessed

in Finland and Sweden had this item available, while this was the case for only 25% of minced beef in

Cyprus.

‘Use by’ dates were available for 90% of pork sausage products assessed across the EU27. Finland,

Poland and Sweden had ‘use by’ date information available for all of products assessed. Lithuania had

the lowest proportion of pork sausages with ‘use by’ dates – 65%.

Whole chickens had the highest levels of use by date information available across all meat

categories, with 94%. Finland and the Netherlands had a use by date available for all chickens

assessed, while Portugal had the lowest proportion – 84%.

85% of pork cutlets had ‘use by’ date information available. This was the case for all pork cutlets

assessed in Finland and 99% in the Netherlands. Cyprus had the lowest proportion of products with a

use by date – 38%.

110

The figures below present the share of products for which ‘use by’ date information was available by

meat type and meat category. Please note base sizes may be low for some sub-groups and are


Figure 86. Share of products for which ‘use by date’ information was available - By meat type –

Minced beef

111


Pork sausages

112


Whole chicken

113


Pork cutlets

114

Regular products were least likely to have use by date information available across all four categories:

This information was not available for 18% of regular minced beef, as well as 12% of pork sausages,

9% of whole chickens and 19% of pork cutlets.

All environment/climate certified minced beef products and 98% of environment/climate certified whole

chickens had this information item available, while this was the case for 98% of animal welfare

certified pork cutlets.

115

The figures below present the share of products for which ‘use by’ date information was available by

retailer channel and meat category. Please note base sizes may be low for some sub-groups and are


Figure 90. Share of products for which ‘use by date’ information was available - By retailer


116



117





118

Across all meat categories, butchers and markets/farms were the least likely to have ‘use by’ date

information available, while discount stores were the most likely to do so.

88% of minced beef products assessed in supermarkets had ‘use by’ date information available. This

proportion was 94% in hypermarkets. The highest proportion of ‘use by’ dates within the minced beef

category was found in discount stores (96%).

The highest proportion of ‘use by’ dates in the pork sausage category was available at discount

retailers, with 98%. At the other end of the spectrum, the lowest proportions were found at butchers

(41%) and in markets/farms (39%).

Whole chicken products had the highest proportion of ‘use by’ date information available across meat

categories. ‘Use by’ date information was available for almost all (99%) whole chickens assessed in

discount stores, followed by hypermarkets with 98%. This type of information was available for 56% of

products assessed in butchers.

‘Use by’ dates were available for 96% of the pork cutlet products assessed at discount stores. This

was the case for 91% of products in hypermarkets and 31% of products in butcher’s shops.

119

7.2 Nutritional value

The figures below present the share of products for which nutritional value information was available

by country and meat category. Please note base sizes may be low for some sub-groups and are


Figure 94. Share of products for which nutritional value information was available - By country

– Minced beef

47%

53%

33%

86%

82%

79%

75%

68%

67%

65%

63%

59%

53%

52%

45%

42%

38%

34%

34%

20%

19%

19%

17%

15%

15%

11%

10%

9%

4%

53%

47%

67%

14%

18%

21%

25%

32%

33%

35%

38%

41%

47%

48%

55%

58%

62%

66%

66%

80%

81%

81%

83%

85%

85%

89%

90%

91%

96%

100%

EU27

EU15

EU12

FI

UK

IE

FR

CZ

NL

EE

HU

DK

DE

SK

ES

MT

SE

BE

LV

EL

LU

IT

PL

PT

RO

LT

BG

AT

SI

CY

Yes No

120


– Pork sausages

54%

64%

31%

95%

91%

88%

84%

84%

77%

69%

68%

67%

63%

61%

60%

60%

52%

41%

31%

29%

26%

22%

20%

18%

16%

14%

13%

10%

7%

5%

46%

36%

69%

5%

9%

12%

16%

16%

23%

31%

32%

33%

37%

39%

40%

40%

48%

59%

69%

71%

74%

78%

80%

82%

84%

86%

87%

90%

93%

95%

EU27

EU15

EU12

FI

UK

FR

IE

DK

AT

SE

EE

MT

CZ

ES

NL

DE

EL

SK

LV

BE

HU

PL

CY

IT

PT

LU

BG

RO

SI

LT

Yes No

121


– Whole chicken

42%

46%

34%

85%

83%

81%

81%

75%

65%

58%

53%

49%

46%

41%

40%

34%

32%

27%

27%

27%

24%

24%

24%

19%

18%

18%

15%

9%

1%

58%

54%

66%

15%

17%

19%

19%

25%

35%

42%

47%

51%

54%

59%

60%

66%

68%

73%

73%

73%

76%

76%

76%

81%

82%

82%

85%

91%

99%

100%

EU27

EU15

EU12

FI

IE

EE

DK

UK

NL

SI

ES

SE

LV

HU

SK

DE

MT

EL

PL

RO

PT

BE

FR

IT

BG

CZ

LU

AT

LT

CY

Yes No

122


– Pork cutlets

33%

39%

22%

86%

79%

64%

62%

48%

43%

41%

41%

38%

36%

34%

33%

26%

22%

22%

20%

20%

13%

12%

11%

11%

10%

10%

6%

2%

1%

67%

61%

78%

14%

21%

36%

38%

52%

57%

59%

59%

62%

64%

66%

67%

74%

78%

78%

80%

80%

87%

88%

89%

89%

90%

90%

94%

98%

99%

100%

EU27

EU15

EU12

FI

IE

UK

NL

DE

DK

HU

MT

SE

SK

LV

EE

PL

BE

FR

ES

CZ

IT

SI

EL

AT

PT

LU

BG

LT

RO

CY

Yes No

123

Please note that assessors did not specifically ask retailer staff for this information item if it was not

present on the product label/next to the product.

Finland had the highest proportion of products with nutritional value information across the four meat

categories.

Nutritional value information was found on 47% of minced beef products assessed across the EU27.

53% of minced beef products assessed in the EU15 included this information on the label, compared

with 33% in the EU12. Finland had the highest proportion of minced beef products assessed (86%) for

which nutritional value information was available, while Slovenia had the lowest proportion (4%).

Nutritional value information was available on 54% of pork sausage products assessed across the

EU27. This was the case for 64% of pork sausages products assessed in the EU15 and 31% of EU12

products. 95% of pork sausages assessed in Finland had nutritional value information available,

compared with 5% in Lithuania.

Nutritional value information was available on 42% of whole chicken products assessed across the

EU27. This was the case of 46% of whole chicken products assessed in the EU15 and 34% in the

EU12. The highest proportion was in Finland (85%) and the lowest in Lithuania (1%).

Nutritional value information was available on 33% of pork cutlet products assessed across the

EU27. 39% of pork cutlet products assessed in the EU15 included this information, compared with

22% in the EU12. Finland had the highest proportion of pork cutlet assessments with nutritional value

information available (86%), while Romania had the lowest proportion (1%).

124


by country and meat category. Please note base sizes may be low for some sub-groups and are



– Minced beef

125


– Pork sausages

126

Figure 100. Share of products for which nutritional value information was available - By


Figure 101. Share of products for which nutritional value information was available - By


127

Nutritional value information was available on the label of 59% of organic and origin certified minced

beef products assessed. 36% of regular products displayed such information.

Nutritional value information was available on 73% of animal welfare certified pork sausages,

compared with 44% of regular products.

Nutritional value information was available on 61% of animal welfare whole chickens. In contrast,

only 18% of religiously slaughtered chickens displayed such information.

71% of animal welfare certified pork cutlets displayed nutritional value information, while 22% of

regular products included this type of labelling.

128


by retailer channel and meat category. Please note base sizes may be low for some sub-groups and


Figure 102. Share of products for which nutritional value information was available - By retailer


129



130





131

Discount stores had the highest proportion of products assessed with nutritional value labelling across

the four meat categories.

The proportion of minced beef products displaying nutritional value information is fairly stable across

retail channels, with 49% of assessed products in supermarkets and discount stores and 45% in

hypermarkets and convenience stores. The exception is markets/farms, where none of the products

assessed included such labelling.

The highest proportions of pork sausage products assessed with nutritional value labelling were

found in discount stores (57%), supermarkets (55%) and hypermarkets (53%). The lowest proportion

was found in markets/farms (15%).

50% of whole chicken products assessed in discount stores displayed nutritional value information,

while markets/farms displayed this information on 10% of the products assessed.

Discount stores had the highest proportion of nutritional value labelling (46%) among pork cutlets

products assessed, while none assessed in markets/farms displayed such information.

132

7.3 Nutritional or health claims

The figures below present the share of products for which nutritional or health claim information was

available by country and meat category. Please note base sizes may be low for some sub-groups and


Figure 106. Share of products for which nutritional or health claim information was available -

By country – Minced beef

20%

22%

15%

77%

42%

34%

33%

31%

27%

25%

24%

23%

22%

21%

19%

16%

15%

11%

9%

8%

8%

6%

6%

5%

4%

2%

80%

78%

85%

23%

58%

66%

67%

69%

73%

75%

76%

77%

78%

79%

81%

84%

85%

89%

91%

92%

92%

94%

94%

95%

96%

98%

100%

100%

100%

100%

EU27

EU15

EU12

HU

IE

DE

UK

FR

NL

ES

SK

CZ

LV

DK

BE

SE

FI

IT

MT

EE

EL

AT

PL

BG

RO

PT

LT

SI

LU

CY

Yes No

133


By country – Pork sausages

20%

23%

13%

40%

37%

36%

35%

33%

29%

29%

24%

23%

23%

23%

21%

19%

18%

18%

17%

17%

14%

13%

12%

12%

7%

2%

80%

77%

87%

60%

63%

64%

65%

67%

71%

71%

76%

77%

77%

77%

79%

81%

82%

82%

83%

83%

86%

88%

88%

88%

93%

98%

100%

100%

100%

100%

EU27

EU15

EU12

SE

HU

IE

DK

DE

ES

BG

EL

CZ

UK

AT

FR

MT

LV

NL

PL

IT

BE

SK

EE

FI

RO

CY

LT

SI

LU

PT

Yes No

134


By country – Whole chicken

20%

20%

22%

48%

44%

39%

36%

32%

27%

25%

23%

22%

21%

20%

20%

18%

18%

17%

17%

16%

15%

13%

12%

11%

10%

7%

4%

3%

80%

80%

78%

52%

56%

61%

64%

68%

73%

75%

77%

78%

79%

80%

80%

82%

82%

83%

83%

84%

85%

88%

88%

89%

90%

93%

96%

97%

100%

100%

EU27

EU15

EU12

DK

SI

HU

BG

IE

DE

EL

NL

BE

SE

SK

PL

IT

CZ

LV

UK

RO

ES

EE

FR

AT

MT

FI

LU

PT

LT

CY

Yes No

135


By country – Pork cutlets

13%

15%

9%

41%

41%

30%

25%

20%

18%

15%

13%

13%

12%

11%

11%

10%

9%

8%

7%

5%

5%

4%

4%

3%

1%

1%

87%

85%

91%

59%

59%

70%

75%

80%

82%

85%

87%

87%

88%

89%

89%

90%

91%

92%

93%

95%

95%

96%

96%

97%

99%

99%

100%

100%

100%

100%

EU27

EU15

EU12

HU

FI

IE

DE

NL

SE

DK

PL

LV

UK

FR

IT

EL

SK

CZ

BE

EE

AT

SI

ES

MT

BG

RO

LT

LU

PT

CY

Yes No

136

Please note that assessors did not specifically ask retailer staff for this information item if it was not

present on the product label/next to the product.

Nutritional or health claim labelling was available on 20% of minced beef products assessed across

the EU27. 22% of minced beef products assessed in the EU15 displayed this information, compared

with 15% in the EU12. Hungary had the highest proportion of minced beef products with nutritional or

health claim labelling (77%) among the products assessed, while Portugal had the lowest proportion

(2%). Lithuania was the only country not to display this information on any of the products assessed.

20% of the pork sausage labels included in the audit displayed nutritional or health claims. This was

the case for 23% of EU15 products and 13% of products assessed in the EU12. Sweden had the

highest proportion of assessed pork sausage products with nutritional or health claim labelling (40%)

and Cyprus had the lowest proportion (2%).

Nutritional or health claim labelling was displayed on 20% of whole chicken products assessed

across the EU27. This proportion was the same in the EU15 (20%) and slightly higher in the EU12

(22%). Denmark had the highest proportion of assessed whole chicken products with nutritional or

health claim labelling (48%), while Portugal had the lowest proportion (3%).

Nutritional or health claim labelling was available on 13% of pork cutlets products assessed across

the EU27. 15% of pork cutlets assessed in the EU15 and 9% of EU12 cutlets displayed this

information. Hungary had the highest proportion of assessed pork cutlets products with nutritional or

health claim labelling (41%). Romania had the lowest proportion with 1%.

137


available by meat type and meat category. Please note base sizes may be low for some sub-groups

and are indicated in brackets where relevant.


By meat type – Minced beef

138


By meat type – Pork sausages

139


By meat type – Whole chicken

140


By meat type – Pork cutlets

Nutritional or health claim labelling was available on 40% of animal welfare certified minced beef

products. This proportion was 10% for environment/climate certified and meat slaughtered according

to religious rites.

Nutritional or health claim labelling was found on 59% of environment/climate certified pork sausages

and 13% of regular products.

Nutritional or health claim labelling was found on 49% of environment/climate certified and 12% of

regular whole chickens.

Nutritional or health claim labelling was found on 32% of animal welfare certified pork cutlets. At the

other end of the ranking, 7% of regular and environment/climate certified cutlets displayed nutritional

or health claims.

141





By retailer channel – Minced beef

142


By retailer channel – Pork sausages

143


By retailer channel – Whole chicken


By retailer channel – Pork cutlets

144

21% of minced beef products assessed in supermarkets displayed a nutritional or health claim. This

is the case for 20% of products assessed in hypermarkets and discount stores. None of the minced

beef products assessed in markets/farms included this type of labelling.

25% of pork sausages assessed in discount stores displayed a nutritional or health claim label, while

the lowest proportion was 14% in markets/farms.

Mystery shoppers found nutritional or health claim labelling on 21% of whole chickens assessed in

supermarkets and hypermarkets. The lowest proportion was recorded in markets/farms (5%).

Nutritional or health claim labelling was available for 18% of pork cutlets assessed in discount stores,

but for none of the products assessed in markets/farms.

145

Annex I. – Methodology

Mystery shoppers carried out 2025 retailer visits across 27 Member States and completed 10,570

product assessments in total.

Sampling

An average of 75 retailer visits was conducted in each Member State. 100 visits were conducted in the

most populated Member States (France, Germany and the United Kingdom) and 50 in the least

populated Member States (Cyprus, Luxembourg and Malta). 75 visits were conducted in all other

countries.

The purchase channel types, definitions and market shares from the 2009 survey on consumer

satisfaction with the retail distribution of goods6 were used. The sample includes supermarkets,

hypermarkets, discount stores, convenience stores, butchers and outdoor markets. Assessments were

spread across each Member State and only one visit could be completed at a given retailer.

The original sample was based on a representative sampling of meat purchase channels in the EU.

However, pilot assessments conducted in all Member States showed that smaller retailers had a

limited range of products available. It was therefore decided to maximize the number of product

assessments and to boost the number of large retailers in the sample. As a result, the sampling was

amended to include mostly supermarkets and hypermarkets, as well as 5 visits for each other

purchase channel widely used in the country. The sampling frame is available in annex III.

Structure of the product assessments

Mystery shoppers were instructed to complete a maximum of 12 product observations across 4 meat

categories for each visit. The meat categories were chosen to correspond to the categories used in

Eurostat meat price indices7 and to ensure the best comparability across Member States. The

products selected are ‘minced beef’, ‘pork sausages’, ‘whole chicken’ and ‘pork cutlets/chops.’

Within each category, mystery shoppers had to collect information for 3 product types: one regular and

two specific. Following the pilot which showed that some meat types had a limited availability, it was

decided to prioritise meat types as follows:

1. Organic

2. Origin certified

3. Animal welfare certified

4. Environment/climate certified and religiously slaughtered meat.

5. Other specific product (e.g. with health claims)

6 Ipsos (2009). Survey on consumer satisfaction with the retail distribution of goods (Report commissioned by the European

Commission, DG SANCO). Brussels, Belgium: Ipsos. Retrieved on 22-04-2011, from

http://ec.europa.eu/consumers/strategy/docs/overall_report_final.pdf

http://epp.eurostat.ec.europa.eu/portal/page/portal/hicp/methodology/prices_data_for_market_monitoring

146

This means that animal welfare certified products were only assessed if no organic and origin certified

products were available. The purpose was to collect sufficient product and price information for a few

key categories.

As the mystery shopping exercise was also meant to be an availability audit, mystery shoppers did not

conduct additional assessments or visits if a meat category or type was not available. This explains

the difference between the maximum theoretical sample size, 24300 (12 products for each of 2025

visits) and the actual sample size, 10570 products. This means that in more than half of cases,

assessors did not have access to a range of meat types and categories wide enough to conduct the

12 assessments as planned.

Data collection during the visit

Mystery shoppers had to collect prices and check whether several information items were available for

each product. They were asked to look for these items on the label first (on the product or

shelf/counter) and to ask the retailer staff if this information was not otherwise available. In this case,

assessors were instructed to only ask for key information items, as asking too many or too detailed

questions would have been impractical within the scope of a mystery shopping exercise.

Assessors were also asked to buy one product at the end of each visit and to record their reason(s) for

selecting this specific product.

147

Annex II. – Fieldwork details

COUNTRY FIELDWORK DATES NUMBER OF

VISITS

MAXIMUM NUMBER OF PRODUCT

ASSESSMENTS (12 products per visit)

ACTUAL NUMBER OF PRODUCT ASSESSMENTS

AT 15/09/11 - 03/10/11 75 900 299

BE 15/09/11 - 03/10/11 75 900 450

BG 15/09/11 - 03/10/11 75 900 310

CY 15/09/11 - 03/10/11 50 600 193

CZ 15/09/11 - 03/10/11 75 900 258

DE 15/09/11 - 03/10/11 100 1200 507

DK 15/09/11 - 03/10/11 75 900 471

EE 15/09/11 - 03/10/11 75 900 338

EL 15/09/11 - 03/10/11 75 900 447

ES 15/09/11 - 03/10/11 75 900 408

FI 15/09/11 - 03/10/11 75 900 386

FR 15/09/11 - 03/10/11 100 1200 642

HU 15/09/11 - 03/10/11 75 900 289

IE 15/09/11 - 03/10/11 75 900 580

IT 15/09/11 - 03/10/11 75 900 464

LT 15/09/11 - 03/10/11 75 900 261

LU 15/09/11 - 03/10/11 50 600 247

LV 15/09/11 - 03/10/11 75 900 259

MT 15/09/11 - 03/10/11 50 600 286

NL 15/09/11 - 03/10/11 75 900 473

PL 15/09/11 - 03/10/11 75 900 203

PT 15/09/11 - 03/10/11 75 900 418

RO 15/09/11 - 03/10/11 75 900 344

SE 15/09/11 - 03/10/11 75 900 466

SI 15/09/11 - 03/10/11 75 900 377

SK 15/09/11 - 03/10/11 75 900 316

UK 15/09/11 - 03/10/11 100 1200 878

148

Annex III. – Sample frame

Austria Belgium Bulgaria Cyprus

Supermarket / Hypermarket 55 Supermarket / Hypermarket 60 Supermarket / Hypermarket 65 Supermarket / Hypermarket 40

Convenience store 5 Convenience store 5 Convenience store 5 Convenience store 5

Discount store 5 Discount store 5 Discount store Discount store

Butchers 5 Butchers 5 Butchers 5 Butchers 5

Street market 5 Street market Street market Street market

75 75 75 50

Czech Denmark Estonia Finland


Convenience store 5 Convenience store Convenience store 5 Convenience store 5

Discount store 5 Discount store 5 Discount store 5 Discount store 5

Butchers 5 Butchers 5 Butchers 5 Butchers

Street market Street market Street market 5 Street market

75 75 75 75

France Germany Greece Hungary


Convenience store Convenience store Convenience store Convenience store 5

Discount store 5 Discount store 5 Discount store Discount store 5


Street market Street market Street market Street market 5

## ## 75 75

Ireland Italy Latvia Lithuania


Convenience store Convenience store 5 Convenience store 5 Convenience store 5

Discount store Discount store 5 Discount store 5 Discount store


Street market Street market Street market 5 Street market 5

75 75 75 75

Luxembourg Malta Netherlands Poland


Convenience store Convenience store Convenience store Convenience store 5



Street market Street market Street market Street market 5

50 50 75 75

Portugal Romania Slovakia Slovenia


Convenience store Convenience store 5 Convenience store 5 Convenience store 5



Street market Street market 5 Street market Street market

Spain Sweden UK

Supermarket / Hypermarket 55 Supermarket / Hypermarket 65 Supermarket / Hypermarket 95

Convenience store 5 Convenience store 5 Convenience store

Discount store 5 Discount store 5 Discount store

Butchers 5 Butchers Butchers 5

Street market 5 Street market Street market

149

Annex IV. – Mystery shopping questionnaire

Q

no.

Shop details

1 Retailer channel: Hyperm

arket

Superm

arket

Conveni

ence

Store

Disco

unt

store

Butch

ers

Markets/

Farms

2 Shop name:

3 Address:

4 Shopper name:

5 Shopper gender:

6 Shopper age: 20-29 30-39 40-49 50-59 60+

7 Date of visit:

8 Time in:

9 Time out:

10 Time taken to collect the

information on meat.

11 Product purchased :

12 Please upload image of receipt

A Minced Beef

A1 Was the product available to

purchase in the store? Yes

No (Go to B1)

A2 How many varieties / types of

this product were available?

Variety/type of product

assessed?

Product 1 Product 2 Product 3

A3

Regular Regular Regular

Organic Organic Organic

Origin certified Origin certified Origin certified

Animal welfare

certified

Animal welfare

certified

Animal welfare

certified

150

Environment/clima

te certified

Environment/cli

mate certified

Environment/clim

ate certified

Religious

slaughter (e.g.

halal, kosher)

Religious

slaughter (e.g.

halal, kosher)

Religious

slaughter (e.g.

halal, kosher)

Other (Comment) Other

(Comment)

Other

(Comment)

N/A - only 1

product

available (Go to

B1)

N/A - only 2

products

available (Go to

B1)

A4 Price per unit shown ? Yes No Yes No Yes No

A5 Country of origin? Yes No Yes No Yes No

A6 If yes, select that which

applies

Home country Home country Home country

Other EU country Outside of the

EU Outside of the EU

Outside of the EU Other EU

country Other EU country

A7 Use by/best before date? Yes No Yes No Yes No

A8 Organic? Yes No Yes No Yes No

A9 Quality (origin) certified? Yes No Yes No Yes No

A1

0 Rearing standards? Yes No Yes No Yes No

A1

1 Nutritional value information? Yes No Yes No Yes No

N

/

A

A1

2 Nutritional or health claim? Yes No Yes No Yes No

N/A

A1

3 Standard product price?

A1

4 Product price on sale? N/A N/A N/A

A1

5

Product price per 1,000g?

N/A N/A N/A

A1

6 Location of information?

Product label Product label Product label

Shelf label Shelf label Shelf label

151

Member of staff Member of staff Member of staff

No label No label No label

A1

7

Would you have bought this

product if you had been

shopping for minced beef

today ?

If you did purchase the product

please say ‘yes’ here.

Yes

No (Go

to

Product

2 A1)

Yes

No

(Go

to

Prod

uct 3

A1)

Yes No (Go

to B1)

A1

8

Why would you have

purchased this product?

1. 1. 1.

2. 2. 2.

3. 3. 3.

B Pork Sausages

B1 Was the product available to


No (Go to C1)

B2 How many varieties / types of



assessed?


B3




Animal welfare

certified

Animal welfare

certified

Animal welfare

certified

Environment/clima

te certified

Environment/cli

mate certified

Environment/clim

ate certified

Religious

slaughter (e.g.

halal, kosher)

Religious

slaughter (e.g.

halal, kosher)

Religious

slaughter (e.g.

halal, kosher)


(Comment) Other (Comment)

N/A - only 1

product

available (Go to

C1)

N/A - only 2

products

available (Go to

C1)

B4 Price per unit shown ? Yes No Yes No Yes No

152

B5 Country of origin? Yes No Yes No Yes No

B6 If yes, select that which

applies


Other EU country Other EU


Outside of the EU Outside of the


B7 Use by/best before date? Yes No Yes No Yes No

B8 Organic? Yes No Yes No Yes No

B9 Quality guaranteed/ high

quality / top end range? Yes No Yes No Yes No

B1


B1


N/A

B1


N/A

B1


B1


B1

5


N/A N/A N/A

B1

6

Location of information?




No label No label Member of staff

B1

7



shopping for pork sausages

today ?

Yes

No (Go

to

Product

2 B1)

Yes

No

(Go

to

Prod

uct 3

B1)

Yes No (Go

to C1)

B1

8

Why would you have

purchased this product ?

1. 1. 1.

2. 2. 2.

3. 3. 3.

153

C Whole Chicken

C1 Was the product available to


No (Go to D1)

C2 How many varieties / types of



assessed?


C3




Animal welfare

certified

Animal welfare

certified

Animal welfare

certified

Environment/clima

te certified

Environment/cli

mate certified

Environment/clim

ate certified

Religious

slaughter (e.g.

halal, kosher)

Religious

slaughter (e.g.

halal, kosher)

Religious

slaughter (e.g.

halal, kosher)


(Comment)

Other

(Comment)

N/A - only 1

product

available (Go to

D1)

N/A - only 2

products

available (Go to

D1)

C4 Price per unit shown ? Yes No Yes No Yes No

C5 Country of origin? Yes No Yes No Yes No

C6 If yes, select that which

applies






C7 Use by/best before date? Yes No Yes No Yes No

C8 Organic? Yes No Yes No Yes No

C9 Quality guaranteed/ high


C1


154

C1


N/A

C1


N/A

C1


C1

4

Product price on sale?

N/A N/A N/A

C1

5


N/A N/A N/A

C1






C1

7



shopping for a whole chicken

today ?

Yes

No (Go

to

Product

2 C1)

Yes

No

(Go

to

Prod

uct 3

B1)

Yes No (Go

to D1)

C1

8

Why would you have


1. 1. 1.

2. 2. 2.

3. 3. 3.

D Pork Cutlets

D1 Was the product available to

purchase in the store? Yes No

D2 How many varieties / types of



assessed?


D3




Animal welfare

certified

Animal welfare

certified

Animal welfare

certified

155

Environment/clima

te certified

Environment/cli

mate certified

Environment/clim

ate certified

Religious

slaughter (e.g.

halal, kosher)

Religious

slaughter (e.g.

halal, kosher)

Religious

slaughter (e.g.

halal, kosher)


(Comment)

Other

(Comment)

N/A - only 1

product

available (Go to

END)

N/A - only 2

products

available (Go to

END)

D4 Price per unit shown? Yes No Yes No Yes No

D5 Country of origin? Yes No Yes No Yes No

D6 If yes, select that which

applies






D7 Use by/best before date? Yes No Yes No Yes No

D8 Organic? Yes No Yes No Yes No

D9 Quality guaranteed/ high


D1


D1


N/A

D1


N/A

D1


D1


D1

5


N/A N/A N/A

D1




156



D1

7



shopping for minced beef

today ?

Yes

No (Go

to

Product

2 D1)

Yes

No

(Go

to

Prod

uct 3

D1)

Yes No (Go

to END)

D1

8

Why would you have


1. 1. 1.

2. 2. 2.

3. 3. 3.

157

Annex V. – Comments from mystery shoppers

Mystery shoppers were asked to purchase one of the products they assessed at the end of each visit.

They were then asked to explain why they chose this product. All elements related to labeling

(organic, animal welfare certified, amount of information provided) were mentioned most often,

followed by the appearance of the meat. Other common answers were origin, price, quality and the

type of meat.

Figure 1. Comments by topic

Topic Number of

comments

Label 42

Appearance 34

Origin 27

Price 26

Quality 15

Meat type 14

Packaging 9

Convenience 6

Health 5

Retailer 5

Use by date 5

Other 3

TOTAL 191

Figure 2. Full list of comments

100% healthy

A lot of information about the rearing conditions.

a lot of meat for a small price

An organic product must respect certain quality standards in order to obtain the label.

animal treatment

Animal Treatment

Animal treatment.

Animal treatment.

Animal welfare

Animal welfare

158

Appealing appearance



Appealing Appearance

Appetizing

Approved organic

Attractive packaging

Attractive presentation

Attractive price

Attractive price.

Austrian product

availability

Because Hungarian product

because it has a closed production cycle

Because it is a product that is consumed by all the family.

Because of green energy

because of need

Because of the colour.

Because of the price.

Because of the product's quality.

Because of the product's quality.

because the origin was austria

Because they were the only ones of this sort from the store.

Best quality because of the breeding

Big and nice

Biological/ Organic

Brand

Brand is trustworthy

Bred Outdoors

British

Butcher inside the supermarket (freshly cut)

Butchers description of different types/flavours

Butcher's passion.

Certified British

Certified ecological.

Cheap due to a special offer

Cheap Price

Cheap price

Chicken looked fresh.

chicken without supporting chemicals

Choice of volume

chop was cut thin and marbled

claim about rearing standards

clean and processed

climate declared.

Colour of meat

159

Colour of the meat

complete confidence in organic products

confidence in Globus

confidence in Globus

Confidence in the origin region

Contains omega 3.

Convenient package

convenient weight and size

Corn fed

Country of Origin

Country of origin is present on the label.

Coupon

credit of the brand "Vodnany"

Cultivated in free range.

Curiosity

Cut into fine pieces

Delicious taste as already bought product

Desired quantity

Devonshire Red Corn fed chicken makes me think that it is traceable to source.

Discount on price

DLG rewarded

does not contain dyes, preservatives, flavour enhancer

Easy to prepare meal

Ecological

enough product information

Excellent value for money

expiration date

expiration date

Familiar producer

Familiar quality

Farmer name.

Favourable conditions of animal raising

Flavour

Flexible for cooking different dishes

Free grazing

Free range chicken good quality

fresh

Fresh and clean

Fresh colour

Fresh meat

Fresh minced

fresh without membranes

Fresh, does not appear that it has a lot of fat.

Fresh, grown on the farm

Freshness.

160

Geographical origin.

German quality

Gold Standard

Good amount

Good appearance

Good colour of meat

good commercial appearance

Good for different cooking menus

Good for Sunday brunch

Good information on the label

Good offer on buy 2 for 3.00.

Good packing

Good presentation of the product.

Good price, only slightly more expensive than regular

good promotional price

Good to bbq

Greek product

Guaranteed quality

Habit

Habit

Has HACCP

healthier breeding

Healthy

High quality

I bought it before and I was satisfied with it.

I know exactly where it is breeded

I like cutlets (schnitzel)

I like this brand

I prefer organic even if it is more expensive

I wanted to try it

I was pleased to see the RSPCA logo on this product. It makes me think the animals were looked after well.

information about breeding and feeding

ingredients are listed on the product label

ISO 9000

It has on its label the most detailed information on its quality.

It is a habit to buy this meat

It is made in Romania.

It looked good.

It looks tender

It seemed fresh

It seemed to be the freshest and also the label had many information.

it was a small chicken with a good price

It was the best choice among the available types of meat.

It was the only boneless pork cutlet in the store.

It was the only chicken available, and I needed for the lunch.

161

It was the only one.

It was within the Best Before Date.

Known producer (Košak).

Lincolnshire chicken from known source

Local produce

Local product

Long lasting, the date of use is long : it must be very fresh.

Looks tasty

low fat (7%)

Maxipack offer

meat directly from the producer

Met the quality standards of the package

Mid range price

NATURAL RAISED

no added water

No water added

not frozen

Not too much bone

Offer

Offer

Organic product

Packaging

practical packaging per 0,5 kg

Prepared on demand.

Price

Price

Price

Price Compared to other brands

price/quality ratio

promotion price

Quality

Rearing standards

Red label certification

Superior quality

the brand

This meat wasn't too fat.

Traceable

Trustworthy producer

Use by date expires within two days.

Value for money

Value for money

Very clean premises

way of breeding

Without MGO warranty

You can choose piece.

Documents

Technical report - Mystery shopping...The mystery shopping main fieldwork took place from the 15th September to the 3rd October 2011. Mystery shoppers carried out 2025 visits across