Short communication: rabbit meat consumption trends in selected Maltese rural areas

Abstract

This study aimed to analyse trends in rabbit meat consumption amongst consumers in selected Maltese rural communities. To the best of the authors’ knowledge, this is the first study that attempts to assess and report on Maltese consumer perceptions and behaviours related to rabbit meat. Data was collected using a survey conducted through random telephone calls. Results indicate that only 19 of the 250 interviewees did not consume rabbit meat. This meat source is perceived as being lean and low in cholesterol, healthier and tastier than other meats, and price does not seem to be an issue. However, this meat is consumed in moderation. Nonetheless, it is an esteemed food item that is generally the main dish on special occasions (fenkata), including the Sunday meal. Thighs are the most preferred part of the carcass and frying/braising is the most frequent method of cooking. An element of mistrust in the supply chain exists, so much so that consumers prefer to source from family and friends that rear rabbits mainly for their own consumption. While rabbit meat consumption is still popular among Maltese consumers, the retail sector marketing rabbit meat needs to be aware of the fact that there is a strong consumer tendency towards lack of trust in the supply chain.

Keywords

• rural areas
• rabbit meat consumption
• consumption behaviours
• malta