At Eat Wild, we are passionate about making game meat more accessible and better understood. A recent study published in Sustainability has given us valuable insights into how consumers view game meat and why attitudes differ so widely. The research, carried out in Croatia, looked at what drives people to embrace—or avoid—game on their plates. The findings are fascinating and highly relevant to our mission here in the UK.
Three Distinct Consumer Groups
The study identified three main types of game meat consumers:
- Game Meat Lovers (47%)
Nearly half of the participants fell into this group. They have strongly positive attitudes towards game, enjoy its taste, and consume it regularly. Many have family or friends who hunt, which keeps game firmly on their tables. - Occasional Consumers (41%)
This group sits in the middle. They don’t oppose game meat, but it’s not part of their regular diet. They may eat it a few times a year, often at special occasions or when introduced by others. They’re more likely to have concerns about flavour or preparation. - Game-Averse Consumers (12%)
A small but significant portion of the population avoids game altogether. Common reasons include dislike of taste or smell, lack of familiarity, or negative perceptions of hunting. This group tends to be older, urban, and without direct links to the countryside.
What Matters to Consumers
Several themes emerged from the study that resonate with our own experience:
- Taste and Health: Lovers associate game with rich flavour and health benefits such as high protein and natural sourcing.
- Origin: Domestic sourcing matters. Almost all game meat consumed came from local, trusted sources.
- Social Connection: Hunting ties—family, friends, or cultural traditions—strongly influence whether people eat game.
Opportunities for Growth
What does this mean for the future of game meat?
- Highlighting Benefits: By promoting the health and sustainability of wild meat, we can strengthen its appeal to occasional consumers.
- Breaking Barriers: Addressing concerns about taste, preparation, and accessibility is key to winning over the hesitant.
- Building Trust: Transparency in sourcing, ethical standards, and quality assurance will reassure those unfamiliar with wild meat.
Why It Matters for Eat Wild
The findings confirm what we already believe: wild meat has huge potential, but we must meet people where they are. For some, wild meat is a familiar favourite. For others, it’s an occasional treat or something they’ve never tried. Our role is to champion its benefits, open up new markets, and make sure more people experience the nutritional benefit and sustainability of game meat.
As the study suggests, changing perceptions is possible—and necessary. With the right approach, we can help shift game from a niche product to a trusted and celebrated part of Britain’s food culture.
Sources:
Investigating Consumer Attitudes About Game Meat: A Market Segmentation Approach. Sustainability, 2025.
https://www.mdpi.com/2071-1050/17/7/3147