Analysis of preference for domestic grass‐fed beef in Japanese youths

A questionnaire based on sensory evaluation of completely domestic grass-fed beef was carried out on 157 Japanese undergraduate students aged between 18 and 22 years in Kitasato University. The sensory evaluation sheet consisted of 10 questions concerning preference for domestic grass-fed beef, and three demographic/lifestyle questions. Using principal component analysis and cluster analysis, the respondents were divided into four groups (G1–G4). G1 accepted almost all properties. G2 accepted most properties but disliked chewiness. G3 accepted juiciness and flavor but disliked the color and texture of the meat. G4 tended to dislike almost all properties. According to chi-square test, most G2-people statistically liked other commercial beef and G4-people had neutral and negative impressions. G1- or G3-people did not have any significant tendency as regards beef preference. These results indicate that most of the young respondents who preferred domestic grass-fed beef could not accept its texture, and some respondents could accept its juiciness and flavor. It is also suggested that a part of the people who like commercial beef do not prefer chewiness of grass-fed beef. Such information will aid grass-fed beef cattle breeders, producers and packers to improve the quality of beef and its evaluation.