A new study from the Norwegian Food Research Institute found that too much intimate knowledge about meat could leave consumers queasy about their meal.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more


The doctoral study indicated that if proper distance isn’t maintained between dinner and diner then red meat is viewed with disgust, particularly among young women.


Researcher Elin Kubberød said that studying negative product emotion was important for the industry for both presentation and marketing.


Giving products pastoral settings created an uncomfortable intimacy with the source of the meal and familiar, pet names generated a strong sense of disgust. Kubberød said that care should also be taken when presenting information such as traceability and origin of meat.


“Women don’t want to eat their “friends” and don’t want to look ‘Daisy’ in the eye when buying meat,” Kubberød told newspaper Nationen.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The 236 subjects in the study were evenly divided by age and sex.