Shaping Poultry Meat Quality Attributes in the Context of Consumer Expectations and Preferences—A Case Study of Poland

The optimisation of poultry meat quality attributes at the industrial level requires getting to know changing customer needs and expectations justify further measures taken in future improve production process. This article was aimed following: (1) identify assess consumer behaviour relation criteria for offered on market Poland, (2) significance sensory characteristics meat, mainly variegated colours its surface, as a criterion creating expected shop. study results showed that which significantly lower commercial value are defects noticeable fillet namely discolouration hematomas, caused during stunning. absence bruising or hematomas uniform colour surface main high-quality retail cuts, by consumers. A recommendation producers is need be eliminated offer should adjusted Polish consumers’ about market. elimination these will possible, e.g., through introduction innovative technical solutions into stunning process, stage.