This study focuses on the variability of Canadian's value added meat purchase patterns by animal species, by level of processing, by branding and by grocery store chains. The results highlight that meat price, advertising and household socio-demographic characteristics and regional segments are strongly related to meat demand. The findings also indicate that there is no one correct pattern of meat product development across animal products from different species. In addition grocery store meat purchase exhibits little store loyalty most households purchase meat at more than one store chain regularly. The implications of the study suggest the importance of meat marketing segmentation by socioeconomic and household demographic factors in the development of marketing programs and product promotion for the food industry in general and meat industry to expand sales by targeting marketing strategies. Public health implications include the fact that habit persistence is important and likely an impediment to behaviour changes. / Agricultural and Resource Economics

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