An assessment of niche marketing opportunities in the delicatessen meat sector

Abstract

This paper describes the findings of a research project which investigated the suitability of the UK as a possible niche market for a speciality Portuguese smoked sausage (Chouriço de Portalegre). The paper begins with a discussion of niche marketing theory, and proposes three criteria which a potential niche market should adhere to. These criteria are then used as a means of assessing the potential of the UK as a niche market, with the help of secondary and primary research. Results show that the Chouriço de Portalegre has an appropriate mix of qualities for niche marketing in the UK, but that issues of intermediary and customer knowledge and communication of product benefits need to be overcome.The findings have important implications for retailers of speciality meat products in the UK.

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