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