1
Market Research Consumer Insights
Market Research Team: John Lundeen Rick McCarty
Wendy Neuman
2
Why Don’t Consumers Eat Beef More Often?
Very Important Questions
Here are some questions that your Market Research team is concerned about
1. Which is more preferred for dinner – beef or chicken? 2. On what attributes do consumers think beef beats chicken… and vice versa? 3. Are consumers freaked out about beef prices right now? 4. What are the top concerns that cause consumers to limit beef consumption? 5. Do consumers have a favorable view of ranching? 6. Do consumers eat beef less often because of Meatless Mondays? 7. Are consumers comfortable with use of antibiotics and technology in cattle raising? 8. Did the pink slime media circus affect consumer perceptions of ground beef? 9. Do younger (Millennial) parents feed their children lots of nutritious beef? 10. Is defrosting beef a barrier to increased beef consumption?
-and, of course – 11. What’s the meaning of life? 3
Agenda
• Consumer Beef Index Update • How do Consumer feel about beef prices? • Limiters of Consumption • Consumer Image Index • Perceptions of Ground Beef • Millennial Parents and Beef • Defrosting beef • …….and a surprise for you all…… • Questions
4
Consumer Beef Index Update
Consumer Beef Index (CBI) July 2012
5
Beef Favorability Segmentation
The “Bucket” Question
6
20% 20% 20% 16%
20% 18% 19% 16% 17% 15% 17% 18%
7%
10% 8% 10%
7%
9% 9% 8%
8% 8% 7%
8% 9%
4%
46% 45% 48%
45% 45% 43% 46% 47% 48% 47% 48% 47% 45%
23% 26% 22% 33% 26% 30% 27% 28% 27% 30% 27% 25% 45%
28% Bucket 1
2010
7
“Buckets”
Base: Total (N = 1,000+ per wave) Q.35: Considering all you know about beef, would you say the positives of beef outweigh the negatives or do the negatives
of beef outweigh the positives? Q.36: Considering all you know about chicken, would you say the positives of chicken outweigh the negatives or do the negatives of chicken outweigh the positives?
Bucket 1 Positives strongly outweigh negatives
Bucket 2 Positives somewhat outweigh negatives
Bucket 3 Negatives somewhat outweigh positives
Bucket 4 Negatives strongly outweigh positives
Beef Chicken
70% 73%*
Jan ’07 May ’07 Feb ’08 Jul ’08 Mar ’09
Jul ’09 Feb ’10 Jul ’10 Feb ‘11 Jul ’11 Mar ’12 Jul ’12
Key: Significant change from 2011 () or in same season trend ()
Beef Favorability Segmentation
* Rounded %
31% by 2013
Source: Consumer Beef Index – July 2012
Base: Total (N = 1,000+ per wave) Q.34: Overall, thinking about beef and chicken, which do you prefer to eat for dinner?
Preference for Dinner
Strongly/Somewhat Prefer
38% 37%
42% 39% 39%
36% 37% 36% 37% 38%
37% 39%
27% 28% 29% 30%
27%
31% 29% 30%
33%
30% 30%
28%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Jan '07 May '07 Feb '08 Jul '08 Mar '09 Jul '09 Feb '10 Jul '10 Feb '11 Jul '11 Mar '12 Jul '12
Chicken
Beef
Key: Significant change from 2011 () or in same season trend ()
Source: Consumer Beef Index – July 2012 8
Importance & Performance
What’s important to consumers and how does beef perform… compared to chicken
9
87%
79%
69% 69%
86%
59% 61% 57%
87%
65%
83%
69%
Importance Beef Performance Chicken Performance
Base: Split sample (N = 750) Q.13a: How important is each of the following characteristics when choosing whether to have beef, chicken, fish, pork or
other main dish alternatives for dinner at home? Q.32a: How much do you agree or disagree with each of the following statements when eating each food type at home.
Importance and Performance – At Home
Extremely/Very Important Agree Completely/Somewhat
Source: Consumer Beef Index – July 2012 10
#1 Great Tasting # 3 Extremely Safe to Eat
#9 Is always Tender
#8 Is a smart choice
Ranked by level of importance to consumer
63% 58% 57% 55%
29%
49%
32%
56%
62%
81%
65%
76%
Importance Beef Performance Chicken Performance
Base: Split sample (N = 673) Q.13a: How important is each of the following characteristics when choosing whether to have beef, chicken, fish, pork or
other main dish alternatives for dinner at home? Q.32a: How much do you agree or disagree with each of the following statements when eating each food type at home.
Importance and Performance – At Home
Extremely/Very Important Agree Completely/Somewhat
Source: Consumer Beef Index – July 2012 11
#14 Not contribute to
heart problems
#19 Fits health-conscious diet
#23 Can be eaten every day
#22 Low in saturated fat
52% 51% 50%
45%
29%
36% 37%
55%
63%
38% 39%
70%
Importance Beef Performance Chicken Performance
Base: Split sample (N = 673) Q.13a: How important is each of the following characteristics when choosing whether to have beef, chicken, fish, pork or
other main dish alternatives for dinner at home? Q.32a: How much do you agree or disagree with each of the following statements when eating each food type at home.
Importance and Performance – At Home
Extremely/Very Important Agree Completely/Somewhat
Source: Consumer Beef Index – July 2012 12
#25 Is low in cholesterol
#27 Animals raised
without hormones
#32 Important part of
children’s diet
#28 Animals raised
without antibiotics
Which is better – beef or chicken?
Consumers make some judgments
OR
13
31%
29%
27%
26%
21%
21%
21%
20%
17%
15%
13%
13%
11%
11%
10%
10%
10%
7%
7%
Chicken is better Beef is better
14%
21%
23%
15%
35%
18%
19%
20%
27%
58%
21%
25%
29%
52%
36%
53%
38%
47%
39%
Base: Total Q.37: For each of the factors listed below, please rate whether you think that beef is better than chicken, that
chicken is better than beef or that the two are about the same.
Beef/Chicken Superiority - Total Traditional “All-American” food
Taste
Protein content
Great for grilling
Many lean cuts available
Makes memorable meals
Provides lasting satisfaction
Very pleasurable to eat
Ease of preparation
Fat content
Good source of fuel for body
Variety of preparation methods
Good any night of the week
Value for the money
Nutritional content
Calorie content
A worry-free food
Not feeling guilty about eating
Good for kids
14 Source: Consumer Beef Index – July 2012
35%
31%
29%
33%
23%
24%
24%
22%
23%
21%
17%
18%
17%
17%
14%
15%
13%
10%
10%
Chicken is better Beef is better
17%
27%
29%
20%
39%
23%
28%
26%
36%
50%
28%
31%
32%
44%
44%
50%
44%
49%
41%
Traditional “All-American” food
Taste
Protein content
Great for grilling
Many lean cuts available
Makes memorable meals
Provides lasting satisfaction
Very pleasurable to eat
Ease of preparation
Fat content
Good source of fuel for body
Variety of preparation methods
Good any night of the week
Value for the money
Nutritional content
Calorie content
A worry-free food
Not feeling guilty about eating
Good for kids Base: Total in segment (N = 591) Q.37: For each of the factors listed below, please rate whether you think that beef is better than chicken, that
chicken is better than beef or that the two are about the same.
Beef/Chicken Superiority – *Millennials
*Born between 1980 - 2000
15 Source: Consumer Beef Index – July 2012
Among consumers who eat more beef
What are the drivers?
16
Base: Those eating more beef (N = 281) Q.38d: As you noted earlier, you have been eating more beef in the last six months. How important
or what impact did each of the following have on your decision to eat more beef?
Taste of beef
Quick and easy
The right choice for many occasions
A family favorite
Great prices
Grilling more often
Learned new ways to prepare beef
Better availability of cuts
Adding protein to your diet
Lean beef fits a healthy diet
Less price-conscious now
Tired of the other meats
Less worried about safety
Hearing better news about it being healthy
39%
39%
33%
31%
28%
28%
27%
27%
27%
25%
24%
24%
24%
23%
35%
33%
34%
28%
32%
31%
32%
28%
27%
27%
25%
22%
24%
22%
74%
71%
67%
59%
60%
59%
59%
55%
54%
52%
49%
46%
48%
45%
Extremely important Very important
High Impact
Moderate Impact
Low Impact
Among consumers (19%) eating more beef
Health & nutrition are primary reasons for
eating less
Taste, convenience, right choice drive eating more beef
Why people eat MORE beef?
Source: Consumer Beef Index – July 2012 17
Among consumers who eat less beef
What are the barriers?
18
Base: Those eating less beef (N = 255) 38f: As you noted earlier you have been eating less beef in the last six months, how important or what
impact did each of the following have on your decision to eat less beef?
36%
31%
30%
21%
20%
20%
19%
18%
18%
15%
10%
7%
7%
6%
5%
4%
25%
27%
28%
20%
24%
22%
16%
26%
18%
18%
23%
12%
9%
14%
11%
12%
61%
58%
58%
41%
44%
42%
35%
44%
36%
33%
33%
19%
16%
20%
16%
16%
Extremely important Very importantHealth reasons
Limiting cholesterol or fat
Other meats seem healthier
Prefer other meal options
Too expensive relative to other meat
Eating more plant-based protein
Concerned about “factory farming”
More price-conscious now
More worried about safety
Hard to digest
Discovered new non-beef recipes
Family member prefers to avoid beef
Grilling less
Steak dinner takes too long
Running out of ways to make beef
Cuts you like not available
Among consumers (17%) eating less beef
High Impact
Moderate Impact
Low Impact
Health & nutrition are primary reasons for
eating less
19
Why people eat LESS beef?
Source: Consumer Beef Index – July 2012
Very Important Questions
Here are some questions that your Market Research team is concerned about
1. Which is more preferred for dinner – beef or chicken? 2. On what attributes do consumers think beef beats chicken… and vice versa?
3. Are consumers freaked out about beef prices right now? 4. What are the top concerns that cause consumers to limit beef consumption? 5. Do consumers have a favorable view of ranching? 6. Do consumers eat beef less often because of Meatless Mondays? 7. Are consumers comfortable with use of antibiotics and technology in cattle raising? 8. Did the pink slime media circus affect consumer perceptions of ground beef? 9. Do younger (Millennial) parents feed their children lots of nutritious beef? 10. Is defrosting beef a barrier to increased beef consumption?
20
How do consumers feel about beef prices?
The Goldilocks question: Too high Too Low Just right
21
Base: Those asked, split sample (N = 750) Q.48x3: Which of the following statements best describes the value for the money of steak bought at the grocery store?
Perceptions: Steak Value – Grocery Store
24%
37%
34%
2% 3%
17% 27% 30%
33%
42% 37%
43%
27% 29%
3% 2% 1% 4% 2% 2%
Steak Pricing At Grocery Store
Total Mill-ennial
Gen-X Baby-Boomers
Light Mod-erate
Bucket 1
Bucket 2
Bucket 3
Bucket 4
34%
20% 20%
27%
41% 39%
32% 35% 36%
1% 2% 3% 6% 2% 1%
18% 19%
32%
52%
41% 42% 25%
20%
37% 35% 36%
20%
1% 2% 3% 0%
2% 2% 3% 8%
Heavy
Inexpensive and worth it
Expensive but worth it
Too expensive and definitely not
worth it
Just about right
So inexpensive that you’d actually doubt its quality
22 Source: Consumer Beef Index – July 2012
Base: Those asked, split sample (N = 750) Q.48x4: Which of the following statements best describes the value for the money of hamburger or ground beef bought at the grocery store?
Perceptions: Ground Beef Value – Grocery Store
15%
27%
48%
6% 4%
10% 13% 23%
24%
36% 24%
50%
44% 48%
11%
3% 3% 6% 4% 2%
Ground Beef Pricing At Grocery Store
Total Mill-ennial
Gen-X Baby-Boomers
Light Mod-erate
Bucket 1
Bucket 2
Bucket 3
Bucket 4
25%
14% 9%
22%
31%
26%
41% 48%
54%
5%
5% 8%
8% 2% 3%
10% 11%
22%
41% 30% 28%
25%
15%
50% 52% 43%
31%
7% 7% 5%
2%
3% 2% 6% 11%
Heavy
23
Inexpensive and worth it
Expensive but worth it
Too expensive and definitely not
worth it
Just about right
So inexpensive that you’d actually doubt its quality
Source: Consumer Beef Index – July 2012
Very Important Questions
Here are some questions that your Market Research team is concerned about
1. Which is more preferred for dinner – beef or chicken? 2. On what attributes do consumers think beef beats chicken… and vice versa? 3. Are consumers freaked out about beef prices right now?
4. What are the top concerns that cause consumers to limit beef consumption?
5. Do consumers have a favorable view of ranching? 6. Do consumers eat beef less often because of Meatless Mondays? 7. Are consumers comfortable with use of antibiotics and technology in cattle raising? 8. Did the pink slime media circus affect consumer perceptions of ground beef? 9. Do younger (Millennial) parents feed their children lots of nutritious beef? 10. Is defrosting beef a barrier to increased beef consumption?
24
Hurdles to be overcome
Limiters of Consumption
25
Top Limiters of Beef Consumption (Top 10 Frequent Limiters for each consumer segment)
23
37
40
25
37
40
15
21
32
40
The cost of of hamburger or other ground beef meal isvery high at restaurants (#7)
Cost of per pound of ground beef is very high at thegrocery store (#3)
Cost per pound of steak is very high at the grocery store(#2)
The cost of a steak meal is very high at restaurants (#1overall limiter - top 2 box)
Total Population Moderate Beef Eaters Millennials
PRICE CONCERNS Percent Frequently Limiting Beef Consumption because of concern
Source: Limiters of Consumption - May 2012 26
Top Limiters of Beef Consumption (Top 10 Frequent Limiters for each consumer segment)
17
25
37
18
19
27
37
17
15
17
21
32
There are much healthier choices than beef forprotein (#13)
Ground beef is not as healthy as other groundmeats such as ground turkey (#10)
Ground beef can easily be replaced in recipeswith ground turkey or chicken (#9)
It's sound nutritional advice to balance beefconsumption by eating other proteins (#6)
It is not healthy to eat beef every day (#5)
It is healthier to eat more chicken or fish & lessbeef (#4 overall limiter - top 2 box)
Total Population Moderate Beef Eaters Millennials
NUTRITION CONCERNS Percent Frequently Limiting Beef Consumption because of concern
Source: Limiters of Consumption – May 2012 27
Top Limiters of Beef Consumption (Top 10 Frequent Limiters for each consumer segment)
21
25
21
27
17
21
Ground beef does not have good results whenmicrowaved (#14 overall)
Steak does not have good results whenmicrowaved (#8 overall)
Total Population Moderate Beef Eaters Millennials
PREPARATION CONCERNS Percent Frequently Limiting Beef Consumption because of concern
28 Source: Limiters of Consumption – May 2012
Top Limiters of Beef Consumption (Top 10 Frequent Limiters for each consumer segment)
18
21
18
21
15
17
Cattle are pumped full of hormones to makethem grow bigger faster - and then have to begiven antibiotics to keep them healthy (#19)
Is is risky to eat a burger that is a little rare (#20)
Some ground beef is blended with a lean, finely-textured product that is often referred to as"pink slime" (#15 overall limiter - top 2 box)
Total Population Moderate Beef Eaters Millennials
QUALITY & SAFETY CONCERNS Percent Frequently Limiting Beef Consumption because of concern
29 Source: Limiters of Consumption – May 2012
Consumer Image Index
Consumer Image Index (CII) October 2012
30
46% 42%
31% 20%
Beef Product
Q.12: Considering all you know about beef,, would you say…? Q.21: Thinking specifically about how cattle are raised for
food in the U.S., do you believe that…?
Bucket 1 Positives strongly outweigh
negatives
How Cattle Are Raised
15% 24% 8% 14%
Total – Oct 2012
Bucket 2 Positives somewhat outweigh
negatives
Consumer Image Index – October 2012
- 11 points
Favorability – Product versus Production
Bucket 3 Negatives somewhat outweigh
positives
Bucket 4 Negatives strongly outweigh
positives
31
Very Important Questions
Here are some questions that your Market Research team is concerned about
1. Which is more preferred for dinner – beef or chicken? 2. On what attributes do consumers think beef beats chicken… and vice versa? 3. Are consumers freaked out about beef prices right now? 4. What are the top concerns that cause consumers to limit beef consumption?
5. Do consumers have a favorable view of ranching? 6. Do consumers eat beef less often because of Meatless Mondays? 7. Are consumers comfortable with use of antibiotics and technology in cattle raising? 8. Did the pink slime media circus affect consumer perceptions of ground beef? 9. Do younger (Millennial) parents feed their children lots of nutritious beef? 10. Is defrosting beef a barrier to increased beef consumption?
32
Consumer Views of Ranching
74% 40%
Q.27a: What is your overall reaction to this picture? Q.27b: To what extent does this image reflect your view of
the U.S. beef industry?
Reflects The Beef Industry Total Liking
5% 29%
Posi
tive
(4/5
) N
egat
ive
(1/2
)
At a
ll D
oes (
4/5)
Do
es N
ot (1
/2)
Like what they see But don’t believe it
Consumer Image Index – October 2012 34
Total Consumers
23% 23% 14%
57% 60% 44%
Q.27a: What is your overall reaction to this picture? Q.27b: To what extent does this image reflect your view of
the U.S. beef industry?
38% 43% 51%
10% 12% 17%
Reflects The Beef Industry
Total Liking
Don’t like what they see But do believe it
Consumer Image Index – October 2012 35
Total Consumers
Posi
tive
(4/5
) N
egat
ive
(1/2
)
At a
ll D
oes (
4/5)
Do
es N
ot (1
/2)
Are consumers eating beef less often because of Meatless Mondays?
21%
17%
10% 21%
31%
Beef
Pork
Chicken
Q.14a: Do you ever participate in "Meatless Mondays," which is a campaign that encourages people not to eat meat on Mondays to improve their health? Q.14b: How often do you participate in "Meatless Mondays"? Q.14c: When you participate in “Meatless Mondays,” what type of meat are you most often having one less serving of that week?
16%
Ever Participate
5% 5% 14%
Frequency of “Meatless Monday” participation
Weekly At Least Monthly
Which Type of Meat Served Less (Among Meatless Monday participants)
Total (N = 189)
Almost weekly
Total consumers
It varies
Fish
37
Meatless Monday Participation
Consumer Image Index – October 2012
Very Important Questions
Here are some questions that your Market Research team is concerned about
1. Which is more preferred for dinner – beef or chicken? 2. On what attributes do consumers think beef beats chicken… and vice versa? 3. Are consumers freaked out about beef prices right now? 4. What are the top concerns that cause consumers to limit beef consumption? 5. Do consumers have a favorable view of ranching? 6. Do consumers eat beef less often because of Meatless Mondays?
7. Are consumers comfortable with use of antibiotics and technology in cattle raising?
8. Did the pink slime media circus affect consumer perceptions of ground beef? 9. Do younger (Millennial) parents feed their children lots of nutritious beef? 10. Is defrosting beef a barrier to increased beef consumption?
38
When are consumers comfortable with antibiotic use?
50%
43%
42%
29%
16%
13%
17%
Q.17: In which, if any, of these situations are you comfortable with the use of antibiotics in raising animals for food? Q.17a: For each of the other situations below, would you say that you are just uncomfortable with the use, actively oppose using antibiotics in that situation or don’t really have an opinion?
An animal becomes sick
Prescribed by a veterinarian
In accordance with [regulations of] the Food and Drug
Administration
Proactive protection [for animals] from disease
The antibiotic is NOT related to any class of human antibiotics
The antibiotic helps an animal better metabolize food
None of these, it is never appropriate to give antibiotics to
animals raised for food
Actively Opposed/ Never Appropriate
32%
23%
27%
25%
30%
38%
A quarter to a third of consumers are never comfortable with antibiotic use in cattle production
Comfortable with the use of antibiotics when…
Total consumers
Consumer Image Index – October 2012 40
When are consumers comfortable with use of science & technology?
61%
55%
48%
44%
42%
41%
39%
To improve the safety of the beef consumers eat
To improve cattle care and comfort
To improve the medical treatment for sick cattle
To improve the environmental efficiency of raising cattle (e.g., using energy, land
and water) To help keep beef prices
affordable
To provide the optimal diet of grain, forages and nutrient supplements
To improve cattle nutrition and decrease the fat content in beef
40%
36%
39%
34%
44%
39%
Q.28: For which, if any, of these aspects of raising cattle are you comfortable with the beef industry using science and new
technologies?
45%
Uncomfortable/ Never Appropriate
Total consumers
Comfortable with the use of science & technology….
42
More than a third of consumers are uncomfortable with science and technology or feel it never is appropriate
Consumer Image Index – October 2012
29%
25%
12%
To help cattle farmers and ranchers select and use the best genetics for
improving their herds
To increase lean muscle in cattle
None of these, it is never appropriate to use science and new
technologies in raising cattle
Uncomfortable/ Never
Appropriate
52%
51%
Q.28: For which, if any, of these aspects of raising cattle are you comfortable with the beef industry using science and new technologies?
Total consumers
Comfortable with the use of science & technology….
43
More than half of consumers are uncomfortable using technology to improve herds or increase lean muscle in cattle
Consumer Image Index – October 2012
Did the ‘pink slime’ media circus affect ground beef perceptions?
44 SOURCE: IPSOS Public Affairs – April 2012
45
Q: Please read the following brief statements about ground beef and rate your agreement with each one on a scale of strongly disagree to strongly agree.
33
25
18
13
11
37
39
40
55
61
0 10 20 30 40 50 60 70
I limit ground beef because it has a lot of saturated fat
I would buy ground beef more often but it is getting tobe expensive
Ground beef is an important part of the school lunchprogram because it's something kids love to eat and
it provides important nutrients
Ground beef is an affordable, versatile souce ofimportant nutrients
Ground beef makes a great family meal becauseeveryone loves the taste and it's very affordable
% Total Agree % Total Disagree
Affordability & Nutrition
SOURCE: IPSOS Public Affairs – April 2012
46
Q: Please read the following brief statements about ground beef and rate your agreement with each one on a scale of strongly disagree to strongly agree.
41
32
13
22
27
31
40
48
0 10 20 30 40 50 60
I hesitate to buy ground beef at the supermarketbecause I've heard it could contain some sort of filler
I buy ground beef because it's more affordable thanother beef, but I worry it's not as good a product
The ground beef served to our kids at school is lowquality
I worry about the quality of ground beef at fast foodrestaurants -- I'm never sure what is in it
% Total Agree % Total Disagree
Nagging Quality Issues
SOURCE: IPSOS Public Affairs – April 2012
Very Important Questions
Here are some questions that your Market Research team is concerned about
1. Which is more preferred for dinner – beef or chicken? 2. On what attributes do consumers think beef beats chicken… and vice versa? 3. Are consumers freaked out about beef prices right now? 4. What are the top concerns that cause consumers to limit beef consumption? 5. Do consumers have a favorable view of ranching? 6. Do consumers eat beef less often because of Meatless Mondays? 7. Are consumers comfortable with use of antibiotics and technology in cattle raising? 8. Did the pink slime media circus affect consumer perceptions of ground beef?
9. Do younger (Millennial) parents feed their children lots of nutritious beef?
10. Is defrosting beef a barrier to increased beef consumption? 47
Millennial Parents and Beef
Objective:“to explore and learn what drives the decision of when, where and how (Millennials with children) consume beef and how this plays into the food they prepare and give to their children.”
SOURCE: Millennial Generation and Beef, December 2012
Cooking Beef is Disappointing
56% 55%
37% 40%
46%
29% 31%
40%
23%
Burgers Steaks Ingredient
How often do you find the beef you’ve cooked doesn’t turn out just right?
Millennials Gen X Boomers
SOURCE: Millennial Generation and Beef, December 2011
49
Over 50% are disappointed with Burger and Steak
results
Flavor and Tenderness are the core issues
• Millennials are finding it hard to get the flavor and the tenderness right.
• Over-cooking and the overall look are also a challenge, but underdone isn’t as much as a problem.
• They ARE buying leaner cuts of beef; going for the lower fat, and less expensive beef options means they are eating the less flavorful cuts to begin with.
61%
40% 39% 32%
18%
39%
62%
34% 36%
27%
54%
41% 38% 31%
17%
What tends to be the issue?
Burgers Steaks Ingredient
50 SOURCE: Millennial Generation and Beef, December 2011
42%
43%
45%
52%
53%
58%
60%
65%
80%
38%
33%
38%
44%
61%
54%
66%
59%
80%
30%
27%
28%
39%
57%
50%
67%
49%
76%
Information about how beef is processed
The impact of beef farming on the environment
Information about how cattle are raised
Animal welfare or humane treatment of animals
Information about the different cuts
The nutritional content in beef e.g. vitamins, minerals etc.
Information about how to cook the different cuts
More "sophisticated" recipes about beef
Easy recipes about beef
Boomers Gen X Millennials
Types of Beef Information Sought
51 SOURCE: Millennial Generation and Beef, December 2011
Everyone is interested!
Driven by Millennials
52
36%
40%
40%
47%
52%
52%
56%
57%
59%
61%
CHICKEN HAS BECOME A FAST FAMILY MEAL CHOICE
CHICKEN IS NOT EXPENSIVE
CHICKEN GOES A LONG WAY AND IS GOOD FOR LEFTOVERS
I KNOW HOW TO PREPARE AND SERVE CHICKEN
CHICKEN IS ALWAYS A CROWD PLEASER - EVEN FOR FINICKYEATERS
MY CHILD/CHILDREN LOVE CHICKEN NUGGETS OR CHICKENFINGERS/STRIPS
CHICKEN GOES WELL WITH A WIDE VARIETY OF SIDES AND OTHERFOODS
MY CHILD/CHILDREN PREFER THE TASTE OF CHICKEN
CHICKEN IS EASY TO PREPARE
CHICKEN CAN BE PREPARED IN A WIDE VARIETY OF WAYS
Q.16 You said you prefer chicken the MOST to prepare and serve to your child/children, from the list below please let us know why.
(n =373), Top 10 Shown
Total
Millennial Parents - Chicken vs. Beef
SOURCE: Millennial Parents and Beef, December 2012
Ease of Preparation
and Preference for Chicken
53
10%
12%
12%
14%
14%
15%
26%
35%
38%
50%
I DON'T KNOW ENOUGH ABOUT THE DIFFERENT CUTS OF BEEF
I AM CONCERNED ABOUT HEALTH RISKS FROM BEEF
MY CHILD/CHILDREN DON'T LIKE THE TASTE OF BEEF
I AM CONCERNED WITH THE WAY BEEF IS RAISED AND/OR PROCESSED
MY CHILD/CHILDREN HAVE A HARD TIME EATING BEEF BECAUSE IT ISTOO TOUGH FOR THEM TO CHEW
I FIND IT HARD TO MAKE A VARIETY OF MEALS WITH BEEF THAT THEYWILL EAT
IT ISN'T HEALTHY TO GIVE CHILDREN TOO MUCH RED MEAT
I TRY TO MODERATE HOW MUCH RED MEAT I FEED THEM
BEEF, IN GENERAL, IS EXPENSIVE
MY CHILD/CHILDREN PREFER(S) CHICKEN OVER BEEF
Q. 12 Which of the following are significant reasons you do NOT prefer to serve beef the most to your child/children?
(n =415), Top 10 Shown
Total
Millennial Parents - Chicken vs. Beef
SOURCE: Millennial Parents and Beef, December 2012
Top reasons to moderate red meat:
1) Should moderate all things 2) Bad for your heart and
cholesterol and 3) White meat/fish is healthier
Lack of Confidence, Lack of Understanding, Need for Information
SOURCE: Millennial Parents and Beef, Conversion, November 2012
75% would like information about steaks and how to cook and
prepare them 50%
would buy more beef if they knew more about the different
cuts
67% would like
to see trained
butchers on staff to provide cooking advice
55% would like more information
on preparing and serving beef to children
54% say its hard to know
what cuts to choose in the meat case
54
Defrosting is a limiter of beef consumption
55
Who’d a thunk it?
Our Starting Assumption - Steaks
and Ground Beef are in the Fridge (No Defrost
Needed)
56
57
Defrosting Discovery Process
Consumers tested two defrosting methods in their homes
Focus Groups told us that defrosting beef is a BARRIER!
Online surveys verified defrosting beef is a BARRIER and that consumers want a better solution!
Safety and New Product Development Teams tested several defrosting methods
RESULTS SHOW THERE ARE MORE CONVENIENT WAYS TO DEFROST BEEF THAN 24
HOURS IN THE FRIDGE!
Improving these convenience points will very likely increase beef use
Being able to cook from frozen Shortening defrost time Recipes needing hard-to-find ingredients Reheating hurts taste
Convenience – Issues with Defrosting
MAJOR POTENTIAL
IMPACT
Online study ranked dozens of convenience concerns consumers had with beef. Top 4 were:
58 SOURCE: Convenience Study, 2010
Online surveys verified defrosting beef is a BARRIER and that consumers want a better solution!
59
Steak Purchases 24% of Total
57% Fridge
43% Freezer
66% Freezer
34% Fridge
82% Fresh
18% Frozen
47% Fridge
53% Freezer
77% Freezer
23% Fridge
Total Beef Purchases
100% of Total
74% Fresh
25% Frozen
Hamburger Patty Purchases
19% of Total
53% Fridge
47% Freezer
81% Freezer
19% Fridge
44% Fresh
56% Frozen
Issues with Defrosting – Is this common?
Steaks: • Combined –
almost 50% of steaks go into the freezer
Ground Beef: • Combined –
almost 66% of ground beef goes into the freezer
All Beef: • Combined –
almost 60% of all beef purchases go into the freezer
SOURCE: Defrosting Deep Dive Study, Nov 2011
Online surveys verified defrosting beef is a BARRIER and that consumers want a better solution!
60
Convenience – Solutions to Defrosting Beef
SOURCE: Defrosting Study, Nov 2012
Safety and New Product Development Teams tested several defrosting methods
Repackaged Beef - flattened
Overwrap beef – not flattened
Two different freezing methods
+
Two different defrosting methods
61
Would Encourage You to Use Ground Beef More Often
Q. If you knew that ground beef could be defrosted quickly and safely using this method would you use ground beef more often?
42% 52%
67%
36%
Repack Overwrap Repack Overwrap Base (62) (61) (62) (61)
A B C D
AD
No Water Water
Overwrappers say that their experience with the No Water method would increase their ground beef usage
SOURCE: Defrosting Study, Nov 2012
Convenience – Issues with Defrosting
62
Next steps are to discuss with stakeholders – USDA/FSIS and others to determine how documents can reflect a different defrosting method other than the highly inconvenient ’24 hours in the fridge’ method.
Convenience – Solutions to Defrosting Beef
SOURCE: Defrosting Study, Nov 2012
Improving these convenience points will very likely increase beef use
Being able to cook from frozen Shortening defrost time Recipes needing hard-to-find ingredients Reheating hurts taste
Convenience – Issues with Defrosting
MAJOR POTENTIAL
IMPACT
63 SOURCE: Convenience Study, 2010
John Lundeen, MBA – Sr. Executive Director, Market Research [email protected] / 303-850-3391 Rick McCarty, M.A. – Vice President, Issue Analysis and Strategy [email protected] / 303-850-3361 Wendy Neuman, M.A. – Director, Market Research [email protected] / 303-850-3325
Market Research Contacts
QUESTIONS?
66