Beef Checkoff Successes & Challenges. 2 Successes and Challenges Consumers and beef safety Consumers...
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Transcript of Beef Checkoff Successes & Challenges. 2 Successes and Challenges Consumers and beef safety Consumers...
Beef CheckoffBeef Checkoff
Successes & ChallengesSuccesses & Challenges
2
Successes and Challenges
• Consumers and beef safety
• Consumers and beef’s nutrition
• Consumers and lifestyle/socio-economic issues
3
SOURCES: Peter Hart Research – 2000; IPSOS 2001 - 2009
4
13%15%
28%
25% 13% 13%
10%
12%14%
10% 7% 9% 11% 11%
13%
12%
22% 21%
17%
27%23% 25% 22% 20%
37%44% 40%
33%40% 39%
41% 40%
0%
10%
20%
30%
40%
50%
Beef
Pork
Chicken
Fish/Seafood
Supermarket Foods of Highest Safety ConcernsSupermarket Foods of Highest Safety ConcernsPercent of consumers naming a specific food as highest concern
Q: When you think of the safety of foods you might buy in the supermarket, which one of the following types of food are you most concerned about?
5
TABLE 6
Percent of Consumers Confident in the Safety of Beef and Chicken
DATE FRESH BEEF STEAKS/ ROASTS
FRESH GROUND BEEF
FRESH CHICKEN
Nov. 09 83% 76% 79%
Nov. 08 91% 84% 81%
May 08 85% 77% 81%
Oct. 07 76% 66% 71%
Nov. 06 86% 75% 75%
Nov. 05 84% 77% 77%
Nov 04 76% 64% 63%
Nov. 03 76% 64% 63%
Nov. 02 74% 60% 62%
Nov. 01 80% 64% 69%
Nov. 00 83% 68% 77%
Aug. 99 815 60% 69%
Source Peter Hart Research 1998-2000: IPSOS 2001-2009
6
7
Beef’s Nutrition
And the challenges…56% “Can be eaten every day” (76%)48% “Fits a health-conscious diet” (81%)32% “Low in sat fat” (64%)30% “Low in cholesterol” (60%)
The successes…62% “Great source of vitamins and minerals (57%)84% “Provides energy and fuel” (83%)86% “Great source of protein” (85%)
Consumer Beef Index – July '09
8
Importance of Purchase ActivitiesImportance of Purchase ActivitiesLean cuts of meat “most important” activity when shopping for food
31
27
22
19
18
19
15
16
13
16
16
38
25
28
31
30
27
28
24
27
23
20
17
30
28
35
31
32
37
35
38
31
29
6
8
10
7
14
12
8
14
12
15
21
8
10
12
8
7
10
12
9
11
15
14
Buying cuts of meats that are 'lean'
Buying foods with a low percentage of caloriesfrom saturated fat
Buying foods that provide lots of protein
Buying foods that say 'zero trans fats'
Buying foods that have lots of vitamins andminerals
Buying foods with a low percentage of caloriesfrom fat
Buying foods that have lots of nutrients butrelatively few calories
Buying foods with low sugar content
Buying foods that are low in calories
Buying foods with low sodium content
Buying foods that don't contain high fructose cornsyrup
5, extremely important 4 3 2 1, not at all important
IPSOS – 12/2009
9
2010 Dietary Guidelines• Nutrition research program has submitted nine
sets of scientific comments:– Explaining the leanness of beef
– Explaining beef’s excellent nutrient package
– Demonstrating beef intake is not associated with heart disease
– Clarifying beef’s contribution to the total saturated fat in the American diet
– Clarifying beef’s sustainability / environmental impact
10
50% of consumers say will be frugal long-
term after the recession is
over
Recession is Over
Lag Time
Consumer Confidence Rebounds
Lag Time
Spending Improves
65%
(3) “38th Annual Forecast and Outlook Seminar: 2010: A Year of Challenge & Success” Technomic Survey, August, 2009
11
Consumer Beef Index – July '09
11
9% 10%
20% 20%
45%48%
26%22%
9%10% 7% 9%
18%20%
16%20%
43%
46%
45%
45%
30%23%
33%26%
J an '07(N=1,200)
May '07(N=1,800)
Feb '08(N=1,000)
J ul '08(N=1,006)
Mar '09(N=1,008)
J ul '09(N=1,009)
Question: 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
Chicken
5%
7%
42%
46%
Overall Perceptions of BeefReturn to
higher level of last
summer
12
Consumer Beef Index – July '09
12
Question: Q.20: How many times did you eat this type of food in the past week?
2.9
3.4
3.2 3.23.3
2.82.7 2.7
2.4
2.6
1.8
1.51.6 1.6
1.8
0.6
0.9
0.7
1.1
1.7
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
May '07(N=51-225)
Feb '08(N=98-477)
Jul '08(N=66-449)
Mar '09(N=93-454)
Jul '09(N=88-437)
Bucket 1
Bucket 2
Bucket 3
Bucket 4
– Beef positives strongly outweigh negatives
– Positives somewhat outweigh negatives
– Negatives somewhat outweigh positives
– Negatives strongly outweigh positives
Per Week Average Number of Beef Servings (by consumer belief)
*
Consumers saying:
15
Food expenditure retail vs. foodservice
• Food purchased for at-home consumption accounted for 55.7% total food expenditure, 2009 (↑ from 2008)
• Food purchased away-from-home accounted 44.3% total food expenditure (↓ from 2008)
USDA, 2009
16
Beef production
17
Consumers Don’t Know Us…Consumers Don’t Know Us…
IPSOS Public Affairs 5/2009
Percent of consumers saying how well they know beef industry
18
…in a void, others will define us• HSUS“Farm animals are mutilated. They’re crammed into tiny cages. They endure
often-agonizing slaughter. Farms routinely abuse them. No federal law protects them from cruelty while on the farm, and most states exempt common agricultural practices from animal cruelty laws, regardless of how abusive."-HSUS Web site
• PETA“Animals on factory farms do not see the sun or get a breath of fresh air until they are
prodded and crammed onto trucks for a nightmarish ride to the slaughterhouse, often through weather extremes and always without food or water. Many die during transport, and others are too sick or weak to walk off the truck after they reach the slaughterhouse. The animals who survive this hellish ordeal are hung upside-down and their throats are slit, often while they're completely conscious. Many are still alive while they are skinned, hacked into pieces.”
-PETA Web site
19
Advocacy Group Budget Consumers Union $206.6
HSUS $124.9
Environmental Defense $69.5
PETA $31.1
Sierra Club $29.3
CSPI $17.3
Greenpeace $10.7
PCRM $7.2
Farm Sanctuary $5.3
$224 mil
20
Esteem
Belonging
Safety
Physiological
High-End Luxury
Natural and organics
Animal Welfare
Safety
Nutrition
Sustainability
SA
2121
Beef Report Card
Questions: Q.32a/b: Thinking only about beef, how much do you agree or disagree with each of the following statements when eating this food type at home/a full-service restaurant?
At Home At Restaurant
1-07 5-07 2-08 7-08 3-09 7-09 1-07 5-07 2-08 7-08 3-09 7-09
Great tasting 85% 82% 84% 85% 84% 87% 80% 81% 86% 83% 84% 85%
Extremely safe to eat 55% 60% 50% 57% 54% 63% 52% 62% 55% 60% 60% 58%
A good value for the money 60% 54% 62% 62% 62% 67% 57% 54% 61% 60% 63% 63%
Food you crave 62% 59% 63% 69% 67% 67% 60% 58% 65% 66% 68% 68%
Source: Consumer Beef Index: July, 2009
Safety SolidValue
Bounces Back
Taste an Ongoing Passion
Beef Industry LRP Goal:Export 3.0 Billion Pounds by 2010
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
BVM
Beef
Source: USDA/USMEF Forecast
2011 Forecast 3.06 billion lbs(million lbs)
23
Beef Industry LRP Goal:Become a Net Exporter by 2010
-4,000
-3,000
-2,000
-1,000
0
1,000
2,000
3,000
4,000
5,000
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Exports
Imports
Net Export Value
Source: USDA/FAS; Million USD
2007 Net Imports$780 million
2008 Net Exports $453 million
2009 Jan-May Net Imports
$40 million
(million $)