Volume 2, Issue 12: April 14, 2015 FOOD DEMAND...
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F oo DS FOOD DEMAND SURVEY Volume 2, Issue 12: April 14, 2015 Food Demand Survey | Oklahoma State University | [email protected] Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465 Susan Murray | Research Specialist | 405-744-4857 This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture. FooDS tracks consumer preferences and senments on the safety, quality, and price of food at home and away from home with parcular focus on meat demand. FooDS is a monthly on-line survey with a sample size of at least 1,000 individuals, weighted to match the US populaon in terms of age, gender, educaon and region of residence. See the online technical document for more details. About the Survey Willingness-to-pay (WTP) for steak, chicken breast, and chicken wings increased, whereas WTP for hamburger, pork chop, and deli ham fell from March to April. The fall in WTP for pork products was between 7% and 10%. WTP for all meat products are higher relave to this me last year. MEAT DEMAND Food expenditures for food eaten at home were virtually unchanged in April, whereas food expenditures for food purchased away from home increased 4.04% over last month. Consumers expect lower meat prices this month compared to one year ago. Expected purchasing paerns remain similar to previous months. FOOD EXPENDITURES Willingness-to- Pay Steak Chicken Breast Hamburger Pork Chop Deli Ham Chicken Wing Beans & Rice Pasta Last Year: April 2014 $6.87 $4.98 $4.17 $3.76 $2.42 $2.27 $2.19 $3.13 Last Month: March 2015 $7.89 $5.47 $4.61 $4.25 $2.79 $2.29 $2.82 $3.55 April 2015 $8.02 $5.59 $4.46 $3.97 $2.51 $2.42 $2.33 $3.61 % change (March - April) 1.65% 2.19% -3.25% -6.59% -10.04% 5.68% -17.38% 2.25% Current weekly at home Current weekly away from home Ancipated change in at home in next 2 weeks Ancipated change away from home in next 2 weeks April 2014 $91.68 $45.57 -0.16% -1.51% March 2015 $97.00 $50.96 -0.46% -1.40% April 2015 $97.05 $53.02 -0.21% -1.24% % change (March - April) 0.05% 4.04% -------- --------
Transcript of Volume 2, Issue 12: April 14, 2015 FOOD DEMAND...
FooDSFOOD DEMAND SURVEY
Volume 2, Issue 12: April 14, 2015
Food Demand Survey | Oklahoma State University | [email protected] Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
FooDS tracks consumer preferences and sentiments on the safety, quality, and price of food at home and away from home with particular focus on meat demand. FooDS is a monthly on-line survey with a sample size of at least 1,000 individuals, weighted to match the US population in terms of age, gender, education and region of residence. See the online technical document for more details.
About the Survey
Willingness-to-pay (WTP) for steak, chicken breast, and chicken wings increased, whereas WTP for hamburger, pork chop, and deli ham fell from March to April. The fall in WTP for pork products was between 7% and 10%.WTP for all meat products are higher relative to this time last year.
MEAT DEMAND
Food expenditures for food eaten at home were virtually unchanged in April, whereas food expenditures for food purchased away from home increased 4.04% over last month. Consumers expect lower meat prices this month compared to one year ago. Expected purchasing patterns remain similar to previous months.
FOOD EXPENDITURES
Willingness-to-Pay
Steak Chicken Breast
Hamburger Pork Chop Deli Ham Chicken Wing
Beans & Rice
Pasta
Last Year:April 2014
$6.87 $4.98 $4.17 $3.76 $2.42 $2.27 $2.19 $3.13
Last Month:March 2015
$7.89 $5.47 $4.61 $4.25 $2.79 $2.29 $2.82 $3.55
April 2015 $8.02 $5.59 $4.46 $3.97 $2.51 $2.42 $2.33 $3.61
% change(March - April)
1.65% 2.19% -3.25% -6.59% -10.04% 5.68% -17.38% 2.25%
Current weekly at home
Current weekly away from home
Anticipated change in at home in next 2 weeks
Anticipated change away from home in next 2 weeks
April 2014 $91.68 $45.57 -0.16% -1.51%
March 2015 $97.00 $50.96 -0.46% -1.40%
April 2015 $97.05 $53.02 -0.21% -1.24%
% change(March - April)
0.05% 4.04% -------- --------
Food Demand Survey | Oklahoma State University | [email protected] Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
Consumer Expectations FooDS Page 2
Salmonella, GMO, and E. coli were the most visible issues in the news over the past two weeks. The largest percentage jump in awareness from March to April was for bird flu and Salmonella. The largest percentage fall from March to April was for GMO. E. coli, Salmonella, and hormones were ranked as the top three concerns during April. The largest percent increase from last month was for bird flu. The largest percent decrease in concern was for GMO.
AWARENESS & CONCERN TRACKING
Awareness of Food Issues
Food Demand Survey | Oklahoma State University | [email protected] Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
Concern for Food Issues FooDS Page 3
Taste, safety, and price were consumers’ most important values when purchasing food this month. Consumer values remained similar to those in past months, with an increase in perceived value of price, nutrition, and convenience, and aa decrease in perceived value of taste, safety, and animal welfare. Similar to previous months, consumers reported that their main challenge was finding affordable foods that fit within their budget. Finding time to cook at home and finding food children will eat remained the least pressing challenges. There was a 3.4% decrease in the challenge of losing weight from March to April. 5.35% of participants reported having food poisoning, a 15.35% decrease from March.
GENERAL FOOD VALUES
Consumer Challenges Consumer Values
Food Demand Survey | Oklahoma State University | [email protected] Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
FooDS Page 4
Three new ad hoc questions were added to the survey this month.The first question asked: “Which of the following is true about Bisphenol A (BPA)?”For each item, the majority of respondents answered “I don’t know”. The most believed statement, with 34.8% of respondents answering “true”, is that BPA is used to make plastics. The least believed statement, with 19.15% of respondents answering “false”, is that BPA is a fertilizer.
AD HOC QUESTIONS
Consumer Beliefs about Bisphenol A (BPA)
Food Demand Survey | Oklahoma State University | [email protected] Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
FooDS Page 5
Next, respondents were asked: “ Relative to the other issues we previously asked about, how concerned are you that BPA poses a health hazard in the food you eat?” The modal response, with 37.64% of respondents, is “neither unconcerned or concerned” that BPA would pose a health threat to them. 39% stated they were either somewhat or very concerned. The average level of concern on a five-point scale is 3.19, which would place BPA concern below concerns over E. Coli, Salmonealla, Hormones, Farm Animal Welfare, Antibiotics, and GMOs but above concerns over Bird Flu, Madcow, Swine Flu, Pink Slime, and Greenhouse Gases.
AD HOC QUESTIONS
Concern for Bisphenol A (BPA)
Food Demand Survey | Oklahoma State University | [email protected] Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
FooDS Page 6The third question asked: “Which of the following companies do you think best fits each of the following descriptions?” Over half of the respondents stated that McDonalds is more profitable, more convenient, and more affordable. 60.99% of respondents stated that Chipotle is higher in quality and 58.42% stated they sell fresher food. Approximately one third of participants responded saying they did not know who was more responsible, Chipotle or McDonalds.
Consumer Beliefs about McDonald’s versus Chiptole
