Volume 3, Issue 5: September 14, 2015 FOOD DEMAND...
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F oo DS FOOD DEMAND SURVEY Volume 3, Issue 5: September 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 In September, willingness-to-pay (WTP) decreased for all products. Among meat products, WTP for deli ham witnessed the highest percentage decrease of approximately 21%. Steak only saw a slight decrease from last month at approximately -2.5%. WTP for steak, chicken breast, deli ham, and chicken wing are all higher relave to this me last year. MEAT DEMAND Food expenditures for food eaten at home decreased 1.41% from August to September and food expenditures for food purchased away from home decreased 1.6% relave to last month. Consumers expect slightly lower meat prices than they did a month ago, and they report expecng to buy about the same amount of meat as last month. FOOD EXPENDITURES Willingness-to- Pay Steak Chicken Breast Hamburger Pork Chop Deli Ham Chicken Wing Beans & Rice Pasta Last Year: September 2014 $7.18 $5.06 $4.48 $4.01 $2.44 $2.10 $1.90 $3.45 Last Month: August 2015 $8.03 $5.81 $4.93 $4.42 $3.18 $2.92 $3.07 $3.97 September 2015 $7.83 $5.70 $4.35 $3.74 $2.51 $2.32 $1.90 $3.30 % change (Aug. - Sept.) -2.49% -1.89% -11.76% -15.38% -21.07% -20.55% -38.11% -16.88% 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 September 2014 $92.96 $50.30 -0.33% -1.70% August 2015 $98.96 $54.52 -0.64% -1.32% September 2015 $97.56 $53.65 -0.56% -1.27% % change (July - August) -1.41% -1.60% -------- --------
Transcript of Volume 3, Issue 5: September 14, 2015 FOOD DEMAND...
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FooDSFOOD DEMAND SURVEY
Volume 3, Issue 5: September 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
In September, willingness-to-pay (WTP) decreased for all products. Among meat products, WTP for deli ham witnessed the highest percentage decrease of approximately 21%. Steak only saw a slight decrease from last month at approximately -2.5%. WTP for steak, chicken breast, deli ham, and chicken wing are all higher relative to this time last year.
MEAT DEMAND
Food expenditures for food eaten at home decreased 1.41% from August to September and food expenditures for food purchased away from home decreased 1.6% relative to last month. Consumers expect slightly lower meat prices than they did a month ago, and they report expecting to buy about the same amount of meat as last month.
FOOD EXPENDITURES
Willingness-to-Pay
Steak Chicken Breast
Hamburger Pork Chop Deli Ham Chicken Wing
Beans & Rice
Pasta
Last Year:September 2014
$7.18 $5.06 $4.48 $4.01 $2.44 $2.10 $1.90 $3.45
Last Month:August 2015
$8.03 $5.81 $4.93 $4.42 $3.18 $2.92 $3.07 $3.97
September 2015 $7.83 $5.70 $4.35 $3.74 $2.51 $2.32 $1.90 $3.30
% change(Aug. - Sept.)
-2.49% -1.89% -11.76% -15.38% -21.07% -20.55% -38.11% -16.88%
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
September 2014 $92.96 $50.30 -0.33% -1.70%
August 2015 $98.96 $54.52 -0.64% -1.32%
September 2015 $97.56 $53.65 -0.56% -1.27%
% change(July - August)
-1.41% -1.60% -------- --------
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, E. coli, and GMO were the most visible issues in the news over the past two weeks. The largest percent jump in awareness from August to September was for gestation crates and Salmonella. The largest percent decrease in awareness from August to September was for bird flu and antibiotics. Salmonella, E. coli, and antibiotics were ranked as the top three concerns during September. The largest percent increase in concern from last month was for lean finely textured ground beef and greenhouse gases. The largest percent decrease in concern was for cloning and mad cow disease.
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 a decrease in perceived value of nutrition and environment, and an increase in perceived value of taste and safety. 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. 5.06% of participants reported having food poisoning, a 5.42% decrease from August.
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
Several new ad hoc questions were added to the survey this month.One set of questions related to food waste. These will be reported separately at a later date.Another set of questions dealt with consumers’ satisfaction with farmers and agriculture, and the survey was designed to see how the framing affected satisfaction.Respondents were randomly allocated to one of three conditions. One third of participants in the first condition were asked: “How satisfied are you with the decisions and manage practices of farmers these days? Respondents in the second condition were asked the same question but the words “of farmers” were replaced with “of agricultural producers”. Respondents in the third condition were asked the same question but the words “of farmers” were replaced with “in agriculture”. All responses were on a 1 to 10 slider scale where 1 was “completely dissatisfied” and 10 was “completely satisfied.”Overall, respondents were more satisfied than dissatisfied with farmers, producers, and agriculture, with means higher than 5 our of 10 for all three. However, respondents were affected by framing. Whereas almost 10% expressed 10=completely satisfied for “farmers”, only 5.8% said the same of “agricultural producers”, and only 5.5% of “agriculture.” On average (on the 1 to 10 scale), there was greater satisfaction with “farmers” at 6.63 than for “producers” at 6.29 and than for “agriculture” at 5.93.
AD HOC QUESTIONS
Overall Satisfaction with . . .
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 5AD HOC QUESTIONSOverall Satisfaction with . . .
