Volume 4, Issue 6: October 14, 2016 FOOD DEMAND...
7
F oo DS FOOD DEMAND SURVEY Volume 4, Issue 6: October 14, 2016 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 Compared to one month ago, willingness-to-pay (WTP) increased for chicken breast, hamburger, pork chop, and chicken wing. By contrast, there was a slight decline in WTP for steak and a decline in WTP for deli ham. The two chicken products saw the largest percent increases in WTP. WTPs for all food products are higher than one year ago. MEAT DEMAND Expenditures on food eaten at home and away from home were virtually unchanged from September to October. Consumers expect prices for all meat products to fall compared to one month ago, and plans to buy beef, chicken, and pork increased. Compared to one year ago, planned purchases of all three meat products are markedly higher. FOOD EXPENDITURES Willingness-to- Pay Steak Chicken Breast Hamburger Pork Chop Deli Ham Chicken Wing Beans & Rice Pasta Last Year: October 2015 $6.60 $4.96 $4.10 $3.44 $1.70 $1.76 $1.06 $2.63 Last Month: September 2016 $7.91 $5.43 $4.51 $3.90 $2.47 $2.38 $2.49 $2.94 October 2016 $7.80 $5.79 $4.74 $4.15 $2.29 $2.57 $2.37 $3.34 % change (Sept. - Oct.) -1.39% 6.63% 5.10% 6.41% -7.29% 7.98% -4.82% 13.61% 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 October 2015 $98.71 $56.11 -0.42% -1.37% September 2016 $98.26 $60.91 -0.28% -1.08% October 2016 $99.10 $60.63 -0.44% -1.63% % change (Sept. - Oct.) 0.85% -0.46% -------- --------
Transcript of Volume 4, Issue 6: October 14, 2016 FOOD DEMAND...
A
FooDSFOOD DEMAND SURVEY
Volume 4, Issue 6: October 14, 2016
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
Compared to one month ago, willingness-to-pay (WTP) increased for chicken breast, hamburger, pork chop, and chicken wing. By contrast, there was a slight decline in WTP for steak and a decline in WTP for deli ham. The two chicken products saw the largest percent increases in WTP. WTPs for all food products are higher than one year ago.
MEAT DEMAND
Expenditures on food eaten at home and away from home were virtually unchanged from September to October. Consumers expect prices for all meat products to fall compared to one month ago, and plans to buy beef, chicken, and pork increased. Compared to one year ago, planned purchases of all three meat products are markedly higher.
FOOD EXPENDITURES
Willingness-to-Pay
Steak Chicken Breast
Hamburger Pork Chop Deli Ham Chicken Wing
Beans & Rice
Pasta
Last Year:October 2015
$6.60 $4.96 $4.10 $3.44 $1.70 $1.76 $1.06 $2.63
Last Month:September 2016
$7.91 $5.43 $4.51 $3.90 $2.47 $2.38 $2.49 $2.94
October 2016 $7.80 $5.79 $4.74 $4.15 $2.29 $2.57 $2.37 $3.34
% change(Sept. - Oct.)
-1.39% 6.63% 5.10% 6.41% -7.29% 7.98% -4.82% 13.61%
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
October 2015 $98.71 $56.11 -0.42% -1.37%
September 2016 $98.26 $60.91 -0.28% -1.08%
October 2016 $99.10 $60.63 -0.44% -1.63%
% change(Sept. - Oct.)
0.85% -0.46% -------- --------
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
GMOs, Salmonella, and antibiotics were the most visible issues in the news over the past two weeks. The largest percent increase in awareness over the last month was for GMOs. The largest percent decrease in awareness over the last month was for swine flu. Salmonella, E. coli, and GMOs were ranked as the top three food safety concerns in October. The largest percent increase in concern over the last month was for GMOs. The largest percent decrease in concern was for bird flu, followed by swine flu.
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. Consumers’ food values remained similar to those in past months. Similar to previous months, consumers reported that their main challenge was finding affordable foods that fit within their budget. Losing weight was the challenge experiencing the largest percentage increase, while avoiding certain nutrients or ingredients experienced the largest percent decrease. In October, 11.42% of participants reported having food poisoning, a 2.51% increase from one month ago. About 7.74% of respondents reported being vegetarian or vegan.
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 ad hoc questions were added to the survey this month. The questions focused on consumers’ purchases and beliefs about seven “niche” or “emerging” food products and one conventional product, beef.First, participants were asked: “Have you consumed the following foods at least once in the past five years?” The question was followed by a list of eight food items, and respondents simply answered “yes” or “no”.Approximately 95% of participants stated they have eaten beef in the last five years. Less than 25% of participants have consumed either goat, rabbit, kombucha, or emu in the last five years. A little over a quarter of respondents said they had eaten bison. About one third of participants stated they have eaten chia seed or quinoa. Less than 10% of participants stated they have eaten emu in the last five years.
AWARENESS & CONCERN TRACKING
Food Items Consumed in the Past Five Years
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
Second, participants were asked: “How healthy or unhealthy do you consider each of the following foods?” Individuals responded on a five-point scale: 1=very unhealthy, 2=somewhat healthy, 3=neither healthy nor unhealthy, 4=somewhat healthy, and 5 = very healthy.
The most common answer for each item was “neither healthy nor unhealthy”, except for beef where the most common response was “somewhat healthy”. Less than 10% of respondents answered “very unhealthy” for each of the items listed. About one-third of participants stated that quinoa was “very healthy”. On average, quinoa and chia seed were perceived as most healthy, followed by beef and then bison.
AD HOC QUESTIONS
Consumer Beliefs about Healthiness of Various Food Products
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 6
Third, participants were asked: “How tasty or untasty do you consider each of the following foods?” Individuals responded on a five-point scale: 1=very untasty, 2=somewhat untasty, 3=neither tasty nor untasty, 4=somewhat tasty, and 5 = very tasty.
The most common answer for each item was “neither tasty nor untasty”, except for beef where the most common response was “very tasty”. Only 2.5% of participants stated beef was “very untasty”. About 88% of respondents said beef was either “very taste” or “somewhat tasty”, by contrast for example, only 49% of respondents said the same about bison. On average, beef was perceived as most tasty followed by bison and then rabbit. Kombucha was the only item for which the mean score was less than three.
AD HOC QUESTIONS
Consumer Beliefs about Taste of Various Food Products
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 7
Lastly, participants were asked: “How affordable or unaffordable do you consider each of the following foods?” Individuals responded on a five-point scale: 1=very unaffordable, 2=somewhat unaffordable, 3=neither affordable nor unaffordable, 4=somewhat affordable, or 5 = very affordable.
The most common answer for each item was “neither affordable nor unaffordable”, except for beef where the most common response was “somewhat affordable”. Of all eight items, beef was seen, on average, as most affordable followed by quinoa and chia seed. The items perceived as least affordable were bison and emu.
AD HOC QUESTIONS
Consumer Beliefs on Affordability of Various Foods
