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FooDS FOOD DEMAND SURVEY Volume 2, Issue 12: April 14, 2015 About the Survey FooDS tracks consumer preferences and sentiments on the safety,

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,

MEAT DEMAND Willingness-to- Pay Last Year: April 2014 Last Month: March 2015 Steak Chicken Breast Hamburger Pork Chop Deli Ham Chicken Wing Beans &

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.

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.

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.

1 FooDS FOOD DEMAND SURVEY Volume 2, Issue 12: April 14, 2015 About the Survey 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. MEAT DEMAND Willingness-to- Pay Last Year: April 2014 Last Month: March 2015 Steak Chicken Breast Hamburger Pork Chop Deli Ham Chicken Wing Beans & Rice Pasta $6.87 $4.98 $4.17 $3.76 $2.42 $2.27 $2.19 $3.13 $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% % 5.68% % 2.25% 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. FOOD EXPENDITURES Current weekly Current weekly Anticipated change in at Anticipated change away from at home away from home home in next 2 weeks home in next 2 weeks April 2014 $91.68 $ % -1.51% March 2015 $97.00 $ % -1.40% April 2015 $97.05 $ % -1.24% % change (March - April) 0.05% 4.04% 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.

Consumer Expectations FooDS Page 2 AWARENESS & CONCERN TRACKING Salmonella, GMO, and E. coli were the most visible issues in the news over the past two weeks.

2 Consumer Expectations FooDS Page 2 AWARENESS & CONCERN TRACKING 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 of Food Issues

Concern for Food Issues FooDS Page 3 GENERAL FOOD VALUES Taste, safety, and price were consumers most important values when purchasing food this month.

welfare. Similar to previous months, consumers reported that their main challenge was finding affordable foods that fit within their budget.

3 Concern for Food Issues FooDS Page 3 GENERAL FOOD VALUES 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. Consumer Challenges Consumer Values

AD HOC QUESTIONS 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)?

4 AD HOC QUESTIONS 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)? FooDS Page 4 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. Consumer Beliefs about Bisphenol A (BPA)

AD HOC QUESTIONS 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?

5 AD HOC QUESTIONS 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. Concern for Bisphenol A (BPA)

6 FooDS Page 6 The 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 % 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

Hamburger Pork Chop Deli Ham Chicken Wing $7.76 $5.53 $4.52 $4.02 $2.45 $2.79 $3.10 $3.51

Hamburger Pork Chop Deli Ham Chicken Wing $7.76 $5.53 $4.52 $4.02 $2.45 $2.79 $3.10 $3.51 FooDS FOOD DEMAND SURVEY Volume 3, Issue 12: April 15, 2016 About the Survey FooDS tracks consumer preferences and sentiments on the safety, quality, and price of food at home and away from home with particular