Survey of Consumers Percep1ons and Consump1on of Canned Protein Foods. December 2014

Transcription

1 Survey of Consumers Percep1ons and Consump1on of Canned Protein Foods December

2 Objec1ves & method Objec(ves: The Can Manufacturers Ins(tute (CMI) has teamed with FoodMinds in an effort to show that canned proteins are a convenient and important part of consumer s diets. CMI is interested in understanding how consumers use canned meats, poultry, fish and other protein sources, and the reasons consumers seek increased protein from fresh, canned and other forms. Methods: In order to collect data that supports CMI objec(ves, a large- scale mul(- region consumer quan(ta(ve on- line survey was executed Toluna market research provided access to sample, assist in data collec(on, analysis and repor(ng The sample was comprised of 1,076 adults who completed a survey regarding their percep(ons and consump(on behaviors of protein as a nutrient, and canned meats, poultry and seafood as convenient and great- tas(ng sources of protein at meal occasions throughout the day Ques(ons addressed general protein consump(on, canned protein consump(on, convenience of canned proteins and reasons for increased protein intake All study procedure documents and ques(onnaires will be developed by FoodMinds working in collabora(on with CMI and Toluna 2

3 Protein is an important, frequently consumed nutrient Eighty- two percent of Americans rate protein as a very or extremely important component of their diet Given it s perceived importance, it s not surprising to see that 69% of Americans report ea(ng at least three servings of protein daily - The most frequent protein- consuming 20% of Americans report ea(ng six or more servings of protein in an average day Importance of Protein in the Diet (Base = 1076 Rep Adults ) 82% 34%$ 48%$ 15%$ 2%$1%$ Extemely$ Very$ Somewhat$ Not$very$ Not$at$all$ Servings of Protein Daily (Base = 1076 Rep Adults) 69% 11%# 20%# 23%# 15%# 11%# 20%# 1# 2# 3# 4# 5# 6+# Q: Using the following scale, please let us know how important do you feel protein is in your diet? On average, how many servings of protein do you es(mate you consume each day? 3

4 Incorpora1ng protein throughout the majority of ea1ng occasions is seen by a majority of Americans as delivering a range of important benefits Protein is seen by nearly nine in ten American as delivering a long las(ng sense of fullness and sa(sfac(on that - Eighty- nine percent agree that a meal or snack that contains protein, leaves me feeling more sa(sfied - Eighty- seven percent agree protein- containing meals and snacks leave them feeling full for a longer period of (me - Seventy percent also say that they are less likely to snack between meals when they incorporate a protein food into their meals For 85% of adults the presence of protein also contributes significantly to taste enjoyment of a meal or snack Protein during a meal is also seen by over eight- in- ten Americans as providing energy needed to get them through the morning (82%), abernoon (84%) and evening (82%) - Nearly three- fourths (72%) agree that protein in a meal or snack gives them the energy they need - Nearly three- fourth (71%) agree protein meals and snacks help them recuperate aber a strenuous workout Leaves me feeling more sa1sfied Leaves me feeling full for longer period of 1me More likely to enjoy the taste Protein at lunch provides energy through anernoon Protein at breakfast provides energy through morning Protein at dinner provides energy to keep up with family/friends Gives me energy so I can have a good workout Helps me recuperate aner strenuous workout Less likely to snack between meals Effect of a Meal or Snack that Contains Protein (Base = 1076 Rep adults) 33%$ 33%$ 31%$ 42%$ 41%$ 49%$ 49%$ 43%$ 44%$ Completely$agree$ 39%$ 38%$ 39%$ Q: Rate agreement of the following statements that describe the effect of ea(ng a meal/snack with protein (5 pt scale Completely / Somewhat agree / Neither agree nor disagree / Somewhat / Completely disagree) 43%$ 41%$ 38%$ 41%$ 40%$ 38%$ Somewhat$agree$ Total Agree 89% 87% 85% 84% 82% 82% 72% 71% 70% 4

5 Nearly all Americans say they have consumed some type of canned protein in the past 30 days, beans and tuna being the most widely consumed canned protein foods About two- thirds of Americans claim to have eaten canned tuna (64%) and beans (67%) in the past 30 days Other canned proteins chicken, meat, dairy, other fish and turkey are consumed by less than one- third of Americans However, for those consumers that do consume these types of canned protein foods, they play an important role with about two to three cans of these protein foods being consumed in an average week Meat,$or$meat$stews,$ spreads$ Canned Protein Foods Used in Past 30 Days (Base = 1076 Rep adults) Beans$ Tuna$ Chicken$ 27%$ 32%$ 67%$ 64%$ Cans used in average week (Base) 3.0 (709) 2.8 (637) 2.7 (315) 3.3 (260) Dairy$ (255) 9%$ 91%$ Consumed$canned$protein$ in$past$30$days$ No$canned$protein$in$past$ 30$days$ Other$fish$ Turkey$ 13%$ 19%$ 2.6 (191) 3.3 (118) Q: Please indicate which of the following types of canned proteins you and your family have consumed in your home in the past month 5

6 Consumers perceive a range of benefits associated with canned proteins, offering opportunity to drive incremental consump1on There is a recogni(on that canned proteins taste different than their fresh counterparts, but they s(ll can deliver great taste par(cularly when prepared as part of a family- favorite recipe or meal The majority of Americans say they have a great tas(ng (81%) recipe that they use to prepare one of their family s favorite meals (67%) Canned proteins are seen as having dis(nct advantages over their fresh counterparts in that they can be a befer value (74%), are more convenient to prepare (58%), and are more accessible (54%) than fresh Canned proteins play an important role as a food- budget- stretcher - a majority of Americans feel that given a limited budget cans help make sure families get enough protein (63%) and canned proteins can be a befer value than fresh because they do not spoil (74%) Perceptions of Meals Prepared with Canned Proteins (Base = 951 adults who have consumed canned protein in past month ) Although canned proteins taste different than fresh, they s1ll taste great, especially when used within a favorite recipe. Canned proteins can be a much be[er value than fresh because they don t spoil and are easy to store un1l needed. Although canned proteins taste different than their fresh counterparts, they s1ll taste great. Dishes that I make with these types of canned proteins are some of my, and my families favorite meals Canned proteins can be just as nutri1ous as fresh proteins. Given my limited budget, canned proteins help me and my family get enough protein Given my hec1c schedule, canned proteins help me and my family get enough protein It s more convenient to cook with canned proteins than with fresh. Canned proteins play an important role in my, and my family s diet because I have limited access to stores that sell affordable, high quality, fresh protein sources 26%# 28%# 26%# 25%# 29%# 25%# 26%# 22%# 33%# Completely#agree# 32%# 41%# 35%# 32%# 41%# 34%# 48%# 46%# 48%# Somewhat#Agree# Total Agree 81% 74% 74% 67% 66% 63% 60% 58% 54% Q: Rate agreement of the following statements about canned sources of protein such as tuna, chicken, meat, and beans (5 pt scale Completely / Somewhat agree / Neither agree nor disagree / Somewhat / Completely disagree) 6

7 Although canned proteins are widely consumed, they account for a small propor1on of all protein eaten, rela1ve to fresh Cans play the biggest role in contribu(ng two important forms of under- consumed sources of protein beans and fish - Legume and seafood protein sources are iden(fied by Dietary Guidance as healthy sources of protein that Americans should be incorpora(ng into their diets with greater frequency About 6% of the volume of most frequently consumed protein foods (dairy, beef and poultry) are sourced from cans - The wide penetra(on of canned proteins, but rela(vely small share of total protein intake, suggest that canned proteins play the important, secondary suppor(ng role as the convenient and easy- to- prepare meal or center- of- the- plate item Fish$ Beans$ Dairy$ Pork$ Poultry$ Beef$ Eggs$ Distribution of Protein Foods by Form (Base = 1076 rep adults) 4 43%$ 65%$ 62%$ 65%$ 80%$ 82%$ 2 35%$ 21%$ 2 24%$ 22%$ 12%$ 7%$ Fresh$ Frozen$ Canned$ Other$ 5%$ 5%$ 10%$ 8%$ 8%$ 5%$ 5%$ Q: On average what percentage of these protein foods are from canned, frozen, fresh or some other form? 7

8 Convenient meals and snacks are by far the most important drivers of canned protein consump1on The four dishes that American s are most likely to consume using canned protein involve zero or minimal prepara(on: - Sandwich - Plain, out of the can - In a lefuce salad - On crackers or nacho chips The most popular dishes that involve a recipe or some moderate level of prepara(on include casseroles and pot pies, soups and also as the center- of- the- plate, accompanied with rice or pasta Intent to Add Canned Proteins to Meals & Dishes in Next Month (Base = 951 respondents who have consumed any canned protein in past month) Fish Poultry Meat Sandwich 52% 38% 20% Plain, out of the can In lefuce salad On crackers, nachos, chips Casserole or pot pie With pasta With rice Wraps One- dish skillet meals In dip In a soup Tacos, enchiladas, quesadillas Don t eat this form of protein in these meals Q: How frequently do you incorporate the following types of canned proteins into your snacks? 8

9 Key Messages Protein is an extremely or very important nutrient to a large propor(on of Americans and canned foods play a role in helping people achieve their desired level of daily protein intake. More than two- thirds of Americans consume three or more servings of protein in an average day, with one- in- five Americans consuming six or more servings in an average day. Protein s importance in the diet is driven by its role in delivering a long las(ng sense of fullness, contribu(ng to taste enjoyment, and more then four- in- five Americans feel that protein in a meal or snack provides them with the long las(ng energy they need to make it through the morning, abernoon and evening. Nearly all Americans report consuming some form of canned protein foods in the past month tuna, beans, chicken, meat, dairy, other types of fish and turkey. Canned foods are widely consumed because they taste great, and for many people are part of a family- favorite recipe. Canned proteins are also seen as having dis(nct advantages over their fresh counterparts in that they can be a befer value, are more convenient to prepare, and are more accessible than fresh. Canned proteins play an important role as a food- budget- stretcher a majority of Americans feel that given a limited budget cans help make sure families get enough protein, and canned proteins can be a befer value than fresh because they do not spoil. Canned proteins are widely used by nine- in- ten Americans as a super- convenient form of protein, eaten straight from the can, or prepared in simple meals like sandwiches, salads, casseroles and soups. 9