Consumer Beef Index Presentation MARCH 2017
2 BACKGROUND AND OBJECTIVES. The Consumer Beef Index (CBI), initially developed in late 2006, has been used since then by the beef checkoff program to: Track changes in consumers perceptions of and demand for beef relative to other meat proteins, particularly chicken, its primary competitor. Assess the impact of the beef industry s communications efforts on consumer attitudes and behaviors. Measure the extent to which consumers consider the positive aspects of beef to outweigh the negatives. Monitor the areas of relative strength and potential vulnerability for beef. Provide input for national communication strategies. Serve as a carrier for a limited number of tactical queries, using an ad hoc module of measures traded out each wave. The master CBI database of over 22,900 consumer surveys continues to be used for ongoing strategic analyses.
3 METHODOLOGY. The first 2017 tracking wave was conducted online February 29 th to March 9 th using the updated CBI survey format (known as 2.0), with 1,066 consumers: 13-70 years of age. Nationally representative of the U.S. population, balanced for census profile distributions of gender, age, ethnicity, region and child presence. Not a recent participant in restaurant/food surveys. No household members working in advertising or market research. Consumers 66-70 year old have been included to better track generational differences between Baby Boomers and younger cohorts. For continuity, however, only the core 13-65 year old consumers (N=1,004) from this first 2017 wave are included in tracking comparisons to the previous 20 waves.
2017 CBI Segments Those 13-15 are not part of Millennials, but are included in the on-going base of 13-65 year old U.S. consumers tracked since 2007 (Total N = 1,004 in current wave 21). 4 N = 42 13-16 4% Millennials 17-36 N = 357 (33%) Parents 20-36 (13%, N = 139) Gen X 37-51 (28%) Gen X Parents (17%, N = 184) Baby Boomer Parents (8%, N = 82) Baby Boomers 52-70 (52-65 at 28%) N = 302 N = 303 N = 62 66-70 6% Total sample of 13-70 Year Old U. S. consumers = 1,066 (On-going base of those 13-65 (N=1,004), plus the 66-70 older Baby Boomers (N = 62) These 66-70 year-olds are included in generational analyses, but not in the on-going comparisons of those 13-65.
Favorability Toward Beef Buckets. Beef Longer-Term Annual Trends Beef Last Waves versus Year-Ago 5 Chicken 25% 25% 25% 27% 30% 2 27% 31% 30% 27% Bucket 1 Positives strongly outweigh negatives 45% 71% 46% 50% 81% 2 49% 52% 51% 52% 51% 51% 50% 77% Bucket 2 Positives somewhat outweigh negatives 45% 20% 18% 17% 15% 14% 15% 14% 14% 17% 6% 5% 5% 5% 5% 9% 8% 9% 6% Bucket 3 Negatives somewhat outweigh positives Bucket 4 Negatives strongly outweigh positives 7% 4% 2007 2013 2014 2015 2016 Jul 15 Mar 16 Jul 16 Mar 17 Base: Total (N = 1,000+ per wave) Key: Significant change in longer-term annual trend ( ) and/or from March 2016 ( ) Q.35/36: Considering all you know about beef/chicken, would you say the positives of beef/chicken outweigh the negatives or do the negatives of beef outweigh the positives? Trend for Chicken 2011 2012 2013 2014 2015 2016 Total Positives outweigh (B1/B2) 90% 89% 90% 91% 90% 90% - Bucket 1 47% 45% 45% 43% 41% 45%
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EXECUTIVE SUMMARY & CONCLUSIONS Consumer perceptions of beef are still strong in many areas, but use frequency has weakened Beef remains a favorite meal choice, with three-out-of-four (77%) considering it one of their top choices for dinner. Americans still love the taste and are not quitting beef, but are choosing it less often. Nearly all residents (93%) have beef at least once a month. However, the proportion of heavy beef users (eating beef 3+ times a week) stands at only 25% in this wave, down significantly from 44% a decade ago. First or A Top Meal Choice 86% 87% 87% 94% 89% Average Servings Per Week 71% 70% 79% 77% Beef 74% 55% 54% 54% 52% 50% Fish Pork 52% 45% 47% 49% 50% Veal 10% 8% 10% 10% 11% 2013 2014 2015 2016 Mar '17 2.6 2.6 2.7 2.5 2.4 Chicken 2.0 1.9 1.9 1.9 Beef 1.7 Pork 0.9 0.9 0.9 0.8 0.8 Fish 0.8 0.8 0.7 0.8 0.7 2013 2014 2015 2016 Mar '17 7
Consume At Least Monthly. 8 100% Longer-Term Annual Trends 96% 97% 96% 96% 98% Last Waves versus Year-Ago 96% 99% 98% 96% Millennials Parents (20-35) 90% 80% 70% 91% 92% 81% 79% 77% 90% 78% 75% 93% 91% 81% 82% 79% 76% 80% 91% 74% 94% 92% 93% 82% 82% 80% 80% 79% 76% Beef 91% 98% 60% 50% Chicken 40% Beef 30% Pork 20% 10% 16% 11% 15% 19% 16% 21% 17% 20% Fish Veal 0% 2007 2013 2014 2015 2016 Jul '15 Mar '16 Jul '16 Mar '17 Key: Significant change in longer-term annual trend ( ) and/or in year-ago wave differences ( ) Base: Total (N = 2,000+ per year) Q.19: Thinking about all of your meals breakfast, lunch, dinner and snacks both at home and away from home, how frequently do you eat each of the following types of food? Source: Consumer Beef. Index March 2017
Consumption Frequency Past Week Servings. 9 4.0 Longer-Term Annual Trends Last Waves versus Year-Ago 3.5 3.1 3.0 2.5 2.7 2.6 2.6 2.6 2.5 2.6 2.5 2.5 2.4 Past Week Mean Chicken 2.0 1.5 2.0 1.9 1.9 1.9 1.8 1.8 1.9 1.7 Beef Pork 1.0 1.1 0.9 0.9 0.9 0.8 0.9 0.8 0.9 0.8 Fish 0.5 0.8 0.8 0.7 0.8 0.7 0.8 0.7 0.7 Veal 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.0 2007 2013 2014 2015 2016 Jul '15 Mar '16 Jul '16 Mar '17 Base: Total (N = 1,000+ per wave) Key: Significant change in longer-term annual trend ( ) and/or from March 2016 ( ) Q.19: Thinking about all of your meals breakfast, lunch, dinner and snacks both at home and away from home, how frequently do you eat each of the following types of food? Q.20: How many times did you eat this type of food in the past week? Source:. Consumer Beef Index March 2017
Heavy User Penetration 10 Longer-Term Annual Trends Last Waves versus Year-Ago 100% 90% 80% 70% 3+ Servings in the Past Week 60% 50% 40% 53% 44% 49% 45% 47% 45% 48% 44% 45% 43% Chicken Beef 30% 20% 10% 0% 34% 33% 32% 32% 31% 30% 30% 25% 11% 10% 11% 9% 11% 9% 11% 13% 7% 10% 9% 8% 8% 7% 7% 7% 1% 1% 1% 1% 1% 1% 6% 0% 1% 2007 2013 2014 2015 2016 Jul '15 Mar '16 Jul '16 Mar '17 Pork Fish Veal Base: Total (N = 2,000+ per year) Q.20: How many times did you eat this type of food in the past week, either at home or at a restaurant?. Key: Significant change in longer-term annual trend ( ) and/or in year-ago wave differences ( )
EXECUTIVE SUMMARY & CONCLUSIONS Food involvement is increasing, both in-store and at home Home cooking continues to supplant away-from-home meals, especially fast food. 82% of consumers think of themselves as doing all or most of the food shopping. That person especially if a parent is increasingly food involved, more often: Cooking frequently Cooking for fun Looking for new beef cuts and recipes Cooking to express creativity Share of Beef Meals by Channel Groupings Grocery chain 41% 41% 45% 45% Walmart/Mass/Club Food service 25% 25% 23% 22% 26% 20% 20% 24% Butcher/Dollar/Drug Other 6% 8% 6% 6% 5% 6% 4% 4% 2014 2015 2016 Mar '17 11
Executive Summary & Conclusions EXECUTIVE SUMMARY & CONCLUSIONS Consumers still most often look for the taste experience, but have increasing expectations in other areas Taste is the most important attribute in choosing a main protein alternative. Safety, value and consistently good results are also increasingly important, as is the main dish delivering protein. For meals at home, beef is considered safe and delivers consistently good results while also being versatile, easy to make and a good source of protein. Extremely/very important At Home At a Restaurant Great taste 93% 92% Safety 89% 89% Value for the money 88% 86% Consistent results 84% 85% Balance of taste/ nutrition 81% 72% Great source of protein 77% 67% 12
Executive Summary & Conclusions EXECUTIVE SUMMARY & CONCLUSIONS and beef delivers for the strongly sought characteristics Taste continues to be beef s most compelling attribute, which is also American consumers primary consideration when selecting a main dish. Great taste Protein Energy/food Easy to pick cuts Consistent results Balance taste/nutrition Safe Good value 88% 87% 83% 83% 83% 83% 83% 83% Agreement About Beef for At Home Use Easy to pick cuts Consistent results Balance taste/nutrition Safe Good value 79% 78% 73% 74% 72% 13
Executive Summary & Conclusions EXECUTIVE SUMMARY & CONCLUSIONS Insights on Millennials and Millennial parents They want knowledge and are in need of help with beef meals. And knowing how to select cuts and prepare a main dish with beef is significantly more important to Millennial parents than it is for other consumers. With their expanding income, beef is thought to be more affordable to this cohort as well. Positive perceptions of beef among Millennials parallel the general market, including for their Bucket segment size. However, chicken is doing extremely well among them, especially when compared directly versus beef. Millennials have a fast-paced lifestyle that leads to more on-the-go meals. And Millennial parents show even higher engagement, from trying new recipes and wanting to really enjoy meals to more creative cooking and being a food advisor to others. 14
Future Meat Consumption Plans. 15 Beef Consumption 19% Eating less Plan to Eat More 67% About the same Chicken Beef 14% 30% Pork 11% 14% Eating more Fish Veal 5% 37% Key: Significant change in longer-term annual trend ( ) and/or from March 2016 ( ) Base: Total Q.37r: Looking forward, do you plan to eat more, less or about the same amount of.
Reasons Planning To Consume More Beef. Among consumers (14%) who plan to eat more beef Extremely important Very important 16 Prefer the taste of beef 42% 2 85% Adding protein to your diet 37% 2 77% Better availability of cuts 33% 76% Quick and easy meal 35% 75% More of a family favorite Great prices at stores The right choice for more occasions Learned new ways to prepare beef Discovered new beef recipes Using the grill more often (seasonal driver) Feeling comfortable with how beef raised Less worried about safety of beef Lean beef fits a healthy diet Less concerned about the price now Hearing better news about it being healthy 32% 41% 30% 31% 35% 31% 29% 27% 42% 31% 28% 2 2 2 73% 73% 71% 71% 69% 68% 65% 64% 63% 63% 63% 2 2 Tired of the other meats 24% 51% Base: Those planning to eat more beef (N = 139) Key: Significant change in longer-term annual trend ( ) and/or from March 2016 ( ) Q.38d: As you noted earlier that you plan to eat more beef, how important or what impact does each of the following have on your decision to eat more beef? Source:. Consumer Beef Index March 2017
Reasons Planning To Consume Less Beef. Among consumers (19%) who plan to eat less beef Other meats seem healthier Extremely important Very important 34% 71% 17 Health reasons Limiting fat in diet Limiting cholesterol 29% 28% 25% 63% 61% 67% Eating more plant-based protein Concerned about factory farming More concerned about its price More worried about safety of beef Too expensive relative to other meat 31% 26% 20% 20% 23% 56% 53% 49% 47% 46% Doctor or Dietitian recommended Prefer other meal options for taste Discovered new recipes that don t use beef Family member wants to eat less beef Federal Dietary Guidelines recommends Hard to digest 17% 15% 15% 10% 13% 15% 41% 41% 38% 37% 36% 35% Steak dinner takes too long Using the grill less Preferred beef cuts not available 11% 9% 9% 28% 26% 25% Running out of ways to make beef 9% Base: Those planning to eat less beef (N = 191) Key: Significant change in longer-term annual trend ( ) and/or from March 2016 ( ) Q.38d: As you noted earlier that you plan to eat less beef, how important or what impact does each of the following have on your decision to eat less beef? Source:. Consumer Beef Index March 2017 23%
18 METHODOLOGY OVERVIEW. The Consumer Beef Index (CBI) is a semi-annual national survey completed with 1,000+ qualified U.S. consumers ages 13-65+ per wave, currently on-going for 21 waves from 2007 through 2017. To consistently track on-going market activities/perceptions, the CBI is conducted in late February or March (after atypical holiday season activities) and mid-july (after atypical 4 th of July grilling activities). The initial sample is drawn from nationally representative panels by the program fielding partner, IPSOS, one of the leading research sample and data collection firms. A master CBI database has been established from over 22,000 completed surveys and continues to be used for ongoing beef industry strategic analyses. Added Qualification Screening To maximize confidence in having nationally representative results the sample is balanced (using nested quotas) against current* U.S. census profile distributions for gender, age, ethnicity, region and child presence (Q.1a/1b/2/2ab/6) For food/meal involvement questions are used to exclude those with no influence on their households meal choices, grocery shopping or meal preparation (Q.8/9) For security termination of those with employment or recent survey work in sensitive food or marketing/research fields (Q.4/5) To identify and terminate those paying little attention to survey content ( straight-liners and speeders) 3 questions with required responses, leading to termination if instructions are not read and followed (Q.2c/13/32) A review of the individual response patterns for each of the respondents before the closing of a wave s fieldwork, to allow for the replacement of selected and eliminated respondents Sampling Updates *Balancing of the national sampling for the CBI was updated in 2012 to reflect the latest census distribution estimates, including the growing group of older Boomerang Millennials those 22-29 years of age and still (or again) living with their parents. Starting in 2014, additional sampling (beyond the age of 65 currently to 70) has been done for cohort analyses, as many Baby Boomers are reaching ages above 65.
Consumer Beef Index Report MARCH 2017