FooDS
Volume 2, Issue 12: April 14, 2015
FOOD DEMAND SURVEY
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-toPay
Last Year:
April 2014
Last Month:
March 2015
Steak
Chicken
Breast
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%
-10.04%
5.68%
-17.38%
2.25%
Hamburger Pork Chop
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
April 2014
Current weekly
at home
$91.68
Current weekly
away from home
$45.57
Anticipated change in at
home in next 2 weeks
-0.16%
Anticipated change away from
home in next 2 weeks
-1.51%
March 2015
$97.00
$50.96
-0.46%
-1.40%
April 2015
$97.05
$53.02
-0.21%
-1.24%
% change
(March - April)
0.05%
4.04%
--------
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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.
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.
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
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.
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
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.
AD HOC QUESTIONS
FooDS Page 4
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)?”
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)
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 Page 5
AD HOC QUESTIONS
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)
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 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. 60.99% 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
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.