slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Consumer Market For Chicken 2006 1,000 Household Survey Results Roy Leidahl Agrifood Group Publisher Watt Publishing Com PowerPoint Presentation
Download Presentation
Consumer Market For Chicken 2006 1,000 Household Survey Results Roy Leidahl Agrifood Group Publisher Watt Publishing Com

Loading in 2 Seconds...

play fullscreen
1 / 29

Consumer Market For Chicken 2006 1,000 Household Survey Results Roy Leidahl Agrifood Group Publisher Watt Publishing Com - PowerPoint PPT Presentation


  • 98 Views
  • Uploaded on

Consumer Market For Chicken 2006 1,000 Household Survey Results Roy Leidahl Agrifood Group Publisher Watt Publishing Company Chicken Marketing Seminar 2006 Funding for Survey project Provided by WATT Poultry USA Monday, July 17,2006. Purpose To Determine.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Consumer Market For Chicken 2006 1,000 Household Survey Results Roy Leidahl Agrifood Group Publisher Watt Publishing Com' - gaille


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

Consumer Market For Chicken

2006

1,000 Household Survey Results

Roy Leidahl

Agrifood Group Publisher

Watt Publishing Company

Chicken Marketing Seminar 2006

Funding for Survey project Provided by

WATT Poultry USA

Monday, July 17,2006

purpose to determine
Purpose To Determine...
  • Frequency and market penetration of eating chicken at-home, away-from-home, and combined.
  • Frequency of eating chicken by light, medium, and heavy consumers of chicken.
  • Type of chicken preferred for at-home consumption.
  • Intentions regarding future eating of chicken.
survey facts
Survey Facts
  • 691 respondents are primary grocery shoppers and 56 additional responses are from respondents who share primary grocery shopping with someone else. The remaining 251 responses are from household members who do not have responsibility for grocery food shopping. Respondents’ numbers are on a weighted basis.
survey facts1
Survey Facts
  • Regional distribution of respondents (weighted):

RegionPercent

New England. . . . . . . . . . . . . 4

Mid Atlantic . . . . . . . . . . . . . 15

East North Central. . . . . . . . 14

West North Central . . . . . . . 8

South Atlantic. . . . . . . . . . . . 19

East South Central. . . . . . . . 5

West South Central . . . . . . . 12

Mountain. . . . . . . . . . . . . . . . 6

Pacific. . . . . . . . . . . . . . . . . . . 16

U.S. Total 100

question 1
Question1
  • Thinking about the meals and snacks you’ve eaten in the past two weeks, how many times did you eat chicken that was purchased from a supermarket or other retail grocery store? (Fresh, frozen, or prepared chicken are included in the responses.)
question 2
Question 2
  • Thinking about the meals and snacks you’ve eaten in the past two weeks, how many times did you eat chicken that was purchased at a restaurant, fast food store, carryout shop or employee cafeteria? (Prepared meals of chicken, chicken products/sandwiches, and similar foodservice chicken items are included in the responses.)
slide8

2001

2002

2003

2004

2005

2006

2001

2002

2003

2004

2005

2006

Average Times During Two Week Time Period

Note: Frequency includes all respondents whether they ate chicken or not during the two week time period.

comparison of frequency of eating chicken
Comparison of Frequency of Eating Chicken

Place of Purchase200120022003200420052006

-----------------average times in two weeks-------------------

Supermarkets/

Grocery Stores… 2.4 3.1 2.9 3.1 3.1 3.3

Restaurants/

Foodservice……. 1.7 1.8 2.0 2.0 2.0 1.9

Combined Total.. 4.0 4.9 4.8 5.1 4.9 5.2

Note: Frequency includes all respondents whether they ate chicken or not

during the two weeks time period.

slide10

2006

2005

2004

2003

2002

2001

Notes: Combined frequency includes all respondents whether they ate chicken or not during two week time period.

slide11
Share of Consumers Eating Chicken Purchased From Retail Grocery During Two Week Time Period 2001-2006

Percent

share of consumers eating chicken purchased from foodservice during two week time period 2001 2006
Share of Consumers Eating Chicken Purchased From Foodservice During Two Week Time Period 2001-2006

Percent

slide13
Share of Consumers Eating Chicken Purchased From Retail Grocery and Foodservice (combined) During Two Week Time Period 2001-2006

Percent

slide14

Frequency of Eating Chicken That Was

Purchased at Supermarket/Retail Grocery Store

(Times During Past Two Weeks/2006)

Light

Average times including none: 3.3

Average times excluding none: 3.8

1 percent don’t know/didn’t respond

slide15

Frequency of Eating Chicken That Was

Purchased at Supermarket/Retail Grocery Store

(Times During Past Two Weeks/2006)

Medium

Light

Average times including none: 3.3

Average times excluding none: 3.8

1 percent don’t know/didn’t respond

slide16

Frequency of Eating Chicken That Was

Purchased at Supermarket/Retail Grocery Store

(Times During Past Two Weeks/2006)

Medium

Light

---------Heavy---------

Average times including none: 3.3

Average times excluding none: 3.8

1 percent don’t know/didn’t respond

frequency of purchasing chicken at foodservice times during two weeks 2006
Frequency of PurchasingChicken at Foodservice(Times During Two Weeks/2006)

Light

frequency

Less than 1 percent don’t know/didn’t respond

Average times including none: 1.9

Average times excluding none: 2.9

frequency of purchasing chicken at foodservice times during two weeks 20061
Frequency of PurchasingChicken at Foodservice(Times During Two Weeks/2006)

Light

--Medium--

frequency

Less than 1 percent don’t know/didn’t respond

Average times including none: 1.9

Average times excluding none: 2.9

frequency of purchasing chicken at foodservice times during two weeks 20062
Frequency of PurchasingChicken at Foodservice(Times During Two Weeks/2006)

Light

--Medium--

--Heavy--

frequency

Less than 1 percent don’t know/didn’t respond

Average times including none: 1.9

Average times excluding none: 2.9

slide20
Combined Responses For Eating Chicken From Retail Grocery and Foodservice(Times During Two Weeks/2006)

Light

frequency

Average times including none: 5.2 Average times excluding none: 5.6

Less than 1 percent don’t know/didn’t respond

slide21
Combined Responses For Eating Chicken From Retail Grocery and Foodservice (Times During Two Weeks/2006)

Medium

Light

frequency

Average times including none: 5.2 Average times excluding none: 5.6

Less than 1 percent don’t know/didn’t respond

slide22
Combined Responses For Eating Chicken From Retail Grocery and Foodservice (Times During Two Weeks/2006)

---------Heavy-----------

Medium

Light

frequency

Average times including none: 5.2 Average times excluding none: 5.6

Less than 1 percent don’t know/didn’t respond

question 3
Question 3
  • Which of the following types of chicken do you usually purchase in the supermarket or other grocery store? Up to the three types of the following were accepted: whole chicken; boneless, skinless, chicken breast; bone-in, skin-on chicken breast; leg or leg quarters; thighs; wings; drumsticks; other parts, and none.
slide24

Chicken Parts Purchased Most Often at Supermarkets/ Grocery Stores

-------------Percent-------------

question 4
Question 4
  • In the next 12 months, would you say that you are likely to eat more chicken, less chicken, or about the same amount of chicken? For respondents who said they were likely to eat less chicken, follow-up questions were given. They were:

“Why do you say that? Why else?”

slide26

During the Next 12 Months, Likely to Eat 2006

------Heavy Users (4+)------ IntentionsTotalTotal At-Home Away-From Home

---------------------percent--------------------------

About the Same Amount. . . . . . . . 79 80 80 78

More Chicken. . . . . . . . . . . . . . . . . 14 16 16 20

Less Chicken. . . . . . . . . . . . . . . . . . 5 4 5 2

Don’t Know/No Response. . . . . . . 2000

Total 100 100 100 100

slide27

During the Next 12 Months, Likely to Eat More, Less, Same 2006 Compared with 1998

Intentions19982006Difference

---------------percent-----------------

About the Same Amount. . . . . . . . 86 79 -7

More Chicken. . . . . . . . . . . . . . . . . 8 14 6

Less Chicken. . . . . . . . . . . . . . . . . . 5 5 -

Don’t Know/No Response. . . . . . . 121

Total 100 100 -

slide28

Percent Likely to Eat Less Chicken During the Next 12 Months 2006

Usage of Chicken TotalReasonsTotal Heavy UsersNone

---------------percent-----------------

Changed my Way of

Eating/Changed my Diet. . . . 22 21 57

Bird Flu/ Afraid of Bird Flu. 18 22 0

Don’t Like Chicken. . . . . . . . 18 13 33

Tired of Chicken/Want to

Eat Other Foods. . . . . . . . . . . 10 14 0

Other . . . . . . . . . . . . . . . . . . . 22 12 10

None. . . . . . . . . . . . . . . . . . . . . 6 12 0

Don’t Know/No Response. . . 360

Total. . . . . . . . . 100 100 100

slide29

For more information about the 2006 survey results, contact the National Chicken Council. A print out of the survey is available via e-mail upon request.

Contact Bill Roenigk at

wroenigk@chickenusa.org / (202) 294-2622

National Chicken Council

1015 15th St NW, Suite 930Washington DC  20005tel (202) 296-2622fax (202) 293-4005www.nationalchickencouncil.com