Research Funded by The Beef Checkoff 1 Market Research Working Group - Today, Tomorrow and the Future -

Research Funded by The Beef Checkoff1

Market Research Working Group

- Today, Tomorrow and the

Future -

2

Program Specific StudiesBIWFD.com

New Products – Round Testing and Convenient/Value Added Sensory Test

3

Open Exploration

Recipes

Shopping for Beef

Cooking w/ Beef

Wrap-upInterview

IntroductionInterview

BeefItsWhatsForDinner.com

1-hour remote usability session

• 12 qualified participants

• Primary food planner and preparer in the home

• Primarily female

• Online recipe user

• Serve beef in the household at least weekly

• Mix of geographic locations

Beef and Health

Entertaining

Community

In O

rder

of

Pri

ori

ty

4


Pros• Comprehensive content

“It’s really informative…

a lot of the other sites don’t offer basic food

information.”

“I like this… I don’t really know other

techniques besides grilling...

I’d love to watch a video on how to pan-broil… This

seems straightforward,

and the instructions and the timing chart

are good.”

“I like it, it has a lot of stuff. I like the tool bar on the top. I like that I can choose from

Recipes, Shopping for Beef, and different grades of

beef.”

5


Pros• Comprehensive content• Color, look, layout

appealing

Recipe Landing Page

“I really like the format with the ingredients and

instructions separate… having the nutritional

information is great….”

“I like the Top 5 and Most

Viewed on recipes on the

left.”

6


Pros• Comprehensive content• Color, look, layout appealing• Actual recipes, chef’s hints,

video (for some)

Home Page Impressions

“You’ve got a little something

about everything on

here!”

“The recipes have the

photos and they look

appetizing.. They are easy to

understand, easy to get

to.”

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Cons• Site awareness can be

increased• Recipe finder!!!


“This is confusing. It looks like a lot of work… all of the

menus and checkboxes… If I was in a hurry, I wouldn’t use it.”

If I want to make something and I

type in the search “Beef and brocolli”,

“Beef and carrots” or “Beef and rice” and I get no results –

I’m gone.”

Recipe Finder / Search Function

“I liked [the Advanced Recipe Finder because you’ll be able to view the type of beef you want to use and you can

make quick recipes with what you already have.”

8

Cons• Site awareness can be

increased• Recipe finder!!!• Left navigation bars• Minimal number of

ratings


“I don’t like the menu on the left. These should be shown when you roll your mouse over [the main navigation menu].”

“I felt like I had to dig through it a little more… I might have given up… Now, it seems different than it was before, I have to relearn where things are.”

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BeefItsWhatsForDinner.com– NEXT STEPS

• When funding becomes available the Web site will be changed in order of priority

• In order to continually keep the consumer needs in mind there are thoughts of conducting ongoing Web site reviews as the site changes

Web Site Changes

Additional Research

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New Products• Two sensory tests have recently been

completedConvenient/Value Added Round – Value Added Possibilities

Top Round

Cap/Gracilis

Pectineus

Adductor

Semimembranosus

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• 50 adult consumers tasted 18 new products/cuts – 7 whole muscle cuts, 2 controls, 9 handheld products

• Also included 25 teens (8-12 yo) and 25 tweens (13-18 yo)

• 6 qualitative exit Interview groups conducted – 2 each group

• Conducted in Minneapolis from June 23-26, 2009

Convenient/Value Added Sensory Product Test -

METHODOLOGY

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OBJECTIVES• Primary objective was to

test consumer reactions to a variety of different test products.

• The products were developed as a response to consumer desires including:– Convenient / Versatile

products– Easy and quick

packaging

Denver Steak

Marinade on Demand Mongolian BeefVeracruz Fajita

George Forman Grill Ready

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OBJECTIVES• Primary objective was to

test consumer reactions to a variety of different test products.

• The products were developed as a response to consumer desires including:– Convenient / Versatile

products– Easy and quick

packaging– Products for the ‘On the

Go’ lifestyle

Steak Bites

Express Roll - 5 Varieties

Standing Sandwiches – 3 Varieties

Eggrolls

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Convenient/Value Added Sensory Product Test – NEXT

STEPS• Information being

communicated to various suppliers to help refine their products

• Additional testing being designed to present these to ‘end players’ in the channel (grocery / food service)

Communication

Additional Research

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OUTCOMES-Please Stay Tuned -

Results are currentlyUnder Construction!!

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Top Round

Heel

Superficial Digital Flexor

GastrocnemiusCap/Gracilis

Pectineus

Value Creation Work #3 – Round Cuts

Adductor

Semimembranosus

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Testing completed

• Consumer sensory … 5 round cuts, 3 controls, 2 cutting methods for bottom round

• Trained sensory panel … 2 round cuts, 2 controls

• Foodservice chef … 11 chefs, 4 round cuts, 2 controls

• Online test of name options

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Name Appeal

San Antonio steak

Merlot cut

Tucson Steak

Santé Fe Cut

Round Petite Tender

Braison

Impact at:

Most Appealing

Great Taste Worth More Restaurant Grocery

46% 78% 65% 76% 74%

15% 63% 56% 57% 58%

33% 74% 66% 76% 72%

39% 76% 65% 78% 72%

38% 74% 64% 72% 71%

19% 56% 47% 55% 53%

Strongly/Somewhat agree (Net)

• 6 name alternative finalists were tested for each steak, the winners tested well across a range of variables

Adductor

25%

26%

17%

22%

26%

28%

16%

34%

28%

33%

35%

31%

60%

45%

55%

61%

59%

41%

Extremely Very appealing

GastrocSemimembranosusGracilisPectineusSuperdigital Flexor

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Detailed Results

Name Choice: Santé Fe Cut

Like texture and mouthfeel. See need to jaccard and marinate prior to delivery to chef

Beats skirt

Topline: Good potential as “fajita” alternative. Is not inherently flavorful, needs a technical solution.

Proposed Gameplan:

1. Turn the cut over to the “intervention squad” … tumble, needle, etc.

2. Try 1-2 cooked applications with consumers (fajitas plus ?)

3. Second round of chef testing if possible

Gracilis

NA

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Tracking Studies

MintelNET/NMCS

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Mintel - Beef as “hero”

where Full text search matches ("beef" OR "angus" OR "kobe" OR "pastrami" OR "hereford" OR "hamburger" OR "skirt" OR "sirloin" OR "strip") AND NOT ("ham" OR "pork" OR "bacon") and Date Published is between Jan 2004 and May 28, 2009and Sub-Category matches Meat Products and Country matches USA.

Number of Beef Product Launches

Beef as “Hero”

• 31% growth from 2004-2008

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Mintel - Claim trends in beef as “hero”

Beef as “Hero”

• Key trends include:

• No additives/preservatives

• Ease of use

• All natural

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NET• Analysis of long-term shifts in in-

home eatings• In combination with the National

Meat Case Study, suggests product mix is changing to lower priced ground beef

24242007 NMCS Research All Rights Reserved 24

Percentage of Pounds In the Case

Fresh Meat or Poultry CategorySelf-Service Only

% of Pounds Counted

2002 2004 2007 Point Chang

e

Chicken 35% 36% 36% 0%Beef (Whole Muscle) 24% 21% 21% 0%Pork 22% 23% 22% -1%Ground Beef 12% 13% 13% 0%Turkey 6% 6% 6% 0%Lamb 1% 1% 1% 0%Veal <1% <1% 1% +<1%Other <1% <1% <1% 0%

Total 100%

100%

100%

0%This analysis excludes Sausage, Smoked Offal, Heat & Serve, and Corned Beef.

2X 1.6X

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Analysis of NET confirms that we are losing ground with some

key lifestage groups

Steaks/Roasts

Ground Beef Misc. Total

Overall (1 B LPE’s) (800 M LPE’s)

+300 M (1.5 B)

Working Parents (growing #’s)

(320 M LPE’s)

+45 M +20 M (250)

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Wrap - Up

• Research to:– Enhance program effectiveness– Look for opportunities to increase value– Rank messaging … what is most

effective

27

Any questions?

Thank you!!

Documents

Research Funded by The Beef Checkoff 1 Market Research Working Group - Today, Tomorrow and the Future -