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FooDSFOOD DEMAND SURVEY

Volume 4, Issue 5: September 16, 2016

Food Demand Survey | Oklahoma State University | info.survey@okstate.eduJayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465

Susan Murray | Research Specialist | 405-744-4857This 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 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.

About the Survey

Willingness-to-pay (WTP) for the two beef products was virtually unchanged compared to last month. There was an uptick in WTP for chicken breast and a reduction in WTP for chicken wings. Pork chop WTP fell about 3% but deli ham WTP increased by about 2.5%.

MEAT DEMAND

Expenditures on food eaten at home increased 1.83% from August to September and expenditures on food purchased away from home increased 8.71% compared to one month ago. Consumers price expectations in September are virtually unchanged from August. Plans to eat out fell compared to last month, and plans to buy beef and chicken increased.

FOOD EXPENDITURES

Willingness-to-Pay

Steak Chicken Breast

Hamburger Pork Chop Deli Ham Chicken Wing

Beans & Rice

Pasta

Last Year:Sept. 2015

$7.83 $5.70 $4.35 $3.74 $2.51 $2.32 $1.90 $3.30

Last Month:August 2016

$7.91 $5.28 $4.53 $4.02 $2.41 $2.78 $2.14 $2.52

September 2016 $7.91 $5.43 $4.51 $3.90 $2.47 $2.38 $2.49 $2.94

% change(August - Sept.)

0.00% 2.84% -0.44% -2.99% 2.49% -14.39% 16.36% 16.67%

Current weekly at home

Current weekly away from home

Anticipated change in at home in next 2 weeks

Anticipated change away from home in next 2 weeks

Sept. 2015 $97.56 $53.65 -0.56% -1.27%

August 2016 $96.49 $56.03 0.06% -1.20%

Sept. 2016 $98.26 $60.91 -0.28% -1.08%

% change(August - Sept.)

1.83% 8.71% -------- --------

Food Demand Survey | Oklahoma State University | info.survey@okstate.eduJayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465

Susan Murray | Research Specialist | 405-744-4857This 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

Salmonella, E. coli, and GMOs remained the most visible issues in the news over the past two weeks. The largest percent increase in awareness over the last month was for bird flu. The largest percent decrease in awareness over the last month was for pink slime, followed by GMO. Salmonella, E. coli, and hormones were ranked as the top three concerns in September. The largest percent increase in concern over the last month was for bird flu. The largest percent decrease in concern was for E. coli, pink slime, and animal welfare.

AWARENESS & CONCERN TRACKING

Awareness of Food Issues

Food Demand Survey | Oklahoma State University | info.survey@okstate.eduJayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465

Susan Murray | Research Specialist | 405-744-4857This 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

Taste, safety, and price were consumers’ most important values when purchasing food this month. Consumers’ food values remained similar to those in past months, with a slight decrease in perceived value of safety and appearance and an increase in perceived value of price, nutrition, and convenience. Similar to previous months, consumers reported that their main challenge was finding affordable foods that fit within their budget. Finding affordable foods that fit within their budget was the challenge experiencing the largest percentage increase, while losing weight experienced the largest percent decrease. In September, 11.14% of participants reported having food poisoning, a 9.04% increase from one month ago. About 6.93% of respondents reported being vegetarian or vegan.

GENERAL FOOD VALUES

Consumer Challenges Consumer Values