FooDS
Volume 4, Issue 3: July 14, 2016
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:
July 2015
Last Month:
June 2016
Steak
Chicken
Breast
Deli Ham
Chicken
Wing
Beans &
Rice
Pasta
$7.12
$5.03
$4.23
$3.59
$2.20
$2.15
$1.72
$2.59
$6.18
$4.80
$3.84
$3.30
$1.84
$1.91
$1.95
$2.06
July 2016
$9.05
$5.31
$4.52
$3.93
$2.45
$2.43
$2.17
$3.22
% change
(June - July)
46.44%
10.63%
17.71%
19.09%
33.15%
27.23%
11.28%
56.31%
Hamburger Pork Chop
After a three-month slide, willingness-to-pay (WTP) increased for all food products in July. There were
sizeable increases in WTP for meat products from June to July; steak WTP increased 46.44% and deli ham
WTP increased 33.15%. This month, WTP for steak reached its highest point since FooDS brean in May 2013.
Compared to one year ago, WTP is higher for all food products.
FOOD EXPENDITURES
July 2015
Current weekly
at home
$94.74
Current weekly
away from home
$52.03
Anticipated change in at
home in next 2 weeks
-0.64%
Anticipated change away from
home in next 2 weeks
-1.40%
June 2016
$93.33
$53.48
-0.63%
-1.38%
July 2016
$94.73
$56.87
-0.69%
-1.18%
% change
(June - July)
1.50%
6.34%
--------
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Expenditures on food eaten at home increased 1.5% from June to July and expenditures on food purchased
away from home increased 6.34% compared to one month ago. Compared to last month, consumers expect
slightly higher prices for all meat products. Plan to eat out more roughly doubled compared to last month, and
plans to buy chicken, beef, and pork increased.
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
GMOs, Salmonella, and E. coli 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 BSE. The largest percent decrease in
awareness over the last month was for E. coli and GMOs. Salmonella, E. coli, and farm animal welfare were
ranked as the top three concerns in July. This was the first time that farm animal welfare ranked in the top
three issues of concern since the beginning of FooDS. Concern increased for all issues over the past month.
The largest percent increase in concern was for gestation crates and greenhouse gases.
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 nutrition 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 nutrition and an increase in perceived value of animal welfare and naturalness. Similar to
previous months, consumers reported that their main challenge was finding affordable foods that fit within
their budget. Avoiding pesticides, added hormones and antibiotics was the challenge experiencing the largest
percentage decrease. In July, 12.68% of participants reported having food poisoning, a 68.39% increase from
one month ago.
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
Several new ad hoc questions were added this month.
First, participants were asked: “The US Congress is considering a bill that would require food companies to
disclose whether a food contains genetically engineered ingredients. Food companies can comply by placing
text on packaging, provide a QR (Quick Response) code, or by directing consumers to a phone number or
website. Do you support or oppose this legislation?”.
Approximately 81% of respondents stated they would support the bill. Less than 7% of respondents said they
would oppose the bill and just over 12% of respondents stated “I don’t know”.
Support for Mandatory GMO Labels
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 5
Second, participants were asked “Where do you tend to receive the most helpful and accurate information
about food health and safety issues? (pick one issue)”
Then 14 different sources were listed.
About 17% of participants stated local television news as their most helpful and accurate information source,
while 11.65% of respondents said evening or nightly television news shows were the most helpful. Only 2.54%
of participants listed books are their most helpful source of information.
5.37% of participants stated “other” as their most helpful source of information. Those who selected “other”
gave examples including “NatrualNews.com”, “my own online research”, “Institute of Food Technologists
mailing list”, “local highly educated farmer”, and “internet”.
Most Helpful & Accurate Sources of Food Health & Safety Information
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 6
Last, respondents were asked: “Where do you tend to receive the least helpful and inaccurate information
about food health and safety issues? (pick one)”
The same 14 sources were listed as in the previous question.
About 27% of participants stated that social media was the least helpful and inaccurate source of information
about food health and safety issues. 11.53% of participants stated that restaurant servers or chefs were
the least helpful and inaccurate source of information. Friends and family was ranked third, with 10.06% of
participants. 1.63% of participants selected “other” as their least helpful and inaccurate source of information.
Those who stated other, listed examples including “internet news”, “nurses”, “family who think they know”,
“Youtube”, and “Packaging”.
Least Helpful & Accurate Sources of Food Health & Safety Information
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 7
The following chart plots the sources according to the percent of respondents indicating the source as most
accurate vs. the percent indicating the source as least accurate. Sources on the bottom right of the figure
would be more universally seen as most helpful land accurate, where as those on the top left of the figure
would be just the opposite. Restaurant chefs and servers are among least helpful/accurate with local television
news being among the most helpful/accurate. Friends and family are the most polarized group, with roughly
equal numbers of consumers listing the source as most accurate and least accurate.
Most and Least Helpful Sources of Information
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.