Hamburger Pork Chop Deli Ham Chicken Wing $6.18 $4.80 $3.84 $3.30 $1.84 $1.91 $1.95 $2.06

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1 FooDS FOOD DEMAND SURVEY Volume 4, Issue 3: July 14, 2016 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-to- Pay Last Year: July 2015 Last Month: June 2016 Steak Chicken Breast Hamburger Pork Chop 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) 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 Compared to one year ago, WTP is higher for all food products. FOOD EXPENDITURES 46.44% 10.63% 17.71% 19.09% 33.15% 27.23% 11.28% 56.31% Current weekly Current weekly Anticipated change in at Anticipated change away from at home away from home home in next 2 weeks home in next 2 weeks July 2015 $94.74 $ % -1.40% June 2016 $93.33 $ % -1.38% July 2016 $94.73 $ % -1.18% % change (June - July) 1.50% 6.34% 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.

2 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

3 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

4 Several new ad hoc questions were added this month. FooDS Page 4 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

5 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

6 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 % 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

7 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