Consumer Image Index. October Funded by The Beef Checkoff

Transcription

1 Consumer Image Index October 2014 Funded by The Beef Checkoff

2 Background and Objectives In early 2012 the beef checkoff developed and launched the Consumer Issues Index (CII) program to track the increasingly important set of consumer perceptions related to beef industry handling of issues related to social responsibility, ethical food production and sustainability. Analysis of the initial results of the initial wave, led to fine-tuning of the social consciousness measures and redefinition of the CII target segments, and a second beef checkoff funded wave was conducted in October, 2012, to serve as a benchmark for on-going trending. The CII program of monitoring of consumer perceptions related to the beef industry was continued with an October, 2014 survey wave. The specific objective of the research is to better understand changes in: Beliefs and attitudes about the beef industry relative to other industries overall and among socially conscious target segments The linkage of ethical practices to foods that are considered safer and healthier The practices that lead consumers to consider a product or source to be unethical or to lack social responsibility The breadth and intensity of consumer concern in general, and specifically regarding factory farming, GMO feed and other mythic and real aspects of the production process 2

3 Knowledge About Production Practices Cattle Chickens Hogs Feel knowledgeable about (4/5) 27% 55% 43% 4 28% 58% 45% 50% 23% 53% 37% 41% Know almost nothing about (1/2) 42% 22% 32% 29% 41% 20% 31% 29% 48% 27% 39% 37% Key: Significant change in ongoing trend () or higher/lower than non-segment ( ) Q.15: Please indicate how knowledgeable you are about each of the following 3

4 Perceptions of Product and Production Practices Beef (The Product) How Cattle Are Raised Chicken (The Product) How Chickens Are Raised Pork (The Product) Net: 75% 68% 72% 68% 65% Bucket 1 64% Positives strongly 29% 55% 59% outweigh negatives 25% 28% 30% 21% 2 24% 21% Bucket 2 Positives somewhat outweigh negatives 90% 91% 81% 84% 68% 69% 49% 62% 47% 47%52% % 5 % 30% 25% 23%23% % 72% 64% 67% 61% 29% 24% 24% 27% 4 45% 43% 40% 42% 44% 32% 35%39% 40% 34% 37%39% 33% 37% 39% 43% 40% 37%39% Bucket 3 Negatives somewhat outweigh positives Bucket 4 Negatives strongly outweigh positives 119%20% 1 23% 2 27% 24% 4% 11% 7% 5% 3% 21% 24%22% 30% 9% 12% 11% 12% 19%1 12% 10% 17%19% 17% 24% 14% 9% 11% 17%15% 1 14% Key: Significant change in ongoing trend () or higher/lower than non-segment ( ) Q.12/13/14: Considering all you know about beef/chicken/pork, would you say? Q.21/22: Thinking specifically about how cattle/chickens are raised for food in the U.S., do you believe that? 4

5 Page 1 of 2 Favorability Towards Producers Very/Somewhat Favorable 6 63% % 62% 59% 71% 65% 79% 70% 79% 59% 57% 65% 48% Very Favorable 41% 3 33% 33% % 3 42% 47% 43% 47% 19% 22% 2 28% Unfavorable 5% 9% 4% 9% 5% 4% The farmers and ranchers who raise the cattle in your state Veterinarians who maintain the health of cattle for farmers and ranchers 4% 7% Farmers and ranchers who raise calves in grass pastures their entire lives 11% 18% 14% 14% Farmers and ranchers who raise calves in grass pastures for all but the last few months of their lives Key: Significantly higher/lower than non-segment ( ) Total (N = 1,178 ) Proactive (N = 139) (N = 313) Q.25: To what extent are you favorable or unfavorable about each of the following people involved in the process of getting beef to the consumer? Parents (N = 135) 5

6 Page 1 of 4 Importance for Meat Industries Extremely Important 63% 62% 62% 60% 60% 57% 59% 59% 59% 59% 5 59% 55% 54% % 5 58% 54% 50% 45% 45% 44% Strict processing sanitation guidelines Hold consumers safety as utmost in importance Dedicated to animal health Openly share information with the public Products free of added hormones Use antibiotics responsibly Part of segment definition Key: Significant change in ongoing trend () or higher/lower than non-segment ( ) Q.16: How important is it to you that U.S. meat industries? 6

7 Page 2 of 4 Importance for Meat Industries Extremely Important 58% 54% 55% 52% 53% 50% 51% 49% 50% 52% 49% 48% 49% 49% 47% 47% 47% 43% 42% 42% 40% 39% 39% 38% Animals have room to roam/exercise Natural diet for animals Continually improving food safety Raise animals in natural settings Are producing products free from antibiotics Continually improving animal care Part of segment definition Key: Significant change in ongoing trend () or higher/lower than non-segment ( ) Q.16: How important is it to you that U.S. meat industries? 7

8 Page 1 of 4 Beef Industry Performance 73% 72% 70% 67% 67% 6 68% 63% 63% 65% 65% 59% 58% 59% 60% 57% 58% 59% 59% 58% % 54% Dedicated to animal health Strict processing sanitation guidelines Hold consumers safety as utmost in importance Continually improving food safety Support local communities with jobs Provide safe meat prep education Percent who strongly believe or are fairly certain that the industry is doing it (Top 2 Box) Key: Significant change in ongoing trend () or higher/lower than non-segment ( ) Q.23: Now, just thinking about chickens or cattle raised for food, how much do you agree or disagree with each of the following statements about each of these two industries in the U.S.? 8

9 Page 2 of 4 Beef Industry Performance 65% 64% 58% 52% 68% 59% 55% 55% 5 53% 49% 48% 61% 62% 61% 55% 52% 53% 53% 50% 50% % Ongoing programs to produce most nutritious meat Use carefully tested science/technology for food production Stay true to traditional practices Animals have room to roam/exercise Continually improving animal care Natural diet for animals Percent who strongly believe or are fairly certain that the industry is doing it (Top 2 Box) Key: Significant change in ongoing trend () or higher/lower than non-segment ( ) Q.23: Now, just thinking about chickens or cattle raised for food, how much do you agree or disagree with each of the following statements about each of these two industries in the U.S.? 9

10 Industries Associated with Factory Farming Those with Factory Farming Awareness Most Associated with Factory Farming Associated with Factory Farming Chicken 39% 40% 35% 42% 72% 82% 73% 75% Beef 23% 22% 31% 25% 52% 5 60% 65% Eggs 11% 10% 11% 14% 41% 47% 50% 60% Pork 7% 4 48% 4 55% Dairy 8% 10% 7% 32% 42% 41% 52% Fish 4% 7% 4% 30% 29% 28% 42% Key: Significantly higher/lower than non-segment ( ) Total (N = 781) Proactive (N = 124) (N = 245) Q.33d: Which, if any, of the following industries do you associate with factory farming? Q.33e: Which industry do you most associate with factory farming? 10 Parents (N = 103)

11 Greatest Meat Safety Concern In supermarket At restaurant Fish and seafood 1 23% 21% 33% Fish and seafood 28% 31% 40% 50% Chicken 21% 23% 29% 29% Chicken 22% 21% 29% 29% Beef 20% 23% 27% 24% Beef 9% 20% 27% 2 Pork 11% 10% 15% 15% Pork 8% 15% Vegetables 9% 7% Vegetables 4% 5% 3% Fruits 10% 5% Fruits 2% 0% 4% Key: Significantly higher/lower than non-segment ( ) Total Proactive Parents f. When you think of the safety of fresh foods you might buy IN THE SUPERMARKET, which ONE of the following types of foods are you most concerned about? 23g. When you think of the safety of foods you might order AT A RESTAURANT, which ONE of the following types of foods are you most concerned about? 11

12 Page 1 of 3 Information Sources For Industry Production Practices TV news or news magazines (such as 20/20, 60 Minutes) Food labels Documentaries on TV or in movie theaters Newspaper articles, editorials or ads Family, parents or relatives Food or cooking TV shows Friends or acquaintances Google or other Internet search you did on your own 15% 15% 21% 21% 19% 19% 18% 28% 28% 25% 23% 24% 25% 21% 23% 22% 21% 21% Key: Significant change in ongoing trend () or higher/lower than non-segment ( ) 23% 24% 21% 23% 32% 32% 33% 32% % 45% Q.18: From which of the sources below have you ever learned specific facts about U.S. meat industries production practices? 48% 12

13 Page 2 of 3 Information Sources For Industry Production Practices TV talk shows (The View, Ellen Degeneres, Dr. Phil) Government reports or websites (USDA, FDA) YouTube or other Internet videos Supermarket meat departments General informational websites (Wikipedia) Talking to or seeing interviews with ranchers or farmers 14% 27% 19% 19% 25% 1 17% 12% 2 21% 19% 12% 25% 12% 11% 24% 11% 29% 19% Popular magazines (articles or ads) Information you receive through or social networking media 11% 11% 11% 17% 15% Key: Significant change in ongoing trend () or higher/lower than non-segment ( ) 23% 29% Q.18: From which of the sources below have you ever learned specific facts about U.S. meat industries production practices? 13

14 Page 3 of 3 Information Sources For Industry Production Practices Health-oriented information websites (such as WebMD) Radio talk shows, news or commercials Blogs/Internet postings from individuals Printed newsletters or pamphlets 11% 25% 11% 10% 21% 12% 10% 9% 14% 1 8% 11% 24% 22% Books/Authors Meat industry websites School or university classes/lectures None of these, but from some other source(s) 2% 1% 1% 0% 7% 8% 10% 7% 21% 20% 12% 17% Depth of Involvement 17% 15% 11% Key: Significant change in ongoing trend () or higher/lower than non-segment ( ) Sources Consulted None 7+ Mean Total 23% Proactive 2% 47% 6.5 SocCon % 19% 3.9 SocCon Parents % 3.8 Q.18: From which of the sources below have you ever learned specific facts about U.S. meat industries production practices? 14