Survey Summary MADE IN MANITOBA ENTREPRENEURS: Dairy Yogurt

Transcription

1 Survey Summary 1-04 MADE IN MANITOBA ENTREPRENEURS: Dairy Yogurt

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3 Contents Introduction... 4 Results of the Survey... Demographics... Dairy Yogurt... Importance of packaging features for yogurt.... Importance of factors affecting taste and nutrient quality for yogurt Yogurt labeling strategies Yogurt choices suited to lifestyle Appendix A... 9 Survey Questions... 9

4 Introduction The Manitoba Consumer Monitor Food Panel (MCMFP) launched a survey polling our panelists on their actions, perceptions, and opinions of emerging Manitoba food entrepreneurs products during September/October 01. At our previous Leaders & Eats event on May, we held a contest for "Emerging Innovators" to recognize Manitoba food entrepreneurs displaying innovation within the agri-food industry here in our province. In recognition, this survey focused on the top three products. This was the MCMFP s attempt to support these entrepreneurs in their efforts to expand the "Made in Manitoba" market. The online version of the survey was hosted on a University of Manitoba server and all paper survey data was also loaded onto the same server. There were 1108 responses in total. The sample obtained was sufficient to provide a confidence interval (margin of error) of +/-.%. So for a typical calculation, we could say that we were 9% sure that the true value of a response number would be within +/.% of the number recorded. The responses were anonymized. The data was analyzed using SPSS and Excel. The following statement about participation and consent (which appears on all of our surveys) opened the survey: This questionnaire should be completed by a household member who is a registered participant with the panel, and over the age of 18 years old. This person does not need to be the primary household shopper and/or cook. You are free to participate or not in each survey. Should you choose not to take part, you can withdraw from a survey at any time without prejudice or consequences. You are free to skip any question you would prefer not to answer. By completing and submitting a survey, you provide consent to participate in the study. Your participation is important, as results from the study will be shared with government policy-makers on issues related to food, diet and health, which ultimately may benefit consumers, like you. To view the complete consent letter and for more information, visit For a paper copy of the consent letter, call toll free at The survey was organized into the following sections: instructions, snack bars, dairy yogurt, and beetroot condiment. Demographics were previously recorded for all panel members. This report covers dairy yogurt only. The survey opened with instructions and a description of the product: 4

5 Results of the Survey Demographics The respondents were evenly divided between those that lived in Winnipeg (%) and those that lived in the rest of Manitoba (47%). About a quarter of the sample was male (%) and three-quarters was female (78%). The age range was 8.4% under years old, 11.% between and 44 years old, % between and 4 years old, with the remaining 7% over years old. Dairy Yogurt Importance of packaging features for yogurt. The first question about yogurt, Question 1, posed a series of purchase likelihood statements for yogurt packaging features. Respondents answered each on a scale of 1 to 7 with 1 being not at all likely to purchase and 7 being extremely likely to purchase. The general question was: Yogurt is offered in various packages. Please rate the following yogurt package features based on whether you are most likely to purchase on a regular basis. Individual serving container. Table 1A (N=1011) shows the likelihood of purchase if the yogurt is in an individual serving container. Just over half of respondents (.%) said that they would be likely to purchase individual serving yogurt on a regular basis. This percentage represents those answering, or 7 on the likelihood scale. Large multiple serving container. Table 1B (N=97) shows the likelihood of purchase if the yogurt is in a large multiple serving container (e.g., 00g). Over half of respondents (8.%) indicated that they would be likely to purchase yogurt in a multiple serving container on a regular basis (answering, or 7). Pull away foil or plastic lining underneath lid. Table 1C (N=9) shows the results for the package feature of a foil or plastic lining. Over 0% of panelists (.1%) indicated that they would be likely to purchase yogurt that had pull away foil or a plastic lining underneath the lid on a regular basis (answering,, or 7). Clear packaging that allows you to see the product s contents. Table 1D (N=98) shows the likelihood of purchase if the yogurt has clear packaging to allow you to see the contents. Only 18.7% of panelists indicated that they would purchase a yogurt product that had clear packaging that allows you to see the product s contents on a regular basis (answering,, or 7). No spoon required package. Only 9.0% of panelists (answering,, or 7) indicated that they would purchase no spoon required yogurt in a portable yogurt pouch/tube/bottle on a regular basis (Table 1E, N=944). Side mix-ins with container. Only 18.% of respondents (answering,, or 7) indicated that they would be likely to purchase yogurt with side mix-ins (i.e. granola, cereal) on a regular basis (Table 1F, N=98). Summary of Question 1. Table provides a summary of the purchase likelihood of yogurt packaging features as seen by the panelists. The highest purchase likelihood packaging features (on a regular basis) were: pull away foil or plastic (.1%), multiple serving containers (8.%) and individual serving containers (.%).

6 .00% 1.00%.00% Table 1A Q1A: Purchase likelihood individual serving container 14.40% 9.0%.90% 14.80% 1.70% 17.40% Individual Serving Container 4.40% Not at all Likely to Purchase Extremely Likely to Purchase.00% 1.00%.00% Table 1B Q1B: Purchase likelihood multiple serving container 11.00% 7.10% 7.10% 1.0% 14.80% 18.10% Multiple Serving Container.0% Not at all Likely to Purchase Extremely Likely to Purchase

7 Table 1C Q1C: Purchase likelihood pull away foil or plastic.00%.00% 1.00%.00% 8.90%.90% 4.40% 1.70% 1.0% Pull Away Foil or Plastic 0.0%.10% Not at all Likely to Purchase Extremely Likely to Purchase Table 1D Q1D: Purchase Likelihood clear packaging.00%.00% 1.00%.00% 0.90%.40% 14.70% 10.0%.80% 4.90% Clear Packaging Not at all Likely to Purchase Extremely Likely to Purchase 7

8 Table 1E Q1E: Purchase Likelihood no spoon required package 7.10% % 1.0%.0%.10%.0%.70% No Spoon Required Package Not at all Likely to Purchase Extremely Likely to Purchase 4.00% 4.00%.00% 1.00%.00% Table 1F Q1F: Purchase Likelihood side mix-ins with container 47.0% 14.40% 1.10% 8.00% 8.70% 4.0%.00% Side Mix-ins Not at all Likely to Purchase Extremely Likely to Purchase 8

9 7 4 Table Summary of Q1: purchase likelihood of yogurt package features.0% Individual Serving Container 8.0% Multiple Serving Container.10% Pull Away Foil or Plastic 18.70% Clear Packaging 9.00% No Sppon Required Package Note: The chart represents the combined percentages of value through 7 on the scale. 18.0% Side Mix-ins Importance of factors affecting taste and nutrient quality for yogurt. The second question about yogurt, Question 1, posed a series of purchase likelihood statements for yogurt attributes. Respondents answered each on a scale of 1 to 7 with 1 being not at all likely to purchase and 7 being extremely likely to purchase. The general question was: Please rate each of the following factors affecting taste and nutrient quality that may influence your yogurt purchasing decisions. Variety of product flavours. Table A (N=100) shows that almost 70% of participants (9.%) said they are likely to purchase yogurt that has a variety of flavours. This percentage represents those answering, or 7 on the likelihood scale. Nutritional benefits. Table B (N=1000) shows that most respondents (84.0%) indicated that they are likely to purchase yogurt that gives them nutritional benefits (answering,, or 7). Sensory appeal. Table C (N=100) shows that almost 80% of panelists (79.1%) said that sensory appeal (thick, creamy, runny (loose) texture) had an influence on their purchasing decisions (answering,, or 7). Country of origin. Table D (N=97) shows that country of origin (where the yogurt recipe comes from i.e. Russia, Poland, Greece) would have an influence on likelihood of purchasing the yogurt for one third (.9%) of the panelists (answering,, or 7). Natural ingredients. Table E (N=984) shows that four-fifths of panelists (79.%) indicated that the use of natural ingredients would influence their decision to purchase the yogurt products (answering,, or 7). Added health benefits. Table F (N=988) shows that 7.% of respondents said that added health benefits would influence their yogurt purchasing decision (answering,, or 7). No artificial colouring. Table G (N=984) found most panelists (70.9%) said that yogurt with no artificial colouring would influence their decision to purchase the product (answering,, or 7) with 4.% indicating that this factor would extremely influence their purchasing decisions (answering 7). No artificial flavouring. Table H (N=994) found 7.1% of panelists indicated that have no artificial flavouring in the yogurt would influence their purchasing decision (answering,, or 7) with 4.1% indicating that this factor would extremely influence their purchasing decisions (answering 7). No added preservatives. Table I (N=994) found 7% of panelists said that having no added preservatives in yogurt would influence their decision to purchase the product (answering,, or 7), with 4.8% indicating that it would have an extreme influence (answering 7). 9

10 Summary of Question 1. Table 4 provides a summary of the purchase likelihood of factors affecting the taste and nutrient quality of yogurt as seen by the panelists. The highest factors were: nutritional benefits (84.0%), natural ingredients (79.%) and sensory appeal (79.1%). The least important factor was country of origin (.9%). Table A Q1A: Purchase likelihood variety of flavours.70%.00% 0.70%.0% Not at all Likely to Purchase 1.00% 9.90% 1.40%.00%.90%.0% Extremely Likely to Purchase Variety of product flavours 4.00%.00% 1.00%.00% Table B Q1B: Purchase likelihood nutritional benefits.80% 1.0%.0% 8.0% 1.70%.40% Nutritonal Benefits (i.e., calcium source).90% Not at all Likely to Purchase Extremely Likely to Purchase 10

11 .00%.00% 1.00%.00% Table C Q1C: Purchase likelihood sensory appeal.0% 1.90%.0% 11.0% 1.0% 1.0% 1.0% Sensory appeal (Yogurt: thick, creamy, runny (loose) texture) Not at all Likely to Purchase Extremely Likely to Purchase Table D Q1D: Purchase likelihood country of origin 7.00%.00% 1.00%.00% 1.70% 10.0% 7.80% 1.70% 8.00% 1.0% Country of Origin (where the yogurt recipe comes from i.e. Russia, Poland, Greece) Not at all Likely to Purchase Extremely Likely to Purchase 11

12 4.00%.00% 1.00%.00% Table E Q1E: Purchase likelihood natural ingredients 4.80% 1.90%.70% 11.10% 17.10% Natural Ingredients.0%.80% Not at all Likely to Purchase Extremely Likely to Purchase.00% 1.00%.00% Table F Q1F: Purchase likelihood added health benefits.70%.90% 4.0% 14.70%.0%.0%.70% Added Health Benefits (calcium, omega, protein) Not at all Likely to Purchase Extremely Likely to Purchase 1

13 4.00% 4.00%.00% 1.00%.00% Table G Q1G: Purchase likelihood no artificial colouring.80%.0%.40% 14.0% 10.10% No Artificial Colouring 18.0% 4.0% Not at all Likely to Purchase Extremely Likely to Purchase 4.00% 4.00%.00% 1.00%.00% Table H Q1H: Purchase likelihood no artificial flavouring.70%.0%.80% 14.10% 11.00% No Artificial Flavouring 19.00% 4.10% Not at all Likely to Purchase Extremely Likely to Purchase 1

14 4.00% 4.00%.00% 1.00%.00% Table I Q1I: Purchase likelihood no added preservatives.10%.0%.80% 1.80% 11.90% 18.0% No Added Preservatives 4.80% Not at all Likely to Purchase Extremely Likely to Purchase Table 4 Summary of Q1: Purchase likelihood of yogurt attributes 9.0% 84.00% 79.10%.90% 79.0% 7.0% 70.90% 7.10% 7.00% Note: The chart represents the combined percentages of value through 7 on the scale. 14

15 Yogurt labeling strategies. The third question about yogurt, Question 14, posed a series of importance statements for yogurt labeling options. Respondents answered each on a scale of 1 to 7 with 1 being not at all important and 7 being extremely important. The general question was: Yogurt is offered with many labelling strategies. Please rate how important the following yogurt label options are in your purchasing decisions. Protein per serving boldly highlighted. Table A (N=99) showed just over half of respondents (4.%) indicated that having the protein serving bolded was an important label option that affected their purchasing decisions (answering,, or 7). Calories per serving boldly highlighted. Table B (N=99) showed.0% of respondents said that having the calories per serving highlighted on the label is important to their purchase decisions (answering,, or 7). Low product price. Table C (N=100) showed the majority of panelists (.9%) indicated that low product price is an important factor in their purchasing decision (answering,, or 7). Brightly coloured packaging. Table D (N=988) showed only 17.9% of panelists indicated that brightly coloured packaging is an important part of their purchasing decisions (answering,, or 7). Labeled contains probiotics. Table E (N= 990) showed a little over half of the respondents (.9%) said that whether the product is labeled contains probiotics is important to their purchasing decision (answering,, or 7). Long shelf life (how well yogurt keeps after being opened). Table F (N=99) showed the majority of respondents (7.1%) indicated that a product having a long shelf life is important to their purchasing decision (answering,, or 7). Best before dates. Table G (N=100) showed over 80% of participants (84.%) indicated that having a best before date on the label was an important purchasing feature (answering,, or 7), with 49.% saying that it is extremely important to their decision (answering 7). Summary of Question 14. Table provides a summary of the importance of labeling options for yogurt as seen by the panelists. The most important labelling strategy to panelists by far was best before dates on the packaging (84.%) followed by long shelf life (7.1%) in second. The least important labelling strategy was brightly coloured packaging..00% 1.00%.00% Table A Q14A: Importance of protein per serving on label 10.0%.0% 7.0%.00% 19.80% 17.80% Protein per serving boldly highlighted 1.90% Not at all Important Extremely Important 1

16 .00% Table B Q14B: Importance of calories per serving on label 1.70%.0% 18.00% 18.10% Not at all Important 1.00%.00% 8.0% 4.0%.0% Extremely Important Calories per serving boldly highlighted.00% Table C Q14C: Importance of low product price on label 1.0%.70%.10% 1.10% Not at all Important 1.00%.00% 4.40%.0% 4.80% Extremely Important Low Product Price 1

17 .00%.00% 1.00%.00% Table D Q14D: Importance of brightly coloured packaging.0% 1.90% 1.0% 9.0% 11.40% Brightly Coloured Packaging 4.40%.10% Not at all Important Extremely Important.00% Table E Q14E: importance of labeling contains probiotics 19.90% 18.00% 18.40% 1.0% Not at all Important 1.00%.00% 1.0%.0% 8.0% Extremely Important Labeled: "Contains Probiotics" 17

18 .00% 1.00%.00% 7.00% Table F Q14F: Importance of long shelf life.10%.0% 1.0% Long Shelf Life 0.70%.00%.40% Not at all Important Extremely Important 4 Table G Q14G: Importance of best before dates 4.0%.0%.40% 7.00% 1.40% Best Before Dates.40% 49.0% Not at all Important Extremely Important 18

19 % Table Summary of Q14: Importance of Labelling Strategies.00%.90% 17.90%.90% 7.10% 84.0% Note: The chart represents the combined percentages of value through 7 on the scale. Yogurt choices suited to lifestyle. The fourth question about yogurt, Question 1, posed a series of preference statements for lifestyle choices with respect to yogurt purchasing. Respondents answered each on a scale of 1 to 7 with 1 being no increase in preference and 7 being extreme increase in preference. The general question was: When buying yogurt, rate the importance of the following on your preference when choosing a brand and variety best suited for your lifestyle. Maintaining good health. Table 7A (N=999) showed 79.% of panelists said that they prefer to buy yogurt that helps them maintain good health (answering,, or 7). Following a special or prescribed diet. Table 7B (N=9) showed one third (.%) of respondents said that they chose yogurt to follow a special or prescribed diet (answering,, or 7). Weight management. Table 7C (N=948) showed just under half of respondents (47.8%) said that their preferred yogurt helps with their weight management (answering,, or 7). Body image and personal appearance. Table 7D (N=94) showed just over 0% of respondents (1.7%) said that consideration of their body image was important when choosing a yogurt (answering,, or 7). To follow my culture. Table 7E (N=90) showed very few participants (.8%) said that they preferred brands of yogurt to follow their culture (answering,, or 7). My everyday routine. Table 7F (N=9) showed 44.1% of panelists said that they preferred yogurt that fit their everyday routine (answering,, or 7). Easy to prepare. Table 7G (N=91) showed 7.% of respondents preferred to buy brands of yogurt that are easy to prepare (answering,, or 7). Easy to take with me. Table 7H (N=98) showed many participants (1.9%) preferred to purchase yogurt that is easy to take along with them (answering,, or 7). To get energy or stamina. Table 7I (N= 944) showed just over half of participants (.%) indicated that they prefer to purchase a brand of yogurt that gives them energy or stamina (answering,, or 7). 19

20 To live longer. Table 7J (N=941) showed 4.9% of respondents preferred to purchase yogurt that will help them to live longer (answering,, or 7). Availability and easy access. Table 7K (N=9) showed that three-quarters of respondents (7.%) said that they prefer to purchase the yogurt brand that is available and easy to access (answered,, or 7). Personal and family preference. Table 7L (N=94) showed that three-quarters of panelists (74.%) said that they purchase their yogurt products based on personal or family preference (answered,, or 7). Personal health/medical history of disease. Table 7M (N=917) showed that 40.% of panelists purchase yogurt products based on personal health or medical history (answered,, or 7). Media (TV ads, print ads in store or magazines, online ads, i.e. Facebook). Table 7N (N=97) revealed that few panelists (1.1%) purchased yogurt brands based on what they see in the media (answered,, or 7). Transportation (locally produced). Table 7O (N=94) revealed that nearly half (47.%) of participants indicated that they prefer to purchase yogurt that is locally produced (answered,, or 7). Summary of Q1. Table 8 provides a summary of the preference for lifestyle choices with respect to yogurt purchasing as seen by the panelists. The most preferred choices were maintaining good health (79.%), availability and easy access (7.%), personal and family preferences (74.%), and easy to prepare (7.%)..00% Table 7A Q1A: Preference for maintaining good health 8.90%.00%.00% No Increase in Preference 17.0% 1.00% 1.00%.00%.0% 1.0%.0% Extreme Increase in Preference Maintaining Good Health 0

21 .00% 1.00%.00% Table 7B Q1B: Preference for following special or prescribed diet 4.10% 9.00%.40%.10% 1.0% 10.0% 11.0% Following special or prescribed diet No Increase in Preference Extreme Increase in Preference.00% Table 7C Q1C: Preference for weight management.40% 1.00% 1.40% 18.90% 1.0% 1.0% No Increase in Preference.80%.80%.00% Extreme Increase in Preference Weight Management 1

22 .00%.00% 1.00%.00% Table 7D Q1D: Preference for body image and personal appearance.0% 7.90% 8.0% 9.0% 1.00% 8.90% Body Image and personal appearance 7.80% No Increase in Preference Extreme Increase in Preference % Table 7E Q1E: Preference to follow my culture 4 No Increase in Preference 9.90% 17.40%.10%.80% Follow Culture 0.80% 1.0% Extreme Increase in Preference

23 .00% Table 7F Q1F: Preference for my everyday routine.0% 17.0% 17.0% No Increase in Preference 1.00% 1.40%.0% 8.0% 1.10%.00% Extreme Increase in Preference Everyday Routine.00% 1.00%.00% 8.0% Table 7G Q1G: Preference for easy to prepare 1.80%.0% 14.0% 1.0% Easy to Prepare 4.70%.00% No Increase in Preference Extreme Increase in Preference

24 Table 7H Q1H: Preference for easy to take with me.00% 4.00% No Increase in Preference 1.00% 1.0% 1.80% 1.40% 1.10%.00%.80% 4.70% Easy to Take with me Extreme Increase in Preference.00% Table 7I Q1I: Preference for energy or stamina.80% 1.0% No Increase in Preference 1.00%.00% 1.00%.40%.0% 1.0% 14.80% Extreme Increase in Preference To get energy or stamina 4

25 Table 7J Q1J: Preference to live longer.00% 4.00% No Increase in Preference 1.00% 1.0% 1.40% 1.0% 14.0%.00% 8.00%.0% Extreme Increase in Preference To Live Longer Table 7K Q1K: Preference for availability and easy access.00%.00% 8.70%.0% 1.10% No Increase in Preference 1.00%.10% 14.80%.00% 1.90%.00% Extreme Increase in Preference Availability and easy access

26 .00%.00% 1.00%.00% 7.0% Table 7L Q1L: Personal and family preference.0%.0% 1.80% 17.0% Personal/Family Preference.40% 1.0% No Increase in Preference Extreme Increase in Preference.00% Table 7M Q1M: Personal health/medical history of disease.80%.40% No Increase in Preference 1.00%.00% 8.0%.0% 1.10% 14.70% 1.0% Extreme Increase in Preference Personal Health

27 4.00% 4.00%.00% 1.00%.00% Table 7N Q1N: Preference for brands in the media 4.0% 14.70% 9.70% 1.10% Media 8.0% 1.80% 1.70% No Increase in Preference Extreme Increase in Preference.00% 1.00%.00% Table 7O Q1O: Preference for locally produced yogurt 18.0%.0%.10% 1.00% 17.40% 1.70% Transportation (locally produced) 1.0% No Increase in Preference Extreme Increase in Preference 7

28 Table 8 Summary of Q1: Yogurt preferences suited to lifestyle % 47.80%.0% 1.70% 7.0% 74.0% 7.0% 1.90%.0% 44.10% 4.90% 40.0% 47.0%.80% 1.10% Note: The chart represents the combined percentages of value through 7 on the scale. 8

29 Appendix A Survey Questions 9

30 0