The 2013 Russell Research Egg Board Advertising Tracking Study Executive Summary

Transcription

1 The 2013 Russell Research Egg Board Advertising Tracking Study Executive Summary

2 The following outlines a high level summary of the findings in the 2013 Egg Board Ad Tracking Study. This study is conducted annually and the results herein include data from

3 Research Background, Methodology & Timing The objectives of this tracking study were to Measure the awareness and recall of the Egg Board advertising campaign. Determine habits and practices specific to egg purchase and consumption. Understand consumer attitudes and perceptions of eggs on key attributes. The 2013 Egg Board Advertising Tracking Study has been completed and is reported on the pages that follow. Results from this study will be compared to the 2010 Wave (conducted in October 10), the 2011 Wave (October 11) and the 2012 Wave (October 12). The 2013 Tracking Study was conducted via an Online interviewing methodology between November 5 th and November 10 th, This Wave of advertising tracking was conducted among a nationally representative sample of 1,056 U.S. Adult Consumers between the ages of 18 to 64. Quotas were used to assure that the sample was composed of approximately one-half Males and one-half Females. 3

4 Purchase & Consumption Of Eggs Has Increased Egg Frequency Usage Composition Mean Number Of Cartons Of Eggs Purchased Per Month 2013 Total Adult Consumers Share of Eggs Eaten During Past 10 Breakfast Occasions 21% 45% 34% Heavy Egg Users Medium Egg Users Light Egg Users 4

5 Egg Purchases Are Also Elevated Around The Holidays Egg Purchases During Easter Anticipated Egg Purchases For Baking Between Thanksgiving & The End Of The Year 29% 28% 14% 29% Purchased Up to 1 dozen more Purchased 3+ dozen more Purchased 1-2 dozen more Will not purchase more eggs Q19-1 Thinking back to Easter of this year (2013), did your family purchase more eggs than you typically do? 5 Q19-3 And compared to non-holiday times of the year, do you anticipate that you and your family will purchase more eggs between Thanksgiving and the end of the year for your holiday baking needs?

6 Communications Are Having A Positive Impact On Egg Perceptions Top-2 Box Agreement Ratings For Statements About The Benefit Of Eggs Good source of protein Nutritious choice for breakfast Good for kids Gives you energy for both body and mind Gives energy to keep you/family going thru-out day na na na na 6

7 As Well As Reasons To Purchase/Make Eggs Top-2-Box Importance Ratings Drivers To The Decision To Buy Or Make Eggs na na na na 7

8 Perceptions of Egg Farmers & Their Practices Are Also Improving Top-2 Box Agreement Ratings For Statements About Egg Farmers & Their Practices significantly HIGHER than egg farmer ratings at a 95% confidence level significantly LOWER than egg farmer ratings at a 95% confidence level 8

9 Egg Farmers Are Generally Well Perceived vs. Other Farmer Types Top-2 Box Agreement Ratings For Egg Farmers & Their Practices vs. Other Farmers significantly HIGHER than egg farmer ratings at a 95% confidence level significantly LOWER than egg farmer ratings at a 95% confidence level 9

10 Executive Summary Egg purchase frequency continues to trend upwards, with the percentage of Heavy Egg Users (3+ cartons per month) increasing by 18% from 2009 to 2013, Medium Egg Users (2 cartons/month) increasing by 10%, and Light Egg Users (Less than 2 cartons/month) decreasing by 28% over that same timeframe. On average, respondents are eating/serving 5.5 eggs for breakfast during the work week and 3.1 eggs on weekends which is the equivalent of approximately three dozen eggs per month. As suspected, egg purchase increases during holiday periods specifically around Easter, when one-in-four Consumers claim that their family purchases a greater number of eggs; and in particular, between Thanksgiving and New Year s when about seven-in-ten households anticipate purchasing more eggs for baking purposes. 10

11 Executive Summary Cont d The health of the Egg Board brand is exceling, as we continue to find consistent positive brand metrics across virtually every single attribute moving the brand in a positive trajectory. The strategy of educating consumers on a variety of nutritional based messages has proven successful as agreement with key characteristics increase year after year. Additionally, we have seen significant growth in the importance placed on specific messages that were communicated in recent campaigns, including eggs keep you fuller longer, eggs give you mental energy, eggs give you and your family energy to keep you going throughout the day, etc. There has also been a decrease in some of the negative associations with eggs, including concerns around eggs having high cholesterol, the negative impact of eggs on heart health, concerns about eating raw eggs and a decrease in egg usage due to a fear of salmonella. 11