July 16, 2015 - BeefResearch New - · PDF fileSummary of key takeaways from 300-slide Ground Beef Answers deck ... Mar-14 Culinary Report Y Pulse Understand Millennials’ relationship

July 16, 2015

Agenda

• Our Millennial Friends (Target Audience) (Shawn)

• The Brand Journey (Michele and Wendy)

• Family Meal-time (culinary potential) (John)

• Pasture to Plate Journey (Shawn)

• Signs of Optimism (John)• Consumer Beef Index, National Panel Data, CREST

• Challenge to the Channel and the Benefits of Beef (Alison)

2

Research Step

3

The target market for beef promotion and education is the millennial generation –those born between 1980 and 2000.

4

Get the “Market Research” word out!

Millennials Coming of Age

• Millennials careers (income) are starting to ramp up

• Millennials want to buy a house (with a grill)

• Millennials having children

Millennials and Value

• Millennial Listening Panel Investigation

• Consumer Beef Index – Beef and Value

Getting the Market Research word out –Our Millennial Friends

5

[of those 25+ ]

90%of Millennials are

thinking about

becoming

parents in the

future

intend to have

children or are

trying now

64%

24%

MILLENNIAL STRONG

are currently

parents

Over 80

Million

2017Expected to surpass

Boomers Spending

Power

65%25-34-year-olds

Intend to buy a

house

7

Smart (Value) is the new cool…

Millennial Listening Panel Project Tracker

Production – Factory Farming Gut CheckRetail

Advertising Antibiotic Resistance

Retail Foodservice

Production Videos

Advertising - Family Meal Concepts

Retail – Club Store Activity

Value is all over the Millennial Listening Panel too!

TOTAL MILLENNIALS

77%

Positives Outweigh Negatives

79%

57%Good Value for

the Money 69%

52%Worth Paying

More For 64%

56%

Fits a Moderate

Budget65%

Beef Performance

Source: Consumer Beef Index February 2015 9

Good News…Beef Equals Value for Millennials!

10

Beef’s Purpose:

Nourish families so they can thrive

Brand JourneyStep 1

• Millennial Listening Panel queried about health and wellness

Step 2

• Intense investigation of all Beef Checkoff research

Step 3

• Qualitative research to understand motivations of older millennial parents to choose beef

Step 4

• Quantitative research to test 5 broad concepts around motivations

NOW - Integrated Communications team formulating new creative strategy

SOON - Concept test with creatives being developed11

Investigating Beef Checkoff Research

Date Title Provider Description

Jul-14Factory Farming Among Millennials

NCBA Address misperceptions of factory farming among Millennials

Jun-14 Ground Beef Key Findings NCBASummary of key takeaways from 300-slide Ground Beef Answers deck

Jun-14Millennials & Beef Research Findings

NCBASummary of key takeaways from 300-slide Ground Beef Answers deck

Jun-14Beef Nutritional Payoff Workshop Outcome

Strategic Intent/NCBA

Recap overview of first Nutrition platform kick-off meeting in Denver (word doc)

May-14 Millennials & Steak’s Taste Y PulseUnderstand why Millennial consumers choose beef specific to taste (PPT)

Apr-14It’s A Perfect Storm for Beef and Health

NCBAProvide an overview of the diet/health landscape in which beef is operating

Apr-14 Ground Beef AnswersBlevins-O’Meara

Gain insights into consumers' attitudes and behaviors regarding ground beef

Apr-14 Millennials and Health Y PulseUnderstand Millennials’ mindset around health and how beef fits into it

Mar-14 Culinary Report Y Pulse Understand Millennials’ relationship and feelings towards Beef

Mar-14 Consumer Beef IndexPelegrin Research

Understand Millennials favorability toward beef, especially compared to chicken

Dec-13Who Influences Consumers on Health/Nutrition

Strategic Intent

A Perspective Among Millennial Parents

Nov-13 Logo StrategiQQ Qual/Quant &Kumar Insights Co.

Explore the landscape of beef imagery

Oct-13Millennial Research Internal Interviews

Shugoll Research

Understand target audience, obtain a fresh perspective on their relationship with beef

Pelegrin Understand changes beliefs/attitudes about the beef industry

Additional sources

Date Title Provider Description

Aug-14Consumers Are Alone Over Half of Eating Occasions

NPD GroupConsumption behaviors in the U.S. have become less household-oriented and more individualized than previous generations

Jul-14Millennial Parents Consumer Profiles

MRIUnderstand the underlying values, attitudes and drivers of Millennial parents

Mar-14 Millennials in Adulthood Pew ResearchUnderstand the demographic and psychographic profiles of adult Millennials

Nov-13 Poultry - US Mintel Understand growth, issues and themes in US poultry market

Nov-13Families See Benefits of Eating Together but Most Are Unable to Do So

Harris Interactive

Survey regarding the habits around family mealtimes

Oct-13 Millennials as New Parents study BarkleyAnalyze how becoming parents has changed those in the Millennial generation

Sep-13 Red Meat - US Mintel Understand growth, issues and themes in US red meatmarket

Jul-13 Inside the Millennial Mind IconocultureWhy the "stalled" generation isn’t in a hurry to grow up or get rich

Apr-13 The Unluckiest Generation The AtlanticDescribes the unique challenges faced by Millennials compared to previous generations

Apr-13 The Happiness Principle Iconoculture Explores the differentiating values of Millennial parents

Feb-12Young, Underemployed and Optimistic

Pew Research How Millennials are coming of age in a tough economy

Feb-12 Adulthood Delayed The Atlantic Millennials are postponing and redefining adulthood

Aug-10 What Is It About 20-Somethings?New York Times

Examines the question: Why are so many people in their 20s taking so long to grow up?

Brand

Purpose

Driving

Functional Benefits

Target Audiences

Older Millennial Parents

Driving

Emotional BenefitsWhat are the actual

benefits that drive

beef engagement,

and what is

preventing our

target audience

from appreciating

and enjoying these

benefits?

✔

?

Brand Journey Market Research Discovery

?

?

Brand JourneyUncover Millennial parent’s top barriers and motivators around

choosing beef, and ultimately, developing a brand platform to

identify the most compelling opportunity for beef.

Programmatic Shift

Based on market research learning, shift communications from beef-centric to

consumer-centric lifestyle benefit.

Outcome

Identify the consumer insight that guides the overarching Beef Branding

Platform. As part of this Platform, identify the most compelling

opportunity/payoff for choosing beef.

Market Research Conducted:

Qualitative and quantitative research conducted during 12 month process

GOAL: Better understand beef’s brand purpose

and how we tie beef’s benefits together to motivate consumers

to choose beef more often. 15

Non-Limiters – Most already believe, so barriers have been lowered – little return on

convincing outliers

• The experiential benefits and enjoyment of beef … great taste, being satisfied

(satiation), making a memorable occasion and being a celebration reward.

• Other barriers being removed give valid excuses for enjoying this experience, more.

Current Millennial response is aligning with previous work on Limiters (2014, N=3,048) and Barriers (2008, N=6,414).

What will get consumers to choose beef more often?

Perceptual barriers – Changes in/increased belief can lift beef use as they increase its value

• Low versatility/few options (using microwave, on-the-go, skillet-dish)

• Lack of knowledge – too much time to figure out (but not feel they lack preparation skills),

will try new cuts (just need to know what to do)

• Too few occasions for beef use

No real problem or barrier – Few believe, or previously seen that addressing it would not

increase use

• Inconvenience of beef preparation (cooking skill, mess, defrosting or handling it)

• Performance/image of beef industry (environment, how cattle raised or processed)

• Specific characteristics being unfavorable (calories, fat, cholesterol)

• Viral negatives (recalls, pink slime, BSE, cancer linkage) that tend to cycle out just as

fast

Reality barriers – “Heavy lifting” to refute directly

• Expensive/high cost per pound

• Low healthiness (Not too often/every day, others healthier, low fit to a healthy diet)

Key Findings

Millennials’ lifestyle characteristics appear to be

confirmed in terms of them:

‒ Striving for achievement and their personal best.

‒ Needing and appreciating simplicity, efficiency

and flexibility.

‒ Being budget-conscious (though some – especially non-parents –

do not feel this applies much to food purchases).

‒ Figuring out how to be good parents/adults (resonates more with

younger Millennials).

‒ In terms of kitchen skills, they tend to universally dislike the extra

work associated with clean-up duties, but many appear to enjoy

cooking while others would prefer not to have that daily

responsibility.

‒ Objectively, Millennials appear to have little understanding of

nutrition.

Awareness of nutrients in beef are generally limited to “high

quality protein” and iron, and vague negatives related to

causing high cholesterol/heart problems.

Their common sense tells them that

everything in moderation is

acceptable, including beef.

‒ Millennials appear to be “interested”

in health, but not “fanatics.”

‒ Millennial parents seem to feel as

though beef is good for (maybe even

necessary for) their children’s

growing bodies.

‒ Reasons for not eating/serving beef

more often are generally non-

conscious – Millennials appear not to

be consciously avoiding or limiting the

amount of beef they consume.

Key Findings

Key Findings

Millennials are an “AND” not an

“OR” cohort – they don’t feel

“guilty” about eating beef and

don’t “sacrifice” by not eating

beef.

‒ For example, they aspire to eat

more fish and vegetables, not

less beef.

‒ This is one reason why

communications that pit beef

against chicken do not resonate

with Millennials.

They appear to need more

than permission, they need a

solid reason and the

emotional inspiration to

consider eating more beef.

Key Findings

Millennials appear to have certain hot button emotions

related to beef.

- Beef meals create more anticipation, excitement and satisfaction.

- Beef meals can be strongly associated with comfort and nostalgia,

as well as bonding with their own children and creating a new

generation

of warm family memories.

In many cases, there are favorite beef dishes (often from childhood)

that

Millennials are not comfortable preparing and, although they crave

those dishes, they refrain from making them.

‒ Millennials are frustrated about the contradictory information about

whether or not beef is good for you.

‒ Production issues are emotional, but are also very polarizing and not

easily resolved once aroused.

44%49%

38%

46%51%

35%

55%

62%

49%54%

61%

45%

12% 16%11%

17% 16%10%

18% 20% 17%25% 21%

15%

Millennials Millennial parents

There are few things you cherish more than the happiness and health of your family. That’s why including beef in your family meals is so important: every ounce is packed with a unique combination of nutrients that nourish both the grown-ups and the still-growing. The protein, iron and zinc in beef / give your kids the fuel they need to stay active and attentive in school, / as well as supplying the strength and energy you need to meet the demands of your day.

Would

Increase

Use (Top

3 Box)

Prefer-

red

Con-

cept

Total 18-49 Market 44% 14%

Total Millennials 44% 15%

Those 18-24 39% 12%

Those 25-34 45% 15%

Parents (25-34) 55%↑ 18%

Bucket 1 61%↑ 19%

Total Gen-X 44% 13%

Parents 50% 18%↑

Bucket 1 58%↑ 17%

Top Box

(10)

Top 3 Box

(8-10)

Concept Overview – Family HealthPhrase Strength

Added for 20+%

Added for 15-

19%

Weaker for 5-

10%

28%

20%

23%

↑

↑

↑

↑

↑

↑

↑

↑

↑

↑

↑

↑

Key: Significantly higher or lower than Millennials (if a Gen-X segment) or other Millennials (if in Millennials segment) ↑↓

Brand Journey Insight

Parents of young children aren’t compelled by generic, long-term

nutritional benefits, which seem distant and abstract.

Instead, they seek meals that provide specific, immediate health

benefits for the entire family — with the expectation that the right

foods will help each family member meet the demands of their day.

BrandPurpose

Nourish families so they can thrive.

Functional Benefit

Supplies a whole range of delicious options with the iron, zinc, and high-quality protein they need,

Target Audience

Parents, with children in the home, who are actively involved in food and the health & well-being of those they care about.

Emotional Benefit

Empowered to help their families meet the

demands of their day.

Beef…

For…

So that they feel…

Beef exists to…

Beef Brand Positioning

23 23

24

Beef’s Purpose:

Nourish families so they can thrive

• Development of Pizza with a Purpose video

• How it happened

25

Family Meal-Time

Situation:

• Beef under-indexes against children < 6 years old

• Parents looking for ways to add more veggies to children’s meals

• Website study … family recipes a top draw.

Actions Undertaken:

• Checkoff team developed options for integrating beef into children’s meals

• Millennial Listening Panel evaluated options:• Hiding veggies proves to be winner … with language enhancements

• Communication’s team developed “pizza with a purpose” video

Still to Come:

• Best beef recipes – to hide more veggies

26

The NPD Group, Inc. | Proprietary and ConfidentialThe NPD Group, Inc. | Proprietary and Confidential

Document classification: Client/Third Party Confidential

Avg. Index:

80-120

Teen boys are the only child age group to be well developed for

beef

27

Consumption of Beef by Children

% of Eatings Indexed to Individual Reporting Day Share

Total Beef 100.0 52.2 14.0 19.1 19.1 47.8 11.2 21.1 15.6

% of Individual Reporting

Day100 50.9 17.0 19.0 14.9 49.1 15.4 19.7 14.0

Data represents In-Home/Carried From Home consumption;

Italics Indicate Low Sample, Use Directionally

Data for Two Years Ending August 2014; Source: The NPD

Group/National Eating Trends

100 103

82

101

128

97

73

107111

TotalChildren

Total Boys Boys <6Years Old

Boys 6-12Years Old

Boys 13-17Years Old

Total Girls Girls <6Years Old

Girls 6-12Years Old

Girls 13-17Years Old

“Disclosed with permission of The NPD Group solely for the purpose for which it is being provided by NCBA (a contractor to the Beef Checkoff). The reproduction, dissemination, or use

of this information for any other purpose is strictly prohibited without NPD’s prior written consent.”



In Millennials households without kids, the dominant type of beef

switches from ground beef to steak

28

Beef Consumption by Cut Among Millennials

% of Eatings

7.6% 7.2% 7.9%

3.8% 3.9% 3.8%

16.4% 16.0% 16.8%

33.0%26.3%

39.4%

39.9%47.9%

32.4%

Millennials Millennials With Kids Millennials Without Kids

Ground or Chopped Beef Steaks Beef Roasts Beef Ribs Other Cuts*

Data represents total consumption (in-home and away from

home)

*Other Cuts – Includes Cubes, Chipped, Chucked,

Loin/Tenderloin, Stew Meat, and Unspecified beef

Data for Two Years Ending August 2014

Source: The NPD Group/National Eating Trends

“Disclosed with permission of The NPD Group solely for the purpose for which it is being provided by NCBA (a contractor to the Beef

Checkoff). The reproduction, dissemination, or use of this information for any other purpose is strictly prohibited without NPD’s prior written

consent.”

Family Mealtime Concept Activity…Qualitative Concept Rating Snapshot

29

OverallLikeability (Average on 9

Point Scale)

Inspires to look for

more beef recipes

Inspires to consider

more beef meals

Easy to understand

Told me something

new

Useful for me and my

family

7.7

6.6

7.4

5.9

1

4

3

2

Beef Beyond the Boundaries

30

Next Steps – To Test

31

Chili

Sloppy Joe’s

Spaghetti and

Meatballs

Mac & Cheese

Beef Stew

• Development of Pasture to Plate video

• How it happened

32

From Pasture to Plate Journey

Step 1

•Vulnerability Identified

Step 2

•The Investigation Process

Step 3

•Post Production Confirmation

Step 4

•Current Performance

33

Consumer Beef/Image Index October 2014…Beef Production vs. Beef the Product

Nearly 2/3 of consumers feel positively about the

way beef is raised

65%74%

Positive

Negative

Product Production

Where do we focus?

Previous Research

Industry Research

Consumer Research - Tracker

Consumer Research – Deep Dives

Focus of Research

Industry Topics

Leverage

Industry Topics

Current Events Filter

What’s On Consumer Minds?(Base=18% of consumers)

26%

23%

13%

6%

5%3% 3%

Feedyard/FactoryFarming

Animal Abuse

Growthpromotants

Antibiotics

Consumer Image Index 2013

Industry identified Factory Farming as top priority

UNDERSTAND

Phase I and II

Forum 1

Millennials Age 20-34;

Forum 2 Forum 3EXPLORE DETERMINE

Pasture to Plate

38

Treatment

Conditions

Diet

GMO’s

Hormones

Antibiotics

Post Production

Accepting

Hopeful

Trusting

Suspicion

Uncertainty

Confusion

Post Production

39

“By showing that the cows are kept

happy and healthy throughout the

process, they appear to be well cared

for. This makes it seem like the animals

are not treated merely as a commodity.”

“I always assumed cows

were locked away and

pumped with drugs until

they were killed, but those

looked like very happy and

healthy cows!”

“I had no idea

that farmers

cared soo

much about

their animals, i

was always fed

information

that farmers

are brutal to

their animals

when it comes

to food

processing”

How’s The Video Doing You Ask?

40

VIEWS = OVER 5K

41

Signs of Optimism

Situation:

• Several studies showing resiliency in beef usage

Sources:

• Beef Demand Index

• Consumer Beef Index

• CREST – restaurant use of beef

• NPD/NET – in-home use of beef

• USFRA – food activists losing a bit of credibility

Caveat, Coming Up Later in Presentation:

• Channels still absorbing price increases, margin challenges

42

43

The Beef Demand Index is remarkably strong.

Consumer Beef Index (March – 2015) … Cautious Optimism

30%26% 25% 25% 26%

47%

48% 50% 50%52%

77% 74% 75% 74% 77%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011 2012 2013 2014 Mar '15

Bucket 2 Bucket 1

Positives of Beef Outweigh the Negatives

% of Consumers with Positive Perceptions of Beef At a 4 Year High

44

Source: Consumer Beef Index, March, 2015


40%35%

34% 32%35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011 2012 2013 2014 Mar '15

3+ Servings of Beef per Week

Heavy Users

• % of consumers eating beef 3+ times a week is climbing

45Source: Consumer Beef Index, March, 2015

13%16%

18%19%18%

15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Feb '14 Jul '14 Mar '15

Beef - Increase Beef - Decrease

Intend to Change Beef Consumption


Eating More

• More consumers are saying they will eat more beef versus those saying they will eat less beef

46


Almost three fourths of consumers note they haven’t seen negative news articles about beef

47




9.4 9.7

17.8 17.6

16.2 16.6

2.4 3.3

9.510.7

6.26.9

Year Ending 2013 Year Ending 2014

Beef Roasts

Steak Main Dish

Steak - Ingredient

Burgers*

Ground Beef asIngredient

All Other Beef

Ground Beef as an ingredient is the most common form of beef

consumed, but the category growth is coming from steak

In-Home Beef Consumption

Annual Eatings per Capita

Data represents In-Home/Carried From Home consumption;

Burgers* - Only includes Beef Burgers (on bun)

Data for Year Ending August; Source: The NPD Group/National

Eating Trends

57.760.9

NET (National Eating Trends) ... In-Home Consumption of Beef

48

“Disclosed with permission of The NPD Group solely for the purpose for which it is being provided by NCBA (a contractor to the Beef Checkoff). The

reproduction, dissemination, or use of this information for any other purpose is strictly prohibited without NPD’s prior written consent.”

Burgers topped the list of growing foods for 2014

14.7

0.5

1.9

1.7

1.9

2.7

0.5

0.9

0.8

1.5

3%

++

8%

7%

6%

4%

++

10%

12%

5%

222,094

95,732

86,272

66,059

63,320

58,081

57,630

50,573

47,716

43,392

Burgers

Croissants

Cookies

Hot Dog/Corn Dog

Chicken Strips

Donuts

BLT Sandwich

Steak Sandwiches

Brownies

Macaroni & Cheese

PCYA = % Change vs. Year Ago

PCYAM.I. Industry Incremental Food Servings (000) - YE Sep'14

M.I.=Menu Importance=Servings/Traffic

Products with MI of 0.5+ Source: The NPD Group / CREST

++ = > 20%

Now over 14B

burgers eaten

in-home and in

foodservice.

CREST ... Tracks What Consumers Order in Restaurants

49

“Disclosed with permission of The NPD Group solely for the purpose for which it is being provided by NCBA (a contractor to the Beef Checkoff). The

reproduction, dissemination, or use of this information for any other purpose is strictly

prohibited without NPD’s prior written consent.”

Challenge to the Channeland the

Benefits of Beef

50

Alison KrebsDirector, Market (Channel) Intelligence

MC Escher

51

52

Foodservice Operator

53

Challenge to the Channel and the Benefits of Beef

Situation:

• Beef demand is

• Channel margins have been

Objective:

• Demonstrate beef’s value to the channel

54

Beef Drives Higher Total Store Sales

Source: Fresh Meat Market Basket Analysis, Information Resources, Inc., June 2014, courtesy of The Beef Checkoff

Carts with beef

produce 44% more

sales across the

store than carts

with chicken

55

Retail Scanner Data – Market Basket Study

CATEGORY TYPE DEPARTMENTTARGET

TRIPSTOTAL TRIPS

% OF ALL

TRIPS% OF TARGET TRIPS

TRIP

INDEX TO

TTL

ROW PRODUCT

$ IN TARGET

TRIPS

ROW PRODUCT

$ IN TOTAL

TRIPS

% OF

TOTAL

BKT $

% OF $

WHEN TGT

PROD IN

BKT

$ INDEX

TO TTL

ROW

PRODUCT

$ PER TRIP

RAW TRIP

TOTAL TRIPS

864,695,31

3 7,301,489,087 100.00% 100.00% 100 61,672,366,591 280,756,348,371 100.00% 100.00% 100 $71.32 301,120

TARGET TARGET

864,695,31

3 864,695,313 11.84% 100.00% NA 12,073,276,931 12,073,276,931 4.30% 19.58% NA $13.96 301,120

BAKERY SNACKS CUPCAKES/BROWNIES BAKERY DEPARTMENT 42,547,818 212,618,559 2.91% 4.92% 169 146,392,503 726,120,780 0.26% 0.24% 92 $3.44 14,835

ENGLISH MUFFINS ENGLISH MUFFINS BAKERY DEPARTMENT 25,351,298 132,329,623 1.81% 2.93% 162 87,672,530 436,949,175 0.16% 0.14% 91 $3.46 9,353

FRESH BREAD & ROLLS

ALL OTHER FRESH

ROLLS/BUN/CROISSANTS BAKERY DEPARTMENT 49,425,192 228,074,013 3.12% 5.72% 183 164,310,198 741,169,433 0.26% 0.27% 101 $3.32 17,641

FRESH BREAD & ROLLS BAGELS/BIALYS BAKERY DEPARTMENT 23,864,767 131,194,355 1.80% 2.76% 154 84,918,298 453,487,213 0.16% 0.14% 85 $3.56 7,974

FRESH BREAD & ROLLS FRESH BREAD BAKERY DEPARTMENT

231,871,69

3 1,271,999,981 17.42% 26.82% 154 705,434,317 3,789,854,642 1.35% 1.14% 85 $3.04 80,694

FRESH BREAD & ROLLS HAMBURGER AND HOT DOG BUNS BAKERY DEPARTMENT 84,396,632 341,478,573 4.68% 9.76% 209 174,832,711 691,908,962 0.25% 0.28% 115 $2.07 30,575

IN STORE BAKERY BAGELS BAKERY DEPARTMENT 10,392,931 56,375,397 0.77% 1.20% 156 46,596,772 260,390,151 0.09% 0.08% 81 $4.48 3,632

IN STORE BAKERY BREAD BAKERY DEPARTMENT 40,992,981 199,490,963 2.73% 4.74% 174 118,870,944 606,870,296 0.22% 0.19% 89 $2.90 14,456

IN STORE BAKERY CAKES BAKERY DEPARTMENT 10,550,943 61,843,217 0.85% 1.22% 144 68,300,783 454,226,161 0.16% 0.11% 68 $6.47 3,751

IN STORE BAKERY COOKIES BAKERY DEPARTMENT 11,647,717 63,352,084 0.87% 1.35% 155 58,830,120 337,196,450 0.12% 0.10% 79 $5.05 4,113

IN STORE BAKERY MUFFINS BAKERY DEPARTMENT 8,128,176 46,538,548 0.64% 0.94% 147 44,546,753 219,554,179 0.08% 0.07% 92 $5.48 2,983

IN STORE BAKERY

OTHER BAKED GOODS_BAKED GOODS

UNIDENTIFIED TYPE BAKERY DEPARTMENT 1,484,938 9,060,659 0.12% 0.17% 138 9,288,287 47,025,544 0.02% 0.02% 90 $6.25 572

IN STORE BAKERY OTHER BAKED GOODS_BROWNIES BAKERY DEPARTMENT 1,715,601 9,997,812 0.14% 0.20% 145 7,026,902 40,728,334 0.01% 0.01% 79 $4.10 608

IN STORE BAKERY OTHER BAKED GOODS_CROISSANTS BAKERY DEPARTMENT 2,965,685 16,178,473 0.22% 0.34% 155 14,533,569 78,019,196 0.03% 0.02% 85 $4.90 951

IN STORE BAKERY OTHER BAKED GOODS_CUPCAKES BAKERY DEPARTMENT 2,637,979 14,546,990 0.20% 0.31% 153 14,900,522 115,205,867 0.04% 0.02% 59 $5.65 909

IN STORE BAKERY OTHER BAKED GOODS_DANISH BAKERY DEPARTMENT 4,352,292 23,161,075 0.32% 0.50% 159 18,138,249 92,938,234 0.03% 0.03% 89 $4.17 1,685

IN STORE BAKERY

OTHER BAKED

GOODS_DONUT/CRULLERS BAKERY DEPARTMENT 14,088,490 86,794,498 1.19% 1.63% 137 59,557,811 369,511,329 0.13% 0.10% 73 $4.23 5,428

IN STORE BAKERY

OTHER BAKED

GOODS_HOLIDAY/SEASONAL BAKERY DEPARTMENT 842,786 4,981,611 0.07% 0.10% 143 4,454,924 26,825,661 0.01% 0.01% 76 $5.29 305

IN STORE BAKERY

OTHER BAKED GOODS_OTHER BAKED

GOODS BAKERY DEPARTMENT 8,582,628 43,572,523 0.60% 0.99% 166 37,736,131 189,402,565 0.07% 0.06% 91 $4.40 2,638

IN STORE BAKERY OTHER BAKED GOODS_PASTRIES BAKERY DEPARTMENT 6,817,940 37,289,994 0.51% 0.79% 154 30,225,419 153,734,180 0.05% 0.05% 90 $4.43 2,549

IN STORE BAKERY

OTHER BAKED GOODS_SPECIALTY

DESSERTS BAKERY DEPARTMENT 5,276,263 27,783,698 0.38% 0.61% 160 24,129,728 138,008,289 0.05% 0.04% 80 $4.57 1,806

IN STORE BAKERY PIES BAKERY DEPARTMENT 7,004,138 36,750,983 0.50% 0.81% 161 38,788,779 201,263,296 0.07% 0.06% 88 $5.54 2,641

IN STORE BAKERY ROLLS BAKERY DEPARTMENT 26,695,319 121,873,731 1.67% 3.09% 185 94,649,088 388,028,501 0.14% 0.15% 111 $3.55 10,132

PASTRY/DOUGHNUTS DOUGHNUTS BAKERY DEPARTMENT 23,425,270 119,002,034 1.63% 2.71% 166 80,846,972 401,598,809 0.14% 0.13% 92 $3.45 8,264

PASTRY/DOUGHNUTS MUFFINS BAKERY DEPARTMENT 8,167,211 43,021,043 0.59% 0.94% 160 34,700,971 185,706,626 0.07% 0.06% 85 $4.25 2,729

PASTRY/DOUGHNUTS PASTRY/DANISH/COFFEE CAKES BAKERY DEPARTMENT 17,863,919 91,332,727 1.25% 2.07% 165 64,785,942 331,970,368 0.12% 0.11% 89 $3.63 6,311

PIES & CAKES CAKES (NO SNACK/COFFEE CAKES) BAKERY DEPARTMENT 7,906,338 47,756,513 0.65% 0.91% 140 39,400,334 246,554,672 0.09% 0.06% 73 $4.98 2,695

PIES & CAKES PIES (NO SNACK PIES) BAKERY DEPARTMENT 2,921,007 17,349,087 0.24% 0.34% 142 15,277,929 93,664,493 0.03% 0.02% 74 $5.23 1,073

BAKED GOODS - RFG RFG BAGELS/BIALYS DAIRY DEPARTMENT 4,045,025 19,743,556 0.27% 0.47% 173 8,951,158 45,581,235 0.02% 0.01% 89 $2.21 1,593

BAKED GOODS - RFG RFG BREAD DAIRY DEPARTMENT 77,451 512,897 0.01% 0.01% 128 311,758 2,377,472 0.00% 0.00% 60 $4.03 38

BAKED GOODS - RFG RFG CAKES (NO SNACK/COFFEE CAKES) DAIRY DEPARTMENT 460,334 3,038,082 0.04% 0.05% 128 3,217,265 23,174,283 0.01% 0.01% 63 $6.99 176

BAKED GOODS - RFG

RFG DINNER/SANDWICH

ROLLS/CROISSANTS DAIRY DEPARTMENT 149,457 870,174 0.01% 0.02% 145 459,811 2,713,920 0.00% 0.00% 77 $3.08 53

BAKED GOODS - RFG RFG ENGLISH MUFFINS DAIRY DEPARTMENT 2,463,148 10,214,652 0.14% 0.28% 204 6,092,843 24,576,064 0.01% 0.01% 113 $2.47 940

BAKED GOODS - RFG RFG PASTRY/DANISH/COFFEE CAKES DAIRY DEPARTMENT 65,655 495,698 0.01% 0.01% 112 288,692 2,528,925 0.00% 0.00% 52 $4.40 31

BAKED GOODS - RFG RFG PIES (NO SNACK PIES) DAIRY DEPARTMENT 128,903 966,642 0.01% 0.01% 113 841,633 6,147,114 0.00% 0.00% 62 $6.53 45

BAKED GOODS - RFG RFG SNACK CAKES/DOUGHNUTS DAIRY DEPARTMENT 114,814 782,847 0.01% 0.01% 124 303,115 2,336,481 0.00% 0.00% 59 $2.64 36

BUTTER/BUTTER BLENDS RFG BUTTER/BUTTER BLENDS DAIRY DEPARTMENT 69,229,082 324,089,682 4.44% 8.01% 180 275,072,811 1,291,890,321 0.46% 0.45% 97 $3.97 25,245

CHEESECAKES RFG CHEESECAKES DAIRY DEPARTMENT 901,095 5,860,857 0.08% 0.10% 130 6,349,085 39,376,051 0.01% 0.01% 73 $7.05 306

COTTAGE CHEESE COTTAGE CHEESE DAIRY DEPARTMENT 41,519,132 216,950,717 2.97% 4.80% 162 132,911,467 697,875,849 0.25% 0.22% 87 $3.20 15,673

CREAM CHEESE/CR CHS SPREAD ALL OTHER FORMS DAIRY DEPARTMENT 249,443 1,414,591 0.02% 0.03% 149 937,695 4,981,863 0.00% 0.00% 86 $3.76 84

CREAM CHEESE/CR CHS SPREAD BRICK CREAM CHEESE DAIRY DEPARTMENT 24,291,794 131,527,770 1.80% 2.81% 156 71,910,961 385,637,550 0.14% 0.12% 85 $2.96 8,213

CREAM CHEESE/CR CHS SPREAD SOFT CREAM CHEESE DAIRY DEPARTMENT 19,551,063 106,020,041 1.45% 2.26% 156 59,393,159 324,997,085 0.12% 0.10% 83 $3.04 6,574

CREAM CHEESE/CR CHS SPREAD WHIPPED CREAM CHEESE DAIRY DEPARTMENT 5,642,467 30,620,201 0.42% 0.65% 156 14,801,854 81,977,321 0.03% 0.02% 82 $2.62 1,859

CREAMS/CREAMERS RFG COFFEE CREAMER DAIRY DEPARTMENT 52,906,116 287,036,110 3.93% 6.12% 156 221,646,706 1,179,945,753 0.42% 0.36% 86 $4.19 18,435

CREAMS/CREAMERS RFG DAIRY CREAM/HALF & HALF DAIRY DEPARTMENT 31,523,516 162,770,436 2.23% 3.65% 164 92,086,851 455,817,040 0.16% 0.15% 92 $2.92 11,570

DESSERTS - RFG

RFG

PUDDING/MOUSSE/GELATIN/PARFAITS DAIRY DEPARTMENT 13,788,257 73,186,398 1.00% 1.59% 159 51,940,059 280,283,173 0.10% 0.08% 84 $3.77 4,846

DOUGH/BISCUIT DOUGH - RFG RFG BISCUIT DOUGH DAIRY DEPARTMENT 27,628,687 117,685,187 1.61% 3.20% 198 71,365,741 307,791,207 0.11% 0.12% 106 $2.58 9,287

DOUGH/BISCUIT DOUGH - RFG RFG COOKIE/BROWNIE DOUGH DAIRY DEPARTMENT 9,476,302 48,611,524 0.67% 1.10% 165 40,834,937 220,232,293 0.08% 0.07% 84 $4.31 3,116

DOUGH/BISCUIT DOUGH - RFG RFG DOUGH (BREAD/ROLLS/BUN) DAIRY DEPARTMENT 16,831,231 74,835,700 1.02% 1.95% 190 64,010,892 278,740,605 0.10% 0.10% 105 $3.80 5,785

DOUGH/BISCUIT DOUGH - RFG RFG DOUGH (PASTRY/DUMPLING) DAIRY DEPARTMENT 16,854,057 77,188,582 1.06% 1.95% 184 60,922,345 277,276,579 0.10% 0.10% 100 $3.61 5,723

MARGARINE/SPREADS MARGARINE/SPREADS DAIRY DEPARTMENT 68,625,129 319,868,557 4.38% 7.94% 181 200,642,770 942,693,759 0.34% 0.33% 97 $2.92 24,357

MILK

RFG FLAVORED

MILK/EGGNOG/BUTTERMILK DAIRY DEPARTMENT 26,545,954 148,036,247 2.03% 3.07% 151 79,244,883 444,739,809 0.16% 0.13% 81 $2.99 9,674

MILK RFG KEFIR/MILK SUBSTITUTES/SOYMILK DAIRY DEPARTMENT 26,864,143 209,359,657 2.87% 3.11% 108 108,929,368 877,418,002 0.31% 0.18% 57 $4.05 8,490

MILK RFG MILKSHAKES/NON-DAIRY DRINKS DAIRY DEPARTMENT 1,364,241 8,753,863 0.12% 0.16% 132 5,008,499 34,571,333 0.01% 0.01% 66 $3.67 447

MILK RFG SKIM/LOWFAT MILK DAIRY DEPARTMENT

189,666,80

3 1,175,654,490 16.10% 21.93% 136 700,123,501 4,289,898,622 1.53% 1.14% 74 $3.69 68,014

MILK RFG WHOLE MILK DAIRY DEPARTMENT 68,383,982 352,377,535 4.83% 7.91% 164 239,577,878 1,243,483,218 0.44% 0.39% 88 $3.50 22,362

NATURAL CHEESE NATURAL ALL OTHER FORMS DAIRY DEPARTMENT 4,669,741 23,199,202 0.32% 0.54% 170 19,676,672 97,307,192 0.03% 0.03% 92 $4.21 1,540

NATURAL CHEESE NATURAL CHUNKS DAIRY DEPARTMENT 75,109,259 376,983,258 5.16% 8.69% 168 393,719,319 1,963,627,221 0.70% 0.64% 91 $5.24 25,448

NATURAL CHEESE NATURAL CRUMBLED DAIRY DEPARTMENT 8,348,040 44,885,888 0.61% 0.97% 157 32,906,333 174,132,124 0.06% 0.05% 86 $3.94 2,771

When shoppers buy beef, ground beef, steak or chicken:• How much do they spend?• How often is it purchased?• What else do they buy?

Beef Brings More Value to the Basket

Beef makes up nearly 20% of

the total value of the basket

Chicken SteakGround Beef

57

Beef Drives Higher Total Store Sales

12% of all grocery trips include beef

● Compared to

8.1% for chicken

Source: Fresh Meat Market Basket Analysis, Information Resources, Inc.,

June 2014, courtesy of the Beef Checkoff

Beef Drives Profits Across the Store

+ = $Steak

Summer Grilling Holidays

60

Foodservice Share of Beef Consumption Continues to Grow

51.4%

52.9%53.5%

54.1%

48.6%

47.1%46.5%

45.9%

40.0%

42.0%

44.0%

46.0%

48.0%

50.0%

52.0%

54.0%

56.0%

2011 2012 2013 2014

Share of Beef Volume by Channel

Foodservice Retail

Sources: Technomic Foodservice Volumetric Study, Freshlook/IRI Scanner Data Categorized by VMMeat System, Meat Solutions Annual Beef Consumption Report

% o

f To

tal V

olu

me

61

62

Intent to return higher

for steak

Message toFoodservice

Data Drives Credible Story

63

96% of operators menu beef

(on par with previous years

Beef Remains the Top Protein in Foodservice7.92 Billion Pounds

of total foodservice protein market

of overall foodservice purchases

Source: Technomic Usage and Volumetric Assessment of Beef in Foodservice, 2014

6464

Actions Due to Higher Protein Prices

Source: Technomic Usage and Volumetric Assessment of Beef in Foodservice, 2014

Operators will not take any action in 2015 in light of higher animal protein costs

36% will

increase price of beef menu items

Up from the 41% of operators who said this in 2013

52%

11%

20% will use

more economical beef cuts

65

+ Strategies for maintaining margins

Funded by the Beef Checkoff.

66

Documents

July 16, 2015 - BeefResearch New - · PDF fileSummary of key takeaways from 300-slide Ground Beef Answers deck ... Mar-14 Culinary Report Y Pulse Understand Millennials’ relationship