Consumers Perceptions and Consumption of Canned Protein Foods

Consumers Perceptions and Consumption of Canned Protein Foods

Survey  of  Consumers  Percep1ons  and  Consump1on  of     Canned  Protein  Foods     December  2014   1   Objec1ves  &  method   •  Objec(ves:    ...

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Survey  of  Consumers  Percep1ons  and  Consump1on  of     Canned  Protein  Foods     December  2014  

1  

Objec1ves  &  method   •  Objec(ves:     •  The  Can  Manufacturers  Ins(tute  (CMI)  has  teamed  with  FoodMinds  in  an  effort  to  show  that  canned  proteins  are  a   convenient  and  important  part  of  consumer’s  diets.   •  CMI  is  interested  in  understanding  how  consumers  use  canned  meats,  poultry,  fish  and  other  protein  sources,  and  the   reasons  consumers  seek  increased  protein  from  fresh,  canned  and  other  forms.      

•  Methods:     •  In  order  to  collect  data  that  supports  CMI  objec(ves,  a  large-­‐scale  mul(-­‐region  consumer  quan(ta(ve  on-­‐line  survey  was   executed   •  Toluna  market  research  provided  access  to  sample,  assist  in  data  collec(on,  analysis  and  repor(ng   •  The  sample  was  comprised  of  1,076  adults  who  completed  a  survey  regarding  their  percep(ons  and  consump(on   behaviors  of  protein  as  a  nutrient,  and  canned  meats,  poultry  and  seafood  as  convenient  and  great-­‐tas(ng  sources  of   protein  at  meal  occasions  throughout  the  day   •  Ques(ons  addressed  general  protein  consump(on,  canned  protein  consump(on,  convenience  of  canned  proteins  and   reasons  for  increased  protein  intake   •  All  study  procedure  documents  and  ques(onnaires  will  be  developed  by  FoodMinds  working  in  collabora(on  with  CMI   and  Toluna  

 

2  

Protein  is  an  important,  frequently  consumed  nutrient   Importance of Protein in the Diet (Base = 1076 Rep Adults )

•  Eighty-­‐two  percent  of  Americans  rate  protein  as  a   very  or  extremely  important  component  of  their  diet  

82%  

•  Given  it’s  perceived  importance,  it’s  not  surprising  to   see  that  69%  of  Americans  report  ea(ng  at  least  three   servings  of  protein  daily   -  The  most  frequent  protein-­‐consuming  20%  of   Americans  report  ea(ng  six  or  more  servings  of   protein  in  an  average  day  

34%$ Extemely$

48%$ Very$

Somewhat$

15%$ Not$very$

2%$1%$

Not$at$all$

Servings of Protein Daily (Base = 1076 Rep Adults)

69%   11%#

20%# 1#

23%# 2#

3#

15%# 4#

11%#

20%#

5#

6+#

Q:    Using  the  following  scale,  please  let  us  know  how  important  do  you  feel  protein  is  in  your  diet?       On  average,  how  many  servings  of  protein  do  you  es(mate  you  consume  each  day?   3  

Incorpora1ng  protein  throughout  the  majority  of  ea1ng  occasions  is  seen  by  a   majority  of  Americans  as  delivering  a  range  of  important  benefits   •  Protein  is  seen  by  nearly  nine  in  ten  American  as   delivering  a  long  las(ng  sense  of  fullness  and  sa(sfac(on   that   -  Eighty-­‐nine  percent  agree  that  a  meal  or  snack  that   contains  protein,  “leaves  me  feeling  more  sa(sfied”     -  Eighty-­‐seven  percent  agree  protein-­‐containing  meals   and  snacks  leave  them  feeling  full  for  a  longer  period   of  (me   -  Seventy  percent  also  say  that  they  are  less  likely  to   snack  between  meals  when  they  incorporate  a   protein  food  into  their  meals   •  For  85%  of  adults  the  presence  of  protein  also   contributes  significantly  to  taste  enjoyment  of  a  meal  or   snack   •  Protein  during  a  meal  is  also  seen  by  over  eight-­‐in-­‐ten   Americans  as  providing  energy  needed  to  get  them   through  the  morning  (82%),  abernoon  (84%)  and  evening   (82%)   -  Nearly  three-­‐fourths  (72%)  agree  that  protein  in  a   meal  or  snack  gives  them  the  energy  they  need   -  Nearly  three-­‐fourth  (71%)  agree  protein  meals  and   snacks  help  them  recuperate  aber  a  strenuous   workout  

Effect of a Meal or Snack that Contains Protein (Base = 1076 Rep adults) Leaves  me  feeling  more  sa1sfied    

49%$

Leaves  me  feeling  full  for  longer   period  of  1me    

49%$

40%$ 38%$

Total   Agree   89%     87%    

More  likely  to  enjoy  the  taste    

42%$

43%$

85%    

Protein  at  lunch  provides  energy   through  aNernoon    

43%$

41%$

84%    

Protein  at  breakfast  provides  energy   through  morning    

44%$

38%$

82%    

Protein  at  dinner  provides  energy  to   keep  up  with  family/friends    

41%$

41%$

82%    

Gives  me  energy  so  I  can  have  a  good   workout    

33%$

39%$

72%    

Helps  me  recuperate  aNer  strenuous   workout    

33%$

38%$

71%    

Less  likely  to  snack  between  meals    

31%$ Completely$agree$

39%$

70%    

Somewhat$agree$

Q:  Rate  agreement  of  the  following  statements  that  describe  the  effect  of  ea(ng  a  meal/snack  with  protein     (5  pt  scale  –  Completely  /  Somewhat  agree  /  Neither  agree  nor  disagree  /  Somewhat  /  Completely  disagree)   4  

Nearly  all  Americans  say  they  have  consumed  some  type  of  canned  protein  in  the   past  30  days,  beans  and  tuna  being  the  most  widely  consumed  canned  protein  foods   •  About  two-­‐thirds  of  Americans  claim  to  have   eaten  canned  tuna  (64%)  and  beans  (67%)  in   the  past  30  days   •  Other  canned  proteins  –  chicken,  meat,  dairy,   other  fish  and  turkey  –  are  consumed  by  less   than  one-­‐third  of  Americans     •  However,  for  those  consumers  that  do   consume  these  types  of  canned  protein   foods,  they  play  an  important  role  with  about   two  to  three  cans  of  these  protein  foods   being  consumed  in  an  average  week  

9%$

91%$

Consumed$canned$protein$ in$past$30$days$ No$canned$protein$in$past$ 30$days$

Canned Protein Foods Used in Past 30 Days (Base = 1076 Rep adults)

Beans$

67%$

Tuna$

64%$

Chicken$

32%$

Meat,$or$meat$stews,$ spreads$

27%$

Dairy$

26%$

Other$fish$ Turkey$

19%$ 13%$

Cans used in average week (Base)

3.0   2.8   2.7   3.3   3.2   2.6   3.3

(709) (637) (315) (260) (255) (191) (118)

Q:  Please  indicate  which  of  the  following  types  of  canned  proteins  you  and  your  family  have  consumed  in  your  home  in  the  past  month   5  

Consumers  perceive  a  range  of  benefits  associated  with  canned  proteins,   offering  opportunity  to  drive  incremental  consump1on   •  There  is  a  recogni(on  that  canned   proteins  taste  different  than  their  fresh   counterparts,  but  they  s(ll  can  deliver   great  taste  –  par(cularly  when   prepared  as  part  of  a  family-­‐favorite   recipe  or  meal   •  The  majority  of  Americans  say  they   have  a  great  tas(ng  (81%)  recipe  that   they  use  to  prepare  one  of  their   family’s  favorite  meals  (67%)   •  Canned  proteins  are  seen  as  having   dis(nct  advantages  over  their  fresh   counterparts  in  that  they  can  be  a   befer  value  (74%),  are  more   convenient  to  prepare  (58%),  and  are   more  accessible  (54%)  than  fresh   •  Canned  proteins  play  an  important  role   as  a  food-­‐budget-­‐stretcher  -­‐  a  majority   of  Americans  feel  that  given  a  limited   budget  cans  help  make  sure  families  get   enough  protein  (63%)  and  canned   proteins  can  be  a  befer  value  than   fresh  because  they  do  not  spoil  (74%)  

Perceptions of Meals Prepared with Canned Proteins (Base = 951 adults who have consumed canned protein in past month ) Although  canned  proteins  taste  different  than  fresh,  they  s1ll  taste   great,  especially  when  used  within  a  favorite  recipe.  

33%#

48%#

Total   Agree   81%  

Canned  proteins  can  be  a  much  be[er  value  than  fresh  because   they  don’t  spoil  and  are  easy  to  store  un1l  needed.  

26%#

48%#

74%  

Although  canned  proteins  taste  different  than  their  fresh   counterparts,  they  s1ll  taste  great.  

28%#

46%#

74%  

Dishes  that  I  make  with  these  types  of  canned  proteins  are  some   of  my,  and  my  families  favorite  meals  

26%#

41%#

67%  

Canned  proteins  can  be  just  as  nutri1ous  as  fresh  proteins.  

25%#

41%#

66%  

34%#

63%  

Given  my  limited  budget,  canned  proteins  help  me  and  my  family   get  enough  protein  

29%#

Given  my  hec1c  schedule,  canned  proteins  help  me  and  my  family   get  enough  protein  

25%#

35%#

60%  

It’s  more  convenient  to  cook  with  canned  proteins  than  with  fresh.  

26%#

32%#

58%  

Canned  proteins  play  an  important  role  in  my,  and  my  family’s  diet   because  I  have  limited  access  to  stores  that  sell  affordable,  high   quality,  fresh  protein  sources  

22%# Completely#agree#

32%#

54%  

Somewhat#Agree#

Q:  Rate  agreement  of  the  following  statements  about  canned  sources  of  protein  such  as  tuna,  chicken,  meat,  and  beans     (5  pt  scale  –  Completely  /  Somewhat  agree  /  Neither  agree  nor  disagree  /  Somewhat  /  Completely  disagree)   6  

Although  canned  proteins  are  widely  consumed,  they  account  for  a  small  propor1on   of  all  protein  eaten,  rela1ve  to  fresh   •  Cans  play  the  biggest  role  in  contribu(ng  two   important  forms  of  under-­‐consumed  sources  of   protein  –  beans  and  fish  

Distribution of Protein Foods by Form (Base = 1076 rep adults)

-  Legume  and  seafood  protein  sources  are   iden(fied  by  Dietary  Guidance  as  healthy  sources   of  protein  that  Americans  should  be  incorpora(ng   into  their  diets  with  greater  frequency  

Beans$

•  About  6%  of  the  volume  of  most  frequently  consumed   protein  foods  (dairy,  beef  and  poultry)  are  sourced   from  cans  

Pork$

-  The  wide  penetra(on  of  canned  proteins,  but   rela(vely  small  share  of  total  protein  intake,   suggest  that  canned  proteins  play  the  important,   secondary  suppor(ng  role  as  the  convenient  and   easy-­‐to-­‐prepare  meal  or  center-­‐of-­‐the-­‐plate  item    

Fish$

46%$

26%$

43%$

22%$

35%$

12%$

80%$

Dairy$

21%$

62%$

Beef$

6%$ 5%$

24%$ 82%$

Fresh$

6%$ 8%$

26%$

65%$

Eggs$

10%$

7%$ 6%$ 8%$

65%$

Poultry$

5%$

Frozen$

6%$ 5%$ 6%$ 5%$ 6%$

Canned$

Other$

Q:  On  average  what  percentage  of  these  protein  foods  are  from  canned,  frozen,  fresh  or  some  other  form?   7  

Convenient  meals  and  snacks  are  by  far  the  most  important  drivers  of   canned  protein  consump1on   •  The  four  “dishes”  that  American’s  are   most  likely  to  consume  using  canned   protein  involve  zero  or  minimal   prepara(on:   -  Sandwich   -  Plain,  out  of  the  can   -  In  a  lefuce  salad   -  On  crackers  or  nacho  chips   •  The  most  popular  dishes  that  involve  a   recipe  or  some  moderate  level  of   prepara(on  include  casseroles  and  pot   pies,  soups  and  also  as  the  “center-­‐of-­‐ the-­‐plate,”  accompanied  with  rice  or   pasta  

Intent to Add Canned Proteins to Meals & Dishes in Next Month (Base = 951 respondents who have consumed any canned protein in past month)

Fish  

Poultry  

Meat  

52%  

38%  

20%  

Plain,  out  of  the  can  

31  

19  

16  

In  lefuce  salad  

30  

27  

14  

On  crackers,  nachos,  chips  

27  

21  

23  

Casserole  or  pot  pie  

25  

31  

21  

With  pasta  

23  

29  

17  

With  rice  

22  

30  

18  

Wraps  

22  

27  

13  

One-­‐dish  skillet  meals  

19  

25  

18  

In  dip  

19  

21  

13  

In  a  soup  

17  

32  

20  

Tacos,  enchiladas,  quesadillas  

16  

21  

17  

Don’t  eat  this  form  of  protein   in  these  meals  

19  

30  

39  

Sandwich  

Q:  How  frequently  do  you  incorporate  the  following  types  of  canned  proteins  into  your  snacks?   8  

Key  Messages   •  Protein  is  an  extremely  or  very  important  nutrient  to  a  large  propor(on  of  Americans  and  canned  foods  play  a  role  in   helping  people  achieve  their  desired  level  of  daily  protein  intake.    More  than  two-­‐thirds  of  Americans  consume  three  or   more  servings  of  protein  in  an  average  day,  with  one-­‐in-­‐five  Americans  consuming  six  or  more  servings  in  an  average  day.       •  Protein’s  importance  in  the  diet  is  driven  by  its  role  in  delivering  a  long  las(ng  sense  of  fullness,  contribu(ng  to  taste   enjoyment,  and  more  then  four-­‐in-­‐five  Americans  feel  that  protein  in  a  meal  or  snack  provides  them  with  the  long  las(ng   energy  they  need  to  make  it  through  the  morning,  abernoon  and  evening.           •  Nearly  all  Americans  report  consuming  some  form  of  canned  protein  foods  in  the  past  month  –  tuna,  beans,  chicken,   meat,  dairy,  other  types  of  fish  and  turkey.   •  Canned  foods  are  widely  consumed  because  they  taste  great,  and  for  many  people  are  part  of  a  family-­‐favorite  recipe.     Canned  proteins  are  also  seen  as  having  dis(nct  advantages  over  their  fresh  counterparts  in  that  they  can  be  a  befer   value,  are  more  convenient  to  prepare,  and  are  more  accessible  than  fresh.   •  Canned  proteins  play  an  important  role  as  a  food-­‐budget-­‐stretcher  –  a  majority  of  Americans  feel  that  given  a  limited   budget  cans  help  make  sure  families  get  enough  protein,  and  canned  proteins  can  be  a  befer  value  than  fresh  because   they  do  not  spoil.     •  Canned  proteins  are  widely  used  by  nine-­‐in-­‐ten  Americans  as  a  super-­‐convenient  form  of  protein,  eaten  straight  from  the   can,  or  prepared  in  simple  meals  like  sandwiches,  salads,  casseroles  and  soups.  

9