The National Pork Board Pork Champion Quantitative Study Spring RAC 2014

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1 The National Pork Board Quantitative Study Spring RAC 2014

2 Methodology Online quantitative survey, conducted March 14-18, o Total of 1000 respondents o 500 s o 500 Primary Shoppers o Respondents were screened to be the person in the household that does the grilling or the person who decides what is to be grilled Objectives Understand s current attitudes and behaviors with regard to grilling. Understand how pork fits into the grilling occasion for s. 2

3 How they feel about grilling The majority of s love grilling "I love grilling and grilled food is the best!" 55% 59% "I like to grill and grilled food is pretty good." 37% 40% "I will grill if I have to and grilled food is good once in a while." 4% 5% Q22 - If you had to define your level of grilling, which of the following would you say is most like you? grillers base: n = 500 Primary Shopper 3

4 How grilling was learned Learning how to grill can come from being with others as much as being self-taught I observed others grilling I winged it A relative/friend taught me I found recipes that explained grilling I read a book I watched videos online I took a class on grilling I learned from a blog 4% 3% 3% 4% 13% 10% 11% 10% Q4 - How did you learn to grill? grillers base: n = 326 (Those that stated that they were doing the grilling in Q3) Primary Shopper grillers base: n = 345 (Those that stated that they were doing the grilling in Q3) 22% 22% 52% 53% 46% 50% 43% 46% Primary Shopper 4

5 Frequency of grilling s grill often with 71% grilling at least once a week during grilling season 41% * 71% 33% 30% 29% 28% 25% 6% 2% 2% 4% Several times a week Once a week A few times a month Once a month Once every few months Q6 - Thinking about the time of year your household grills the most, how often would you say you grill? grillers base: n = 500 * Denotes statistical significance at a 95% confidence level Primary Shopper 5

6 When pork is grilled Pork is grilled for many occasions, with weekend and weekday dinners being key 69% 65% 62% 58% 59% 55% 53% 49% 36% 35% 27% 28% 19% 22% 11% 9% Weekend dinners Weekday dinners Outdoor BBQ Family dinner Parties Special occasion Weekend lunches Weekday lunches Q13 - For what occasions or events does your household typically grill pork? grillers base: n = 500 Primary Shopper 6

7 Deciding what is grilled Family tastes of the moment drive purchase decisions Whatever I (my family) have a taste for 76% 75% Whatever is in the freezer/refrigerator Whatever is on sale 37% 35% 35% 37% It's the meat I (my family) always grill 27% 24% Whatever is easiest Whatever is quickest Q12 - How does your household decide what types of meat to grill? grillers base: n = % 17% 14% 14% Primary Shopper 7

8 Months grilling typically occurs The peak grilling season runs from roughly late spring to late summer 63% 62% 63% 62% 61% 59% 52% 52% 54% 49% 31% 32% 31% 30% 14% 13% 8% 4% 2% 4% 3% 7% 4% 2% Q5 - During which months does your household typically grill food? grillers base: n = 500 Primary Shopper 8

9 I grill all year round There is a segment of grillers who grill all year round, especially s in the South 46% 42% 41% 23% 21% 23% 29% 31% Northeast Midwest South West Q5 - During which months does your household typically grill food? grillers base: n = 500 Primary Shopper 9

10 Like most about grilled pork The taste of grilled pork is a big benefit for pork grillers Taste/Flavor 81% 83% Tender/Texture/Juicy 7% 8% Sauces/Marinades/Spices 2% 2% Cooking method 1% 2% Cut 1% 1% Q10 What does your household like most about pork that s been grilled? (open end) grillers base: n = 500 Primary Shopper 10

11 Frequency of grilling pork 68% of s are grilling pork at least a few times a month including 9% who grill several times a week 37% 32% 9% 6% 22% 17% 18% 23% 22% * 14% Several times a week Once a week A few times a month Once a month Once every few months Q8 - How often does your household grill (PORK)? grillers base: n = 500 * Denotes statistical significance at a 95% confidence level Primary Shopper 11

12 Grilling more or less The good news - 17% of s plan to grill more pork this year Less in 2014 than in previous years About the same More in 2014 than in previous years Pork Champion Primary Shopper Pork Champion Primary Shopper Pork Champion Primary Shopper 6% 6% 78% 80% 17% 15% Ground Beef 9% 11% 78% 76% 13% 13% Beef Like steaks and roasts 9% 11% 74% 74% 17% 15% 4% 5% 73% 74% 24% 21% Q15 - Thinking about your plans for this grilling season, versus previous years, would you say that your household is planning to grill less, more or about the same of each of the following? grillers base: n =

13 Reasoning for grilling less Cost and preference are the main reasons for those indicating they will grill less pork; cost is the overwhelming reason for grilling less beef while preference and difficulty are cited for chicken Cost 17% 28% 36% 66% Prefer other protein Health concerns Too difficult/time consuming 25% 9% 36% 28% 23% 11% 23% 2% 14% 10% 11% 24% Pork Beef - Like roasts and steaks Ground Beef Chicken Q16 You said your household is planning to grill less in 2014 than you did in previous years. Why are you planning to grill less? (open end) Pork Base: n = 57; Beef Base: n = 100; Ground Beef Base: n = 99; Chicken Base: n = 46(Those that stated they will be grilling less pork in Q15) 13

14 Level of difficulty Grilling most pork cuts is not perceived to be difficult 0 We don t grill this 1 Very difficult To grill 2 Somewhat Difficult to grill 3 Neither easy nor difficult 4 Somewhat easy to grill 5 Very easy To grill Boneless Pork Chops Bone-in Pork Chops Pork Steaks Pork Ribs Country Style Ribs Pork Tenderloin Boneless Pork Roast Bone-in Pork Roast Pork Shoulder Roast Q18 - How would your household rate the cuts below, on a scale of Very difficult to grill to Very easy to grill? grillers base: n = 500 Primary Shopper 14

15 Homemade vs. bought seasonings While marinades and rubs can be either store-bought or homemade, most sauces and herbs/spices are bought in-store Marinade We make our own Pork Champion 49% Primary Shopper 51% We use store bought Pork Champion 51% Primary Shopper 49% Rubs 45% 45% 55% 55% Sauce 30% 31% 70% 69% Herbs/spices 33% 31% 67% 69% Q20 - For the following seasonings for pork, does your household make their own or use store bought? grillers base: n =

16 Agree with the statements (top 3 box) Over half of s always look for new grilling recipes and like to share recipes with others We are always on the lookout for new recipes for grilling We use a recipe as a guide but add our own touches We love to grill side dishes as well as meat on the grill We love to pass along grilling recipes We don't use recipes. We just wing it when we are grilling 58% 52% 58% 53% 56% 49% 52% 45% 45% 40% Q21 - Please look at the following statements. On a scale of 1 to 10 with one meaning strongly disagree and 10 meaning strongly agree, please tell me how much you agree or disagree with each one. (Top 3 box) grillers base: n = Primary Shopper 16

17 Where recipes are found An opportunity to increase pork grilling may come from offering recipes online Online recipe websites Friends or family Cookbooks Magazines Cooking shows Social media In store Online blogs Newspapers I don't always use a recipe 13% 10% 11% 11% 11% 8% 10% 10% 20% 32% 28% 28% 31% 25% 49% 44% 46% 44% 41% 38% Q19 - Where does your household get recipes for grilling pork? grillers base: n = 500 Primary Shopper 17

18 Considerations for the 2014 grilling season Pork is grilled throughout the week as well as on weekends - encourage pork purchases this grilling season with consistent pork featuring/promotion and strong in-stock positioning. Decisions of what to grill are often made due to family tastes of the moment. This provides an opportunity for impulse purchases of pork at the meat case and points out the need for increased variety of pork cuts and attention-grabbing POS. Taste is king when it comes to grilled pork! Focus messaging at the meat case and in ads to highlight taste. Consider cross-merchandising with sauces, marinades and spices to increase fresh pork purchases. Remember that grilling is an enjoyable, social event for many grillers. Make your meat case inviting by using summertime themes and POS get creative! 18

19 Summer Campaign Grilling and Ribs POS

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