Pecans The Consumer Speaks A consumer A&U study on Pecans 9/09/11
2 Goal To increase Pecan sales..
3 Objective Understand the consumer: Consumption frequency Usage occasions Attitudes / Behaviors / Beliefs Identification of key message motivators Identification of key health motivators
4 End Result Actionable insight that will help guide future research and consumer outreach messaging and mediums to achieve our goal.
5 Tactic / Methodology Consumer Attitude & Usage study of Pecans Study design Type: Online Timing: June 17-19, 2011 Number of people = 1004 Confidence level = 95% Sample: Adults 18+; Make majority of or share grocery shopping decisions; Have consumed nuts in the past year.
6 Pecans Study Highlights Pecans are not top of mind: Among all nut varieties, Pecans rank 5 th (19%) in unaided awareness. Pecans are consumed more in baked goods: However snacking is the most common form of eating occasion among all nut types Pecans consumption frequency is low v. other nuts 30% snack / 21% meals / 23 % Baked goods Pecan halves are the preferred form for all usage occasions.
7 Pecans Study Highlights Nutritional attitude towards Pecans Pecans do not get recognized for their health benefits: Respondents associate nuts in general with good taste, health/nutrition and snacking. However, respondents associate pecans with desserts and baked goods, NO nutritional benefits. Vitamins & minerals, and protein content are also motivators but not as strong. Least compelling health benefits: Messages on diabetes, neurological health weight loss and sodium content. Pecans have barriers to consumption: The largest barriers to consumption of pecans as a snack are taste & texture.
8 Awareness Pecans are not top-of-mind. (Q4/5) 100% 97% 97% 94% 97% 94% 94% 94% 90% 80% 70% 60% 50% 40% 30% 20% 26% 28% 31% 19% 19% unaided awareness 14% 24% 10% 0% 4% Almonds Cashews Mixed Nuts Peanuts Pecans Pistachios Walnuts Unaided Aided
Eating Occasions Nut Type Pecan ranks: 5 th in snack, 3 rd in meals and 2 nd in baked goods/desserts. (Q7-9) 100% 90% 80% 70% 60% 50% 70% 47% 45% S 74% S S 54% 52% S 76% 44% S 85% S 68% S 49% 50% 49% S 59% 57% 62% 47% S 60% 40% 30% 32% 27% 24% 20% 10% 0% Average Almonds Cashews Peanuts Pecans Pistachios Walnuts 9 Snack Meal Baked Good or Dessert Implication: Significant upside consumption opportunities.
Consumption Frequency By Nut Type Pecans rank fifth and are eaten much less frequently as a snack. (Q7) Snack Nut Variety 1+ Times/Month % (Index) Average 37 (100) Almonds 42 (114) Cashews 40 (108) Peanuts 53 (143) Pecans 30 (81) Pistachios 25 (68) Walnuts 30 (81) 10 Implication: Pecan consumption can grow as a snack.
11 Consumption Frequency By Nut Type Pecans are third in frequency of meal consumption behind Almonds and Peanuts. (Q7) Meals Nut Variety 1+ Times/Month % (Index) Average 19 (100) Almonds 25 (132) Cashews 17 (89) Peanuts 24 (126) Pecans 21 (111) Pistachios 9 (47) Walnuts 19 (100)
12 Consumption Frequency By Nut Type Pecans and Walnuts are consumed more frequently than other nut varieties in baked goods or desserts. (Q7) Baked Goods Nut Variety 1+ Times/Month % (Index) Average 17 (100) Almonds 17 (100) Cashews 9 (53) Peanuts 20 (118) Pecans 23 (135) Pistachios 7 (41) Walnuts 23 (135)
The Preferred Pecan 71% prefer Pecan halves. Plain/Un & Salted/Roasted most popular coatings. (Q20/23) Pecan Variety (%) Pecan Form (1004) Plain, unsalted 47 29% Salted 48 Roasted 50 71% Halves Pieces Praline 29 Candied 21 Butter 22 Cinnamon 15 Orange 4 As part of nut mix/snack mix 47 13 Other 2
Attitudes on Nuts -Overall(Q6) All Types Nuts are most commonly associated with taste, health/nutrition and snacking. Meals, baked goods and desserts are not Category (%) (1004) Tasty/Delicious/Flavorful 26 General Health/Nutritious 26 Great Snack/Munching 18 Salty 11 Crunchy 9 High in Protein 6 Filling/Satisfying 5 Desserts/Pies/Brownies/ Ice Cream/Cookies top-of-mind. Taste Health Snack Salads/Stir Fry/Oatmeal 2 4 Pecans In contrast, most consumers think about Pecans in the context of desserts (i.e., pie) and baked goods, not snacking or health. NO perceived viable benefits of nut. Category (%) (1004) Pie 31 Non-Pie Dessert/Baked Goods 21 Pie Baked Goods Taste Taste/Delicious/Flavorful 17 Like/Love Them 12 None 10 Seasons/Holidays/Homey 8 Dislike 6 Snacking/Munching 6 Healthy 4 14 Healthy Fats 2 Salad 4
Pecans Health Benefit Awareness Majority of consumers (54%) are not aware that Pecans offer specific health benefits. (Q26) Category (%) No 54 Healthy in General 12 Protein 9 Good Fat 6 Fiber 5 Heart Health 3 Lowers Cholesterol 3 Vitamins 2 Anti-oxidants 2 Oils 2 15 Omega 3 2
Pecans Health Benefit Reducing risk of heart disease and lowering cholesterol are the most compelling benefits to drive interest in Pecan consumption. Interest in Eating Pecans as a Snack (%) Believability of Statement (%) Tell Others (%) Average Rating 64 63 48 Research has shown that pecans can help diabetics better manage their condition 50 55 46 Research indicated that pecans can play a role in protecting the nervous system 65 53 47 Pecans contain more antioxidants than any other nut variety 67 64 50 Research suggest pecans can help reduce the risk of heart disease 70S 63 53S Research has shown that pecans lower cholesterol levels 69S 62 52 Pecans may aid in weight loss and maintenance since they make you feel fuller, longer 64 55 51 90% of the fats in pecans are unsaturated fat 63 70S 48 Pecans contain more than 19 vitamins and minerals 68S 69S 48 One ounce of pecans provides the recommended Daily Value for fiber 67S 63 51 Pecans are a natural, high quality source of protein 70S 68S 53S Pecans are naturally sodium-free 58 67S 46 16
Pecans -Barriers To Consumption Barriers to consume as a snack are taste and texture. (Q10-17) Eat Pecans as A Snack (%) Do not eat Pecans as a Snack (%) (736) (268) Gap (# Percentage Points) Is a high quality nut variety 84S 59-25 17 Has a taste I like 84S 45-39 Has a texture I like 83S 43-40 Is a nut variety that is high in nutrition Is a nut variety that s great for snacking Is a nut variety that s a great ingredient in desserts and baked goods Is a nut variety that s a great ingredient in main dishes Is a nut variety that s a great ingredient in salads 79S 55-24 80S 46-34 87S 61-26 60S 23-37 68S 33-35
Pecans Implications The NPSA MPRP team is using this information to guide our 2011/2012 plans Previous Programs Research New Program RESEARCH STUDIES University of Massachusetts: Pecans effect on neurological health Most compelling health benefits are reducing the risk of heart disease and lowering cholesterol. Focus on study development focused on what resonates most with consumer to gain share of ear. Loma Linda: Second group include the vitamins and minerals, fiber and a good source of protein. Antioxidant capacity of Pecans Shows that antioxidants in pecans may help prevent heart disease and lower cholesterol. Least compelling health benefits included messaging on diabetes, neurological health, weight loss & sodium. INC Research MARKETING Broad reach target for Pecan preference, demand and nutritional messaging: consumer, professional, industrial and commercial. Pecans have low unaided awareness Pecans are not perceived as a snack Pecans do not get the consumer perceived benefit of being healthy Pecans have barriers to consumption Pecans have motivators to consumption Focus 11/12 initiatives deeply on the consumer v. previous broader reach introducing new forms of mediums to deliver communication. 18 MESSAGING Health-fact based, loaded with data. Also included snacking ideas. Pecans have low unaided awareness Pecans are not perceived as a snack Pecans do not get the consumer perceived benefit of being healthy Pecans have barriers to consumption Pecans have motivators to consumption Messaging will break barriers to consumption. Messaging will reflect feedback from consumer on what they want to know about Pecans that will motivate trial and purchase:
Thank you.