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FooDS
Volume 3, Issue 1: May 14, 2015
FOOD DEMAND SURVEY
About the Survey
FooDS tracks consumer preferences and sentiments on the safety, quality, and price of food at home and away
from home with particular focus on meat demand. FooDS is a monthly on-line survey with a sample size of at
least 1,000 individuals, weighted to match the US population in terms of age, gender, education and region of
residence. See the online technical document for more details.
MEAT DEMAND
Willingness-toPay
Last Year:
May 2014
Last Month:
April 2015
Steak
Chicken
Breast
Deli Ham
Chicken
Wing
Beans &
Rice
Pasta
$6.35
$4.63
$4.06
$3.51
$2.29
$2.01
$2.08
$3.13
$8.02
$5.59
$4.46
$3.97
$2.51
$2.42
$2.33
$3.61
May 2015
$7.45
$5.36
$4.70
$4.19
$2.47
$2.23
$2.04
$3.49
% change
(April - May)
-7.12%
-4.11%
5.38%
5.54%
-1.59%
-7.85%
-12.45%
-3.32%
Hamburger Pork Chop
Willingness-to-pay (WTP) changes were mixed in May. WTP for for hamburger and pork chop increased, while
WTP f or steak and chicken breast fell. WTP for all meat products is higher relative to this time last year.
FOOD EXPENDITURES
May 2014
Current weekly
at home
$96.34
Current weekly
away from home
$50.15
Anticipated change in at
home in next 2 weeks
-0.55%
Anticipated change away from
home in next 2 weeks
-1.81%
April 2015
$97.05
$53.02
-0.21%
-1.24%
May 2015
$96.32
$53.23
-0.43%
-1.49%
% change
(April - May)
-0.75%
0.39%
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Food expenditures for food eaten at home decreased 0.75% from April, whereas food expenditures for food
purchased away from home increased slightly over last month. Consumers expect higher meat prices and
expect to buy more beef, chicken, and pork compared to one month ago. Inflationary expectations are lower
than was the case a year ago.
Food Demand Survey | Oklahoma State University | info.survey@okstate.edu
Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857
This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
Consumer Expectations
FooDS Page 2
AWARENESS & CONCERN TRACKING
GMO, Salmonella, and E. coli were the most visible issues in the news over the past two weeks. The largest
percentage jump in awareness from April to May was for bird flu. This is the second month in a row there
has been an increase in awarness of bird flu. Salmonella, E. coli, and hormones were ranked as the top three
concerns during May. The largest percent increase from last month was for bird flu. The largest percent
decrease in concern was for beta-agonists.
Awareness of Food Issues
Food Demand Survey | Oklahoma State University | info.survey@okstate.edu
Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857
This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
Concern for Food Issues
FooDS Page 3
GENERAL FOOD VALUES
Taste, safety, and price remained consumers’ most important values when purchasing food this month.
Consumer values remained similar to those in past months, with an increase in perceived value of taste, safety
and appearance, and a decrease in perceived value of nutrition and environment. Similar to previous months,
consumers reported that their main challenge was finding affordable foods that fit within their budget. Finding
time to cook at home and finding food children will eat remained the least pressing challenges. 5.29% of
participants reported having food poisoning, a 1.12% decrease from April.
Consumer Challenges
Consumer Values
Food Demand Survey | Oklahoma State University | info.survey@okstate.edu
Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857
This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
AD HOC QUESTIONS
FooDS Page 4
Four new seds of ad hoc questions were added to the survey this month.
The first question asked: “Which of the following best describes your position on labeling of genetically
engineered food?” Over half of the respondents answered, “Food companies should be required to label
genetically engineered food in all circumstances”. About one fifth thought labeling should only be required
if there is a health or safety risk, and another 18% did not have a strong position. The remaining 6.5% of
respondents stated “In general, food companies should not be required to label genetically engineered food
but voluntary labels are permitted”.
Consumer Beliefs about Labeling of Genetically Engineered Food
Food Demand Survey | Oklahoma State University | info.survey@okstate.edu
Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857
This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
AD HOC QUESTIONS
FooDS Page 5
Secondly, participants were asked: “How should the issue of mandatory labeling of genetically engineered food
be decided?”
The majority, 61%, of the respondents stated “by the U.S. Food and Drug Administration (FDA)”. Just over 10%
of repspondents stated “I don’t know” and only 5% of respondents stated “by ballot initiatives in each state”.
How Should Labeling of Genetically Engineered Food be Decided?
Food Demand Survey | Oklahoma State University | info.survey@okstate.edu
Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857
This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
AD HOC QUESTIONS
FooDS Page 6
The third question asked: “ To what extent do you agree or disagree with each of the following statements?”
Participants were asked to rate each statement on a scale of 1 to 5 where 1 = strongly disagree and 5 = strongly
agree.
Respondents rated the statement “In general, I support mandatory labeling or genetically engineered foods”
the highest out of the nine statements. The statement “Seeing a label indicating the presence of genetically
engineered ingredients on a food product would increase the likelihood I’d buy the product” rated the the
lowest of the nine statements.
Preferences for Genetically Engineered Food Labels
Food Demand Survey | Oklahoma State University | info.survey@okstate.edu
Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857
This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
FooDS Page 7
Participants were also asked to what extent they agreed or disagreed to the following statements relating to
avian influenza, more commonly known as bird flu.
The first statement read: “I plan to eat less turkey and eggs in the future because of the outbreak of avian
influenza (bird flu)”. 22.7% of respondents stated they either agreed or strongly agreed, 43.8% stated they
disagreed or strongly disagreed, and 33.48% stated they neither agreed nor disagreed.
The second statement read: “I am concerned about the safety of the turkey and eggs I eat because of the
outbreak of avian influenza (bird flu)”. 36.7% stated they either agreed or strongly agreed, 31.3% stated they
either disagreed or strongly disagreed, and 32% stated they neither agreed nor disagreed.
Concern for Avian influenza
Food Demand Survey | Oklahoma State University | info.survey@okstate.edu
Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857
This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.