Source: Rita Jane Gabbett, MEATINGPLACE, 12/18/15


Consumers were willing to pay more for a number of poultry and meat products in the month ending mid-December, according to Oklahoma State University’s monthly Food Demand Survey.

Compared to one month ago, willingness-to-pay (WTP) increased for all products, except chicken wings, which remained unchanged. Among meat products, WTP for the two beef products (steak and hamburger) witnessed the highest percentage increases at over 8 percent. WTP for steak, pork chop, and chicken wing are all lower relative to this time last year, whereas WTP for chicken breast, hamburger, and deli ham are higher compared to this time last year.

The survey 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. The monthly on-line survey with a sample size of at least 1,000 individuals, weighted to match the U.S. population in terms of age, gender, education and region of residence.

Food expenditures
Expenditures on food eaten at home decreased 0.86 percent from mid-November to mid-December and expenditures on food purchased away from home decreased 6.44 percent relative to last month. Consumers expect higher beef and pork meat prices than they did a month ago, and they report expecting to buy slightly more chicken, beef, and pork compared to last month. Plans for eating out fell significantly.

Awareness and concern tracking
E. coli, Salmonella, and GMO were the most visible issues in the news over the past two weeks. Awareness of all items increased over last month. The largest percent jump in awareness from November to December was for GMO and E. coli. E. coli, Salmonella, and antibiotics were ranked as the top three concerns during December. Concern for all items increased compared to last month. The largest percent increase in concern was for E. coli. Changes in awareness and concern may be due to highly publicized food borne illnesses associated with the Chipotle restaurant chain. 

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 slight decreases in perceived values of animal welfare and fairness and an increase in perceived values of taste, safety, and price.

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. In the latest survey, 7.24 percent of participants reported having food poisoning, more than double that from a month ago.

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