NPD Consumption Report

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Transcript NPD Consumption Report

AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESS

May 2012

Consumption of Fresh Mushrooms

Prepared for The Mushroom Council

1

Methodology

Understanding Fresh Mushroom Consumption

 Please read the next page carefully  Without your understanding of the methodology you may not accurately understand the findings of this research  Do not compare these finding to sales data – there is no retail or purchase information in this study  This study is based on frequency of consumption (eating occasions) NOT the volume or amount of food consumed  What is an “eating”?  It is the consumption of an item during an eating occasion  The volume (or amount) consumed is not part of the research data base  This data includes foods consumed at home – not at foodservice  Other Notes: Many large consumer packaged good/food manufacturers utilize similar data to help them better market and sell their products Proprietary and Confidential 2

Methodology

Methodology

Data Collection Reporting Period Reporting Method Annual Yield Balancing Time of Day • Paper Diary • • 14 Days Rolling sample- every week, 50 household begin recording consumption so at any one time 100 households are maintaining diaries • Individual eaters (Kids & Adults) • • Approximately 2000 Households representing 5000 individuals annually Balanced to U.S. Census statistics on key demographic and geographic information • 14 Daily Diaries consist of separate sections for each meal and snack situation Eatings Annual Eatings Per Capita Sample Individuals Using Individuals

Measures

• Represents an instance of one person eating one food item. Measures frequency; does not reflect the amount consumed at the occasion • Average number of times an item is consumed in a given year • The number of people in the data set regardless of whether or not they ate a particular food item • Used to determine base size Index • Relative measure indicating if a group is well developed or underdeveloped compared to the rest of the population: • • Index <80 is below average Index >120 is above average Proprietary and Confidential 3

Summary

Sizing Fresh Mushroom Consumption

 About 10% of the population consumes Fresh Mushrooms at least once in an average two week period.  The penetration has grown slightly over the past ten years, but has been offset with a slight decline in frequency. Overall, consumption has remained relatively flat.

Demographics

 Adults 55+ are the most likely to consume Fresh Mushrooms, and this population group is projected to grow in the next ten years  Fresh Mushrooms should experience a natural increase in consumption if the behavior is adopted as adults age  White/Non-Hispanics are the heaviest consumers of Fresh Mushrooms, however Asian consumers are almost twice as likely to consume them Proprietary and Confidential 4

Summary

Usage and Consumption

 Most Fresh Mushrooms are consumed as an additive/Ingredient as opposed to as a base dish  When Fresh Mushrooms are used as an additive/ingredient, they are most likely to be used in Homemade/Mix Variety Dishes (driven by skillets), Salad, and Italian Dishes  All three of these host foods have increased in consumption over the past 5 years – creating a good opportunity for growth for Fresh Mushrooms Proprietary and Confidential 5

Sizing Consumption of Fresh Mushrooms

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Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011 Proprietary and Confidential 7

Individuals who keep fresh mushrooms on hand are more likely to rate themselves as excellent cooks. This has implications for recipe development and increased usage frequency among current consumers.

22,9 14,4 Total Respondents Have Fresh Mushrooms On Hand

In general, how would you rate your own cooking skills and abilities?

Excellent – I am an accomplished home chef, capable of creating my own recipes and I can make just about anything with excellent results”

Source: The NPD Group/ Kitchen Audit 2011 Proprietary and Confidential 8

Consumption of Fresh Mushrooms has remained relatively flat over the past decade, declining slightly in recent years

Trend of Fresh Mushrooms Consumption

Annual Eatings Per Capita In 2011 the average person consumed Fresh Mushrooms 4.2 times 4,2 4,2 4,1 4,5 4,9 4,6 4,6 4,7 4,6 4,3 4,2 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: The NPD Group/ National Eating Trends (NET); Rolling 2 years ending November Proprietary and Confidential 9

Over the past few years, more people are eating mushrooms, but they are eating them slightly less frequently. Mushrooms have gained more users, but lost some eating frequency – resulting in a flat consumption rate (see previous chart) Trend of Fresh Mushroom Consumption

In 2011, 10.3% of the population consumed Fresh Mushrooms at least once in a 2 week period 9,0 9,3 9,1 9,1 9,7 10,0 9,9 9,5 9,7 10,0 10,3 1,8 1,7 1,7 1,9 1,9 1,8 1,8 1,9 1,9 Consumers of Fresh Mushrooms consume them 1.6 times in a 2 week period 1,7 1,6 2001 2002 2003 2004 2005 2006 2007 2008 2009 Individual Penetration (in an average two week period) Eatings per Eater (in an average two week period) 2010 2011 Source: The NPD Group/ National Eating Trends (NET); Rolling 2 years ending November Proprietary and Confidential 10

Demographics

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Demographics of Fresh Mushroom consumers, at a glance

Fresh Mushroom Consumers Tend to Be…

Adults 55-64 Affluent Empty Nesters and Affluent Traditional families Households with higher incomes ($50,000+) White/Non-Hispanics (and Asians, though a smaller share) 2 Member Households

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Adults 55-64 are most likely to consume Fresh Mushrooms

Adults 55-64 make up 24% of mushroom consumption and 15% of sample. Therefore, have above average consumption 200 180 160 140 120 100 80 60 40 20 0

Kids <6 Age of Fresh Mushroom Consumers 6-12

% Eatings Index to Sample

13-17 Total Adults 18-34 Y 35-44 45-54 55-64 65+ Above Average % Eatings 13.6%

4.3% 6.0% 3.3%

86.4%

12.8% 13.3% 17.8% 23.7% 18.8%

% Sample 21.7%

6.8% 9.3% 5.6%

78.3%

16.6% 13.6% An index between 80 and 120 is considered average Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011 16.4% 15.2% 16.5% Proprietary and Confidential 13

The population 55+ is expected to grow in the next two years; Fresh Mushrooms should experience a natural increase in consumption due to more adults 55+ in the population 2021 Population Projections vs. Current Population Population

5 000 000 4 500 000 4 000 000 3 500 000 3 000 000 2 500 000 2 000 000 1 500 000 1 000 000 500 000 0 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70

Age 2021 Pop 2011 Pop

Source: The U.S. Census Bureau Proprietary and Confidential 14

Adult males and females aged 55-64 are more likely to consume Fresh Mushrooms

Adult females 55-64 make up 14% of mushroom consumption and 8% of sample. Therefore, they index above average

Age/Gender of Adult Consumers of Fresh Mushrooms

% Eatings Index to Sample 200 180 160 140 120 100 80 60 40 20 0

Adult Males 18-34 35-44 45-54 55-64 65+ Adult Females 18-34 35-44 45-54 55-64 65+ Above Average % Eatings 40.4%

5.0% 6.5% 8.4% 10.2% 10.2%

46.1%

7.8% 6.9% 9.4% 13.5% 8.5%

% Sample 36.4%

7.4% 6.2% 7.7% 7.0% 8.0%

42.0%

9.2% 7.4% 8.7% 8.2% 8.5% An index between 80 and 120 is considered average Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011 Proprietary and Confidential 15

Fresh Mushroom eaters skew toward households with higher incomes and also households with two members

41% of mushrooms are consumed in households with incomes of $70K+ 68% have incomes over $50K+

Household Demographics of Fresh Mushroom Consumers Household Income

% Eatings 2,3 6,9 6,3 8,2 8,9 16,5 10,0 Under $10,000 $10,000 - $19,999 $20,000 - $29,999 $30,000 - $39,999 $40,000 - $49,999 $50,000 - $59,999 $60,000 - $69,999 $70,000 and Over 41,1

Household Members

% Eatings

14,7 19,9 17,7 39,7

5+ Members 4 Members 3 Members 2 Members 1 Member Index > 120 indicates above average tendencies Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

8,1

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Although White/Non-Hispanics consume a majority of Fresh Mushrooms, Asian consumers are almost twice as likely to consume them Race/Ethnicity of Fresh Mushroom Consumers

% Eatings

Race/Ethnicity %Eatings Index to Sample

White/Non-Hispanic 87.3

104 Non-White Black/Non-Hispanic Hispanic Asian Other 12.7

1.1

5.1

5.5

1.0

81 18 96 190 67 Index < 80 indicates below average tendencies Index > 120 indicates above average tendencies Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011 Proprietary and Confidential 17

Consumers of Fresh Mushrooms are more likely to be affluent traditional families and affluent empty nesters

18% of mushrooms are consumed by Affluent Empty Nesters, and they make up 10% of the population

Lifecycle of Fresh Mushroom Consumers*

% Eatings Index to Sample 200 180 160 140 120 100 80 60 40 20 0

Affluent Singles Low/Mid Income Singles Dinks Working Parents Single Parents Affluent Trad Families Low/Mid Income Trad Families Affluent Empty Nesters Low/Mid Income Empty Nesters Single Active Seniors Married Active Seniors 75+ Year Old Above Average % Eatings

4.8% 7.8% 1.5% 5.2% 4.4% 14.9% 11.3% 17.9% 16.8% 1.7% 8.3% 5.3%

% Sample

4.2% 8.4% 2.6% 7.2% 9.1% 10.0% 19.3% 9.9% 14.4% 2.6% 7.1% 5.2% An index between 80 and 120 is considered average *Defined in Appendix Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011 Proprietary and Confidential 18

Understanding the Next Slide

Fresh Mushroom Consumption

 The top number listed on each region is the research sample size of the region  The bottom number is the index showing consumption related to the sample  In the index, 80 to 120 is considered average consumption  For this index, a higher number is better  Consumption of Fresh Mushrooms is highest in the New England area, followed by the Pacific and Mountain regions  All other regions demonstrate an opportunity to build consumption of Fresh Mushrooms Proprietary and Confidential 19

The Pacific, Mountain and New England regions have a higher propensity to consume Fresh Mushrooms than other regions

The Pacific region makes up 14% of mushroom consumption, and is overdeveloped compared to the

Census Region- Fresh Mushroom Consumption

% Eatings, Index to Sample share of sample they comprise

New England 6.3% 162 Pacific 13.9% 139 Mountain 8.9% 127 WN Central 7.6% 74 EN Central 19.7% 100 Mid Atlantic 15.2% 97 WS Central 5.6% 67 ES Central 6.1% 79 South Atlantic 16.6% 96

An index between 80 and 120 is considered average Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011 Proprietary and Confidential 20

Understanding the Next Slide

Fresh Mushroom Consumption

 How can consumption be higher in Summer when retail sales have a flatter trend during this time?  This research is based on the number of eatings not volume consumed  During the Winter holidays a consumer may purchase a till of mushrooms and consume them all in one sitting – this would represent a single eating  In Summer, a consumer may purchases a till, but consume just a few mushrooms every day (such as in salads)  If the consumer consumed the till over multiple eating occasions, this would represent multiple eatings  Mushrooms are, in general, consumed more frequently in Summer Proprietary and Confidential 21

Fresh Mushrooms are slightly more likely to be consumed most frequently in the Summer

Summer makes up 28% of mushroom consumption – in the average range

Seasonality of Fresh Mushroom Consumption

% Eatings, Index to Sample Spring

24.3% 100

Summer

28.3% 110

Fall

23.1% 92

The South Atlantic is more likely to eat mushrooms in the summer, while Middle Atlantic and Pacific regions eat more in Spring An index between 80 and 120 is considered average Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011 Winter

24.3% 98

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Usage

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In Home dinner accounts for over 75% of Fresh Mushroom eatings

Meal Occasion of Fresh Mushroom Consumption

% Eatings In Home Dinner

5 Year Pt. Change

-3.0

75,3

In Home Lunch In Home Breakfast

13,5 11,1

In Home Main Meals 1.6

1.3

Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011 Proprietary and Confidential 24

Nearly half of all Fresh Mushrooms are prepared on the stove-top Appliance Preparation - Total Dishes Including Fresh Mushrooms

(Mushrooms “as-is” and Dishes Including Additive/Ingredient Mushrooms, such as skillets) % Eatings

Stove Top Stove Top- Fried/Pan Broiled Not Warmed/Not Cooked Uncooked-Raw Oven Oven- Baked/Roasted Grill/BBQ Other Warm Prep 6,1 5,2 8,8 8,4 12,8 20,1

Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

29.0

44,6

Children and Adults 18-44 over-index for using the Grill as an appliance in Fresh Mushroom preparation Proprietary and Confidential 25

Fresh Mushrooms are much more likely to be used as an Additive/Ingredient rather than being consumed “As Is” Fresh Mushrooms as a Base Dish vs. Additive/Ingredient

% Eatings (pt change vs. 5 years ago) 89,6 10,9 Base Dish

+1.6

Additive/Ingredient

-1.4

Note: May add to over 100% due to mushrooms being reported as an ingredient to mushroom dish Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011 Proprietary and Confidential 26

When Fresh Mushrooms are used as a base dish they are most likely consumed as a side dish

81% of base dish mushrooms (eaten as-is) are eaten as a side dish at the meal When mushrooms are used in other dishes, 72% of the time that dish is the main dish

Dish Position of Fresh Mushrooms as a Base Dish vs. Additive/Ingredient

% Eatings AO/NR Dsh Pos

21,0

Side Dish

80,7

Main Dish

71,9

Appetizer Base Dish Fresh Mushrooms Additive/Ingredient Fresh Mushroms AO/NR Dsh PO = All Other/Not Reported Dish Position Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011 Proprietary and Confidential 27

When additive/ingredients are included in the base dish, butter/margarine is used nearly half of the time. Garlic is the top spice used with Fresh Mushrooms.

Top Additives/Ingredients to Base Dish Fresh Mushrooms

% Eatings Butter/Margarine

Butter

29.9%

46,7

Spices/Seasonings

Garlic

21.5%

Vegetables

Onions

12.1% 22,4 21,5

Source: The NPD Group/ National Eating Trends (NET); 3 years ending November 2011

Cells in Italics represent less than 35 using individuals, please use directionally

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When Fresh Mushrooms are being consumed, Beef is most likely to be at the meal

Beef Vegetables Poultry Sandwiches Seafood

Top Main Dishes Consumed Alongside Base Dish Fresh Mushrooms

% Meals including Base Dish Fresh Mushrooms

6,5 6,5 15,6 17,7

35,1

Steak 22.1% When mushrooms are eaten as a base dish at a meal, 35% of the time beef is the main dish Source: The NPD Group/ National Eating Trends (NET); 3 years ending November 2011

Cells in Italics represent less than 35 using individuals, please use directionally

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Homemade/Mix Variety Dishes, Salads, and Italian Dishes are the top foods where Fresh Mushrooms are added Top Host Foods for Additive/Ingredient Fresh Mushrooms

% Eatings Homemade/Mix Variety Dishes Salads Italian Dishes Eggs Omelettes Pizza Vegetables Soup Sandwiches

5,3 4,3 4,2 5,7 10,6 10,5

Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

20,1 23,0

Skillet: 12.3% Oven: 3.5% Other Appl: 6.9% When mushrooms are used in other dishes, 23% of the time they’re in a homemade/mix variety dish Proprietary and Confidential 30

The top 3 food categories Fresh Mushrooms are added to have grown over the past five years. This is a great opportunity for mushrooms!

The average person eats Salads 64 times a year

24,8 25,3 26,0 Trend of Top Host Foods for Add/Ing Fresh Mushrooms

Annual Eatings Per Capita

27,1 27,2 27,6 25,2 24,9 24,1 24,6 27,2 3.1

1.3

64,3 64,1 62,9 62,0 62,2 62,7 64,7 67,0 66,5 64,0 64,0 25,6 27,1 27,4 26,3 25,5 25,0 25,6 27,4 27,9 27,7 29,3 4.3

2001 2002

5 Year Pt. Change

2003 2004 2005 2006 Homemade/Mix Variety Dishes 2007 Salads 2008 2009 Italian Dishes Source: The NPD Group/ National Eating Trends (NET); Rolling 2 years ending November 2010 2011 Proprietary and Confidential 31

When Fresh Mushrooms are included in the top host foods, they are added a little over 1% of the time

Mushrooms are included in Italian dishes 1.4% of the time

Inclusion Rate of Fresh Mushrooms in Top 3 Foods

% Host Food Eatings Including Fresh Mushrooms

1.4% 1.4% 1.1% Homemade/Mix Dishes Italian Dishes (other than Pizza)

Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

Salad

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Summary

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Summary

Sizing Fresh Mushroom Consumption

 About 10% of the population consumes Fresh Mushrooms at least once in an average two week period.  The penetration has grown slightly over the past ten years, but has been offset with a slight decline in frequency. Overall, consumption has remained relatively flat.

Demographics

 Adults 55+ are the most likely to consume Fresh Mushrooms, and this population group is projected to grow in the next ten years  Fresh Mushrooms should experience a natural increase in consumption if the behavior is adopted as adults age  White/Non-Hispanics are the heaviest consumers of Fresh Mushrooms, however Asian consumers are almost twice as likely to consume them Proprietary and Confidential 34

Summary

Usage and Consumption

 Most Fresh Mushrooms are consumed as an additive/Ingredient as opposed to as a base dish  When Fresh Mushrooms are used as an additive/ingredient, they are most likely to be used in Homemade/Mix Variety Dishes (driven by skillets), Salad, and Italian Dishes  All three of these host foods have increased in consumption over the past 5 years – creating a good opportunity for growth for Fresh Mushrooms Proprietary and Confidential 35

Appendix

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Lifecycle Definitions

Group Names I.

II.

Singles

1. Affluent 2. Low/Mid Income

Working Women

3. DINKS 4. Working Parents 5. Single Parents

III. Traditional Families

6. Affluent 7. Low/Mid Income

IV. Empty Nesters

8. Affluent 9. Low/Mid Income

V.

Seniors

10. Single Active 11. Married Active 12. 75+

Demographic Description Under 65 Years Old

Household Income More than $32K per Year Household Income  $32K per Year Couples <45 Years, No Children <18, Both Employed FT Age of Homemaker <65 Years, Married w/Children, Both Spouses Employed FT Household Head (Typically Female) <65, No Spouse, Children Present

Married w/Children <18 Years Present, Female Head <65, Only 1 Spouse Employed FT

Per Capita Income More than $13K per Year Per Capita Income  $13K per Year

Middle Age Households 45-64 No Children <18 Years Present

Per Capita Income More than $28K per Year Per Capita Income  $28K per Year

Female Head (or Male Head if No Female Present) Age 65+

Single and Between 65 and 74 Years Old Married and Between 65 and 74 Years Old 75+ Years Old Proprietary and Confidential 37