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Target Profile Analysis 2013

Funded by The Beef Checkoff

Target Profile Analysis (heavy-moderate-light beef users)

(frequent steak, frequent ground beef users) June 2013


Table of Contents

2

Frequent Beef User Profiles……………………………………………………...5

Detailed Comparison………………………………………………………….…..10

Summary of Findings……………….……………………………………….………6

Background and Objectives…………………………………………….3

Methodology…………………………………………………………...…4

Detailed Findings


To optimize marketing plans and messaging targeting different U.S. consumer segments, the beef checkoff continues to update and expand its understanding of the beliefs and behaviors of key segments.

In 2011, an initial Target Profile analysis used the Consumer Beef Index (CBI) database to enable the beef checkoff to cost-effectively explore the profiles of a wide variety of consumer segments.

This update on that analysis, using the expanded CBI database from the past six years was done to allow the beef checkoff to both “drill-down” into the profiles and highlight changes occurring for specific segments of interest.

The 2013 Target Profile Analysis includes examination of: – The Generation Cohorts of Millennials, Gen X and Baby Boomers. – Three primary Food and Health Involved (FHI) Media Target segments –

and differences within those segments between households with or without children. FHI is a segment of consumers who enjoy good food, but are also making positive nutritional shifts.

– The spectrum of Frequent to Light beef users, as well as Frequent Steak and Frequent Ground Beef users.

– Channel Loyalist segments for away-from-home beef meals (full menu restaurant, fast food/sandwich shop) or for a specific retail channel (grocery, Walmart, club/warehouse, butcher).

Background and Objectives

3

This Deck


For each set of target group comparisons, custom tabulations of 2007-2013 CBI results (which now includes over 13,000 consumers) were run, then analyzed and the most significant differences selected for this reference document.

Each section includes: – Summaries of demographic/psychographic profiles and select perception

and usage measures for beef versus competing meats. – Exception profiling that highlights the most meaningful differentiators

across the breadth of meat choice drivers, beef/chicken evaluations and other CBI attitudinal and behavioral measures.

In addition to profiling the differences between segments, trend shifts over the past six years were examined for the Generation Cohorts, the Channel Loyalists and the Frequent to Light Beef User segments.

– In these cases, the six waves of July 2010-February 2013 were compared to the previous six waves of July 2007-February 2010.

Methodology

4


Detailed Findings

5

Frequent Beef User Profiles

Key: Highlighted for segments significantly higher or lower than the other segments,

and when significant change over time () at 99% confidence.

100% (N = 7,234)

37% (N = 2,669)

36% (N = 2,611)

27% (N = 1,954)

Total Consumers

Frequent (3+ past week)

Moderate (1-2 past week)

Light (<1 past week)

Segment Sample Size

July ‘10 – Feb ‘13 July ‘07 – Feb ‘10 100% (N = 6,823)

42% (N = 2,890)

33% (N = 2,240)

25% ( N = 1,693)

Frequent Beef Cut Use (2+ Past Week) July ‘10 – Feb ‘13 July ‘12 – Feb ‘13

Frequent Steak 8% (N = 560)

Not Frequent Steak, 92%

(N = 6,674) Not Frequent Ground Beef, 87%

(N = 2,509)

Frequent Hamburger/ Ground Beef, 13% (N = 379)

Target Profile Analysis 2013 6

Sensory appeal, cooking skill and children in the household predict heavy beef usage

Heavier beef users love the taste of beef and are very confident preparing it; especially for grilling.

– They also have fun cooking and experimenting with beef recipes and are increasingly Food and Health Involved (FHI) and FHI Influencers.

– Parents tend to be heavy users because they feel that beef (and chicken) is an important part of children’s diets.

Demographically, heavy users include more men and Caucasians.

– Beef industry advertising and public relations appear to be generating more craving for beef as well as making them feel it is a “smart” choice.

Overall, they have few qualms about the healthiness and nutritional value of beef.

They think fresh beef is a great value, but have drastically cut their beef meals away from home in the past two years.

Beef Usage Frequency … Summary of Findings


Moderate users, a prime media target, are relating to the industry’s positive messages about beef

Moderate beef users significantly improved their opinions about fresh beef’s nutrition, taste and leanness.

– Simultaneously, they are feeling better about serving beef and are gaining confidence in picking and preparing cuts with good results.

They are paying more attention to nutrition; more of them are FHI (+5%).

Value became more important to them, as did knowing how to prepare the beef they purchase, most likely because not “ruining” or “wasting” meat they are cooking at home is also an important value consideration.

– They more often are middle and upper middle class families, feel beef is good for kids and can afford to continue including beef in their diets.



Light beef users are health-conscious but not as competent in the kitchen

Light beef users choose more low-fat and organic options and consume less animal protein in general than do other consumers.

– Chicken is still preferred by a margin of 7:1 over beef among these consumers.

More women, Millennials, non-parents and educated consumers are light beef users, but they have lower incomes than heavier beef users.

– Sixteen percent (16%) consider themselves vegetarians/semi-vegetarians (versus 6% of consumers overall).

Their not being as competent as cooks may have led to their having a higher a share of their beef meals consumed at casual eateries than other consumers.

Although their attitudes about beef (and the industry) are often negative, their impressions of beef are improving, particularly with respect to feeling better about eating and serving beef.

– They are increasingly interested in specialty beef product alternatives.



Frequent steak users are foodies; hamburger-lovers are undemanding

Those who eat steak two or more times a week average five servings of beef a week, and eat more chicken, pork, fish and veal than other consumers as well.

– They love the taste of beef, consider it a family favorite, are confident in preparing it and enjoy cooking and experimenting in the kitchen.

– Heavy beef steak users include more men, FHIs and FHI influencers who are seeking both great taste and good nutrition.

They like meals to be “special,” “memorable” and give them a taste of “the good life,” and have the higher incomes that make this possible.

– They hold very positive perceptions of beef, the beef industry, new specialty beef options and the balance that beef provides between taste and nutrition.

Frequent ground beef users are focused on food enjoyment, with much less interest in nutritional considerations.

– They eat on the go and at restaurants, especially fast food outlets, more often (and are frequent at-home cooks less often), have lower incomes and are more often Millennials.



Total

Consumers Frequent beef

Eaters (3+/week)

Moderate Beef Eaters

(1-2/week) Light Beef Eaters (Under 1/week)

Frequent Steak

(2+/week)

Frequent Ground Beef

(2+/week)

July ’10 –Feb ‘13

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

Gender Female 52% 46% 45% 52% 51% 60% 59% 41% 37% Male 48% 54% 55% 48% 49% 40% 41% 59% 63% Age Millennials (13 - 32) 40% 39% 37% 38% 41% 45% 43% 41% 45% Gen-X (33 - 44) 27% 28% 31% 28% 29% 23% 27% 29% 22% Baby Boomers (45 - 65) 33% 32% 32% 34% 30% 32% 30% 30% 32% Age – Mean 38.0 38.1 38.1 38.5 37.1 37.1 36.5 37.2 36.9 Education* High school 30% 32% 29% 30% 28% 26% 29% 28% 35% Some college 27% 28% 33% 26% 30% 28% 28% 28% 28% College graduate or more – NET 43% 40% 38% 45% 42% 46% 43% 44% 37% *Total answering (7,075) (2,631) (2,052) (2,553) (1,668) (1,891) (1,174) (548) (374)

Income** Under $12,000 8% 6% 6% 7% 7% 11% 10% 6% 10% $12 up to $48,000 40% 43% 40% 36% 38% 41% 41% 37% 46% $48 up to $87,000 32% 32% 32% 33% 31% 30% 29% 32% 30% $87,000 or more 20% 19% 12% 24% 24% 18% 20% 26% 14% Income – Mean ($000) $58.5 $57.1 $59.5 $62.2 $61.3 $55.2 $57.7 $65.6 $50.9 **Total answering (6,388) (2,406) (2,622) (2,324) (2,031) (1,658) (1,462) (502) (327)

Region Northeast 17% 14% 17% 20% 22% 18% 23% 20% 15% South 33% 33% 35% 32% 36% 33% 34% 31% 32% North Central 23% 26% 28% 22% 23% 20% 21% 20% 24% West 27% 26% 20% 26% 20% 29% 22% 29% 28%

Beef Usage Frequency – Detailed Comparison

10

Q.1a/1b/2/57/59

Key: Highlighted for segments significantly higher or lower than the other segments,

and when significant change over time () at 99% confidence.


Total


Eaters (3+/week)



Frequent Steak

(2+/week)


(2+/week)


July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

DEMOGRAPHICS Any children under 18 - NET 43% 45% 48% 46% 48% 38% 43% 43% 36%

Living with a significant other or spouse 50% 52% 55% 54% 55% 43% 43% 51% 40%

Living with a parent(s) or guardian(s) 21% 20% 16% 20% 18% 25% 22% 19% 28%

Living with a child/children 29% 31% 29% 32% 29% 23% 23% 28% 24% Working full-time 40% 42% 47% 42% 46% 35% 42% 48% 40% Student also working part-time or full-time 5% 5% 7% 5% 7% 7% 9% 6% 6%

Student and not currently employed 13% 12% 10% 12% 11% 15% 13% 11% 14%

Not currently employed and not a homemaker or a student 10% 10% 6% 9% 7% 11% 7% 8% 12%

Non-Caucasian - NET 31% 26% 25% 30% 31% 37% 36% 32% 32% Black or African-American 11% 9% 9% 11% 12% 15% 17% 8% 13% Average household size 2.9 3.0 3.1 3.0 3.1 2.8 2.9 2.9 2.8

Food and Health Involved 49% 64% 58% 70% 65% 2% 0% 67% 60% FHI influencers 13% 16% 13% 19% 17% 0% 0% 22% 15%

Base: (7,234) (2,669) (2,890) (2,611) (2,240) (1,954) (1,693) (560) (379)


11

Q.2a/3/51/52/53


Total


Eaters (3+/week)



Frequent Steak

(2+/week)


(2+/week)


July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

Effect of Economic Changes Purchased about the same

amount of beef (home) 49% 53% N/A 50% N/A 41% N/A 46% 50%

Bought more of my beef at sale prices 34% 38% N/A 35% N/A 25% N/A 38% 37%

Cut back on my beef purchases (home) 28% 17% N/A 27% N/A 46% N/A 14% 17%

Cut back on my beef meals when eating out 36% 26% N/A 35% N/A 51% N/A 23% 28%

Purchased more beef meals when eating out 15% 18% N/A 15% N/A 10% N/A 28% 23%

Purchased beef meals about as often when eating out 49% 56% N/A 50% N/A 39% N/A 50% 49%

Bought more of my beef meals from the "price specials" section of the menu

22% 24% N/A 23% N/A 19% N/A 25% 20%

Bought less steak and more ground beef than before 15% 16% N/A 14% N/A 14% N/A 8% 16%

**Base: Beef eaters w.9-13 only (5,994) (2,238) (**) (2,283) (**) (1,473) (**) (443) (379)


12

Q.40d/40e


Total


Eaters (3+/week)



Frequent Steak

(2+/week)


(2+/week)


July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

MEAT USAGE FREQUENCY Any red meat restriction – NET 20% 7% 7% 14% 16% 47% 47% 8% 6%

Semi-vegetarian, eating fish and poultry 5% 2% 2% 2% 3% 11% 13% 3% 1%

Strict vegetarian/Vegan 2% 0% 0% 1% 0% 5% 5% 1% 0% First Choice of Protein

Beef 22% 38% 37% 18% 16% 5% 6% 44% 36% Chicken 32% 23% 23% 36% 32% 38% 38% 20% 26%

Beef Frequency – Past Week Heavy (3+/week) 37% 100% 100% 0% 0% 0% 0% 86% 84% Moderate (1-2/week) 36% 0% 0% 100% 100% 0% 0% 14% 16% Light (less than 1/week) 27% 0% 0% 0% 0% 100% 100% 0% 0%

Weekly Use (Mean) Beef 2.2 4.2 4.6 1.6 1.7 0.0 0.0 5.0 4.6 Chicken 2.7 3.1 3.4 2.5 2.6 2.2 2.4 3.5 3.2 Fish 0.8 0.9 1.0 0.8 1.0 0.9 1.1 1.4 0.9 Pork 1.0 1.4 1.5 1.0 1.0 0.4 0.4 1.8 1.6 Veal 0.1 0.2 0.2 0.1 0.2 0.1 0.1 0.4 0.2 Expected Increase In Use Fish 30% 30% 26% 31% 28% 31% 28% 33% 30% Chicken 27% 29% 23% 27% 23% 24% 22% 32% 31% Beef 14% 20% 13% 13% 11% 8% 6% 26% 22% Base: (7,234) (2,669) (2,890) (2,611) (2,240) (1,954) (1,693) (560) (379)


13

Q.17/20/24/29

Linked to segment definition


27% 37% 38%

27% 25%

12% 12%

46% 34%

48%

49% 48%

53% 51%

40% 34%

43%

50%

17%

10% 12% 16%

20%

28% 31%

9% 12%

8% 3% 3% 4% 5%

20% 23%

3% 4%

TotalConsumers

July '07 -Feb '10

July '10 -Feb '13

July '07 -Feb '10

July '10 -Feb '13

July '07 -Feb '10

July '10 -Feb '13

July '07 -Feb '10

FrequentSteak

(2+/week)

FrequentGround

Beef(2+/week)

Beef “Buckets”

Bucket 1 Positives strongly

outweigh negatives

Bucket 2 Positives somewhat outweigh negatives

Bucket 3 Negatives somewhat

outweigh positives

Bucket 4 Negatives strongly outweigh positives

14


Q.35

Frequent Beef Eaters (3+/week)

Moderate Beef Eaters (1-2/week)

Light Beef Eaters (1-2/week)


Total


Eaters (3+/week)



Frequent Steak

(2+/week)


(2+/week)


July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

IMPORTANCE IN MAIN DISH CHOICE

At Home (Top 2 Box) Great tasting 88% 90% 92% 89% 88% 84% 82% 87% 89% Value for the money 80% 82% 81% 83% 78% 74% 74% 77% 83% Extremely safe to eat 79% 79% 82% 81% 79% 78% 78% 74% 82% Ideal balance taste/nutrition 73% 72% 70% 75% 74% 73% 71% 72% 69% Feel good about 73% 73% 74% 74% 73% 70% 69% 74% 69% Good results consistently 75% 77% 76% 77% 76% 70% 69% 76% 73% Know how to prepare well 71% 73% 71% 74% 67% 64% 64% 71% 71% Always tender 66% 68% 71% 69% 67% 59% 61% 69% 64% Quick and easy to prepare 65% 67% 69% 67% 66% 61% 64% 63% 72% Food you crave 65% 69% 65% 67% 62% 57% 53% 69% 72% Variety of meal options 65% 67% 66% 68% 65% 60% 62% 66% 60% Easy to pick cuts 62% 64% 66% 64% 63% 56% 56% 65% 57% Great for grilling 51% 56% N/A 54% N/A 41% N/A 63% 50% Good for special occasions 50% 51% 48% 53% 52% 44% 47% 60% 50% Provides energy and fuel 68% 68% 66% 70% 68% 65% 67% 73% 60% Excellent package of nutrients 61% 57% 55% 65% 61% 62% 65% 60% 53% Not contribute to heart-health problems 60% 54% 54% 63% 63% 63% 64% 58% 46%

Fits with health-conscious diet 57% 50% 51% 59% 61% 64% 63% 50% 45% Source of vitamins/minerals 56% 53% 53% 58% 58% 59% 59% 60% 48% Low in saturated fat 55% 50% 53% 58% 60% 59% 62% 54% 43% Low in cholesterol 51% 44% 46% 54% 54% 55% 58% 49% 39% Associate with "the good life" 42% 41% 39% 44% 44% 38% 45% 51% 44%

Base: Among those asked (3,617) (1,358) (1,442) (1,300) (1,115) (959) (854) (295) (189)


15

Q.13a

Note: Items included of greatest difference or importance


Total


Eaters (3+/week)



Frequent Steak

(2+/week)


(2+/week)


July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

IMPORTANCE IN MAIN DISH CHOICE

At Full-Service Restaurant (Top 2 Box)

Great tasting 88% 91% 91% 90% 87% 82% 85% 88% 91% Food you crave 71% 74% 72% 72% 66% 64% 61% 72% 77% Value for the money 82% 84% 81% 83% 80% 77% 77% 80% 85% Good results consistently 76% 76% 78% 78% 74% 72% 74% 76% 76% Variety of menu options 74% 76% 75% 75% 74% 70% 68% 77% 75% Always tender 69% 72% 73% 72% 69% 62% 64% 71% 75% Good for special occasions 56% 56% 55% 59% 53% 52% 52% 61% 60% Worth paying more for 56% 58% 52% 57% 53% 52% 54% 59% 55% Associate with "the good life" 43% 44% 42% 47% 42% 39% 47% 49% 46% Extremely safe to eat 78% 76% 78% 81% 78% 76% 77% 75% 75% Ideal balance taste/nutrition 67% 64% 63% 70% 66% 67% 69% 67% 64% Great source of protein 57% 55% 51% 62% 53% 55% 58% 60% 58% Many lean cuts available 52% 48% 48% 56% 52% 50% 56% 49% 53% Important part of children’s diets 40% 37% 41% 45% 43% 38% 41% 39% 35% Smart choice 59% 54% 54% 63% 60% 63% 64% 55% 57% Not contribute to heart-health problems 54% 48% 51% 56% 55% 58% 60% 50% 51%

Excellent package of nutrients 54% 49% 50% 56% 52% 57% 56% 49% 50% Not contain hormones/antibiotics 51% 46% 48% 54% 52% 55% 59% 46% N/A Fits a health-conscious diet 51% 43% 46% 55% 52% 56% 59% 47% 49% Low in cholesterol 45% 39% 40% 48% 46% 51% 53% 43% 43% Can be eaten every day 49% 49% 51% 51% 48% 47% 48% 56% 55%



16

Q.13b



Total


Eaters (3+/week)



Frequent Steak

(2+/week)


(2+/week)


July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

BEEF PERFORMANCE At Home (Top 2 Box) Great tasting 88% 94% 93% 93% 90% 71% 67% 91% 90% Great source of protein 85% 89% 88% 88% 84% 74% 71% 85% 88% Know how to prepare well 82% 90% 90% 86% 82% 63% 62% 86% 83% Variety of meal options 82% 89% 88% 85% 83% 66% 61% 86% 86% Easy to pick cuts 81% 87% 86% 85% 81% 66% 61% 85% 83% Quick and easy to prepare 80% 86% 87% 84% 82% 66% 63% 82% 86% Provides energy and fuel 80% 88% 85% 82% 82% 67% 63% 84% 87% For special occasions 80% 87% 84% 83% 81% 67% 61% 86% 89% Many lean cuts available 79% 86% 84% 84% 77% 64% 61% 82% 80% Good results consistently 75% 85% 83% 80% 75% 53% 52% 83% 84% Ideal balance of taste/nutrition 73% 81% 78% 78% 74% 55% 45% 80% 79% Feel good about 71% 83% 81% 78% 72% 44% 38% 82% 81% Food you crave 68% 81% 77% 73% 70% 44% 41% 82% 80% Excellent package of nutrients 65% 71% 69% 70% 64% 48% 46% 75% 72% Smart choice 63% 74% 70% 68% 64% 41% 37% 77% 68% Value for the money 62% 72% 72% 65% 64% 46% 41% 72% 68% Extremely safe to eat 62% 72% 65% 65% 58% 41% 39% 73% 73% Associate with "the good life" 60% 68% 65% 63% 62% 44% 44% 74% 63% Always tender 56% 64% 61% 60% 58% 40% 39% 64% 62% Can easily eat on the go 55% 64% 65% 54% 58% 43% 45% 63% 67% Can be eaten every day 55% 72% 71% 53% 53% 31% 29% 76% 74% Fits a health-conscious diet 50% 58% 55% 54% 50% 34% 30% 63% 51% From humanely-raised animals 45% 50% 48% 48% 49% 33% 36% 57% 43% Low in cholesterol 30% 34% 28% 31% 30% 22% 20% 40% 31%



17

Q.32a



Total


Eaters (3+/week)



Frequent Steak

(2+/week)


(2+/week)


July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

BEEF PERFORMANCE At Full-Service Restaurant (Top 2 Box)

Great tasting 86% 93% 92% 91% 88% 69% 66% 91% 93% Variety of menu options 83% 89% 89% 84% 83% 72% 67% 88% 86% Great source of protein 83% 88% 86% 85% 82% 73% 70% 91% 85% Good for special occasions 79% 85% 83% 82% 78% 66% 61% 88% 82% Provides energy and fuel 78% 84% 84% 81% 78% 67% 64% 86% 83% Many lean cuts available 75% 81% 80% 78% 74% 64% 59% 86% 73% Good results consistently 70% 79% 79% 76% 70% 51% 46% 81% 78% Food you crave 70% 84% 80% 75% 66% 47% 41% 84% 82% Feel good about 69% 79% 79% 75% 67% 46% 42% 85% 78% Balance of taste/nutrition 68% 76% 75% 73% 69% 52% 49% 83% 71% Good value for the money 63% 74% 71% 65% 60% 46% 42% 74% 76% Extremely safe to eat 62% 71% 68% 66% 58% 46% 40% 75% 66% Associate with “the good life” 61% 68% 67% 66% 64% 45% 43% 73% 66% Always tender 58% 65% 64% 62% 56% 44% 41% 69% 61% Worth paying more for 55% 65% 61% 58% 57% 39% 37% 68% 59% Can be eaten every day 54% 70% 70% 54% 48% 32% 31% 69% 63% Fits a health-conscious diet 47% 53% 54% 53% 47% 33% 32% 68% 45% From humanely-raised animals 42% 45% 48% 47% 43% 31% 31% 51% 43%



18

Q.32b



Total


Eaters (3+/week)



Frequent Steak

(2+/week)


(2+/week)


July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

Why Consuming More Beef (Extremely/Very Important)

Continue to enjoy and prefer the taste of beef 71% 77% N/A 70% N/A 45% N/A 82% 73%

Household using the grill more 54% 55% N/A 57% N/A 42% N/A 64% 48% Beef is more of a family favorite 64% 71% N/A 61% N/A 36% N/A 80% 66% Quick and easy to have beef 68% 72% N/A 65% N/A 59% N/A 68% 74% Many occasions when beef was the right choice 64% 68% N/A 61% N/A 53% N/A 69% 61%

Stores selling beef at a great price 58% 59% N/A 58% N/A 48% N/A 65% 57%

Base: Those consuming more (951) (530) (**) (316) (**) (105) (**) (1340 (119)

Why Consuming Less Beef (Extremely/Very Important)

Preferred other meal options to the taste of beef 40% 28% N/A 31% N/A 47% N/A Sample Size Sample Size

Trying to eat more plant-based protein 42% 30% N/A 36% N/A 47% N/A Insufficient Insufficient

Concerned about "factory farming" methods 37% 31% N/A 28% N/A 43% N/A for Analysis for Analysis

More concerned about price 47% 51% N/A 57% N/A 41% N/A Beef is too expensive 47% 55% N/A 55% N/A 41% N/A Beef is hard to digest 30% 20% N/A 24% N/A 36% N/A Other meats seem healthier 55% 50% N/A 53% N/A 57% N/A Base: Those consuming less (906) (101) (**) (274) (**) (531) (**) (15) (17)


19

Q.38d/f

** Only asked in waves 10-13


Total


Eaters (3+/week)



Frequent Steak

(2+/week)


(2+/week)


July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

BEEF SPECIFIC Purchase Channel: Penetration (% with 1+)*

Grocery store/supermarket 83% 83% 82% 84% 85% 80% 81% 83% 78% Food Service options - NET 59% 61% 68% 56% 61% 62% 63% 54% 64% Fast food restaurant 45% 50% 56% 42% 46% 43% 46% 39% 55% Full service restaurant 30% 30% 35% 29% 35% 33% 35% 29% 27% Quick casual restaurant 13% 12% 15% 11% 15% 16% 17% 13% 13% Local deli/sandwich shop 11% 10% 14% 9% 14% 13% 16% 10% 8% School or work cafeteria 6% 5% 8% 5% 7% 8% 8% 5% 6%

Butcher shop/meat market 17% 17% 17% 17% 21% 18% 18% 22% 17% Farmers market 8% 6% 7% 7% 8% 10% 8% 10% 5% Share of Servings* Grocery store/supermarket 47% 46% 45% 50% 48% 44% 45% 49% 40% Food Service options - NET 23% 24% 29% 21% 26% 26% 29% 20% 29% Fast food restaurant 12% 13% 15% 10% 12% 11% 13% 9% 18% Full service restaurant 6% 6% 7% 6% 7% 8% 8% 6% 6% Wal-Mart 11% 12% 12% 11% 11% 10% 10% 11% 15% *Base: Beef Eaters (6,967) (2,669) (2,854) (2,611) (2,205) (1,687) (1,298) (560) (379) Specialty Beef Purchases (Past Six Months)

Any Beef Specialty - NET 53% 55% 46% 56% 49% 47% 39% 63% 53% Natural beef 25% 27% 24% 27% 26% 20% 18% 29% 23% Locally-raised beef 20% 23% 17% 19% 17% 15% 10% 25% 20% Organically-raised beef 18% 16% 13% 18% 13% 19% 15% 19% 15% Grass-fed beef 18% 19% 15% 18% 15% 16% 12% 22% 15% Base: (7,234) (2,669) (2,890) (2,611) (2,240) (1,954) (1,693) (560) (379)


20

Q.40a/48

`


Total


Eaters (3+/week)



Frequent Steak

(2+/week)


(2+/week)


July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

CHICKEN COMPARISONS

Beef/Chicken Preference Strongly prefer beef 14% 24% 22% 11% 11% 5% 4% 31% 23% Strongly prefer chicken 21% 10% 10% 19% 21% 39% 43% 9% 10% Beef is Better Traditional "All-American" food 35% 40% 41% 34% 34% 28% 26% 42% 40% Taste 31% 40% 40% 30% 28% 20% 19% 47% 38% Protein content 28% 33% 34% 28% 28% 22% 21% 39% 32% Great for grilling 27% 34% N/A 25% N/A 22% N/A 38% 35% Makes memorable meals 25% 32% 32% 25% 23% 17% 16% 40% 28% Providing lasting satisfaction 23% 30% 32% 22% 24% 15% 15% 34% 28% Very pleasurable to eat 23% 30% 32% 22% 20% 15% 15% 37% 29% Many lean options available 21% 25% 23% 21% 20% 15% 15% 28% 26% Variety of preparation methods 13% 19% 19% 11% 12% 8% 9% 24% 23% Value for the money 12% 16% 17% 10% 11% 8% 8% 18% 18% Chicken is Better

Fat content 59% 57% 57% 59% 59% 63% 63% 52% 51% Calorie content 55% 51% 51% 54% 54% 62% 61% 44% 43% Value for the money 50% 44% 44% 51% 52% 58% 59% 44% 39% Not feeling guilty about eating 46% 39% 38% 45% 48% 57% 59% 34% 39% Good for kids 40% 33% N/A 38% N/A 49% N/A 32% 35% Many lean options available 36% 31% 34% 34% 37% 45% 48% 30% 30% Good for any night of the week 29% 17% 18% 29% 34% 47% 51% 19% 18% Variety of preparation methods 25% 18% 17% 25% 28% 36% 38% 20% 17% Protein content 22% 17% 16% 20% 22% 29% 33% 15% 19% Taste 20% 11% 11% 18% 21% 35% 40% 12% 11% Base: (7,234) (2,669) (2,890) (2,611) (2,240) (1,954) (1,693) (560) (379)


21 Q.34/37


Total


Eaters (3+/week)



Frequent Steak

(2+/week)


(2+/week)

Top 3 Box (8-10)


July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10

July ’10 –

Feb ‘13

July ’07 –

Feb ‘10 July ’10 – Feb ‘13

July ’10 – Feb ‘13

General Life Not enough hours in the day 42% 44% 49% 43% 44% 39% 44% 43% 45% Like having fast-paced life 18% 19% 17% 19% 20% 16% 20% 26% 22% Food

Cook meals frequently 48% 49% 46% 52% 47% 41% 40% 53% 41% Willing to try new beef cuts/recipes 43% 52% 53% 48% 48% 25% 28% 54% 42%

Enjoyment over healthiness 38% 44% 44% 39% 38% 29% 29% 47% 47% Creativity through cooking 37% 37% 33% 40% 38% 33% 34% 40% 30% "Meat and potatoes" person 36% 48% 49% 37% 35% 19% 21% 51% 47% Often eat on the run 13% 14% 16% 13% 14% 12% 15% 18% 15% Health

Pay particular attention to nutrition 34% 26% 25% 37% 33% 40% 39% 33% 23% Improving lifestyle healthiness 32% 27% 24% 33% 33% 39% 39% 34% 23% Very health conscious 29% 23% 21% 30% 29% 35% 36% 30% 20% Buying/Preparing smaller portions 27% 23% 25% 29% 28% 30% 34% 26% 22% Watch what you eat all the time 24% 19% 17% 25% 24% 31% 32% 24% 18% Mainly eat low fat foods 23% 16% 16% 24% 23% 32% 33% 22% 14% Mainly eat natural foods 19% 15% 13% 19% 18% 25% 25% 22% 15% Mainly eat organic foods 14% 11% 9% 14% 12% 17% 18% 18% 9% Lifestyle (Past Week)

Cooked meal on BBQ 30% 36% 36% 32% 34% 18% 21% 46% 32% Cooked meal just for the fun of it 26% 29% 30% 27% 28% 21% 23% 34% 25% Dined out at a formal restaurant 21% 24% 27% 22% 26% 15% 22% 34% 22% Ate a meal "on-the-go" 39% 47% 52% 40% 42% 29% 36% 47% 48%

Base: (7,234) (2,669) (2,890) (2,611) (2,240) (1,954) (1,693) (560) (379)


22 Q.49/50


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Target Profile Analysis June 2013

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