Enhanced Pork Labeling Research:Study Results

September 24, 2015

09/24/2015

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Research background and objectivesBackground:

The new rule becomes effective January 1, 2016. FSIS: Description Designation for Raw Meat and Poultry Products Containing Added

Solutions, Final Rule

Specifically the new rules states that:• All products that contain a solution must have specific details of the information included on

the package label.• This information must be shown directly below the product name and must use the same font

type.• The font size must be no less than one-third the size of the font used for the product name and

must use the same font style (bold, italic, underline etc.).• The term “enhanced” can no longer be used; instead, use the word “contains.”

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Research background and objectivesObjectives:

• Measure awareness and purchase behavior of “enhanced” meat and poultry under the current labeling regulations

• Determine how the new labels will impact overall consumer attitudes toward enhanced fresh pork or change purchase intent/behavior

• Ascertain the reasons for any change in purchase intent/behavior, positive and negative

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Research methodology • A 15-minute online survey with a total of 1,200 respondents was

conducted summer of 2015.

• Potential respondents were screened to ensure that they do at least 50 percent of the shopping and food preparation for their households and that they do not avoid red meat or poultry.

• A sample size of 1,200 respondents has an error rate of +/-2.8% at the 95% confidence level. • If this same study were repeated 100 times, in 95 of 100 times, the

results would be within +/-2.8% of those of the current study. • (Sample sizes of 400 have an error rate of +/- 4.9%.)

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73% of respondents are aware of enhancements

Not at all aware; 8%

Only vaguely aware; 19%

Somewhat aware; 32%

Very aware; 41%

Awareness of Meat and Poultry Enhancement

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57% of respondents said they purchased enhanced product

Yes; 57%

No; 15%

Not sure; 28%

Purchase of Enhanced Meat andPoultry Products in the Past

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Many don’t realize they are buying enhanced products

0%20%40%60% 52%

64% 56%

Percent of Customers Who Have PurchasedEnhanced Meat and Poultry Products in the Past

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56% said they would purchase with statement

Very unlikely; 7%Somewhat

unlikely; 12%

Neither likely nor unlikely;

25%

Somewhat likely; 36%

Very likely; 20%

Likelihood of Purchasing Pork Product with Solution of Salt, Water and Spices

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Reasons for concern

There are too many additives.

6%

I need more information

before I could decide. 5%

Reasons totally unrelated to

enhancement of the product. 17%

I don't like added

solutions. 8%

I prefer my meat more natural with nothing

added. 10%

Too much salt/sodium. 14%

I’m not sure one way or the other.

9%

I prefer my own spices, seasonings.

12%

Reasons Given for Being Somewhat Or Very Unlikely to Purchase PorkContaining Water, Salt and Spices

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36% would purchase with expanded statement

Very unlikely; 20%

Somewhat unlikely; 21%

Neither likely nor unlikely; 23%

Somewhat likely; 22%

Very likely; 14%

Likelihood of Purchasing Pork Products with Solution of Water and Various Ingredients

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Reasons for concern

Too many chemicals/artificial

ingredients. 24%

I don’t understand what these ingredients are

and if I don't know, why I would eat them. 23%

Too many additives. 12%

Too much salt/sodium.

11% I prefer my meat more natural with

nothing added. 8%Reasons totally unrelated to enhancement of the

product. 4%

I’m not sure one way or the other.

4%

Reasons Given for Being Somewhat orVery Unlikely to Purchase PorkContaining Water and Various Ingredients

Concerns grow as ingredient list grows

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Pork with water, salt, seasonings

Pork with water, other ingredients

0%

10%

20%

30%

40%

50%

60% 56%

36%

Percent of Consumers Very/Somewhat Likely to Buy Enhanced Pork Products

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Positive attitudes about added solution

I don’t really know how to season or tenderize meat so this helps me.

I sometimes overcook my meat so this helps it be less dry and more tender.

A high percentage of meat contains these types of solutions already so this does not really bother me.

These solutions help the meat to be more juicy.

Some meat is tough these days so these solutions help make it more tender.

I like the improved taste that this gives the meat.

Adding this kind of solution improves the tenderness of the meat.

0% 100%

20%

30%

35%

40%

42%

43%

42%

Consumer Agreement with Positive Statements about Solution Added Meat/Poultry

% of Respondents Who Somewhat/Strongly Agree

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Negative attitudes about added solutionConsumer Agreement with Negative Statements about Enhanced Meat/Poultry

I am concerned about the impact of added sodium on my health.

I don’t want to pay good money for salt and water to be added to my meat.

I want to know a lot more about what they put in these solutions before I buy them.

I don’t like added chemicals in my food.

I prefer my meat to be more “natural.”

I prefer my own seasonings.

0% 100%

67%

67%

68%

68%

70%

85%

% of Respondents Who Somewhat/Strongly Agree

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Conclusions and implications

• While 73% of consumers state they are aware of enhanced pork products and 57% say they have purchased them, there are still consumers who are not aware of this practice.

• When provided a label with the new statement format included, 56% of respondents said they would purchase pork with a simple solution called out, and 36% said they would purchase a product with the expanded solution.

• These statements do raise concerns with some consumers about additives.• The simpler the solution on labels, the better the response from these

consumers. • Consider these results when reviewing current statements that need to be

adjusted to comply with the new rule by January 1, 2016.

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This message funded by America’s Pork Producers

Patrick FlemingDirector of Market Intelligence & Innovation

pfleming@pork.org