consumer product comprehension
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The 2011 International Poultry Exposition (IPE) Salmonella and Campylobacter
Reduction Conference
Consumer Product Comprehension
• March 2006 Outbreak/Recall– USDA modified regulations
• Must use “uncooked or raw” (no long use “ready to cook”)• Cooking instructions documentation• Barber Foods, Antioch, Maple Leaf all comply as well as remove microwave
instructions• Barber Foods conducts multiple research studies to proactively understand
consumer perception, habits and practices• Barber Foods solicits USDA and Minnesota Dept. of Health input• Barber Foods conducts micro challenge studies on cooking directions• Barber Foods implements labeling and cooking packaging copy beyond USDA
standard• Plans to lead a Stuffed Breast Industry meeting
• September 2008 Outbreak– USDA public advisory– Barber Foods leads 1st Industry labeling and cooking instruction conference call (10/31/08)
– Stuffed Breast industry coalition with Koch Poultry, Maple Leaf and Tyson– Barber Foods leads 2nd Industry labeling and cooking instruction conference call: All
participants agree to standard (11/14/08)
Background
Development of Packaging Standards
• Input from all coalition members• Input from USDA FSIS• Accessed prior USDA study• Generic package created to demonstrate and
test standard– Raw in title– Raw icon– Raw food safety statement on net weight line
Consumer Comprehension Study
• On-line Omnibus 1,000 interviews– 50% of sample viewed “generic old copy” Post
March 2006– 50% of sample viewed “generic new” proposed
guidelines
5
Appendix: Product Tested – Old Copy
6
Appendix: Product Tested – New Copy
Package research Executive SummaryThe new package communicates the raw product state significantly better• Recall of the word “raw” nearly doubles (42% w/ old pack to 82% w/ new pack) • Understanding of the raw product state increases from 55% to 76%
overall• Among females who indicate they are the primary meal preparer,
it goes from 54% to 82%
The oven symbol does a good job in reinforcing the raw state of the product and how it should be cooked
In both the new and old versions the vast majority of consumers plan to cook the product in the oven (75% for old copy vs. 79% for new copy)
• Open end playback of packaging likes are consistent with the other findings – more mention raw and must be cooked in oven/not microwavable with the new package
Recall of a meat thermometer increases significantly overall (from 53% to 70%)
• The open ends suggest meat thermometer communicates that the product must reach a certain temperature/be cooked well or thoroughly – but not necessarily that the product is raw7
8
Product State – What is the product state?
• New packaging copy has significant impact on the percentage of all consumers who believe the chicken is raw, especially among females and females involved in the category
Q4: “Based on what you noticed from the packaging, please select one statement below that describes the chicken in this product”
TOTAL TOTAL FEMALES
TOTAL MALES TOTAL FEMALES + INVOLVED
IN PURCHASE/PR
EP
TOTAL FEMALES + INVOLVED + BUY CHICKEN
BREASTS
OLDA
(499)
NEWB
(501)
OLDC
(257)
NEWD
(263)
OLDE
(243)
NEWF
(237)
OLDG
(237)
NEWH
(247)
OLDI
(157)
NEWJ
(167)The chicken is already fully cooked
33 B 16 31 D 12 35 F 21 32 H 12 36 J 12
The chicken is raw 55 76 A 54 82 C 56 70 E 54 82 G 55 83 II am not sure if the chicken is raw or fully cooked
12 8 15 D 6 9 10 15 H 6 10 4
CAPITAL LETTER indicates 95% confidence level vs. other columnLower case indicates 90% confidence level vs. other column
9
Cooking Method – Proper preparation method
• The vast majority of consumers will bake the product in the oven
Q5: “Which statement best describes the proper preparation method(s) for this product? (Please select one)
TOTAL TOTAL FEMALES
TOTAL MALES TOTAL FEMALES + INVOLVED
TOTAL FEMALES + INVOLVED +
BUY CHICKEN BREASTS
OLDA
(499)
NEWB
(501)
OLDC
(257)
NEWD
(263)
OLDE
(243)
NEWF
(237)
OLDG
(237)
NEWH
(247)
OLDI
(157)
NEWJ
(167)Cook in oven 75 79 79 83 72 74 79 83 81 86Heat in microwave 10 7 8 d 4 13 11 8 h 4 8 4Cook in oven or heat in microwave
15 14 14 13 16 16 13 13 12 10
CAPITAL LETTER indicates 95% confidence level vs. other columnLower case indicates 90% confidence level vs. other column
10
11
12
Raw Packaging Guidelines
• Guidelines being adopted by top 4 Stuffed Breast manufacturers
• Coalition manufactures all implemented labeling by 12/31/09
13
Barber Foods Package Continuous Improvement
• Added “Raw” tab as part of new design– Further differentiation
Continuous Improvement
2008 = 55% 2009 = 82% 2010 = 96%
Barber Packaging Research
RAW COOKED
Total rep(84)%C
Total rep(84)%D
Fully cooked 4 98 C
Raw / Not cooked 96 D 1
Don’t know -- 1
Q9: Which of the option listed best describe each package?
Barber Packaging ResearchLIGHT PACK CURRENT
Totalrep(84)%C
Totalrep
(173)%E
Top 2 box: Extremely/Very Easy 82 e 72Extremely easy 49 44Very easy 33 a 28Somewhat easy 14 23 acBottom 2 box: Not Very/At All Easy 4 6Not very easy 4 5Not at all easy -- 1
Q10: For the pair of packaging you’ve been evaluating, how easy is it to tell which package is for a raw product and which is fully cooked?
GfK: Online quantitative survey, May 10, 2010“Rep” = 75+ females / cell, ages 22-65 who purchase frozen poultry in grocery
Conclusions
• Industry & USDA FSIS collaboration and cooperation produces better outcome
• USDA FSIS should incorporate raw standard into labeling regulations– Ensures that private label and other
manufacturers clearly communicate• Questions and/or feedback
– Jeff Shaw@barberfoods.com
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