A new survey shows consumers increasingly favor chicken over beef purchases and also suggests they care where their food is produced but are confused about labeling requirements.
The November Food Demand Survey (FooDS) from Oklahoma State University indicates that consumers plan to buy more chicken and less beef and pork in the coming months. This has been their plan since last November, according to the survey.
FooDS is a 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.
The FooDS survey also tries to measure consumers' acceptance or resistance to food pricing with a measure it calls "willingness to pay" (WTP). The researchers said the WTP for all food products increased from one month ago, except beef steak for which WTP was fundamentally unchanged. WTP for pork and chicken products increased 8-9%. WTP for all meat products, except deli ham, remain higher relative to the same time last year.
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