The National Pork Board Retail Website & Apps New Research Finding

April 25, 2012

Prepared by:

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Reminder: Our Target - Pork Champions

Our core consumer loves pork, meat, and the whole meal • Enjoys trying different types of meat or poultry, and different ways of

preparing them • Believes meat is an important part of the meal, and side dishes are

just as important as the center of the plate

Enjoys cooking & food • Takes pride in cooking skills; are confident cooking pork • Likes to try new things at restaurants, and make restaurant dishes at

home

Loves life • Confident and optimistic, social and altruistic • Feels good about lifestyle • Wants to try new things

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What are the demographics of Pork Champions?

• Women and men both included in target

• Married, in a smaller household

• Both working full-time outside the home

• 35-64 years old

• College grad, making $50K-$99K per HH

• Any ethnicity, living all over

• Medium/heavy pork user

• Medium/heavy meat & poultry user

• A confident cook, but not a foodie

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Pork Champ Survey Methodology – Retailer Website/App Usage

Online quantitative survey, conducted March 2-7, 2012. Sample included:

1000 Primary Shoppers (defined as people solely responsible for the household grocery shopping or share the responsibility) who were also Frequent Users of Grocery Retailer Websites (defined as a person who visits a grocery retailer website more then once a month).

Pork Champions accounted for 37% of the 1000 Primary Shoppers.

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Objectives

To understand which aspects of retailer websites are most important for primary grocery shoppers in order to help retailers build more robust and meaningful content about fresh meat on their websites.

Key Findings - Grocery Retailer Website and Application (App) Usage

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What Americans would give up for a year to keep the internet…

84%

SEX and Chocolate

20%

Study by Boston Consulting Group: Asked what they would give up for a year in order to have the internet.

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Retailer Website Usage

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Retailer Website Usage

Sales/specials 54% Online coupons 19%

Why they visit…

Special sales and promotions 82%

Fresh meat or seafood 25%

What they visit…

Ad circulars 78%

Fresh fruits or vegetables 33% Deli or bakery 25%

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Retailer Website Usage Continued

visit fresh meat section once a week or more 60%

Of those who visit the fresh meat section of their retailers website…

wish there was more information about fresh meat on retailer website 40%

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19%

19%

13% 10%

10%

4%

4%

4%

3% 2%

2% 2%

1% 1%

1% 1%

3%

Info on origin of meat Recipes, side dishes, wine pairings How to cook and prepare sectionNutritional info Information on cuts of meat Upcoming salesCoupons Current deals More general information on fresh meatMore meat options Comprehensive price and item lists Information on safety, handling, freshnessHealthy eating section Nothing Images of itemsRemember past purchases/personalized purchasing Other

Of those respondents looking

for more information, product source, recipes, and

prep/cooking methods

for individual cuts is most important

Q13: What specifically do you wish they offered?? (Open End)

N = 395 (Based on choosing that they wished there was more information provided by grocery retailers in Q12)

Consumers visiting retailer websites want more information to help them buy and prepare fresh meat more confidently

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Q7: Why don’t you visit the fresh meat section? (Open End)

N = 420 (Based on those stating that they do not visit the fresh meat section in retailer websites in Q6)

In-store materials remain critical for those who prefer to shop only in-store

32%

16%

10%

9%

8%

7%

5%

4%

4% 2%

2%

0%

1%

Prefer to shop for fresh meat in person Do not eat/buy meat regularlyNever thought of it No use for itLook through weekly/sale ads Do not buy fresh meat oftenBuy meat locally/elsewhere Already know what I wantDo not visit website often Don’t know Buy frozen meat Do visit the fresh meat sectionOther

Those not visiting the fresh meat section of the retailer website

prefer to get information

and shop at the meat case

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Grocery Retailer Apps

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Food is

farthest

behind

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Apps provide a potentially powerful way to influence customer decisions

use retailer based apps 20%

41% would be interested in a retailer based app

54% would be interested in receiving meat specific offers

through an app

72% would be interested in receiving meat specific offers

through an app if the offer was specific to their past purchases

Of those interested in a retailer based app…

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Q22: When do you typically access the (app)?

N = 124 (Based on stating that they do use a grocery retailers app in Q20)

Apps are accessed most frequently before consumers get to the store, while they are still planning

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Respondents are using smartphones for a variety of uses in-store

of respondents have a smartphone 62%

Look up sales/deals 28% Use app to make a list 26%

When shopping they use their smartphone to…. (most of the time/always)

Look up recipes 21% Compare prices 21%

Look up product information 43%

(sometimes)

When shopping for fresh meat , those numbers

jump -

58% look up

recipes

57% look up

sales/deals

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19

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Key Points

• On-demand technology is here to stay • While traditional methods of delivering sales and preparation

information are still key, online and mobile delivery is becoming increasingly popular and can help build sales and loyalty

• Grocery retailer websites are used primarily to check out deals • The fresh meat section is not visited regularly by many – this

represents a missed opportunity

• Give them what they want! • Consumers accessing retailer websites want more cooking

information, recipes, and product details – all of which can help build department sales and customer loyalty

• In-store materials are important • In-store POS continues to be critical; marrying in-store and on-line

efforts can help customers find information more easily in both locations so they feel more confident with fresh meat purchases

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Key Points • Only 18% of fresh food purchases are influenced by online or

mobile activity • There is tremendous room for improvement when compared against

other areas; even small steps can have big impacts

• While only 20% use retailer based apps, there are big opportunities for fresh meat • Over 50% of those interested in apps like the idea of specific meat

offers and almost three-quarters become interested if the app is tailored to the consumer based on previous purchases

• Influence customers at key points • With 64% of users accessing apps during the planning process, there is a

greater opportunity to make it onto the shopping list and a higher chance of getting the purchase in-store

• Smartphones can provide recipe ideas to spur purchase • With 58% of those using smartphones at the meat department looking

up recipes, there is a strong opportunity to influence decisions