Youth Initiative Meeting

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Youth Initiative Meeting

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Title: Youth Initiative Meeting

1
Youth Initiative Meeting

August 16, 2006

2
Meeting Overview

Ellen Gibson

3
Youth Initiative Overview

BIG Mission We will inspire beef and veal
product innovation and facilitate success by
bringing information, insight, ideas, science and
tools to industry influencers and stakeholders.
CreativityScienceDemand Successful New
Products

4
Youth Initiative Overview (cont.)

Goal Establish a lasting preference for beef
among youth under 18
Objectives
Enhance a beef-friendly position in the family
environment
Provide and promote products/menu items that are
kid-friendly
mom-approved

5
Youth Initiative Overview (cont.)

Objectives (cont.)
Initial focus is at-home eating opportunities
Retail and foodservice focus
Across multiple day-parts

6
Youth Initiative Overview (cont.)

Key targets
Primary target Parents/Gatekeepers
Secondary target Schools for youth under 18
Process should
Develop a preference for beefamong kids
Save Mom time/quick prep times
Be a trusted source (on Moms side)
Make it easy to keep well, get healthy and
address obesity concerns

Source NCBA Long-Range Planning Session - June
2006
7
Youth New Product DevelopmentPresentation of
Phase One Research
Prepared by SHUGOLL RESEARCH 7475 Wisconsin
Avenue, Suite 200 Bethesda, Maryland 20814 (301)
656-0310 www.shugollresearch.com

August 16, 2006

8
Study Overview
8
9
Background and Objectives

The National Cattlemens Beef Association is in
the process of developing new beef products
designed to increase beef consumption among the
youth market
Shugoll Research contracted for two phases of
research
Objectives of Phase One
Solicit new product ideas from youth
Obtain reactions to preliminary new product ideas
generated by NCBA

2
10
Background and Objectives

Specific study objectives include
Explore current protein choices
Create new product ideas
Evaluate NCBA new product ideas
Determine sauce and flavoring preferences

2
11
Methodology

15 mini focus groups were conducted in Chicago,
Denver, Los Angeles, Atlanta and Boston in April,
2006
10 groups with youth ages 4-17
5 groups among parents with children 4-17 years
old
5 in-depth telephone interviews to gain the
industry perspective on the types of products
that appeal to the youth market
NCBA product development partners
Food service managers

3
12
Key Findings
12
13
Explore Current Protein Choices

Young children (ages 4-7)
Enjoy eating foods that they can play and
manipulate with their fingers
Ketchup and cheese are preferred flavorings
Are attracted to chicken nuggets because they
are
Tasty
Easy to chew
Fun to eat and dip in favorite sauces
Enjoy beef, including steak, as long as it is
tender and bite-sized

5
14
Explore Current Protein Choices

Tweens (ages 8-12)
Make their own food choices
Prepare their own snacks using microwave and/or
toaster oven
More adventuresome eaters and have been exposed
to a wide variety of flavors including Mexican
and Asian cuisines
Similar to their younger counterparts, tweens
enjoy eating with their hands and are attracted
to foods that come in fun shapes

6
15
Explore Current Protein Choices

Tweens (cont.)
Enjoy eating chicken and beef
Eat chicken more frequently because it is served
more often in their home

6
16
Explore Current Protein Choices

Teens (ages 13-17)
Are grazers and frequent eaters
Are constantly on the go
Tend to eat in a variety of settings and at all
hours
While teens select and prepare their own snacks
and in some cases meals, they do not cook
Taste and convenience, rather than nutrition,
drive teens food choices.
Some teen girls concerned about their weight will
consider the fat content and overall calorie
count when selecting a food product

7
17
Explore Current Protein Choices

Teens (cont.)
Enjoy beef and chicken
Many, boys in particular, estimate they eat beef
more often than chicken
Enjoy stronger and bolder flavors more than their
younger counterparts
Enjoy ethnic cuisine
Mexican
Chinese
Thai

7
18
Create New Product Ideas

New product ideas generated by tweens, teens and
parents typically feature the following
attributes
Small or bite-sized
Easy to prepare
Can go from the freezer to the microwave to the
mouth

8
19
Create New Product Ideas

Youth, parent and food industry experts new
product ideas were just as likely to feature
steak as ground beef and included the following
sauces or flavorings
Cheese
Mexican seasonings (salsa, etc.)
Marinara
Ranch

8
20
Create New Product Ideas

Youth, parents and food industry experts all
agree that fun and convenience are the key
attributes for youth products.
Specifically, food products targeted at the youth
market must be
Visually appealing and appetizing
Good tasting
Easy to handle
Easy to prepare

9
21
Evaluate NCBA New Product Ideas

The most preferred NCBA new product ideas among
tweens and teens are
Steak Quesadillas
Beef Chews
Mac n Beef n Cheese Cups
Beef Snackwiches
Taco Popsicles
Burger Bites
Parents estimates of what children are likely to
try closely parallels the youth responses.

10
22
Determine Sauce and Flavoring Preferences

The most preferred and highly rated sauces among
tweens and teens are
Barbecue
Marinara
Ketchup
Queso
Ranch
Salsa
Sweet and sour
Once again, parents estimates of sauces
preferred by children closely parallels the youth
responses.

12
23
Determine Sauce and Flavoring Preferences

Tweens and teens generated their own list of
combined flavorings including
Ketchup mixed with mustard (Ketard)
Sweet and sour sauce mixed with barbecue sauce
Mayonnaise mixed with ketchup
Ranch mixed with ketchup
Marinara mixed with melted cheese

12
24
New Product Recommendations
24
25
New Product Recommendations

New product prototypes must meet the following
criteria to attract todays youth
Grab n Go
One-step preparation
Heat and serve
Microwaveable
Easy to eat
Minimal utensils required
Portability
Can be eaten anywhere, any time
Individual servings

16
26
New Product Recommendations

Further, new product prototypes should
Feature both ground beef and steak
Visually appealing and fun for those directed at
young children
Feature preferred sauces and flavorings
including
Cheese
Ketchup
Barbecue
Marinara
Mexican

16
27
New Product Recommendations

Ground Beef Product Ideas
1. Mac n Beef n Cheese Cups
Microwaveable cup of macaroni and cheese with
ground beef mixed in
Features the key ingredients youth enjoy beef,
cheese and pasta
2. Tacos on a Stick (Taco Popsicles)
Beef and taco seasonings wrapped in a crunchy
corn coating on a stick
Dip in your favorite sauces

17
28
New Product Recommendations

3. Meatball Lunchables
Single serving containers of 10-12 meatballs that
can be heated in the microwave and dipped into
favorite sauces
One of the interesting findings from this study
is how much tweens and teens enjoyed eating the
meatballs during the tasting exercise

17
29
New Product Recommendations

Grilled Steak Strips Product Ideas
1. Beef Bowls with Tender Bite-Size Grilled
Pieces of Steak
Beef bowl products in microwaveable containers
offered in two varieties Mexican and Asian
Mexican Bowl features grilled steak bites,
Mexican rice and cheese
Asian bowl features grilled steak bites, rice and
a choice of sauces including teriyaki, sweet and
sour, sesame ginger, etc.

18
30
New Product Recommendations

2. Beef Tarts
Youth generated idea to develop beef tarts
similar to a Pop Tart that can be put in a
toaster or microwave
After heating the beef tart, youth can drizzle
their favorite toppings such as cheese over the
tart
The beef tart could feature shredded beef or
steak strips

18
31
Next Steps Phase Two Research
31
32
Phase Two Research

Internal brainstorming session on September 12th
Develop list of 40-50 new product ideas building
on the findings from the initial research
Focus groups with tweens and teens
Identify the 20-25 most appealing product ideas
Online quantitative survey among youth and
parents
Evaluate each product idea
Identify which ones warrant the development of
prototypes for taste testing
Phase Two research will be completed Fall 2006

20
33
Market Assessment

Tim Duffin

34
Situation Analysis

Problem
For todays youth, beef isnt
Fun
Convenient
For the gate keeper, chicken has a
Price advantage over beef
Form benefits

35
Situation Analysis

Opportunity
Create new beef products that meet the needs of
our target audience
To achieve a majority of at home eating
opportunities for kids, tweens and teens

36
Trends - Broad

2 trends are guiding the foodservice and retail
industries
Convenience HealthSource Stagnitos New
Products Magazines Annual Food Producers Focus
List, 2005
30 of respondents purchased more convenience
foods in 2004 than in 2003 Source IRI
Report, What Do Americans Really Eat, 2004
Americans food purchase decisions driven by

Source Yankelovich Partners, 2004
37
Trends - Broad (cont.)
Kids to multiple venues
Further commutes
Parents finding less time to cook
15 Minutes for Meals
Generation never learned to cook from mothers
Source The Food Institute 2005 - Jim Gawley
38
Trends - Broad (cont.)

Working Two-Parent Households (HH) /
Single-Parent HH changing
41 of HH have two parents working
21 of HH are single-parent working families
Only 34 of total HH have at least one parent who
is not working

Source U.S. Census Bureau, Current Population
Survey, 2004 Annual Social and Economic Supplement
39
Trends - Broad (cont.)

Blurring between snacks and meals
1/3 of Americans regularly skip meals, grazing
on snack foods as a substitute
Healthier-for-you products for on-the-go eating
are gaining popularity
Convenience foods are purchased to save
preparation time
Next highest motivating factor
Portability (51)
Individual packaging (34)
Source Stagnitos New Product Magazine, 2004)

40
Trends - Eating Habits

Dietary patterns from childhood carry to adult
life
Family is a major influence on eating behavior
and dietary intake
American youth are not achieving basic
nutritional goals
Children tend to skip breakfast as fewer meals
are prepared in home
1973 - 8.2 skipped
1998 - 29.6 skipped

Source Mintel, Children Obesity, August 2005
41
Trends - Eating Habits (cont.)

Teens want convenience and instant gratification
when they eat
Children are consuming approximately 2/3 of
their calories in the home environment
Children and youth represent powerful economic
and demographic segments
Now a primary market
Estimated 43.5 Billion by 2007
8-14 year old group alone

Source Mintel, Children Obesity, August 2005
Source Packaged Facts The US Market for
Tweens and Young Teens, May 2005
42
Trends - Consumers

Growth of the Hispanic market influences food and
preparation methods
Growing HH incomes may lead to less cooking at
home

Consumers are better informed with more access to
information

Source Technomic, 2004
43
Trends - Consumers

Consumers are conflicted about food choices

Indulgence
Wellness
Quantity
Quality
Reliable
Experimental
Source Technomic, 2004
44
Trends - Youth Demographics

Fewer teens and more kids from 2005 through 2010
Rise in child population attributed to Americas
Latino population
Disproportionate number of young

4.9
3.2
25.6 MM
24.4 MM
Children 12-17
Children 0-5
Children 6-11
24.4 MM
-4.6
Source Mintel/US Census Bureau Interim
Population Project, 2004
45
Trends - Youth Demographics (cont.)

2005 population by age/race

Source Mintel/US Census Bureau Interim
Population Project, 2004
46
Trends - Children

Adolescents are increasingly aware about the role
of health and diet
African Americans and Hispanic teens struggle
Childrens menu most frequently ordered items
Chicken fingers
Grilled cheese sandwich
Mac n cheese
Burger
All leading items were finger foods
Healthful items were lacking

Source Mintel, Kids and Teens eating Habits,
US April 2006
Source Mintels Menu Insights, 350 Chains, 150
Indep., 50 Top Chefs
47
Trends - Children (cont.)

Older children age 15-17 are more likely to
prepare meals using a cook-top or oven

Source Mintel/Datascension/Harris Poll Online
48
Trends - Children (cont.)

66 of male children saw food as an energy or
vitality giver while only 58 of females share a
similar viewSource Mintel/Simmons Teens 12-17
Survey, Fall 2005

49
Trends - Children (cont.)

Where Children (6-14) Spend Their
Disposable Income

Source 2003 Yankelovich Youth Monitor/Mintel
50
Trends - Children (cont.)

Children that Grocery Shop with Family Member
Percent that chooses the food on grocery lists

Source Mintel/Datascension/Harris Poll Online.
600 children with internet access
51
Trends - Childhood Obesity

Dramatic rise in the number of U.S. children who
Are obese
Have type 2 diabetes
At risk for obesity
Obesity has tripled in past 4 decades
From 5 to 16

Source National Academy of Science Food
Marketing to Children Youth - Threat or
Opportunity
52
Trends - Childhood Obesity (cont.)
15 lbs. / year

One/Day
Source American Journal of Clinical Nutrition,
August 2006

Even fruit juices can be unhealthy
Eat fruit never drink it

Source Wisconsin Journal Sentinel, 8/9/06
Study urges cutback in soda
Quote from Shailesh Patel, Medical College of
Wisconsin
53
Trends - Implications