Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Economic uncertainty causes consumer price-sensitivity
- The question of health
- Primary competition from poultry
- Beef generates more than half of market sales
- Fragmented supply chain led by Moran Ground Beef
- Convenience and health the focus of innovations
- Ad spend on the rise to promoting convenience, health and premium
Insights and Opportunities
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- Overview
- Targeting the Hispanic consumer
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- Figure 1: Population, by Hispanic origin, 2005-15
- Opportunity
- Engage young consumers now for future success
- Insight
- Caution
- Opportunity
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- Figure 2: Population aged 18 or older, 2005-15
- The price is right for pork, underscore with health and convenience
- Opportunity
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- Figure 3: Nutritional profiles of pork, beef, and chicken
Inspire Insights
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- Trend: "Familiarity Through Food"
Market Size and Forecast
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- Key points
- Frugal consumers cut back on red meat consumption
- The future of the red meat market
- Sales and forecast of red meat
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- Figure 4: Total U.S. retail sales of red meat, at current prices, 2005-15
- Figure 5: Total U.S. retail sales of red meat, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 6: Total U.S. retail sales of red meat, with fan-chart forecast, 2005-15
- Walmart sales
Market Drivers
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- Consumer confidence shattered by recession
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- Figure 7: Real disposable personal income, January 2007-August 2010
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- Figure 8: Consumer Sentiment Index, March 2007-September 2010
- Rising food prices favor at-home dining
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- Figure 9: Consumer price index for food, September 2008-September 2010
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- Figure 10: Strategies for dealing with recessionary pressures, by household income, October 2009
- But … red meat remains most expensive
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- Figure 11: Consumer price index for all meat, September 2008-September 2010
- Safety concerns influence usage of meat
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- Figure 12: Consumer attitudes regarding safety of each meat type, July/August 2010
- Food safety concerns drive support of animal welfare and all-natural/ organic meats
- Red meat perceived as least healthy
Competitive Context
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- Key points
- The power of poultry
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- Figure 13: Recent consumption frequency, by meat type, July/August 2010
- Flexibility, price, and health are competitive advantages that favor chicken consumption
- Cheap eats at restaurants
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- Figure 14: Outlets where consumers buy meat, July/August 2010
- The vegetarian movement
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- Figure 15: Attitudes toward meat alternatives and the environment, by age, July/August 2010
Segment Performance
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- Key points
- Beef accounts for majority of red meat sales
- Sales of red meat in all retail outlets
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- Figure 16: Total U.S. sales of red meat, by segment, 2008-10
Segment Performance—Beef
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- Key points
- Beef sales have withered in wake of recession
- Sales and forecast of beef
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- Figure 17: Total U.S. sales of beef, 2005-15
Segment Performance—Pork
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- Key points
- Despite low prices, pork sales stifled by health and safety concerns
- Sales and forecast of pork
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- Figure 18: Total U.S. sales and forecast of pork, at current prices, 2005-15
Segment Performance—Other Red Meat
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- Key points
- Other red meat sales improve at a steady pace
- Sales and forecast of other red meat
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- Figure 19: Total U.S. sales and forecast of other red meat, at current prices, 2005-15
Retail Channels
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- Key points
- Grocery and specialty food stores lead retail distribution of red meat
- Sales of red meat, by channel
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- Figure 20: Total U.S. sales of red meat, by channel, 2008 and 2010
- Grocery and specialty food stores’ sales of red meat
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- Figure 21: Grocery and specialty food stores’ sales of red meat, at current prices, 2005-10
- Supercenters and warehouse clubs’ sales of red meat
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- Figure 22: Supercenters and warehouse clubs’ sales of red meat, at current prices, 2005-10
- Other retailers’ sales of red meat
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- Figure 23: Other retailers’ sales of red meat, at current prices, 2005-10
Retail Channels—Natural Foods Supermarkets
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- Key points
- Overview
- Natural channel sales by segment
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- Figure 24: Natural supermarket sales of red meat, by segment, 2008 and 2010
Leading Companies
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- Key points
- Fragmented supply chain led by Moran Ground Beef
- Growth in private label meats
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- Figure 25: Manufacturer FDMx sales of red meat in the U.S., 2009 and 2010
Brand Share—Refrigerated Uncooked Meat
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- Key points
- Cargill Meat and Tyson Foods deliver positive performance
- Private label maintains strong competitive advantage
- Manufacturer and brand sales of refrigerated uncooked meat
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- Figure 26: Selected FDMx brand sales of refrigerated uncooked meat, 2009 and 2010
Brand Share—Frozen Meat
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- Key points
- Diverse supply chain in frozen meat
- Manufacturer and brand sales of frozen meat
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- Figure 27: Selected FDMx brand sales of frozen meat, 2009 and 2010
Innovations and Innovators
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- Key points
- Red meat product launches drop during recession
- Product launches dominated by chilled meat offerings
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- Figure 28: Red meat product launches, by storage type, 2005-10
- Product innovations
- Convenience-inspired products
- Health and wellness
- Premium
- Innovation trend spotlight: Grass-fed beef
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- Figure 29: Top 10 claims on red meat product launches, 2005-10
- Product Innovators: Private label an active participant
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- Figure 30: Private label launches vs. name brands, red meat, 2005-10
Marketing Strategies
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- Key points
- Key marketing strategies: Promote convenience, premium and health
- Convenience via time
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- Figure 31: Hormel Compleats television ad, February 2010
- Convenience via ease of use
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- Figure 32: Cook’s Ham television ad, August 2010
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- Figure 33: Smithfield Spiral Sliced Ham television ad, August 2010
- Premium positioning
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- Figure 34: HoneyBaked Ham television ad, March 2010
- Health qualities
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- Figure 35: Gradwohl’s Farm Beef television ad, June 2010
- The value of food television shows and websites
Red Meat Trends in Restaurants
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- Key points
- Restaurant menu trends precede at-home dining trends
- Corned beef, bacon and prosciutto rising in popularity
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- Figure 36: Top 20 red meat types on menus, 2007-10
- Increasing presence of natural and organic meat claims on menus
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- Figure 37: Top five nutritional claims with red meat on menus, 2007-10
- Spicy flavor profiles pair well with meat
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- Figure 38: Top 20 red meat flavors on menus, 2007-10
Meat Usage
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- Key points
- Household usage of various meat products and types
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- Figure 39: Household usage of meat, by household income, April 2009-June 2010
Recent Meat Consumption Frequency
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- Key points
- Overall consumption frequency
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- Figure 40: Overall meat consumption frequency, by meat type, July/August 2010
- Under-25s least likely to eat meat
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- Figure 41: Overall meat consumption frequency, by top three red meat types, by age, July/August 2010
- Households with kids more likely to eat ground beef frequently
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- Figure 42: Overall meat consumption frequency, by top three red meat types, by presence of children, July/August 2010
- Recent consumption frequency
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- Figure 43: Recent meat consumption frequency, by meat type, by gender, July/August 2010
- Meat preferences vary by age
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- Figure 44: Recent meat consumption frequency, by meat type, by age, July/August 2010
- Household income impacts recent consumption frequency for all meat types
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- Figure 45: Recent meat consumption frequency, by meat type, by household income, July/August 2010
- Frequency of usage in the last week
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- Figure 46: Frequency of meat usage in the last week, by meat type, July/August 2010
Meat Preparation and Popularity in the Household
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- Key points
- Meat preparation by meat type
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- Figure 47: Meat preparation, by meat type, July/August 2010
- Under-25s less likely to use oven and crock-pot preparations
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- Figure 48: Beef or red meat preparation, by age, July/August 2010
- Consumer attitudes toward each meat type
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- Figure 49: Consumer attitudes toward each meat type, July/August 2010
- Consumer attitudes toward red meat
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- Figure 50: Consumer attitudes toward red type, by age, July/August 2010
Outlets Where Consumers Buy Meat
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- Key points
- Outlets where consumers buy meat
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- Figure 51: Outlets where consumers buy meat to eat out, by age, July/August 2010
- Lower incomes frequent cafeterias less but use takeout more
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- Figure 52: Outlets where consumers buy meat to eat out, by household income, July/August 2010
- Outlets where consumers buy meat eaten at home
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- Figure 53: Outlets where consumers buy meat eaten at home, July/August 2010
- Under-25s most likely to buy meat from nontraditional outlets
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- Figure 54: Outlets where consumers “most often” buy meat eaten at home, by age, July/August 2010
Attitudes Toward Meat
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- Key points
- Attitudes toward meat
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- Figure 55: Attitudes toward meat, by gender, July/August 2010
- Under-25s least concerned about food safety
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- Figure 56: Attitudes toward meat, by age, July/August 2010
- Less-affluent respondents show degree of indifference toward meat purchased
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- Figure 57: Attitudes toward meat, by household income, July/August 2010
- Attitudes toward red meat
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- Figure 58: Attitudes toward red meat, by age, July/August 2010
- More affluent are likely to understand terms Kobe and Angus beef
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- Figure 59: Attitudes toward red meat, by household income, July/August 2010
- Attitudes toward the safety and healthfulness of red meat and alternatives
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- Figure 60: Attitudes toward the safety and healthiness of red meat, by gender, July/August 2010
- Younger consumers bear negative perceptions of red meat
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- Figure 61: Attitudes toward the safety and healthiness of red meat, by age, July/August 2010
Innovations/Types of Meat of Interest to Consumers
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- Key points
- Types/positioning of meat that consumers buy or are interested in
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- Figure 62: Types/positioning of meat that consumers buy or are interested in, July/August 2010
- Top three types/positioning of meat that consumers buy or are interested in
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- Figure 63: Top three types/positioning of meat that consumers buy or are interested in, by household income, July/August 2010
- Convenient/premium meat varieties that consumers buy or are interested in
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- Figure 64: Convenient/premium meat varieties that consumers buy or are interested in, July/August 2010
- Top three convenient/premium meat varieties that consumers buy or are interested in
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- Figure 65: Top three convenient/premium meat varieties that consumers buy or are interested in, by age, July/August 2010
- Higher incomes far less likely to use/buy convenience meal kits with meat
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- Figure 66: Top three convenient/premium meat varieties that consumers buy or are interested in, by household income, July/August 2010
Impact of Race and Hispanic Origin
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- Overview
- Asians least likely to use red meat
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- Figure 67: Household usage of meat, by race/Hispanic origin, April 2009-June 2010
- Meat-preparation tactics reflect cultural differences
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- Figure 68: Beef or red meat preparation, by race/Hispanic origin, July/August 2010
- Hispanics less likely to say red meat is a family favorite
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- Figure 69: Consumer attitudes toward red meat, by race/Hispanic origin, July/August 2010
- Hispanics lack knowledge of beef terminology
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- Figure 70: Attitudes toward red meat, by race/Hispanic origin, July/August 2010
- Fresh and frozen meal kits are preferred by Hispanics
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- Figure 71: Top three convenient/premium meat varieties that consumers buy or are interested in, by race/Hispanic origin, July/August 2010
Cluster Analysis
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- Great Plains
- Demographics
- Characteristics
- Opportunity
- Reducers
- Demographics
- Characteristics
- Opportunity
- Bulls
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 72: Red meat clusters, August 2010
- Figure 73: Attitudes toward red meat, by red meat clusters, August 2010
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- Figure 74: Attitudes toward meat, by red meat clusters, August 2010
- Figure 75: Attitudes toward the safety and healthiness of red meat, by red meat clusters, August 2010
- Cluster demographics
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- Figure 76: Red meat clusters, by gender, August 2010
- Figure 77: Red meat clusters, by age group, August 2010
- Figure 78: Red meat clusters, by household income, August 2010
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- Figure 79: Red meat clusters, by race, August 2010
- Figure 80: Red meat clusters, by Hispanic origin, August 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Older men are most frequent meat eaters
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- Figure 81: Overall meat consumption frequency, by top three red meat types, by gender and age, July/August 2010
- Women are commanding the grill
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- Figure 82: Beef or red meat preparation, by gender and age, July/August 2010
- Affluent males are least concerned with brand and safety
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- Figure 83: Attitudes toward meat, by gender and household income, July/August 2010
- Affluent men demonstrate greater understanding of beef terms
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- Figure 84: Attitudes toward red meat, by gender and household income, July/August 2010
- Young men favor meat alternatives
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- Figure 85: Attitudes toward the safety and healthiness of red meat, by gender and age, July/August 2010
SymphonyIRI/Builders—Key Household Purchase Measures
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- Frozen meat
- Overview
- Brand map
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- Figure 86: Brand map, selected brands of frozen meat (no poultry) buying rate by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 87: Key purchase measures for the top brands of frozen meat (no poultry), by household penetration, 2009*
- Refrigerated meat/poultry products
- Overview
- Brand map
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- Figure 88: Brand map, selected brands of refrigerated uncooked meats buying rate by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 89: Key purchase measures for the top brands of refrigerated uncooked meats, by household penetration, 2009*
Appendix—Other Useful Consumer Tables
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- Usage and attitudes
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- Figure 90: Overall meat consumption frequency, by top three red meat types, by region, July/August 2010
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- Figure 91: Consumer attitudes toward red meat, by region, July/August 2010
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- Figure 92: Outlets where consumers buy meat, by race/Hispanic origin, July/August 2010
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- Figure 93: Attitudes toward red meat, by gender, July/August 2010
- Food Network and Food Network.com usage
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- Figure 94: Food network (television) usage, by age, April 2009-June 2010
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- Figure 95: Food network.com usage, by age, April 2009-June 2010
Appendix—Trade Associations
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