Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. retail sales of red meat, in millions at current prices, 2007-17
- Market forecast
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- Figure 2: Total U.S. retail sales and fan chart forecast of red meat and pork, at current prices, 2007-17
- Market factors
- Health concerns are driving many to eat less than they did last year
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- Figure 3: Usage trends, June 2012
- Most who are using less cite health concerns
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- Figure 4: Health-related reasons for eating less, June 2012
- Cost also serves to discourage use in some cases
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- Figure 5: Cost-related reasons for eating less, June 2012
- Companies, brands, and innovation
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- Figure 6: FDMx red meat sales among leading companies in the U.S., 2012
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- Figure 7: 10 most common claims associated with new product launches, 2012*
- The consumer
- Four out of five report eating beef
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- Figure 8: Red meat consumption, June 2012
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- Figure 9: Premium meat and poultry use, by household income, June 2012
- What we think
Issues in the Market
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- What is serving to slow growth in sales of red meat and pork?
- Where can marketers focus to drive future sales?
- What types of products are likely to drive future growth?
Issues and Opportunities
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- Healthy beef recipes and meal kits could drive future sales
- Target households with kids
Trend Applications
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- Trend: Premiumization and Indulgence
- Trend: Carnivore, Herbivore… Locavore
- Inspire 2015 Trend: Brand Intervention
Market Size and Forecast
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- Key points
- Growth remains slow as some reduce usage and prices slowly rise
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- Figure 10: Total U.S. retail sales of red meat, at current prices, 2007-17
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- Figure 11: Total U.S. retail sales of red meat, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 12: Total U.S. retail sales and fan chart forecast of red meat and pork, at current prices, 2007-17
- Walmart sales
Market Drivers
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- Key points
- Languishing recovery could undermine growth potential
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- Figure 13: Unemployment trends, 2007-12
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- Figure 14: Median household income in inflation-adjusted dollars, 2001-11
- Figure 15: Consumer confidence trends, 2007-12
- Higher prices could discourage use of red meat
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- Figure 16: Seasonally adjusted consumer price index for all meat, August 2010-August 2012
- Some shun red meat to avoid saturated fat, cholesterol
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- Figure 17: Watching diet and reasons for doing so, by gender, October 2009–December 2010
- Concerns about safety of red meat and pork can discourage usage
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- Figure 18: Food safety concerns associated with red meat, pork, and poultry, June 2012
Competitive Context
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- Preference for vegetarian products could serve to limit growth potential
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- Figure 19: Usage trends, June 2012
- Fish and poultry are significant competitive threats
- Restaurant sales may be serving to undermine growth in retail sales
Segment Performance
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- Beef continues to dominate the category
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- Figure 20: Total U.S. retail sales of red meat, segmented by type, 2010-12
Segment Performance—Beef
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- Key points
- Weak economy and health concerns continue to dampen growth
- Industry could drive growth with antibiotic-free and leaner beef
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- Figure 21: Total U.S. retail sales of beef, at current prices, 2007-17
Segment Performance—Pork
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- Key points
- Sales expected to spike in 2012
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- Figure 22: Total U.S. retail sales of pork, at current prices, 2007-17
Segment Performance—Other Red Meat
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- Key points
- Sales expected to spike in 2012
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- Figure 23: Total U.S. retail sales of other red meat, at current prices, 2007-17
Retail Channels
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- Key points
- Most buy from supermarkets
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- Figure 24: Total U.S. retail sales of red meat, by channel, 2010 and 2012
- Three out of four purchase from supermarkets
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- Figure 25: Channel preference, by age, June 2012
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- Figure 26: Channel preference, by household income, June 2012
Leading Companies
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- The market remains highly fragmented
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- Figure 27: FDMx red meat sales among leading companies in the U.S., 2011 and 2012
Brand Share—Refrigerated and Shelf-stable Meat
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- Key points
- Oscar Mayer drives gain with low-calorie and premium positionings
- ConAgra drives gains with Libby’s shelf-stable options
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- Figure 28: FDMx sales of refrigerated and shelf-stable meat by leading companies in the U.S., 2011, 2012
Brand Share—Frozen Meat
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- Key points
- Sara Lee makes gains with Jimmy Dean
- Eaves Packing Co. posts gains with Bubba Burger
- Jones Dairy Farm posts gains with natural offering
- Affordable premium positioning also drives gains for Holten
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- Figure 29: FDMx sales of frozen meat by leading companies in the U.S., 2011 and 2012
Innovations and Innovators
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- Aldi and Farmland emerge as innovation leaders in 2012
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- Figure 30: Number of launches, by innovative companies, 2007-12
- Microwaveable most common claim
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- Figure 31: 10 most common claims associated with new products launches, 2007-12
- Premium options could drive future gains
- Natural jerky, low in fat, could drive gains
- Ethnic options could become more popular as demographics shift
Marketing Strategies
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- Overview of the brand landscape
- Hillshire Farm
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- Figure 32: Hillshire Farm Gourmet Creations ad, 2012
- Figure 33: Hillshire Farm ad, 2008
- Online
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- Figure 34: Hillshire Farm website, 2012
- Hormel
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- Figure 35: Hormel ad, 2012
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- Figure 36: Hormel ad, 2009
- Online
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- Figure 37: Hormel website, 2012
Red Meat and Pork Usage, by Segment
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- Key points
- Incidence of use remains steady
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- Figure 38: Beef and Pork usage (fresh/frozen), February 2007-March 2012
- Mature shoppers more likely to buy fresh pork fillets
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- Figure 39: Red meat consumption, by age, June 2012
- Middle- and upper-income households more likely to buy steaks, pork, and lamb
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- Figure 40: Red meat consumption, by household income, June 2012
- Households with kids more likely to purchase various types of meat
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- Figure 41: Red meat consumption, by presence of children in household, June 2012
- Consider focusing promotional efforts on rural and suburban markets
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- Figure 42: Red meat consumption, by urban area, June 2012
- Rural dwellers more likely to live in households with multiple meat eaters
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- Figure 43: Household user, by urban area, June 2012
Change in Use the Past Year
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- Key points
- Many users report eating less pork and beef then they did last year
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- Figure 44: Usage trends, by gender, June 2012
- Mature adults more likely to report a decline in red meat consumption
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- Figure 45: Usage trends, by age, June 2012
Reasons for Eating Less Red Meat
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- Key points
- 45+ segment more likely to report Meatless Mondays
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- Figure 46: Reasons for eating less, by age, June 2012
- Health concerns cited by majority who are eating less red meat
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- Figure 47: Reasons for eating less, by age, June 2012
- Affluents most likely to cite health as a reason for eating less
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- Figure 48: Reasons for eating less, by household income, June 2012
- Lack of value a common reason for eating less pork
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- Figure 49: Reasons for eating less, by age, June 2012
Frequency of Use
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- Key points
- Young adults more likely to be frequent beef eaters
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- Figure 50: Frequency of use—Beef, by age, June 2012
- Households with kids more likely to be frequent beef users
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- Figure 51: Frequency of use—Beef, by presence of children in household, June 2012
- Lamb users rarely eat the meat
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- Figure 52: Frequency of use—Lamb, by age, June 2012
- Young adults and urban users more likely to frequently use other red meats
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- Figure 53: Frequency of use—Other red meat, by age, June 2012
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- Figure 54: Frequency of use—Other red meat, by urban area, June 2012
- Low-income households more likely to frequently use pork portions
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- Figure 55: Frequency of use—Pork portions, by household income, June 2012
- Frequent bacon use more common among those with modest incomes
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- Figure 56: Frequency of use—Bacon, by household income, June 2012
- Young adults and low-income households more likely to frequently use ham
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- Figure 57: Frequency of use—Ham, by age, June 2012
- Figure 58: Frequency of use—Ham, by household income, June 2012
Red Meat and Pork Perceptions
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- Key points
- Red meat often viewed as ideal for grilling
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- Figure 59: Red meat and pork perceptions, by age, June 2012
- Rural households more likely to cite red meat as a “household favorite”
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- Figure 60: Red meat and pork perceptions, by urban area, June 2012
Use of Premium Meat
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- Key points
- Most have an interest in premium quality
- Affluents more likely to “sometimes” buy BFY and eco-friendly options
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- Figure 61: Premium meat and poultry use, by household income, June 2012
Meat Attitudes
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- Key points
- Most typically freeze part of the meat they purchase
- Target young adults with recipe labels and “ethical” offerings
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- Figure 62: Meat attitudes, by age, June 2012
- Households with kids more likely to freeze
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- Figure 63: Meat attitudes, by presence of children in household, June 2012
Race and Hispanic Origin
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- Key points
- Asians much less likely to eat ground beef, bacon, and hot dogs
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- Figure 64: Red meat consumption, by race/Hispanic origin, June 2012
- Blacks somewhat more likely to report eating less
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- Figure 65: Usage trends, by race/Hispanic origin, June 2012
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- Figure 66: Reasons for eating less, by race/Hispanic origin, June 2012
- Hispanics and blacks more likely to frequently use pork
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- Figure 67: Frequency of use—Pork portions, by race/Hispanic origin, June 2012
- Figure 68: Frequency of use—Bacon, by race/Hispanic origin, June 2012
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- Figure 69: Frequency of use—Ham, by race/Hispanic origin, June 2012
- Hot dogs frequently used by blacks and Hispanics
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- Figure 70: Frequency of use—Hot dogs/frankfurters, by race/Hispanic origin, June 2012
Custom Consumer Groups—Gender and Age
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- Mature men the key segment for steak producers
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- Figure 71: Red meat consumption, by custom consumer group, June 2012
- Mature men often eating less because of medical advice
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- Figure 72: Reasons for eating less, by gender and age, June 2012
- Young men most likely to cite lack of value as reason for eating less pork
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- Figure 73: Reasons for eating less, by gender and age, June 2012
- Target mass merchandisers, natural channels, and restaurants
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- Figure 74: Channel preference, by custom consumer group, June 2012
IRI/Builders—Key Household Purchase Measures—Frozen Meat—U.S.
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- Overview of frozen meat
- Frozen meat (no poultry)
- Consumer insights on key purchase measures—frozen meat (no poultry)
- Brand map
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- Figure 75: Brand map, selected brands of frozen meat (no poultry) buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 76: Key purchase measures for the top brands of frozen meat (no poultry), by household penetration, 2011*
IRI/Builders—Key Household Purchase Measures—Refrigerated Meat—U.S.
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- Overview of refrigerated meat
- Refrigerated uncooked meat (no poultry)
- Consumer insights on key purchase measures—refrigerated uncooked meat (no poultry)
- Brand map
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- Figure 77: Brand map, selected brands of refrigerated meat (no poultry) buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 78: Key purchase measures for the top brands of refrigerated meat (no poultry), by household penetration, 2011*
Appendix—Other Useful Consumer Tables
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- Figure 79: Channel preference, by race/Hispanic origin, June 2012
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- Figure 80: Channel preference, by urban area, June 2012
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- Figure 81: Red meat consumption, by gender, June 2012
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- Figure 82: Usage trends, by household income, June 2012
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- Figure 83: Usage trends, by urban area, June 2012
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- Figure 84: Reasons for eating less, by household income, June 2012
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- Figure 85: Reasons for eating less, by race/Hispanic origin, June 2012
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- Figure 86: Reasons for eating less, by presence of children in household, June 2012
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- Figure 87: Reasons for eating less, by household income, June 2012
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- Figure 88: Reasons for eating less, by urban area, June 2012
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- Figure 89: Household user, by age, June 2012
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- Figure 90: Household user, by household income, June 2012
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- Figure 91: Household user, by race/Hispanic origin, June 2012
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- Figure 92: Frequency of use—Beef, by household income, June 2012
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- Figure 93: Frequency of use—Beef portions, steaks, fillets, by age, June 2012
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- Figure 94: Frequency of use—Beef portions, steaks, fillets, by household income, June 2012
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- Figure 95: Frequency of use—Beef portions, steaks, fillets, by presence of children in household, June 2012
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- Figure 96: Frequency of use—Beef portions, steaks, fillets, by urban area, June 2012
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- Figure 97: Frequency of use—Lamb, by household income, June 2012
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- Figure 98: Frequency of use—Beef, by race/Hispanic origin, June 2012
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- Figure 99: Frequency of use—Lamb, by urban area, June 2012
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- Figure 100: Frequency of use—Other red meat, by household income, June 2012
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- Figure 101: Frequency of use—Pork portions, by urban area, June 2012
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- Figure 102: Frequency of use—Bacon, by age, June 2012
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- Figure 103: Frequency of use—Ham, by urban area, June 2012
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- Figure 104: Frequency of use—Hot dogs/frankfurters, by urban area, June 2012
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- Figure 105: Red meat and pork perceptions, by gender, June 2012
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- Figure 106: Red meat and pork perceptions, by race/Hispanic origin, June 2012
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- Figure 107: Red meat and pork perceptions, by marital status, June 2012
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- Figure 108: Red meat and pork perceptions, by household income, June 2012
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- Figure 109: Premium meat and poultry use, by race/Hispanic origin, June 2012
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- Figure 110: Premium meat and poultry use, by presence of children in household, June 2012
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- Figure 111: Premium meat and poultry use, by urban area, June 2012
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- Figure 112: Premium meat and poultry use, by age, June 2012
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- Figure 113: Meat attitudes, by race/Hispanic origin, June 2012
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- Figure 114: Meat attitudes, by urban area, June 2012
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Appendix—Trade Associations
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